EPISODE
62
Season 2, Episode 23: Crafting a Better Interview
EPISODE LINKS.
SHOW NOTES.
McFarland Minutes: Natalie McFarland’s Interviewing Process (Guest Lecture for Texas Tech)
Natalie McFarland introduces McFarland Minutes and previews a recorded guest lecture for Scout Foster’s Texas Tech University class, explaining she’s sharing it because McFarland Productions conducts frequent interviews for marketing and documentary work in Western agriculture and outdoor industries. She outlines her interview approach and on-set setup, including minimizing distractions and audience pressure, using two-camera interviews when possible, and separating the interviewer from technical tasks. McFarland emphasizes researching the subject and industry beforehand, building rapport through casual conversation and B-roll time, slowing down during setup, and giving simple ground rules (ignore the cameras, answer in full sentences, expect pauses for noise). During interviews she avoids scripted question lists, maintains eye contact, stays conversational, listens closely, handles emotion with empathy, and captures strong, editable moments for post-production, referencing a raw AgTexas Farm Credit Services interview example shared separately.
00:00 Welcome to McFarland Minutes
01:07 This Week’s Guest Lecture
02:13 Why Interviews Matter
03:58 Meet Natalie and the Company
06:44 The Goal Emotional Connection
09:44 Shoot Setup and Crew Roles
12:20 Reduce Tech and Audience Pressure
16:15 Prepping Before the Interview
18:21 On Site Rapport and B Roll
22:55 Ground Rules Before Rolling
29:47 During the Interview Listen Deeply
36:39 Handling Emotion on Camera
41:37 Wrap Up Notes and Final Advice
48:41 Example Interview and Closing
ABOUT THIS EPISODE.
Crafting a Better Interview: Insights from McFarland Minutes
Welcome to McFarland Minutes! I’m Natalie McFarland, founder and president of McFarland Productions and director at Off Your Rocker Films. In this special episode, we dive deep into the art of interviewing—a vital skill for anyone involved in storytelling, marketing, or film production. This post shares insights from a guest lecture I gave at Texas Tech University for Professor Scout Foster’s class.
The Importance of Interviews
Interviews are a cornerstone for filmmakers, particularly in documentaries and brand films. They help uncover personal stories and provide authentic narratives that resonate with audiences. With over 18 years of experience behind the camera, I’ve gathered valuable tips to ease the nerves of interviewees and ensure meaningful conversations.
Preparing for the Interview
Before stepping on location, familiarize yourself with the interviewee’s background. Whether it’s through a prior conversation or research about their work and life, building rapport starts before you meet. For instance, knowing if a farmer’s family is involved in their operations or understanding their specific agricultural challenges can guide your questions and make the interviewee feel understood and valued.
On-Site Dynamics
Upon arrival, focus on building a personal connection with the interviewee. If possible, let your crew handle the technical setup while you engage in casual conversations. This time allows you to gather candid insights and establish trust, paving the way for a more natural and open interview.
The Interview Setup
Aim for simplicity in setup to reduce distractions. In a scenario with a crew, ensure camera operators and audio engineers remain inconspicuous, focusing on their tasks rather than becoming part of the audience. The fewer eyes on the interviewee, especially those not directly engaged in the conversation, the better.
Lightening the atmosphere begins with clear, comforting instructions: “Ignore the cameras and chat with me.” Encourage full-sentence responses by providing examples, and reassure them that any interruptions are likely due to environmental noise, not their performance.
Engaging Conversation
During the interview, adopt a conversational tone. Avoid scripts and lists of questions; instead, let curiosity guide you. Listen intently, provide relevant feedback, and weave their answers into subsequent questions. This approach not only strengthens the interaction but also helps the interviewee feel genuinely heard and understood.
Navigating Emotional Moments
An interview’s success often hinges on the emotional connection between the interviewer and interviewee. Whether the response involves joy, nostalgia, or sadness, allow space for these emotions to be expressed and acknowledged. Handle such moments with empathy, letting them unfold naturally before transitioning to the next question.
Post-Interview Reflection
Conclude by revisiting discussed topics and asking if there’s anything the interviewee wishes to add. This opportunity permits reflection and the chance to cover overlooked points.
Concluding Thoughts
The essence of a successful interview lies in the human connection—empathy, genuine curiosity, and attentiveness. By fostering these elements, we transcend a mere Q&A session and craft a narrative that is both human and engaging. For those eager to practice or with questions, Professor Foster knows how to reach me, and I’m always willing to help aspiring interviewers hone their craft.
Thank you, Professor Foster, for inviting McFarland Productions. We hope these insights prove helpful, and as ever, we look forward to continuing the journey with our audience. Stay creative, and we’ll see you next time on McFarland Minutes!
ABOUT YOUR HOSTS.
NATALIE MCFARLAND
PRESIDENT, FOUNDER
MCFARLAND PRODUCTIONS
After freelancing her way through college, Natalie established McFarland Productions in 2014, which has continued to grow rapidly over the last few years. Her passion and focus have always remained the same; capturing, understanding, preserving and promoting Ranching, Farming, Western Lifestyle and AgriBusiness. She has always had a love for the western culture and even at a young age it was unmistakably clear she would someday find a career serving the industry.
Natalie grew up on a small ranch, rodeoed, showed horses in a variety of disciplines, showed livestock, and participated in 4H and Oregon High School Equestrian Teams. She has trained herding dogs and started colts, worked with sheep and cattle and has had the experience of racing to finish up a hayfield before a rainstorm hit. She understands the joys, sorrows, wins, losses and hard work of ranchers and farmers. That’s why McFarland Productions can produce authentic marketing campaigns for the businesses, organizations, events, and brands of the western and agriculture industry – it’s who she is.
With a passion for building community surrounding brands, Natalie focuses on building real connections between companies/brands and the people that make up their community. Telling the stories of your customers and making them apart of the brand’s story is her main focus. Creating real, human, meaningful connections and strengthening community within the western and agriculture industry through strategic marketing services.
SCOUT FOSTER
DIRECTOR OF STRATEGIC STORYTELLING
MCFARLAND PRODUCTIONS
Scout’s faithfulness to the agriculture and western sports industry is rooted in tradition. Growing up in Central Florida, she stood by her family as they supported different sectors of the industry, including raising beef cattle, bucking bulls for local rodeos, and spending weekends with her grandparents who lived on Disney’s Wilderness Preserve.
Moving away from The Mouse, Scout graduated Magna Cum Laude from the Nation’s top agricultural communications college at Texas Tech University in 2022.
Now residing in Crockett, she and her husband, Lane, keep busy raising beef cattle and bucking bulls with her family. Scout also loves gardening, raising chickens, reading, and her two dogs: Rue and Dill.
