I've said before I think I have a great job, and one of the reasons I feel that way is that I get a chance to spend time with a lot of really smart people, both clients and the people they often talk to -- journalists, analysts, bloggers, etc. So I'm often a fly on the wall for interviews, and get a chance to see what a huge difference the right question makes.

I've been there when a question has been so perfectly framed that it sparks a phenomenal and illuminating dialogue. I've been there when a question has been so intentionally aggressive that it almost shuts the interview down. I've been there when a question has been asked that is so mundane and so often asked that the person asked the question shifts into autopilot. And I've been there when the energy level gets so high it's more like a brainstorm than anything else. And selfishly, boy, it's way better for everyone if there are good questions -- it is more fun, it sheds light and not just heat on the topic and it often shows a side of people not often seen. So, herewith, my tips for doing great interviews:

1. Do research. Please. And I'll help, if you ask. ;) Look back at previous interviews, blog posts if applicable, speeches, op/eds and other public writings. Don't plow old ground if you don't have to -- and believe me, if a question has been asked repeatedly, you aren't likely to get a fresh answer.
2. Ask hard questions, but don't be a jerk. I was at an interview once where the normally mild mannered interviewer transformed in front of my eyes into a replica of Sam Donaldson, on the first question no less. Later, they told me they were "hoping to spark some emotion." Okay, but there might have been a better way.
3. Don't talk too much. Ask questions, probe, but don't offer a ton of unsolicited opinions and ideas. I am not making this up -- I sat through an "interview" once where the reporter spent 75 percent of the time talking!
4. Know where you're going. This doesn't mean having a closed mind, or having written the story already. But it does mean having a good idea of *what* you want out of the interview, and staying focused on that. We sometimes call unfocussed interviews "fishing expeditions." They can be fun, but they can be a huge waste of time.
5. If it's your first interview with someone, ask for insight. Seriously, I know it sounds a bit self serving, but often the PR person has sat through a ton of interviews and has a pretty good sense of what works best from a style and pace standpoint. Remember, it's in my best interest that an interview go well. If the interview goes south, I'm the one in the room later hearing about it. ;) From the interviewer and interviewee both, it often turns out.
6. Be prepared. This means having paper, pen, computer, recorder, whatever you use/need ready to go. I've given pens, I've loaned paper, I've found batteries for recorders, all of which takes time, which, IMHO, could be better spent asking questions than fumbling around. The "Colombo style" interview might work great in solving detective cases, but not so much in eliciting insights.
7. In a group interview, don't be a mike hog. Please share.
8. If you are going to take photos or do video during the interview, please say so in advance so people are prepared. Even the most experienced person can get the yips while answering questions and having a camera clicking away at close range. :)
9. Don't bait and switch. Honesty, in general, is the best policy. If you are doing a story on X, then stick to it. Or if you are doing a story on X and your editor said, you need to ask one question about Y, do it as your last question, see below.
10. When I say, time for one more question, listen to me. :) Okay, that's wishful thinking, but it's my blog. ;O

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