Preparing for Interviews: Crafting Authentic Corporate Stories

Expertise & Storytelling

Reading time: 5 minutes

Many companies in Tyrol and across Austria struggle with corporate storytelling not because of the writing process, but because of the information gathering phase. An interview is more than a simple Q&A session; it is a psychological process where the subject must feel comfortable enough to reveal genuine, human nuances. When an employee feels insecure or "tested," their answers become standardized and sound like a press release—exactly what we aim to avoid.

The Psychology of Conversation: Building Trust

The first step toward a successful interview is creating a safe atmosphere. In Austrian business culture, mutual trust plays a central role. Before the actual questions begin, the context must be clearly defined: Why are we having this conversation? Who is the target audience? Where will the text be published?

The choice of location is equally critical. In Innsbruck, quiet cafés in the Altstadt or a relaxed atmosphere within the company's own lounge areas often work best for informal conversations. The physical space profoundly influences the openness of the interviewee. A sterile conference room often leads to stiffer responses than a comfortable seating area.

The Art of Questioning: Open vs. Closed

To obtain profound answers, one must master the art of open-ended questions. Closed questions, which can be answered with a simple "yes" or "no," kill the narrative flow. Instead, we utilize "W-questions": How, Why, and In what way.

Instead of asking, "Are you satisfied with your project?", we ask, "Which moment during this project would you describe as the biggest breakthrough, and why?" Such questions force the subject to reminisce and build narratives, which we then professionally refine in your Corporate Stories.

Structuring the Interview Guide

An interview guide should not be a rigid script, but rather a compass. We recommend dividing the conversation into three distinct phases:

• The Warm-up: Questions about the person's background and their personal connection to the company. This establishes a natural speaking rhythm.
• The Core: Specific questions regarding challenges, successes, and daily operations. This is where we search for anecdotes and concrete examples.
• The Reflection: A look toward the future and personal values. These often provide the most powerful quotes for the article's conclusion.

Handling Shy Interviewees

Not every employee is a natural orator. Especially in technical roles or administration, there is often a fear of saying something "wrong." In these cases, it helps to define the editor's role as a "translator." We explain to the partner that they do not need to phrase things perfectly—that is our job. Their only task is to provide the content and the emotion.

A proven technique is "mirroring": when a subject makes an interesting but vague statement, we repeat the last three words as a question. This almost automatically encourages the person to clarify and deepen their statement.

Local Specifics and Cultural Nuances in Tyrol

Working in Innsbruck and the surrounding region, we encounter a blend of tradition-conscious entrepreneurship and modern innovation. It is vital to mirror this balance in the interview. An overly aggressive, "American-style" storytelling approach often feels alien. We rely on a respectful yet curious approach that honors the company's local roots without falling into clichés.

Post-Processing and Transparency

An interview does not end with the last word. The most important rule for credibility is the review process. We ensure that the interviewed person reviews the result before it is published. This prevents misunderstandings and strengthens the internal bond between employees and corporate communication.

If you are unsure how to take the first step, a precise brief often helps. Read our guide How to Write a Content Brief to establish the framework for your texts.