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The power of storytelling and cutting through the noise


TIME: 1 hour 16 mins

Sometimes it might seem challenging to get your news to reach desired audiences as you’re often competing against other sports’ stories and the wider news agenda. But you need to be able to cut through the noise and make your content stand out.

Real-life examples will be used during this session to illustrate Graham’s teachings including recent stories covered for Dai Sport, Sky Sports News and Sunday newspapers where lower profile sports and names have managed to break through into a wider, mass audience.

The session will cover the following topics:

  • Making an impact through strong storytelling
  • The power of longer-form written content to back-up social media activities
  • The value of contact-building



Graham Thomas is a journalist and broadcaster who has worked in Welsh sport for almost 30 years.

Having worked on newspapers, including the South Wales Evening Post, South Wales Echo and Sunday Mirror, he moved into broadcasting and spent 14 years with the BBC as a sports reporter and presenter on TV, radio and online.

A former presenter on BBC Wales’ Scrum V and Week In, Week Out, he has since worked for Sky Sports News as a reporter as well as co-founding the Dai Sport website three years ago.

He is a former Welsh Sports Journalist of the Year, author of three sports biographies, and hosted Geraint Thomas’ book launch in Wales in 2018.