Event news

News stories written about events are often dull because the journalist gives up before they even start. It is the approach, rather than the writing that causes the problem.

It is easy to become diverted by the agenda of the event organisers or people who contribute. The clever journalist keeps a focus on their own agenda or, even better, on that of their reader.

Instead of regurgitating the keynote speech as it's presented to you, look for things that are going to excite your reader:

• The new
• The surprising or quirky
• Controversial material
• Facts that have a scale or an impact on your reader
• Information that has a direct relevance to your reader
• The dramatic

Go beyond the prepared material:

• Listen the questions in Q&As
• Think about what your reader would want to know and ask those questions yourself
• Have a private chat with a speaker once they have finished and ask them to explain the relevance for your readers.
• If the person sitting next to you could be one of your readers, ask them what they think
• Network during tea breaks and find out what speakers think of each other's presentations — create a bit of controversy

Events can be the source of exciting material. Sometimes you just have to work a little harder to get it.