This lesson outlined is designed to help news presenters deliver TV and radio bulletins that engage and inform the audience.
It’s based on the article ‘The art of engaging viewers and listeners‘ which we recommend trainers read before adapting this lesson outline for their own purposes.
Introduction
The goal of this lesson is to equip media professionals with the techniques required to move beyond simple information delivery and master the art of engagement. In an era of fragmented audiences, journalists must understand how to grab attention immediately, maintain interest through storytelling, and create a lasting connection with their audience. This day-long workshop focuses on the psychological and practical aspects of engaging viewers and listeners across various broadcast and digital platforms.
Sessions timetable
09:00–10:00 – Session 1: The first 10 seconds
- Aims: To understand the critical importance of the hook and learn how to prevent audiences from switching off.
- Presentation: Using the MHM content, the trainer explains why the start of a story is the most important part. Discuss the concept of the value proposition to the audience – why should they care? Cover the top-loading technique of the inverted pyramid where the most interesting element is presented first.
- Activity: Give trainees a set of dry facts about a local news event. They have 10 minutes to write a 10-second intro that would stop someone from changing the channel. They will read these aloud for group feedback.
- Discussion: Why do we often lead with the most boring facts (dates, titles, official names) rather than the wow factor?
10:00–11:00 – Session 2: Emotional connection and relatability
- Aims: To identify the difference between telling a story and sharing an experience that resonates emotionally.
- Presentation: Focus on the MHM principle of finding the human element. Discuss how to move from abstract concepts (e.g., inflation) to relatable realities (e.g., the cost of a school lunch).
- Activity: Provide a technical government report. Trainees must identify one potential character or human story hidden within the statistics and draft a short treatment for a segment.
- Discussion: How do we balance emotional engagement with journalistic objectivity? Is it possible to be too emotional?
11:00–11:15 – Break
11:15–12:45 – Session 3: Visual and auditory storytelling
- Aims: To master the use of ‘show, don’t tell’ and understand how sound and vision drive engagement.
- Presentation: Based on the MHM article, present on the art of engagement through sensory details. For TV: using compelling sequences. For radio/podcasts: using descriptive language and ambient sound.
- Activity: Watch a news package with the sound off. Trainees must guess the story. Then, listen to a radio piece with the eyes closed. Discuss which was more engaging and why.
- Discussion: How can we use silence and breathing space in a report to increase engagement?
12:45–13:45 – Lunch
13:45–15:00 – Session 4: Structure and the golden thread
- Aims: To learn how to structure a piece so the audience stays until the very end.
- Presentation: Explain the narrative arc and the golden thread – the central theme that ties a story together. Discuss signposting (telling the audience what is coming up) to retain interest.
- Activity: Using a 300-word feature article, trainees must map out the peaks of interest and identify where the troughs are. They must then rewrite the middle section to bridge a trough.
- Discussion: What are the common drop-off points in a three-minute package?
15:00–15:15 – Break
15:15–16:15 – Session 5: Language, tone, and the one-to-one relationship
- Aims: To refine the scriptwriting style to be conversational and inclusive.
- Presentation: Focus on the MHM advice regarding language: keep it simple, short, and active. Discuss writing for one person rather than a mass audience.
- Activity: Trainees take a formal, officialese news release and translate it into a script for a 19-year-old listener/viewer without losing the factual integrity.
- Discussion: Why does broadcast speak often sound so unnatural? How can we find our authentic voice?
16:15–17:00 – Session 6: Ethics of engagement
- Aims: To ensure that the drive for engagement does not lead to sensationalism or clickbait.
- Presentation: Review the ethical considerations in the MHM content. Discuss the line between engaging and manipulating the audience.
- Activity: Review five headlines/teasers. Trainees must categorise them as engaging, sensationalist, or boring and justify their choices.
- Discussion: Does the pressure for views and likes compromise our duty to the truth?
Assignment
Participants are required to produce a 60-second engagement treatment for a complex, dry topic (e.g., a change in local zoning laws or a new public health initiative). The assignment must include:
- A 10-second hook intro.
- A description of the human face of the story.
- A short script (approx 150 words) using conversational language.
- A brief explanation of why this approach will keep the audience from switching off.
Materials needed
- Handouts of the original MHM article.
- A selection of dry news releases or government reports.
- Audio/video playback equipment for examples.
- Recording devices (smartphones are sufficient).
- Whiteboard or flip-chart for story mapping.
Assessment
- Participation: Active involvement in group discussions and feedback sessions.
- Clarity of writing: Ability to translate complex information into conversational, engaging scripts.
- Creativity: Effectiveness of the hooks and narrative structures developed during activities.
- Ethical awareness: Demonstration of engagement techniques that remain truthful and non-sensationalist.
Summary
This lesson plan provides a structured approach to teaching the art of engagement. By focusing on the first few seconds of a story, the human element, and conversational language, trainers can help journalists transform their output from mere information into compelling storytelling that respects and retains the audience.
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