PR Pros: Get Insights That Redefine Your Marketing

Mastering the art of conducting effective expert interviews with PR professionals is no longer a luxury; it’s a fundamental skill for any marketer aiming to produce truly impactful content. We’re not just talking about getting a quote; we’re talking about extracting insights that can redefine your marketing strategies and resonate deeply with your audience. How do you consistently achieve that level of depth and strategic value?

I’ve spent over a decade in marketing, and one truth has become crystal clear: your content is only as good as the information it’s built upon. That’s why I’m a fierce advocate for expert interviews. They provide an authenticity and depth that no amount of desk research can replicate. The challenge, of course, is making those interviews efficient, insightful, and actionable. We’ve refined a process at my agency, focusing on Airtable as our central nervous system for managing these crucial interactions. It’s not just a spreadsheet; it’s a dynamic database that transforms how we approach expert insights.

Step 1: Setting Up Your Airtable “PR Insights Database”

Before you even think about reaching out, you need a system. A chaotic approach to expert interviews guarantees wasted time and missed opportunities. We built our workflow around Airtable because its flexibility allows us to track everything from initial outreach to final content integration.

1.1 Create a New Base and Tables

1. Log into your Airtable account. On the left sidebar, click “Add a base”, then select “Start with a blank base”. Name it “PR Insights Database”.
2. Rename the default “Table 1” to “PR Professionals”. This will house all your contacts.
3. Add a second table: Click the “+” icon next to “PR Professionals” and name this new table “Interview Projects”. This tracks specific content pieces requiring expert input.
4. Add a third table: Name this one “Interview Sessions”. This links professionals to projects and logs individual interview details.

Pro Tip: Think of your tables as interconnected pieces of a puzzle. The “PR Professionals” table is your rolodex, “Interview Projects” defines the content you’re creating, and “Interview Sessions” records the actual interactions. This structure prevents duplication and keeps everything organized.

Common Mistake: Over-complicating the initial setup with too many fields. Start simple; you can always add more fields later as your needs evolve. A lean database is a usable database.

Expected Outcome: Three clearly defined tables ready for data entry, forming the backbone of your interview management system.

1.2 Configure Fields for “PR Professionals” Table

This table is your core contact list. We need fields that capture essential information for outreach and tracking.

1. “Name” (Primary Field): Keep this as a “Single line text”.
2. “Company”: “Single line text”.
3. “Title”: “Single line text”.
4. “Email”: “Email” field type. Critical for direct communication.
5. “LinkedIn Profile”: “URL” field type. Essential for pre-interview research.
6. “Expertise Areas”: “Multiple select” field. Populate options like “Crisis Comms,” “Media Relations,” “Influencer Marketing,” “Brand Storytelling,” “Internal Comms.” This helps you quickly identify the right expert for a specific topic.
7. “Availability Notes”: “Long text” field. Use this for specific scheduling preferences, e.g., “Mondays only before 11 AM EST.”
8. “Last Contacted”: “Last modified time” field, configured to update only when “Email” or “Availability Notes” fields are changed. This helps track engagement.

Pro Tip: The “Expertise Areas” field is a game-changer. I had a client last year, a B2B SaaS company in Atlanta, who needed insights on navigating a specific regulatory change. By filtering our “PR Professionals” table for “Public Affairs” and “Crisis Comms,” we quickly identified three ideal candidates, saving us days of manual research.

Common Mistake: Not using “Multiple select” for expertise. If you use “Single line text,” you lose the ability to filter and categorize effectively.

Expected Outcome: A robust contact list with searchable fields, allowing for efficient identification of relevant PR professionals.

Step 2: Defining Interview Projects and Briefing Documentation

An interview without a clear purpose is just a chat. Every interview we conduct is tied to a specific content piece or project, and that project needs a detailed brief.

2.1 Configure Fields for “Interview Projects” Table

This table outlines the content initiative that requires expert input.

1. “Project Name” (Primary Field): “Single line text” (e.g., “Q3 Marketing Trend Report,” “Blog: Future of AI in PR”).
2. “Content Type”: “Single select” (e.g., “Blog Post,” “Whitepaper,” “Podcast Episode,” “Webinar,” “Press Release”).
3. “Target Audience”: “Single line text”.
4. “Key Topics to Cover”: “Long text”. This is where you list the specific questions or areas you need the expert to address.
5. “Deadline”: “Date” field.
6. “Status”: “Single select” (e.g., “Planning,” “Outreach,” “Interviews Scheduled,” “Drafting,” “Published”).
7. “Assigned Editor”: “Single collaborator” field.

Pro Tip: The “Key Topics to Cover” field is your internal brief. Be as specific as possible. Instead of “talk about PR trends,” write “What are the top 3 emerging PR trends for B2B tech in 2026? How should companies adapt their media relations strategies to account for the decline in traditional news outlets?” Specificity drives valuable answers.

Common Mistake: Not linking projects to interviews. Without this, you lose the context for why an interview was conducted.

Expected Outcome: A clear overview of all content projects requiring expert input, with detailed topic briefs.

2.2 Create the Interview Briefing Template

This is where we link our projects to the actual interview sessions. We’ll use a linked record field and a long text field for the external brief.

1. In your “Interview Sessions” table, rename the primary field to “Session Name”. We’ll make this a formula field later.
2. Add a new field called “Associated Project”. Set this as a “Link to another record” field, linking to your “Interview Projects” table. Allow linking to multiple records if one interview might serve several pieces of content (though I generally advise one-to-one for clarity).
3. Add a new field called “Interviewee”. Set this as a “Link to another record” field, linking to your “PR Professionals” table. Allow linking to multiple records if you’re doing a panel, but typically it’s a single expert per session.
4. Add a “Briefing Document” field. This should be a “Long text” field. This is where you’ll paste your standardized interview brief for the expert.

Editorial Aside: This “Briefing Document” field is non-negotiable. I’ve seen countless interviews go sideways because the expert wasn’t fully prepared. A clear, concise brief sent at least 48 hours in advance is a sign of professionalism and respect for their time. It also ensures you get the answers you need.

Expected Outcome: The ability to link a specific interview session to a project and an expert, with a dedicated space for the external briefing document.

Step 3: Scheduling and Conducting the Interview with Zoom & AI Companion

Once you’ve identified your expert and briefed them, it’s time for the actual conversation. For this, we rely heavily on Zoom Meetings, specifically its AI Companion features, which have become incredibly sophisticated in 2026.

3.1 Schedule the Interview via Zoom

1. Open your Zoom desktop application. Click “Schedule”.
2. Fill in the topic (e.g., “Interview: [Expert Name] – [Project Name]”).
3. Set the date and time.
4. Under “Security”, ensure “Passcode” is enabled and “Waiting Room” is checked. This adds a layer of security and allows you to admit the expert when ready.
5. Crucially, navigate to “Advanced Options”. Check “Automatically record meeting” and select “In the cloud”. This is paramount for transcription.
6. Under the “AI Companion” section (this is a prominent tab in the 2026 interface), ensure “Meeting Summary” and “Smart Recording” are toggled ON.
7. Click “Save”.
8. Copy the meeting invitation and paste it into the “Briefing Document” field in your Airtable “Interview Sessions” record, ensuring the expert receives all necessary access details.

Pro Tip: Always send a calendar invite directly from your email client (Outlook, Google Calendar) that includes the Zoom link. This creates a separate reminder for the expert and allows them to easily add it to their own calendar.

Common Mistake: Forgetting to enable cloud recording or AI Companion features. Without these, you lose valuable automatic transcription and summary benefits.

Expected Outcome: A scheduled Zoom meeting with automatic cloud recording and AI Companion enabled, and the expert has all necessary meeting details.

3.2 During the Interview: Leveraging Zoom’s AI Companion

While conducting the interview, focus on the conversation, not frantic note-taking. Zoom’s AI Companion handles much of the heavy lifting.

1. At the start of the meeting, verbally confirm with the expert that you are recording and using Zoom’s AI Companion for transcription and summary purposes. Transparency builds trust.
2. Utilize Zoom’s in-meeting chat for sharing links or documents if needed. These will also be captured in the meeting transcript.
3. If you need to highlight a specific moment for later review, use the “Highlights” feature (a small star icon near the bottom controls). This marks a timestamp in the transcript for quick retrieval.

Pro Tip: Ask open-ended questions. Avoid “yes/no” questions. Instead of “Do you think PR is changing?”, ask “How do you foresee the PR landscape evolving over the next five years, and what specific challenges or opportunities do you anticipate for brands operating in the Atlanta metro area?” The specificity often yields richer, more quotable insights.

Common Mistake: Interrupting the expert or asking leading questions. Your role is to facilitate, not to dictate. Let them speak.

Expected Outcome: A natural, insightful conversation, fully recorded and automatically transcribed by Zoom’s AI Companion, with key moments highlighted.

Step 4: Post-Interview Processing and Content Integration

The interview isn’t over when the call ends. The real work of extracting value begins. This is where we integrate Grammarly Business for refinement.

4.1 Accessing Transcripts and Summaries

1. Within minutes of the meeting ending, navigate to your Zoom account on the web. Go to “Recordings”.
2. Locate your interview recording. You’ll find options for “Audio Transcript” and “AI Companion Summary.”
3. Download the “Audio Transcript” as a .VTT file or copy the text directly. Paste this into a new “Raw Transcript” field (a “Long text” field) in your Airtable “Interview Sessions” record.
4. Review the “AI Companion Summary”. This often provides a good starting point for identifying key themes and quotable sections. Copy relevant sections into a new “Key Insights” field (also “Long text”) in Airtable.

Pro Tip: While AI Companion is good, it’s not perfect. Always cross-reference the summary with the full transcript and, if necessary, the audio. Nuance is often lost in automation.

Common Mistake: Relying solely on the AI summary without reviewing the full transcript. You’ll miss critical details and potential standout quotes.

Expected Outcome: The full interview transcript and an AI-generated summary are stored within the Airtable record, ready for analysis.

4.2 Extracting Quotes and Drafting Content

1. In your Airtable “Interview Sessions” record, create a new “Extracted Quotes” field (“Long text”).
2. Carefully read through the “Raw Transcript” and “Key Insights.” Identify powerful, concise statements that directly address your project’s “Key Topics to Cover.”
3. Paste these selected quotes into the “Extracted Quotes” field. For each quote, note the speaker and a brief context.
4. Open your content drafting tool (Google Docs, Word, etc.) and begin incorporating these quotes.

Pro Tip: When extracting quotes, aim for clarity and conciseness. Sometimes, a short, impactful sentence is better than a long, rambling paragraph. Always maintain the expert’s original meaning.

Common Mistake: Taking quotes out of context. This can lead to misrepresentation and erode trust. Double-check the surrounding conversation.

Expected Outcome: A curated list of high-impact quotes ready for integration into your content, and a draft of your content piece beginning to take shape.

4.3 Refining Quotes with Grammarly Business

This step is critical for ensuring quotes are not only accurate but also polished and impactful. We integrate Grammarly Business directly into our content creation process.

1. Once you’ve drafted your content and embedded the extracted quotes, open the document in a platform that supports Grammarly Business (e.g., Google Docs with the Grammarly extension, Microsoft Word).
2. Activate Grammarly. Pay particular attention to suggestions regarding clarity, conciseness, and tone.
3. For each quote, Grammarly will offer suggestions. While you shouldn’t alter the expert’s words to change their meaning, you can often make minor adjustments for grammatical correctness or flow without compromising authenticity. For instance, removing a superfluous “um” or “like” from a transcribed quote is generally acceptable.
4. Use Grammarly’s “Tone Detector” to ensure the quote’s intended emotion comes through clearly, especially if the original delivery had a specific emphasis.

Pro Tip: Always err on the side of minimal changes. If a quote needs heavy editing to make sense, it might not be a strong quote to begin with. We typically only make minor grammatical corrections or remove filler words. Anything more substantial, and we paraphrase and attribute, rather than directly quoting.

Common Mistake: Over-editing quotes to fit your narrative. This is unethical and undermines the expert’s voice. The goal is to polish, not rewrite.

Expected Outcome: Polished, grammatically correct quotes that retain their original meaning and impact, seamlessly integrated into your content.

Step 5: Post-Interview Validation and Feedback Loop

The final, often overlooked, step is validating the quotes with the expert. This ensures accuracy, builds goodwill, and prevents embarrassing revisions post-publication.

5.1 Sharing Draft Quotes for Approval

1. In your Airtable “Interview Sessions” table, add a new field called “Quote Approval Status” (“Single select” with options: “Pending Review,” “Approved,” “Revisions Needed”).
2. Draft an email to the PR professional. Include the specific quotes you intend to use in your content, along with the context in which they will appear.
3. Politely request their review and approval. Provide a clear deadline (e.g., “Please provide your feedback within 48 hours”).
4. Send the email. Update the “Quote Approval Status” in Airtable to “Pending Review.”

Pro Tip: Make it easy for them. Don’t send them a full 2000-word draft of your article. Send only the specific quotes and the sentence or two that introduces them. This respects their time and increases the likelihood of a prompt response.

Common Mistake: Skipping this step entirely. We ran into this exact issue at my previous firm. We once published an article with a quote that, while technically accurate, was taken out of a very specific context, leading to a minor PR headache for the expert’s client. A quick approval step would have prevented it.

Expected Outcome: Expert reviews of their quotes, ensuring accuracy and alignment with their messaging.

5.2 Incorporating Feedback and Finalizing

1. Once feedback is received, update the “Quote Approval Status” in Airtable.
2. If revisions are requested, make them promptly and carefully. If there’s a disagreement on a quote, either find an alternative quote, paraphrase, or respectfully remove it.
3. Once all quotes are approved, finalize your content piece.
4. Update the “Status” in your “Interview Projects” table to “Published” (or “Ready for Publication”) and link the final content URL if applicable.

Pro Tip: Always thank the expert for their time and insights, both when requesting approval and after publication. A simple thank you goes a long way in building long-term relationships, which are invaluable in the world of PR and marketing.

Common Mistake: Not closing the loop. Always inform the expert when the content goes live and share the link. They often appreciate seeing the final product and may even share it themselves.

Expected Outcome: A high-quality, expert-backed piece of content, with all quotes validated, ready for publication, and a strengthened relationship with the PR professional.

Implementing this structured, tool-driven approach to conducting expert interviews with PR professionals will not only streamline your workflow but also dramatically elevate the quality and credibility of your marketing content. It’s about moving from ad-hoc outreach to a strategic, repeatable process that consistently delivers profound insights. For more ways to pitch journalists effectively, consider exploring our other resources. This approach also helps avoid common pitfalls and ensures you’re not marketing by guesswork.