This is a good practice for any PR pros interviewing experts for blog posts, press releases, and other media products. Heck, it's a great question I always ask myself before writing any type of external comms.
A tip for journalists conducting interviews! I always like to end my conversations with the following question: If readers could take away just ONE thing from this article, what's the most important point they should remember? I've gotten some of my best quotes from this single question because it forces experts to get to the most compelling aspects of their research and explain why the work matters to the average person. #journalism #freelancejournalist