COMPELLING STORIES
Climate Change Media Training
By Patrick Luganda
Media Trainer and Consultant
The Organized Reporter
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Is organized
Good time manager
Data banks
Dress code
Dignified/ Respectful/ Trusted
Tools-notebook, pen and telephone,
recorder, camera, batteries etc
Listens, observes, records etc
Organized
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Address book of phone contacts and
details of sources
Researches and seeks Internet access
Pitches with editor and debriefs
Plans ahead and prepares logistical
support
Works on deadline pressure
Relates with editors and peers
Cross checks with sources
Attributes of Compelling Stories
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New and interesting information: Does it
surprise? Or business as usual
Impact: Who does this story affect and how? Why
should I read, hear or watch it. 5 W + 1 H
Real people: Humanizing a big, complicated issue
is one way of making it easier to understand.
Put a face on the story whenever you can,
whether it’s a farmer or a fisherman or even a
scientist. Stories about people sell as they see
themselves in the story
Significance: It tells the reader why the story is
important and why they should care.
Compelling Stories….
Focus: Good stories focus on a larger
problem/challenge.
 Clear explanations: Are you writing in
scientific jargon, or are you explaining
terms (using analogies, similes,
comparisons) to make it clear and simple
for the audience?
 Use numbers carefully, avoid acronyms
and clichés.
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Compelling Stories cont….
Background: What is causing the problem?
How long has it been going on? When did
it start? Why is it persisting? Who is
affected? Where is all this taking place?
 Context: Take an individual example
(which we can see and hear and relate to)
and puts it into a larger context by telling
us how many other people are in a similar
situation, or what else is going on that is
related to the example.
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Compelling Stories…..
Specific examples and compelling
anecdotes: These convince the audience of
the story’s main point, while telling little
stories.
 Color, good quotes: Does the story have a
sense of place? Can we hear the people?
Can we see it, hear it, smell it, feel it?
 Accuracy, attribution, balance, fairness
and ethical
 Comments from experts (and those
involved in the story) for possible
solutions to the problem or situation.
What’s being done about it?
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Compelling Stories….
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Good organization: An interesting beginning that
engages the audience
Tells us clearly what the story is about and why
it’s important (main point or theme para)
The middle has good examples and explanations
to convince the reader
An ending that helps the reader remember the
story
Packaging: Photographs, graphics, pool quotes,
sidebars, cartoons, illustrations, actualities,
ambience etc. Think visually.
Honesty: Avoid sensationalism to get a headline.
Are you careful about links between cause and
effect? Examine all possible causes for an event
or process?
Sources
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NGOS have an agenda. Many have agendas and be careful
to have both sides of the story
Government officials in line ministries such as Met, agric,
water, Universities, Institutes, Humanitarian
Local people on impacts, effects and adaptation. Note may
not have the exact data and may give you conflicting
information
University researchers and other specialists usually have
information
Environment experts including management authorities
Private sector especially waste management experts
Legislators and policy makers
Experts in related sectors-agric, water, health, finance,
International Organizations and line agencies
Specialized institutions UNFCCC, IPCCC, WMO, NBDF etc
Ends