May emphasized the importance of returning to storytelling basics, admitting it’s one thing to know the elements of a compelling story but another to successfully put them into practice. One of the key pillars of a good story is the element of surprise. As storytellers, it’s imperative to ask: is this story counterintuitive or does it challenge conventional thinking? Does the story have stakes that could disrupt the status quo? Does the main character make surprising decisions? Often the message of the story might be familiar, but the way it is chosen to be told can be unconventional – and that abnormal approach is what will keep the audience engaged. When crafting the story, it’s essential to talk to the people impacted. Identify your characters, ask open-ended questions, and encourage them to describe scenes in as much detail as they can; whatever medium the story will be told in, the reader or listener is going to be experiencing it in their mind’s eye so it’s fundamental to think visually. Qualities of a good character include: being somebody the audience can relate to, being someone who has a moment of change or surprise, and perhaps most importantly, someone who is willing to tell (and enjoys telling) their story.  Reporters are often pitched victim stories -- the tried and true phrase “if it bleeds it leads” is still applicable. But with victim stories, you’re kind of stuck narratively: the question becomes “where do I go from there” or “how do I give the audience something meaningful and substantive they’re going to take away?” Even if the basic message of the story is that the system is stacked and they can’t solve the underlying issue on their own, giving the characters agency is hugely important: move away from a character just being the vessel of the terrible things happening to them.

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Story Lab Masterclass

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PRESENTER

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AGENDA
What are the elements of a great story?
Learn to think like a reporter and it will improve your
pitch
Who is the main character?
Identify the person that will personify your story
Where does the story take place?
A great story has great scenes. Learn where reporters
go to tell the most dramatic and impactful story
What is the most important information?
Prepare reporters with the specific information and an
angle to pitch to their editors.
Apply these story elements to your own work
Practice using these elements to pitch your story today

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Elements of a story
● Surprise
● Characters
● Scenes
● Plot
● Specific and informative
● Theme
● Relevance

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A great story is a
surprising story. What will
make people share it?

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A good story is
SURPRISING
Reporters and editors are drawn to
stories that will tell the audience
something they don’t already know
3
Does the main
character make
surprising decisions?
1
Is the angle of this
story counterintuitive
or challenge
conventional thinking?
2
Does the story does
have stakes that could
disrupt status quo?

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Listen for these qualities
● Someone audience can relate to
● Do they have a moment of change?
● Is their story surprising?
● Do they tell their stories with
specific and interesting details?
● Are they willing and hopefully
enjoy telling their story?
● Are they reflective?
● Does this character reflect the
message you want to send? (Do
not try to put words in their mouth,
it will backfire.)
7
Who is the main
character?
Audition characters by doing your own
interview
● Write down questions beforehand
● Ask open ended questions (not
leading questions)
● Encourage analogies
● Ask them to describe scenes in
detail

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What are the scenes?
A great story is told in scenes
○ Scenes are where something
happens that illustrates a point
○ Scenes help place the
character in context
○ Scenes are where our main
character faces challenges and
is changed one way or another
There are two kinds of scenes
• Recounted scenes
○ These are scenes where the
characters recount a dramatic
moment and the reporter
recreates it
• Reported scenes
○ The reporter is on location and
watches the drama unfold in
real time

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To Pitch a Great Story,
You Need to Think Like A
Reporter

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Stories have a
beginning, middle and
end
Beginning
○ Often begins with scene
○ Introduce main character
○ Nut graph
■ Provides context
■ Answers question: Why
Should I care?
■ Sets up challenge facing
main character
Middle
• Ideas from nut graph fleshed out in
detail
• Scenes illustrate development of story
• Introduce all characters and points of
view
End
• Tension of story is resolved
• Possible endings
○ End on scene that sums up
change
○ Look to future
○ Theme is made explicit

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A reporter is telling
your story. What will
you be able to
control?
Not much.

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Practice pitching your
story
Time to put these story elements to use
by pitching a dramatic, surprising story
that will catch the attention of reporters
and editors -- and ultimately an
audience
3
What is surprising?
1
What is the context
and angle?
2
Who are the main
characters and
dramatic scenes?

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RECAP Provide reporters with
the elements they need
to tell the story
Find an angle that fits
the context and
available evidence
Be prepared to respond
to developments
outside your control
3
2
1

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THANK YOU!