A Journalist’s Perspective: Why Every Story Needs a Purpose

I’ve just been listening to a podcast featuring an interview with former Prime Minister David Cameron. During the conversation, he’s asked about his team in Downing Street: “How important was the communications guy?”

The former PM gives an insightful answer. He reflects on formulating policies and then poses a key question: “How does all this hang together? What are we trying to achieve? What’s the story of this government?” He emphasises that if you get that right, the communications will naturally follow.

Spot on, Dave!

As a journalist, storytelling is my daily bread. No matter the subject, I approach it with the same thought process: "What’s this all about? What’s the story here?"

A news report, after all, is a series of facts woven together in various ways - some in scripts, others through interviews, and some via graphics. But without a narrative to stitch it all together, it doesn’t make sense to the audience.

This is why storytelling—in government, media, business, and beyond—is so crucial. Yet, from what I’ve observed, many people in key positions don’t seem to know their story, how to find it, or how to tell it.

The most effective leaders understand the power of storytelling to communicate their message and create a sense of purpose and direction. When your story resonates with people, when they know what you stand for and what you’re trying to achieve, they’re more likely to engage with your work, trust your motives, and maybe support your cause.

In my career, I’ve seen how powerful a good story can be in the media. A great story can spark interest, provoke debate, and move people to action. It can make complex issues accessible, bring empathy to the forefront, and shine a light on the stories that might otherwise be overlooked. But none of this happens without a narrative. Whether it’s a human interest story, a hard-hitting investigative piece, or a political exposé, the key is always the same: What’s the story?

So, here are three top tips for finding your story:

1. Identify Your Core Message
   Before you start crafting your narrative, take a step back and ask yourself: What are you trying to say? What is the core message or idea you want your audience to take away? A clear, concise message is the backbone of any great story. Whether you're talking about a policy, a project, or even a personal journey, distilling your message into one simple sentence can guide the entire storytelling process.

2. Understand Your Audience
   A good story resonates with its audience, so it's essential to understand who you're speaking to. What do they care about? What challenges are they facing? Tailor your story to connect with them.

3. Look for the Human Element
   Every great story has a human element at its core. Whether it’s a person’s struggle, triumph, or unique perspective, bringing a human touch to your story makes it relatable and memorable.

Storytelling isn’t just about relaying facts, it’s about creating connections. It’s about ensuring that when people hear your story, they feel something and understand not just what you're doing but why you're doing it. As David Cameron put it, everything else follows if you get the story right. In a world full of noise, a strong, clear story can cut through, helping you connect with your audience and leave a lasting impact.