What makes an effective interview, where the subject gets to put across a meaninful message that is some of the best he or she has to say? It may seem obvious, but a lot of what’s done isn’t very good. The interviewer needs research to know what the subject has to day, needs an angle into the topic, and needs interest to develop a real conversation. In my PR journey over the last few weeks, I’ve found the best have been the non-commercial NPR and C-SPAN, and not only because they have the time to do the interview, although that is a prerequisite. It’s also because they seem sincerely curious. Here are my top 3, for listening an viewing:

NPR’s Science Friday: 18 minute interview that relates the oil spill to the book in a real way. A great producer, Christopher Intagliata, who read the entire book, got excited about it, and did an hour-long pre-interview the day before to develop the right questions for host Ira Flatow.

APRN Alaska News Nightly: This edited intervew by Lori Townsend included the most thoughtful questions of any. The crew in Anchorage at APRN and KSKA (the NPR affiliate) is more professional than 90 percent of the big city and national media I worked with over the last two weeks.

C-SPAN Washington Journal: This 45 minute interview , which I’ve already blogged, was unique in allowing the time to really explore the issues. The host was smart but relaxed. It really worked.