Increasing Story Quality John Couper, Ph.D. Communication Impact
What is Story Quality?
A topic relevant to the audience
A lively angle (connection) with a second topic
Newsworthiness
Objectivity/balance
A story that carries the audience to the end
Levels: detail, category, big idea
Newsworthiness
Currency
Impact on society
Start where readers are, go somewhere new
Objectivity/balance
Professionalism: readers above you
Improves future actions
Audience Relevance
Personal (relates to private lives/activities)
Social (circle of family/friends)
Institutional (related to organizations)
Instrumental (practical)
Cognitive (novel, unusual, intriguing)
Slug vs. Story
A topic is not a story
Just a slug: a simple description
A story
Connections the topic with something else
Explains change, impact, cause, etc.
Focuses a huge topic to help readers
News Professionalism
PR limits the audience opportunities
A news professional works for the audience
Puts aside the reporter’s personal goals, etc.
Objective
Only suggests options that help the clients
The effort to give a full, accurate picture
Balanced
Gives the views of all important sides
Direct Writing
Select the strongest angle
You know more than readers and must choose
Prioritize the various aspects
Based on audience knowledge and desire
Make one idea lead to the next
Use the simplest accurate explanations
Use the simplest words
Most important = shortest sentence, ‘graph
Remove every word, sentence that adds little
The Strength of a Story
We all respond to a good story
Look for how the angle unfolded
Include people who made things happen
People and events make your story vivid
Keep to the chronology
Origin, influences, impact, etc.
But be ready to jump when necessary
Find a“trajectory” that carries readers along
Look for…
“Right”
“Tight”
Accurate, balanced, complete
No unneeded words, ideas, or conclusions
“Bite”
Vivid, expressive, clear, connections
Steps to Story Quality 1.
2.
Decide on a big story, or a small part to expand 1.
Focus on the small part with audience impact
2.
Current but with future change
3.
Newsworthy
Choose 5 connections for your angle 1.
Pick the one with audience relevance/interest
3.
Sources that create objectivity/balance
4.
Make the structure, parts, writing direct
5.
Put aside, edit, polish