Speakers at the MTN Bright Media Series on the topic 'Keeping it real, from data to real social impact stories' shared a variety of perspectives on journalism and emphasized the need for storytellers, particularly the media, to be circumspect with their reporting in order to effectively inform audiences.
They said that writers must constantly keep the audience in mind, just as journalism's core principle states that "the journalist's loyalty is to the citizens."
Working hard to guarantee that a balanced and factual story gets pushed out is crucial for astute broadcaster Fiifi Koomson.
"We must put forth a lot of effort to ensure that our audience is satisfied. Whatever we consider important, we must ensure that it is presented in a way that is both relevant and attractive. Once these boxes are checked, we will be able to attract a large number of people to our numerous platforms. When it was his turn at the virtual session, he added, "Always remember it's about the audience."
The discussion is part of MTN Ghana's regional roadshow preparations, and the CEO of the company will share industry trends and how MTN has positioned itself to deliver on its philosophy that "Everyone Deserves the Benefits of a Modern Connected Life." As a result, the goal of the program was for participants to be able to translate difficult topics into engaging journalistic pieces for everyday telecom customers.
Nana Kwasi Gyan-Apenteng, the previous president of the Ghana Association of Writers, stressed the importance of storytellers having accurate facts and data, as well as double-checking and seeking clarification on any subject that is confusing to them in order to prevent misleading the public.
He also discussed how journalists might write fascinating stories by going above and beyond the typical storytelling pattern in order to pique readers' interest.
"If you don't know what a detail means, look it up. As a journalist, you should not think you know everything; thus, build sources and consult specialists to avoid misleading the audience. We provide a valuable service to the public, and in order to do so, we must make content that is relevant to the target audience. When it comes to mass communication, don't presume that everyone perceives your importance as theirs.
"Because every tale has an impact on readers, it's also crucial to tell hardcore stories from a human perspective, letting the average person to connect with the story." For example, tying data to social impact," he explained.
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