Reinventing the Media Interview
http://www.iabc.com/cwb/archive/2006/0906/pointofview.htm

Rubel, Steve
Communication World Bulletin
2006

Abstract:

The media interview seems like a pretty cut-and-dry experience. Reporter calls source. Reporter interviews source. Reporter uses portions of the interview in a piece and a lot more as background. Those of us who have been in PR a long time or have been interviewed by the press frequently know the drill. However, the media interview as we know it is going through a radical transformation, and it's starting not with the reporters but with bloggers.