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Telling authentic Ghanaian stories with global standards | Accra | Friday, 31st October, 2025
BBC Journalist Komla Adom Urges UPSA Students to Uphold Credibility in Storytelling
BBC journalist Komla Adom on Friday, 31st October 2025, urged Level 200 journalism students of the University of Professional Studies, Accra (UPSA) to prioritise accuracy and credibility in their reporting, when he delivered a guest lecture organised by course lecturer Mr. Freeman Kwade on effective storytelling and news pitching.
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,” Komla emphasised, noting that factual reporting remains the lifeblood of journalism.
“We survive by our sources. Always check who you are quoting and never publish hearsay. Accuracy is what separates a journalist from a gossip.”
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. Your tone, your clarity, and your conviction tell editors you understand the story.”
Sharing insights from his newsroom experience, Komla explained what global media such as the BBC look for in a story pitch, stressing that trending topics must never override truth.
“We ask key questions: What’s the story? What’s the value? What’s the talkability? Is it trending nationally or internationally? Credibility must always come before popularity.”
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. He recalled how he and a colleague went to report on an assignment, but their boat developed a fault and left them stranded on open water.
“We were swinging on the sea, helpless, and we thought we might die. But thankfully, some people nearby came to our rescue, and we survived.”
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 Understanding the Audience
Komla reminded students that a journalist’s strength lies in preparation and bravery. He also highlighted that journalists write for real people, not algorithms. He outlined the five basic needs of every audience:
- Keep me on trend.
- Inspire me.
- Divert me.
- Educate me.
- Give me perspective.
“When your story meets these needs, it will always find relevance.”
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.”
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