How to Tell an Engaging Story: Oleg Dmitriev's Masterclass at the BRICS International School: New Generation

Day 1 of the BRICS International School: New Generation concluded with masterclass led by Oleg Dmitriev, Deputy Director of the Institute of Media under the Faculty of Creative Industries at HSE University. The session was dedicated to finding engaging news angles and crafting compelling, memorable headlines.

The expert outlined the key principles of contemporary media and the evolving logic of interaction between journalists and their audiences. He emphasised that today, audiences are drawn less to raw news and more to stories and dialogue—choosing content that resonates emotionally with their personal values and experiences rather than merely selecting a source.

According to Dmitriev, modern journalism is becoming highly personalised: "There is no longer just B2B or B2G—only B2C." The journalist’s primary task is to speak to the audience in a language it understands, with honesty and clarity. He noted that information overload and growing disorientation in the media landscape require journalists to focus on what truly matters. The value of a news story, he argued, is shaped by three factors: news drivers, editorial policy, and the target audience.

Oleg Dmitriev highlighted common pitfalls in news reporting. He pointed out that stories about "meetings without substance," vague statements, and coverage of distant future plans seldom capture interest. To hold a reader's attention, it is essential to provide facts, context, and human-centred narratives, while also structuring the text carefully: from a strong top line to paragraphs no longer than 15 words.

Concluding the session, Dmitriev shared practical techniques for making content more expressive, including the use of associations, alliteration, direct quotes, memes, metaphors, and wordplay. In his view, an effective headline must be not only informative but also emotionally precise—and every strong story begins with the right angle, one that answers the fundamental question: "What is this news really about?"