YEREVAN, Armenia — On November 25, the American University of Armenia (AUA) Media Lab hosted an engaging talk on storytelling skills with Will Potter, an award-winning investigative journalist, whose work focuses on social justice and environmental movements, as well as attacks on civil rights post-9/11.
Joining the event remotely, Potter focused on how to tell powerful stories that make complex subjects accessible to the public at a time when journalists increasingly face repression, disinformation, and hostility from those seeking to conceal the truth. He is currently on a book tour for his latest book that has been receiving rave reviews, Little Red Barns: Hiding the Truth from Farm to Fable, about his 10-year investigation of factory farming and the ways the government and corporations are making more restrictions on the ability of the public to gather information.
During the talk, Potter shared storytelling techniques for journalists, explaining that storytelling functions in two directions: it reflects the world to audiences and also shapes how they understand it. “Our responsibility as journalists is to use storytelling to tell the truth,” he emphasized.
He also addressed the broader challenges facing the field, including escalating attacks on journalism, the spread of disinformation and coordinated propaganda campaigns, growing public distrust fueled by authoritarian rhetoric, and the compassion fatigue that leads to disinterest among audiences.
In his talk, Potter stressed that storytelling and trust are central to journalism. “The more we can use the power of storytelling to connect to our readers, the more effective we can be at challenging the false stories that are being told today,” he said. “We have to establish enough trust with our audience that we can tell them they’re being lied to. We must go beyond the story and look at the substance of the facts. The more we can re-establish that relationship with our readers, the better we’ll be able to break through these narratives.”
The talk concluded with a lively Q&A session about the challenges journalists face today, especially when covering large, complex topics and doing investigative stories. Among the attendees were students of the Master of Arts in Multiplatform Journalism (MAMJ) program, who used the opportunity to engage directly with Potter and connect his insights to their coursework and professional aspirations. The Q&A was moderated by Dr. Shawn McIntosh, chair of MAMJ program and director of AUA’s Center for Excellence in Journalism.
Events like this underscore the Media Lab’s commitment to fostering media literacy and equipping young professionals with the skills needed to navigate a rapidly changing information landscape. By bringing experienced journalists into conversation with students and the public, AUA promotes responsible storytelling, critical thinking, and ethical journalism. “Our Media Lab is honored to host events of this caliber that seek to promote media literacy and education in Armenia,” Narek Ghazaryan, AUA’s chief communication officer, said in his opening remarks.
Prospective students seeking advanced training in core journalism skills and ethical practices, including reporting, writing, and editing across print, audio, video, and digital platforms, are encouraged to consider the AUA MAMJ program. This intensive 14-month degree takes a multi-faceted approach to journalism education, preparing students for the demands of today’s rapidly evolving media landscape and the challenges the profession will continue to face in the years ahead. Applications for the program are now open. Early admissions deadline is January 15, 2026, and regular admissions deadline is March 31, 2026.
Founded in 1991, the American University of Armenia (AUA) is a private, independent university located in Yerevan, Armenia, affiliated with the University of California, and accredited by the WASC Senior College and University Commission in the United States. AUA provides local and international students with Western-style education through top-quality undergraduate and graduate degree and certificate programs, promotes research and innovation, encourages civic engagement and community service, and fosters democratic values.
