In an era where information is abundant and attention spans are limited, the art of storytelling in journalism has never been more crucial. 

South African journalist Johnnie Isaac, a seasoned reporter with years of experience, recently shared his insights on the essential role effective storytelling plays in today’s media landscape.

What drives you to continue telling stories, and how do you stay passionate about your work?

“Here’s what drives me and keeps the fire lit: a mix of purpose, habit and unfinished business. The burning desire to uncover the truth, or simply the thrill of the chase, drives me to expose injustices and amplify the voices of the voiceless — all of which continuously fuel my passion.”

How do you think storytelling can be used to make complex or nuanced topics more engaging and accessible?

“Storytelling is one of the most effective ways to make complex or nuanced topics more engaging and accessible. It establishes an emotional connection because people relate to stories on an emotional level, making abstract or technical information more memorable.

“I’ll make an example with my current storytelling role. Instead of simply listing SANRAL’s transformation plans, telling the story of a black contractor who benefited from them adds a more human touch.

“It simplifies complexity. In the case of SANRAL [the South African National Roads Agency Ltd.], using real-life scenarios instead of technical jargon makes the information more relatable. It provides context. Rather than presenting raw facts, a story helps people understand why something matters.

“For example, if you’re writing about SANRAL’s road upgrades, telling the story of a rural family who benefits from safer roads makes the impact clearer.”

How do you balance the need to convey accurate, factual information with the need to craft a compelling narrative?

“Keep your footing firmly on the facts while moving the audience forward with a story that grips them. Lean on a few key principles. Facts are the spine, and you don’t bend them to fit the tale. Structure matters, too. You don’t just list events; you build a thread.”

What opportunities or challenges do you think storytelling in journalism will face in the future?

“Storytelling in journalism is venturing into a vast and unpredictable landscape of opportunities to captivate and inform, but it is also fraught with challenges such as truth erosion and misinformation that could hinder its progress.

“Some of the challenges include misinformation, AI-generated hoaxes that could lead people to doubt even legitimate stories. Additionally, there are tech access gaps, as not everyone has access to high-speed Internet, which could leave rural areas and low-income communities disadvantaged.”

What advice would you give to young journalists who want to harness the power of storytelling in their work?

“To young journalists looking to harness the power of storytelling like a professional, it’s about grabbing attention, holding it, and delivering the truth with impact, all while honing your craft.

“Start by finding the human pulse. Identify the beating heart of your story — a person, a moment, a voice. Master the hook. Cut out the fat; every word fights to stay. If it doesn’t push the story or reveal something new, kill it. Edit like you’re carving stone. Show, don’t tell.”

As we turn the page on this edition, we ask: What’s your take on the future of storytelling in journalism? Do share your thoughts. We’re all ears!

If you’d like to subscribe to the monthly newsletter of the Young Professionals Initiative, INMA members can do so here.

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