5 Tips on Producing Award-Winning Multimedia Content

Michael Radutzky has presided over some of the biggest stories of our time.

The Senior Producer for “60 Minutes” has worked on stories about Oklahoma City Bomber Timothy McVeigh, the Duke Rape Case and President Barack Obama just to name a few.

His work has earned him seven national Emmy awards and several other prestigious journalism awards. His full biography can be seen here.

Radutzky, who serves on Elon University’s School of Communications Advisory Board, spoke with my Public Opinion in New Media class today. The class is part of the university’s new Master of Arts program in Interactive Media.

What follows is an abridged version of our 60-minute discussion. Everything is paraphrased, except where quoted. Even though Radutzky does not hold a technical position, his insights are perhaps more important than anything a designer, programmer or developer can ever tell you. That’s my opinion.

I’ve boiled his insights down to five important takeaways that relate to multimedia. Note that none of his tips have to do with technology.

1. The story comes first. If the story falters, you have nothing.

Always craft stories with characters that people care about and make sure you answer a reader or viewer’s questions before they have them. That serves as the glue that holds a solid narrative together.

2. Provide unique content.

Radutzky used the example of “60 Minutes” staffers filing behind-the-scenes stories and commentary using Flip Video cameras. He said to remember that the interviewer is interesting too. People always love to peek behind closed doors, so to speak.

3. What’s the story really about?

Radutzky said “Every story has some kind of essential soul to it.” Every piece of content you produce should pass a kind of litmus test. If you can’t get to the heart of the story in 60 seconds or less, then maybe it’s not that interesting.

4. Follow your gut.

Always have your antenna out, on and attuned to what’s interesting. You always want to produce visually appealing, emotionally charged content that people can identify with. You can’t do that without trusting your instincts.

5. Segment the content.

Today, people crave short bursts of information. The opportunities to do long-from storytelling are becoming less prevalent. So segment your content into digestible bites, fit for different audiences.

Mark Luckie on Three Great Ways to Stand Out Online

New blogs, photos and videos clog today’s web. The onslaught continues with no sign of slowing down, especially as individuals and companies embrace Web 2.0.

So how do storytellers stand out among the masses?

Three ways, according to Mark Luckie, the journalist and blogger behind the successful blog 10,000 Words.

  • Don’t give up.
  • Create content from the heart – about things that matter to you.
  • Provide something unique.

Luckie spoke via Skype yesterday with two classes in the Interactive Media Graduate Program at Elon University. The two classes, led by Dr. Michelle Ferrier, are called Interactive Writing and Design. I’m part of the program, and in one of the classes. We are currently studying how to develop an online voice and digital identity, which is vital for professionals in any field.

Luckie never imagined the potential growth of 10,000 Words when he started it more than two years ago. He just wanted a clearinghouse for information and inspiration on all things journalism and technology.

When he began, “it was just me messing around,” he said. Luckie, who currently works as a Multimedia Producer for the Center for Investigative Reporting on its California Watch project,” said he has succeeded largely because he has written from the heart. The posts that often garner the most attention are ones he writes off the cuff and quickly, instead of the ones that are more researched and massaged.

The blogger credits word of mouth and Twitter for the increased popularity of his blog, which covers topics such as Flash, interactive maps, photos, video, audio and more.

Luckie described many of the digital tools he uses to scour the Internet for information and inspiration, which go into his posts at 10,000 Words.

He said he uses Twitter to connect with people and promote his blog.

“You can’t find everything you want on the Internet,” he said. “You have to turn to people for inspiration.”

Luckie also turns to tools like Google Reader to read blogs, Delicious to organize links of interest and Google Docs to save powerful documents he might use in the future.

He said blogging requires patience. After he developed his unique voice for 10,000 Words, he went back to earlier posts and edited them to reflect his newfound voice. When asked about developing a voice – especially as a beginning blogger, he said, “You already have a voice. Don’t give up.”

7 Amazing Digital Storytelling Websites

Digital Typewriter Illustration

Stories. We love them.

From the moment we join the fray here on Earth, we engage in storytelling. People once shared stories over fires. They once drew tales on cave walls. Now, we trade narratives on the Internet – in so many forms and fashions.

If you like spinning a good yarn, or being pulled into one, the web represents a gold mine of possibilities. Explore and discover. Experts and creatives find ways for digital storytelling to evolve every day. Where do you want to take it?

Here are seven of my favorite digital storytelling sites on the web. Take a look, and by all means, add yours in the comments section. Let’s get a nice list going!

Center for Digital Storytelling

CDS is an international, non-profit training and research organization dedicated to forwarding digital storytelling. There are many great resources here, including a list of links and case studies.

The Digital Narrative

An amazing collection of all things digital story by Martin Jorgensen. Links lead to great content on examples, teaching digital storytelling, free online tools and more.

Interactive Narratives

One of the premier resources for interactive media storytelling, run by the Online News Association. This site is chock full of incredible work waiting to be devoured.

10,000 Words

A blog maintained by journalist Mark S. Luckie that concentrates on the intersection of technology and journalism. Written with real heart, and full of great advice, tools and tips.


Poynter is an authority on journalism issues, and always has intriguing features on the news industry’s ongoing transformation to digital platforms.


This multimedia production studio based in New York turns out some of the best multimedia storytelling around. It’s one of my favorite places to go for inspiration.

News for Digital Journalists

A blog run by the Knight Digital Media Center, News for Digital Journalists is a great place to go for news, not just on journalism issues, but digital storytelling. The site also has tons of other useful resources for digital storytellers.

Image by Clix.