54Be Aware of Hidden Agendas
Z. Craig and Paul Kimmel
If you interview someone for a story, be clear about the agenda that is potentially fueling that person's point of view.
Often in business that means you should follow the money. Who butters his bread? Is she a competitor? Investor? PR professional retained to maintain a specific point of view?
The person might still be credible as a source—in fact PR folks can be awesome background sources—but you need to be aware of agendas.
And if you decide to use the material, disclose the source and potential vested interests or conflicts of interest.
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