BBC Journalist Komla Adom Komla Adom Urges UPSA Students to Uphold Credibility in Storytelling
BBC journalist Komla Adom engaging UPSA journalism students during a lecture on credible storytelling.
BBC journalist, Komla Adom, has called on journalism students of the University of Professional Studies, Accra (UPSA) to prioritise credibility and accuracy in their reporting if they hope to compete on global media platforms. He was speaking as a guest lecturer at a News Writing and Reporting class for Level 200 students, organised by Mr. Freeman Kwade, the course lecturer.
The session, which began around 10:12 a.m. and continued into the afternoon, focused on the art of story pitching, accuracy, and audience engagement.
‘Accuracy separates a journalist from a gossip’
“We survive by our sources,” he said. “Always check who you are quoting and never publish hearsay. Accuracy is what separates a journalist from a gossip.”
He noted that every reporter must understand the importance of verifying both primary and secondary sources, adding that a journalist’s integrity is measured by the truth in their work.
The Art of Pitching a Story
The BBC reporter guided students through the key elements of effective story pitching. He highlighted four steps every journalist must master:
- Grab attention with a strong, clear angle.
- Write a clean top line that summarizes the story.
- Show the audience benefit — why the story matters.
- Deliver strong content through credible facts and human voices.
“When you pitch, sell the story with your confidence,” Komla advised. “Your tone, your clarity, and your conviction tell editors you understand the story.”
Inside the BBC Standard
“We ask key questions — What’s the story? What’s the value? What’s the talkability? Is it trending nationally or internationally?” he said. He, however, cautioned that trending topics must never override truth.
“Credibility must always come before popularity,” he stressed.
A Traumatic Experience in the Field
When a student asked about the hardest or most traumatic experience he had faced as a journalist, Komla shared a near-death encounter while covering a story along the coast.
“We were swinging on the sea, helpless, and we thought we might die,” he said. “But thankfully, some people nearby came to our rescue, and we survived.”
UPSA journalism students with Komla Adom after the lecture — a defining moment in their journalism journey.
He told the class that the experience taught him the importance of preparation, teamwork, and courage, saying it remains one of his most unforgettable moments in the field.
Preparation and Courage
“Real-world experiences, even the difficult and dangerous ones, shape who we become in this profession,” he shared.
Komla reminded students that a journalist’s strength lies in preparation and bravery. He noted that being well-prepared not only boosts confidence but can also save lives.
Understanding the Audience
He concluded with a reminder that journalists write for real people, not algorithms. He outlined the five basic needs of every audience as:
- Keep me on trend.
- Inspire me.
- Divert me.
- Educate me.
- Give me perspective.
“When your story meets these needs, it will always find relevance,” he told the students.
Reactions from UPSA
The course lecturer, Mr. Freeman Kwade, described the lecture as “a professional eye-opener that reignited the passion for truth and precision in journalism.” He commended Komla for bridging theory with real newsroom practice, saying the session would “shape how students approach story ideas.”
The class ended with a vote of thanks by Ackah Olivia and a closing prayer by Martins Odjija. Students later took photographs with Komla Adom to mark what many called “a defining moment in their journalism journey.”