From Challenger to Artemis: Why Context Matters in Storytelling

Context matters. So does perspective.

During our weekly Haj Media staff calls, I often prod Haj Media President George Haj to share stories from his remarkable, Pulitzer Prize-winning journalism career. It’s an opportunity for our younger teammates to learn in real time, ask questions, and share viewpoints.

This week, the Artemis II mission triggered a discussion about George’s early work covering the space program. George was only a few months into his first reporting job at Florida Today in 1986 when the Space Shuttle Challenger disaster occurred, killing all seven crewmembers aboard. He recalled that he was covering a county commission meeting on nearby Merritt Island that day. A small group outside was looking up at the accelerating rocket and listening to a small radio when the explosion occurred and it became clear that something had gone terribly wrong.

Forty years is a long time, but he remembered every detail. He recalled using pay phones to update his editor. Haj Media Communications Manager Emily Hale and intern Haley Riggins were captivated by his retelling of how the small newsroom was deployed to cover a national tragedy, and by the stories and reporting that followed that somber day in our country’s history. 

I have also thought about what hasn’t changed in 40 years. Compelling storytelling is still the main thing. There are many more ways to amplify a story today, but the emotional connection to the narrative has never been more important.

Which brings us back to context. How do we tell stories to audiences who never lived through defining historical moments or may be encountering them for the first time? It’s important to look back at how we got here and to include content and messaging that bridge any gaps.

While I say I encourage George during our weekly calls to share his wisdom with our younger colleagues, I get as much, if not more, out of it as they do. We never stop learning. And as our Monday meetings remind me, understanding your audience and the context they bring to a story or event is crucial to reaching any strategic communication goal. 

Paula Bosler is a Communications Advisor at Haj Media, supporting corporate and nonprofit clients.