Picking up one of the Radio Asia conference themes, storytelling, Wolfram Tech, a trainer from BCI Group in Germany said, “in this new social media generation we need a new way of storytelling.”
He referred to the current generation as the HD generation, the Heads Down generation, where so many people are looking down at their smart phones.
“This generation of demanding, and always on the move. Friends and self realization are more important than money. This generation is impatient and obsessed with information.”
It is possible to reach them via effective storytelling.
So how does content have to change to fit these needs? He outlined some of the mistakes we make that need to change:
1. A big mistake is to do a monologue. Have a dialog with your audience.
2. Content without context – is what you are saying relevant for your audience
3. Does it sound scripted? It shouldn’t. Be personal, build authentic relationships with your audience.
First impressions are formed in one seconds. 10 seconds is the average time for switch off. People who listen more than 30 seconds are involved in what you are saying, according to Tech.
How do you involve them? Tell a story.
A story has a beginning, middle and end, make sure you have a plan and structure when you talk to your audience.
Be listener centric, not self-centered. “Listeners don’t care about us, they care about themselves. We need to place the listener at the centre of your story.”
Wolf’s tips for good storytelling are:
1. Create a story that captures heart and mind
2. Trigger emotions to make the story stick, get empathy from your listeners
3. Know what the core message of your break is
4. Listeners remember stories or drama (tension), more than information, make sure there is an element of that in your break
5. Communicate simply and create mental pictures. Humans process images 6 times faster than text, create pictures in peoples minds.
6. Have fun
Long and short form storytelling is working well on live radio and in long-from formats on air and via podcasting. In the same session, a BBC correspondent agreed that the best performing stories are not necessarily short form. Good stories even long form are also being well consumed by listeners.
John Maguire, Director of International Relations at France 24 continued the storytelling theme in his session, telling delegates: “the digital storytelling approach of France Media Monde aims to use storytelling to give a voice to those who need it most.”
France Media Monde aims to empower communities to speak about issues that are important to them. It also uses digital storytelling to add rich media to broadcasts, for example, a project with Radio Nduku in Somalia and a program called RFI Planete Radio.
France Media Monde is also using digital storytelling to give a voice to citizen journalists. The Observers is a program that encourages people to send in their pictures, stories or video as a basis for sourcing stories. “People know their own areas so they are the ones with the best insight and angle into the story,” said Maguire
Ben Williams from Beyond broadcasting UK also tacked the topic of storytelling, focusing on journalists.
The vast majority of journalistic storytelling is a collaborative effort. There are various people involved. “To make the most of opportunities in this multimedia world, their collaboration needs to get better,” said Williams.
Broadcasters must consider who the audience is, where they are heading and how best to reach them in their markets. “Don’t be too precious in looking back at where you have come from, look forward,” he said.
Organisations need a huge shift in culture. Old ways of working will fail and broadcasters in the modern world have to think beyond being just radio journalists to being multimedia journos and storytellers.
A new news gathering system called Open Media is coming to the BBC and Williams says this is the kind of tool broadcasters need to use to make the most of their content across platforms. “The old system allowed program teams to hide their running orders. It encouraged rivalry. In the new system everyone has the same goals and the content is open for sharing and collaboration. It is a huge symbolic and practical change,” he said.
Despite all the technology, good journalism still needs time and resources. It is better to do a few things well rather than try to do everything averagely. “There needs to be extra production and editorial support to do this well… but things do change and not everyone can fit,” he said.