Blog

The Importance of Storytelling

By David Kidd, BPR

In an industry driven by immediacy, data and sound bites, it’s easy to forget that radio’s most powerful tool is also its oldest: storytelling.

The best radio broadcasters, whether hosting an FM breakfast show, playing music in the afternoon or anchoring a Talk program, are at their core “storytellers”. It’s their ability to craft a compelling narrative, to make listeners feel something, that transforms content into connection.

Storytelling is what makes the mundane magnetic. A skilled presenter doesn’t just say, “It’s raining in Sydney.” They paint a picture: the scent of wet roads, the sound of tyres hissing on the Harbour Bridge, the shared inconvenience and beauty of a city drenched. This draws listeners in and builds intimacy—radio’s secret weapon.

For music radio, storytelling elevates the format. A song intro becomes a chance to set a scene, reveal a memory or build anticipation. It’s the difference between a human voice and a Spotify playlist.

In talk radio, it’s even more crucial. Facts can be Googled. Information, or at least data, is everywhere. What listeners come for is context, perspective and personality. A talk host who can weave opinion, humour and anecdote into a cohesive story wins trust and loyalty.

Importantly, stories also have structure. Stories don’t ramble, or least they shouldn’t. A well planned story has a beginning, middle and end. They give shape to breaks, keep attention and guide the audience through the arc of a show.

The best storytellers also listen. They use callers, guests and shared experiences to build a sense of community. Done well, this creates a feeling that listeners are not just consuming a broadcast but are part of something.

For broadcasters and programmers, the lesson is simple but profound: prioritise storytelling skills. Invest in coaching, encourage creativity and create room in the format for narrative. Because while technology, platforms and consumption habits change, the hunger for stories never does.

And in the crowded world of audio, it’s the storytellers who stand out.