Subject matter experts shared their insight on various aspects of storytelling. You’ll find key takeaways from our conversations below. The linked stories are creative and effective examples of these strategies in action, created by the people I interviewed.

Start with an issue, find a story 

An issue is a broad category like sea level rise. A story shares how that issue affects someone or something, like telling the story of someone who’s lost their home because of sea level rise. Honolulu Civil Beat Reporter Nathan Eagle first looked to scientific reports examining  the biggest climate-related issues impacting his community. Then he reached out to groups in the hardest-hit areas to learn how it was impacting them personally. The end product is a compelling story — packed with interesting data visualizations — that bring this issue to life.

Start with a story that highlights a larger issue 

Ted Alvarez had done significant reporting on the Quinault Nation and had a strong story about how sea level rise impacts this community. Then he worked with REI’s team to frame the story to highlight the larger issue in a way that resonates with the Co-op’s national audiences. 

When finding your story, be sure to:

• Start with communities. If you don’t know who to start with, look to online resources like social media or groups who are involved with the issues. Do your homework before talking to them, then spend as much time with those people as you can. 

• Look for compelling characters. Who are the scientists behind groundbreaking research? What motivates them? Who is hit hardest by environmental issues -- or who is unexpectedly impacted? Asking lots of questions can help you find the hero of your story. Your characters don’t always have to be human. A place, a mollusk or the spikes on the coronavirus might be compelling characters.  

• The best stories are in your backyard. When in doubt, start with what you know and what you’re curious about.  

Planning and reporting

Three key strategies for planning and reporting your story include:

• Facts first. In an age of misinformation, it's crucial to get your facts right. Spend the time to learn the science, talk to the people who are doing it, and check and double-check that you’re getting it right. 

• Think about your audience. Know who you’re talking to. Be a proxy for them, focusing on what they want to know and what questions they might ask. 

• Good stories take time. Go beyond a 10-question interview. Take the time to get to know your sources and learn their stories.

Explaining the science

When explaining science:

• Take the time to learn from the subject matter experts. Do your research before you talk to them. Make sure you understand it clearly. Ask more questions if you don’t. 

• Avoid jargon. Use simple, clear explanations. Take the time to explain the science in language the reader understands. Know who your audience is and their general level of understanding on your subject. The average American has about a 7th grade or 12 to 14-year old reading level.  Bring the reader along with you — if you need to use complex terms, explain them in ways readers can understand; compare them to something they know. 

• Look for the diamond in the data. Focus on what’s interesting, what’s puzzling. What would make your readers say “hey Martha, get a load of this” as they read your story?

• Embrace your inner English major. Write concisely. Use clear descriptions. Use literary tools like metaphors to compare something people don’t understand to something they do understand.

• Edit, revise, edit, revise. Get feedback from your editors. Ask other lay-people if they understand your explanation. Write and rewrite until the science explanations are clear and accurate.

Putting it all together

• Remember the basics of a good story. Never forget the Hero’s Journey. 

• Select your hero wisely, with attention to your audience. What does your audience value? How can you talk about your hero in ways that appeal to what they value?

• Don’t be married to a medium. Some stories need deep explanations in words, while other stories come to life through images. Be open to various mediums and mindful of what medium can best tell your story. 

• Remember who you’re writing for and why.  What do you want people to take away from it? Is your goal to explain something complex? To raise awareness about an issue? Use the intention and goal of your story as your true north.  

• Explain problems, highlight solutions. In the face of issues like climate change and coronavirus, stories of hope may be more effective than tales of doom and gloom.

Thinking your story is great isn’t enough — it needs to resonate with your audience. Remember your original goal or why you set out to tell the story in the first place. Have you achieved that? Consider a few of the following tools to measure your success:

• Analytics. The internet lets you track everything. Which stories get the most views? Which pages do readers spend the most time on? Use that information to your advantage. Learn as much as you can about who’s reading your content, what they like and what they don’t like. This may happen in the form of Google Analytics, reviews, social media analytics and audience research. 

• Social media traffic. How many people saw, commented on or shared your content? This can help you understand if readers found your content valuable.  

• Reviews, using stories across different mediums. Seeing positive reviews of your stories or getting requests to translate them or using them in a different form is a sign of success. 

• Some larger action. This is the most ambiguous but potentially most important sign of success. It can be nearly impossible to track if readers took a larger action — like always wearing a mask or voting for policies that have a positive impact on the environment — after reading your story. But looking at the reader's comments or tracking clicks on calls to action (such as “sign a petition” or “donate”) can help you understand if your story leads to a desired action.