66. Need of Determination.—If the reporter still fails, he must not give up even yet without first resorting to every other measure that the special circumstances of the case make possible. There is never a story without some way to unearth it, and every such story is potentially a great one. A telephone message to the leading hospitals may bring results. Inquiry at the corner houses in the four adjoining blocks may disclose a Mr. Davis. Inquiry of the children skating along the sidewalk may unearth him. But in any event, the reporter must not give up until he has investigated every available clue. The city editor does not want and will not take excuses for failures to bring back stories; he wants stories.
67. Gaining Access for an Interview.—If at his last place of inquiry, perhaps from one of the skating children, the reporter learns it was not Mr. Davis at all who was shot, but Mr. Davidson, who may be found three blocks down at Spring and Grosvenor streets, his task now immediately changes to gaining access to Mr. Davidson, or to Mrs. Davidson, or to some one in the building who can give him the facts. Here is where his card may serve. If Mr. Davidson has rooms in a hotel, he may send his card up by a bellboy; if in a club, he may give it to the porter at the door. If the house at Spring and Grosvenor streets, however, is plainly one where a card would be out of place, he may simply inquire for Mr. Davidson. It is not at all improbable that Mr. Davidson was only slightly injured and one may be permitted to see him. If, however, the person answering the door states that Mr. Davidson cannot be seen, as he was injured that morning, the reporter may express his interest and inquire the cause, thus making a natural and easy step toward what newspaper men generally consider the most difficult phase of reporting,—the interview.
68. Requirements for Interviewing.—Broadly speaking, there are six requirements for successful interviewing: a pleasing presence, the ability to question judiciously, a quick perception of news even in chance remarks, a retentive memory, the power to detect falsehood readily, and the ability to single out characteristic phrases. Technically, an interview is a consultation with a man of rank for the sake of publishing his opinions. In practice, however, because the term man of rank is hazy in its inclusiveness, the word has come to mean consultation with any person for the purpose of reporting his views. And in this sense the word interview will be used in this volume.
69. A Pleasing Presence.—The first requisite for successful interviewing, a pleasing presence, must be interpreted broadly. In the term are included immaculacy of person and linen, as well as tact, courtesy, and all those qualities that make for ease of mind while conversing. Clothes may not make a man, but the lack of them will ruin a reporter. An unshaven face or a collar of yesterday's wear will do a newspaper man so much harm in some persons' eyes that all the shrewd questions he can ask during the interview will be of little value. Lack of tact in approaching or addressing a man will have the same unfortunate result. Many reporters think that by resorting to flattery they can induce men to talk; then they wonder why they fail. A reporter must keep in mind that the persons he interviews usually possess as keen intellects as his own and mere flattery will be quickly detected and resented.
70. Courtesy.—Above all things in his purpose to present a pleasing presence, the interviewer must possess unfailing courtesy. He must never forget that he is a gentleman, no matter what the other person may be. He cannot afford to permit himself even to become angry. Anger does not pay, for two reasons. In the first place, when a reporter loses his temper, he immediately loses his head. He becomes so absorbed in his own emotions that he cannot question shrewdly or remember clearly what is said by the man from whom he would extract information. In the second place, anger creates hostility, and a hostile man or woman not only does not willingly give information, but will be an enemy of the paper forever afterward. Always, therefore, the interviewer must be courteous, knowing that kindness begets kindness and that the other fellow, if approached rightly, will respond in the end to his own mood.
71. Asking Questions.—Concerning the second requirement for interviewing, judicious questioning, only general precepts can be given. The reporter must rely largely on himself. As a rule, however, the personal equation should be considered. Every man is interested in himself and his work, and the interviewer often may start him talking by beginning on work. The essential thing is to get some topic that will launch him into easy, natural conversation. Then, with his man started, the interviewer may well keep silent. Only a cub reporter will interrupt the natural flow of conversation for the sake merely of giving his own views. If the man runs too far afield, the reporter may guide the conversation back to the original topic; but he may well subject himself to much irrelevant talk for the sake of guiding his informer back gracefully to the topic of interest.
72. Persons Seeking Advertisement.—From the standpoint of the newspaper man, there are three classes of persons one encounters in interviewing: those who talk, those who will not, and those who do not know they are divulging secrets. Concerning the first little need be said. Such persons talk because they enjoy seeing their names in print. It is a marvel how many men and women object with seeming sincerity to their names being made public property, yet at the same time give the reporter full details for the story he wishes and hand him their cards so that he may spell their names correctly. Many such celebrities will stand for any kind of interview, so that the reporter need only determine in advance what he would have them say to make a good story. With them advertisement is so much personal gain; they are glad to accede to any sort of odd statement for the sake of possible public notice. Such persons are to be avoided; advertisements are written by the advertising manager or his helpers and fixed prices are charged.
73. Persons Refusing to Talk.—With the second and third classes, however, the interviewer must be careful, particularly with the second. Men who will not talk are usually well acquainted with the world. Sometimes they may be forced into making statements by asking them questions that will almost certainly arouse their anger and so make them speak hastily, but the reporter himself must be doubly careful in such cases to keep his own temper sweet. Oftentimes such men, particularly society criminals and others who possess an especial fear of having their wrong-doing known among their friends, try to keep from being written up by saying they are unwilling to make any kind of statement for publication, but that they will do so in court if anything is published about them. The reporter will not let such a threat daunt him. He will get the facts and present them to the city editor with the person's hint of criminal action, then let the city editor determine the problem of publication.
74. Persons Divulging Secrets.—Frequently a person of the second class may be slyly converted into the group of those who do not know they are divulging secrets, by the reporter deliberately leading away from the topic about which he has come for an interview, then circling round to the hazardous subject when the person interviewed is off his guard. Probably the most ticklish situation in all reporting is here. To make a person tell what he knows without knowing that he is telling is the pinnacle of the art of interviewing. As Mr. Richard Harding Davis has so exactly expressed it:
Reporters become star reporters because they observe things that other people miss and because they do not let it appear that they have observed them. When the great man who is being interviewed blurts out that which is indiscreet but most important, the cub reporter says: "That's most interesting, sir. I'll make a note of that." And so warns the great man into silence. But the star reporter receives the indiscreet utterance as though it bored him; and the great man does not know he has blundered until he reads of it the next morning under screaming headlines.[4]