Storytelling guide

IANR & Extension Storytelling Guide 

In an era of short attention spans and numerous distractions, the power of storytelling remains indispensable. We often recall the stories our grandparents or parents told us before bedtime more vividly than scientific facts from textbooks. For effective communication, we need to strategically connect with our audience, sharing words that touch their hearts and linger in their minds. Instead of inundating them with technical information and figures, we employ storytelling strategies to transform our academic efforts into impactful success stories that resonate with our stakeholders.

A good topic for an Extension feature story is:

• A topic an Extension educator would talk about when talking with fellow local residents at the grocery store, county fair or school event. 
   
• A topic that shows Extension’s collaboration with local residents or organizations. 
   
• A topic that’s long been in the planning stage and is now beginning implementation. 
   
• A topic that shows Extension’s innovation or other strength. 
   
• A topic in which Extension is responding to an important need or request from the community or an industry. 

Overall, we are seeking stories that showcase our presence in every corner of the state through impactful programs. Anything that aligns with our Big 3 areas – inspiring communities, empowering economics, and strengthening – is a story of interest to us. It's important to keep in mind to find a people-focused story idea. We aim not only to highlight Extension personnel or individuals but also to share the voices of our audience – how Extension has positively impacted their lives.

The Process of Story Writing

• Always keep the reader in mind. The writer has the obligation to guide the reader clearly through an article, from the beginning to the end. Serving the reader is always a writer’s central duty. This means carefully choosing the phrasing. It means carefully structuring the article to guide the reader logically from one tangent to the next. If an article is for a general audience, the writer should explain things in a way that a non-specialist audience will understand. 
• What is the key idea? The writer should note the article’s key idea very early and explain it clearly. The reader needs such guidance early on. Otherwise, the reader may have an uncertain understanding of the central message and what Extension is working to accomplish. 
• “People, people, people.” That’s an appropriate mantra for Extension feature stories. The focus, that is, shouldn’t be on jargon-filled abstract descriptions. Explain the Extension work and point as needed to individual Extension programs or staff members, but the central focus should be outward, on how a program or project is concretely connecting with and helping Nebraskans. Avoid abstract descriptions of process and make people — clients and outside partners — the focus. 
• Clarity. This is a central guidepost, above all when writing for a non-specialist audience. Avoid overloading sentences and making them a challenge for the reader to follow; if needed, spread the information over two sentences rather than one. Be wary about using acronyms, which a general-audience reader will often find burdensome. Guide the reader along a clear, helpful path, moving logically from one point to the next.
• Quotations. Well-chosen quotes have great value for a feature story. Quotes highlight key points, underscore the value of Extension activities, and help boost reader attention. Be sure to identify who the speaker is for a quote. 
• Attribution for quotes. The reader is helped when the writer provides the attribution for a quote at an early opportunity. So, if a quote consists of three sentences, identify the speaker after the first sentence. 
• Sometimes use a quote as a peg for an article. It’s great when an interviewee provides an especially snappy quote. The article can use that quote, or a phrase from the quote, as a peg. For example, an article might start out this way, putting a strong quote right at the start: 

“This problem has been the greatest challenge I’ve faced in three decades of farmers,” said Troy Jennings, a fourth-generation ag producer in Fillmore County. 

Addressing Jennings’ problem — an especially aggressive insect threat to his soybean crop — is the focus of a new Nebraska Extension initiative that …  

• But, it’s sometimes fine to paraphrase. Not everybody has a gift for effective oral presentation. And even cogent speakers sometimes phrase an idea in a clunky or overly complicated way. That’s when a writer should feel free to paraphrase the idea using clear language that will help the reader. 
   
• Pronouns. When using “she,” “her,” “he,” “his,” “it,” “its,” etc., make sure it’s quite clear whom that pronoun is referring back to. If the antecedent for the pronoun hasn’t appeared in the article for four or five paragraphs, for example, the reader may well be uncertain who “she” or “he” is. So, for clarity’s sake, it’s fine to say “Smith” or “Jones” or “the department” on occasion on subsequent reference rather than using a pronoun. 
   
• Let the facts speak for themselves. In our news releases and articles, it’s fine to include praise for Nebraska Extension from outsiders, but since these are news or feature articles rather than opinion articles, we should let the facts of Extension’s strong work speak for themselves and refrain from using language that comes across as self-praise. 

Elements of a Compelling Story

Feature stories are characterized by a captivating lead that hooks readers and entices them to continue reading. They often rely on interviews and incorporate quotations from the individuals involved, blending facts with opinions to highlight the human interest aspect of the story.

Here are some key points to consider:

1. Attention-Grabbing Headline: Craft a headline in five to eight words that compels readers to delve deeper into the story.
2. Intriguing Content: Be clear and honest while maintaining elements of surprise and uniqueness to keep readers engaged.
3. Positioning: Highlight why readers should choose your story among the multitude of information available to them. Position the story early on to sustain reader interest.
4. Emphasis on Impact: Focus on the impact of Extension on people's lives rather than just providing information about programs. Highlight how Extension initiatives have made a difference.
5. Quotes from Diverse Sources: Feature stories heavily rely on quotes, which can sometimes serve as the title or main point of the story. Ensure you include quotes from various individuals involved to add depth and perspective.
6. Insightful Content: Aim to inspire, educate, or inform your audience. Provide insights that help readers discover or learn something new. Additionally, offer opportunities for readers to connect with Extension services or offerings mentioned in the story.

By incorporating these elements, you can create feature stories that captivate readers and leave a lasting impact.