Journalism Basics: Finding Sources and Asking for Interviews

Map your sources before you contact anyone

Strong reporting rarely comes from the first people who answer your message. A simple stakeholder map helps you see who is affected, who has power, who knows the technical details, and who saw what happened. It also helps you avoid over-relying on the easiest voices (press offices, repeat commentators, or the most online people).

Stakeholder categories (a practical checklist)

• Affected people: people who experience the impact directly (residents, customers, patients, workers, students, families).
• Decision-makers: people who can change the situation (officials, executives, managers, regulators, board members, elected representatives).
• Experts: people who can explain context and evidence (researchers, auditors, engineers, lawyers, clinicians, economists). Aim for relevant expertise, not fame.
• Witnesses: people who observed events firsthand (bystanders, participants, staff on shift, neighbors, attendees).
• Implementers (often overlooked): people who carry out decisions (frontline staff, contractors, caseworkers, inspectors).
• Intermediaries (often overlooked): people who connect groups (advocates, union reps, community leaders, ombuds offices).

Build a quick stakeholder map (step-by-step)

1. Write the central question in one sentence (e.g., “Why are wait times increasing at Clinic X?”).
2. Draw four columns: Affected / Decision-makers / Experts / Witnesses.
3. List 5–10 names or roles per column. Use roles if you don’t have names yet (e.g., “night-shift nurse,” “procurement manager,” “patient advocate”).
4. Add diversity of perspective: geography, job role, seniority, gender, age, and viewpoints. Ask: “Whose experience is missing?”
5. Mark access level: easy / medium / hard. “Hard” sources often matter most (e.g., the person who signed the contract).
6. Prioritize for balance: choose at least one from each column before you start writing.

How to avoid over-relying on the easiest voices

“Easiest voices” are sources who are always available: PR representatives, frequent pundits, and people who already agree with your angle. They can be useful, but if they dominate your sourcing, your story becomes narrow.

• Use the “one-from-each-column” rule: before publishing, check that you have meaningful input from affected people and decision-makers, not only experts and spokespeople.
• Separate access from importance: a source being hard to reach does not make them optional. Keep trying, document attempts, and seek alternative decision-makers if needed.
• Don’t confuse “official” with “complete”: a press statement may answer what an institution wants to say, not what readers need to know.
• Watch for “single-source dependency”: if one person is feeding you most of the facts, you need corroboration and additional perspectives.
• Ask every interviewee: “Who else should I talk to?” Then compare referrals across groups to avoid staying inside one network.

Outreach: ask clearly, politely, and with specifics

Good outreach makes it easy for someone to say yes. Your request should include: who you are, what the topic is, why you’re contacting them, what you’re asking for (time and format), and how you’ll confirm logistics.

Before you reach out (a quick prep list)

• One-sentence topic: what the interview is about.
• Why them: their role or experience.
• Time request: 10–15 minutes for a quick interview; 30–45 minutes for deeper conversations.
• Format options: phone, video, in person.
• Deadline: when you need to talk (be honest, not dramatic).
• Ground rules: be ready to explain “on the record/off the record/on background” (covered below).

Email outreach scripts (copy, paste, adapt)

1) Standard request (general)

Subject: Interview request about [topic] (15–20 minutes) Hi [Name], My name is [Your Name]. I’m a journalist with [Outlet/Project]. I’m working on a story about [topic in one sentence]. I’m reaching out because [why them: role/experience]. Would you be available for a [15–20]-minute interview this week? I can do phone, video, or meet in person—whatever is easiest. If you’re open to it, could you share a couple of times that work for you? I’m hoping to speak by [day/date] if possible. Thank you for considering, [Your Name] [Phone] [Email] [Optional: website/portfolio link]

2) Request to a decision-maker (accountability-focused, respectful)

Continue in our app.

• Listen to the audio with the screen off.
• Earn a certificate upon completion.
• Over 5000 courses for you to explore!

Or continue reading below...

Download the app

Subject: Request for comment/interview: [issue] Hi [Title + Name], I’m [Your Name] with [Outlet/Project]. I’m reporting on [issue] and would like to include your perspective and explain your office’s decisions to readers. Could we schedule a [20–30]-minute interview by [date]? If an interview isn’t possible, I’m also happy to send specific questions by email. Either way, I’d like to confirm: [1–2 concrete points you need addressed]. Thank you, [Your Name] [Phone]

3) Outreach to an affected person (trauma-aware, low-pressure)

Subject: Request to talk about your experience (no obligation) Hi [Name], My name is [Your Name]. I’m a journalist with [Outlet/Project], working on a story about [topic]. I found your name through [how you found them, if appropriate]. I’m reaching out because it sounds like you may have been affected by [situation]. If you’re open to it, I’d like to listen and understand what happened from your perspective. We could talk for [10–15] minutes by phone, or longer if you prefer. If now isn’t a good time, that’s completely okay. If you do want to talk, we can also discuss what you’re comfortable sharing and whether your name can be used. Thank you for considering, [Your Name] [Phone]

4) Follow-up email (after no response)

Subject: Following up: interview request about [topic] Hi [Name], I’m following up on my note below in case it got buried. I’m hoping to speak by [date/time]. If you’re not the right person, is there someone else you recommend? Thank you, [Your Name] [Phone]

Phone outreach scripts (short and natural)

1) Gatekeeper-friendly call (asking for the right person)

Hi, my name is [Your Name]. I’m a journalist with [Outlet/Project]. I’m working on a story about [topic]. Who would be the best person to speak with about [specific area]? Could you connect me or share the right email/phone?

2) Direct request to a source

Hi [Name], this is [Your Name]. I’m a journalist with [Outlet/Project]. I’m calling because I’m reporting on [topic], and I’d like to include your perspective as [their role/experience]. Would you have 15 minutes for a quick interview today or tomorrow? If now isn’t a good time, what time works better?

3) Confirming logistics at the end of the call

Great—thank you. Just to confirm: we’re set for [day/date] at [time], by [phone/video/in person at location]. What’s the best number/email to reach you? And is it okay if I record audio for accuracy?

In-person outreach scripts (when you meet someone on site)

In-person requests should be brief and non-intrusive. If someone looks busy, distressed, or is working, ask for a better time rather than pushing.

1) Quick introduction

Hi, I’m [Your Name]. I’m a journalist with [Outlet/Project]. I’m here because I’m working on a story about [topic]. Do you have a minute, or is there a better time to talk?

2) Requesting a scheduled interview instead of an on-the-spot one

I don’t want to take you by surprise. Would you be open to a short interview later today or this week? We could do it by phone if that’s easier.

3) If someone says “no”

Understood—thank you for your time. If you change your mind, here’s my card/contact. Take care.

Consent and ground rules: explain them simply and confirm them clearly

Before you start asking substantive questions, make sure both you and the source agree on the terms of the conversation. This protects the source, protects you, and reduces misunderstandings.

Recording consent (beginner-friendly)

Recording laws vary by location, but good practice is to ask permission clearly. Even when recording is legal without permission, asking builds trust and avoids conflict.

• Ask before you press record: “Is it okay if I record audio so I can quote you accurately?”
• If they say no: don’t argue. Take notes instead.
• Explain why: accuracy, not surveillance.

Interview terms: on the record, off the record, on background

These phrases are common but often misunderstood. Use plain language and confirm what they mean in your conversation.

How to set terms respectfully (step-by-step)

1. Start with a default: assume on the record unless you agree otherwise.
2. Explain the options in plain language: don’t rely on jargon.
3. Confirm before sensitive topics: if the conversation shifts, pause and restate terms.
4. Be specific about attribution (for background): agree on the exact descriptor you may use.
5. Repeat the agreement out loud: it prevents later disputes.

Scripts for confirming ground rules

At the start of an interview

Before we begin, I want to confirm the ground rules. By default, our conversation is on the record, meaning I can quote you and use your name. If you’d prefer to speak on background or off the record for any part, tell me before you share that information and we’ll agree on the terms.

When a source asks for “off the record” mid-interview

I understand. Before you continue, let’s be clear: do you want the next part to be off the record (I can’t publish it), or on background (I can use it without your name)?

Agreeing on background attribution

Okay—on background. To make sure we’re aligned, how would you like to be described? For example: “a staff member at [organization]” or “a person familiar with the process.”

If they say “You can use this but don’t quote me”

Thanks—just to clarify, do you mean on background (I can use the information with a descriptor), or off the record (I can’t publish it at all)?

Practice scenarios: setting interview terms with confidence

Use these scenarios to rehearse how you’ll respond. The goal is to be calm, clear, and respectful—while protecting the integrity of your reporting.

Scenario 1: The source starts sharing sensitive details immediately

Situation: You call a former employee. They begin describing alleged misconduct before you’ve discussed terms.

What to say:

I want to pause for a second so I don’t misunderstand. Are you comfortable speaking on the record, meaning I can quote you by name? If not, we can talk on background or off the record, but we should agree before you share details.

Practice goal: Interrupt politely, set terms early, then continue.

Scenario 2: “This is off the record” after the fact

Situation: A decision-maker answers a tough question, then says, “That last part is off the record.”

What to say:

I hear you. We didn’t set that part as off the record beforehand, so I can’t automatically treat it that way. If you want, we can discuss what you’re comfortable having on the record going forward, or we can restate that point on background with an agreed description.

Practice goal: Be firm without escalating; offer options.

Scenario 3: A vulnerable source fears retaliation

Situation: An affected person wants to talk but is afraid their employer will identify them.

What to say:

Thank you for telling me. We can talk first without using your name while we figure out what feels safe. If we use anything in the story, we’ll agree on how you’re described. I can’t promise anonymity in every situation, but I can avoid unnecessary identifying details and we can discuss the risks before we publish.

Practice goal: Don’t promise what you can’t guarantee; explain choices and risks.

Scenario 4: An expert wants to review quotes before publication

Situation: A researcher says, “I’ll talk only if I can approve my quotes.”

What to say:

I can’t offer quote approval, but I can make sure I quote you accurately. If you’d like, I can read back technical passages during the interview, or follow up to confirm specific facts and terminology.

Practice goal: Protect editorial independence while offering accuracy checks.

Scenario 5: A spokesperson insists on email-only answers

Situation: A press office says, “Send questions by email.”

What to say:

I’m happy to send questions by email. I’d also appreciate a brief call so I can ask follow-ups and make sure I understand the details. Would 10 minutes work today or tomorrow?

Practice goal: Accept the constraint, but still ask for access and clarity.

Scenario 6: Setting terms for a quick hallway interview

Situation: You meet a witness outside a meeting. They’ll talk for two minutes.

What to say:

Thanks—before we start, is this on the record? That means I can quote you with your name. If you prefer, we can do on background with a description we agree on.

Practice goal: Even fast interviews need clear terms.

Logistics: confirm the details so the interview actually happens

What to confirm (a simple checklist)

• Date and time (include time zone if relevant).
• Format: phone/video/in person.
• Location or link: address, meeting point, or video link.
• Duration: “I’ll keep it to 20 minutes.”
• Contact backup: phone number in case tech fails.
• Recording permission (if you plan to record).
• Attribution terms: on the record/background/off the record.

Confirmation message template

Thanks for your time. Confirming our interview: [Day, Date] at [Time, Time Zone], via [phone/video/in person at location]. We’ll plan for about [X] minutes. I’ll reach you at [number] / here’s the link: [link]. As discussed, this is [on the record / on background with descriptor: “…”]. Is it okay if I record audio for accuracy?