Stalking the reluctant source – 10 secrets to getting anybody to talk

You had the idea, wrote the query, got the assignment, negotiated the contract, worked out a deadline and did the research. Now all that’s left is interviewing the source.

What’s that, the source won’t answer your email or phone calls? Don’t they realize what you’ve had to do to get this far?

Unfortunately, just because you need to talk to a source doesn’t mean that they need to talk to you. They’re busy, they’re press shy, they’re grouchy, they’ve been warned by counsel or their media relations staff not to speak to the press.

That’s when you need to use your writer’s ingenuity to figure out how to get a reluctant source to talk anyway – or how to salvage a story if they won’t.

(If you’re a source of mine, feel free to stop reading at this point.)

If and when you run into an uncooperative source, do a quick gut check or touch base with your editor. Do you really need that specific source? Or would another person, company or expert with the same credentials, background or situation suffice?

If you need a particular source who’s yet to open up, here are my top 10 secrets to getting somebody to talk:

1. Send questions via email. If a source won’t make time to talk on the phone maybe they’ll respond to written answers. It’s not the best way to go but at least you’ll have something. These days, try Twitter too – somebody who won’t sit for an interview might be OK answer questions 140 characters at a time.

2. Find out if someone else is available. Worst case scenario: talk to an organization’s spokesperson.

3. Do an end run around gatekeepers. Sometimes the source you’re trying to reach doesn’t know about your request because their secretary, PR department, spouse or some other handler hasn’t told them. In those situations, search online, in phone books or elsewhere for a direct number or email address you can use to directly plead your case.

4. Call at odd hours. If you need to talk to an executive or business owner, call before or after hours when chances are good secretaries and receptionists aren’t there and the head honcho will pick up the phone themselves.

5. Investigate association or board affiliations. Websites for professional organizations often list names, bios and contact information for their board members.

6. Go where they’ll be. They may avoid your calls, but they can’t avoid you if you show up at their monthly Rotary Club lunch or annual industry trade show. You might only get a line or two or a “No comment” but it’s better than nothing.

7. Talk to friends or business partners. If your story has to do with something a person or company did, bought or sold, find one of their friends, colleagues or business partners and get the details from them. Then contact your source again and ask them to confirm the facts.

8. Check what’s already been written. Look online for previous articles, white papers, analyst write ups or case studies about the source, their organization or company. That way even if you end up not getting an interview, you’ll have some background – just make sure you include an attribution to the original source.

9. Search social networks. Look on LinkedIn, Twitter or Facebook to find out if your source hangs out there. If they do, ask them then and there to answer your questions. Or let your network know that you’re trolling for Ms. ABC or XYZ Company to talk to. Or put out a general call for help.

10. Be empathetic. Sometimes, especially if you’re dealing with someone who’s never been interviewed before, all they might need is a little coaxing and an explanation of how things work – what information you’re after, what on the record means, etc. – to feel comfortable enough to talk.

What techniques do you use to get reluctant sources to talk?