The Interview Formula: Capture Stories That Actually Convert

Led by Samantha Morgan

Samantha Morgan spent over 20 years working in local media, interviewing everyone from elected officials and public figures to business owners, community leaders, and everyday people. Her work has spanned television, video, podcasts, and print journalism. While platforms and tools have changed, the fundamentals of getting a strong interview have not.

This workshop is grounded in those fundamentals.

SummaryInterviews are one of the most effective ways to build trust and credibility. They are also one of the most underused tools in small business and nonprofit marketing.

According to research from Pew Research Center, audiences are more engaged with content that feels personal, relatable, and grounded in real human experience, rather than messaging that sounds purely promotional. Stories told directly by people, whether customers, staff, or community members, are more likely to be trusted and remembered.Source: https://www.pewresearch.org/journalism/

This is why interviews matter far beyond traditional media.