Pages: 58

No chapter abstract available.

Pages: 17

This chapter highlights the value that writers gain when they take time to understand their audiences. Large-scale research into the needs, wants, and behaviours of online readers and listeners – including research conducted by the BBC and FT – is shared, before strategies for conducting smaller research projects are introduced. The role of empathy is emphasised, and guidance for empathy-based tools for gathering, analysing and communicating user research is provided, including empathy mapping and user stories.

Pages: 19

This chapter introduces the concept of the Story Funnel, a theoretical model that illustrates how stories impact readers and listeners. By splitting the reading or listening experience into five stages, the model demonstrates why stories are so powerful, while highlighting what writers must do to keep audiences involved. Each of the stages (attract, involve, transport, transform, and act) are explored in depth, giving consideration to the specific reasons why readers and listeners leave a story at each stage. Relevant research studies are used to demonstrate the impact of storytelling in comparison with sharing descriptive information or statistics.

Pages: 20

This chapter identifies six ingredients that may be used to build any story and identifies how each moves readers or listeners through the Story Funnel. The ingredients are a person, a challenge, a setting, details, a sequence of events, and a resolution. Each ingredient is illustrated in practice via examples of online storytelling. The chapter ends with a discussion of the role of artificial intelligence (AI) writing programs, before concluding that writers should be valued for their empathy, knowledge of the world, and awareness of how to connect with readers and listeners.

Pages: 102

No chapter abstract available.

Pages: 18

This chapter supports writers as they identify and develop their brand values and their writing purpose. Through practical exercises, writers consider what matters to them and what they want to achieve by writing online stories. The power of sharing a personal story is highlighted, particularly in terms of advocating for change, and real-life stories are analysed through the lens of public narrative. The vital question of story ownership is raised, focusing on the context of charity fundraising. Organisations shifting their storytelling focus are identified, while research demonstrates the impact of changing the story.

Pages: 18

This chapter highlights the importance of developing a bridge between readers and listeners and the world in which they will be immersed. Strategies for developing this story angle are demonstrated in practice, along with tips for sense-checking the result. The three-act story structure is introduced, while reasons for breaking chronology are discussed. Methods for building suspense, settling on a story structure, and producing a story outline are shared, using an exemplar that shows how to create an outline for a historical story.

Pages: 23

This chapter demonstrates how to choose and arrange words in order to write an online story that attracts readers and listeners, connects with them, and involves and transports them into the narrative. It highlights the value of inclusive writing, sharing professional guidance on inclusive word choices, and considers practical strategies for keeping readers and listeners within a story. Examples of effective opening and closing lines are shared, and an extended discussion debates the familiar “show don't tell” writing guidance.

Pages: 19

This chapter analyses and discusses the distinctive nature of writing for listeners. It incorporates examples from a variety of successful podcasts, while drawing on the expertise of radio writers. The most common types of podcast opening are categorised, and illustrated with examples. The importance of a slow pace, maintaining listeners’ interest, and signposting are all highlighted. The effective use of pre-recorded audio (or tape) alongside narration is explored and demonstrated.

Pages: 22

This chapter identifies the myriad processes involved in revising and editing an online or audio story in preparation for publication. Practical checklists are provided throughout, along with professional guidance on revising drafts, fact checking, and clearing copyright. The importance of selecting a title that performs well with search engines is emphasised, along with the value in advocating for your reader or listener. The writer's duty of care to themselves, their subjects and their sources is highlighted and ethical guidelines are shared.