By Samuella Quartey
Thoughtful and effective content creation to meet the evolving demands of audiences is the call on Journalists today.
At a training session for broadcasters in Cairo, Managing Editor of Al-Ahram Media, Sameh Abdullah, emphasised the importance of creating meaningful stories that resonate with the public.
Mr. Abdullah pointed out that journalism is a complex profession that goes beyond simply selecting the easiest content to produce. He urged journalists to consider the needs and interests of their target audiences when crafting their stories.
“Journalism is much more complicated than just choosing the easiest content. You must always think about the people you’re targeting and how your work impacts them,” he said.
He further advised journalists to avoid blindly imitating the actions of others in the industry. Instead, he encouraged them to embrace their unique potential and create content that is not only relevant but also impactful.
“We shouldn’t behave the way everyone else is behaving. As journalists, we have the ability to do so much more,” he added.
The training session also explored practical techniques to enhance storytelling and audience engagement. Participants were equipped with tools to adapt their content strategies to the changing media landscape, particularly with the rise of digital platforms.
One of the participants from Nigeria, Adesuwa Louisa, shared her takeaway from the session.
“This session has opened my eyes to the importance of being intentional with the content I create. It’s not just about filling airtime; it’s about telling stories that truly matter to our audiences,” she said.
In his final remarks, Mr. Abdullah reminded journalists of the value of their profession and the responsibilities it entails.
“Journalism is a great profession. Therefore, respect yourselves, respect the profession, and believe in yourselves. Believe that you can play a very important role in your communities,” he said.
He concluded by encouraging journalists to uphold the integrity of their work and to always strive to be “real journalists,” committed to informing and inspiring their audiences.
This initiative forms part of efforts to raise professionalism in the media space, ensuring journalists remain a trusted source of information while upholding their responsibility to inform, educate, and inspire.
As the media industry continues to evolve, the session served as a reminder for journalists to focus on meaningful storytelling and impactful reporting to connect with their audiences more effectively.
