Strategic Storytelling in Ukraine's Warzone
In a pivotal training, Kharkiv journalists gain critical skills to amplify their stories through digital platforms, aiming to shape the global narrative on Ukraine.
Empowering Ukrainian Journalists: A New Digital Era for Kharkiv Media Hub
On August 7, 2024, I had the privilege of leading a training session at the Kharkiv Media Hub Centre, aimed at revolutionising how the Centre’s personnel approach digital storytelling and media management. With 17 years of experience covering global armed conflicts and political tensions, I was eager to share the tools and strategies I've honed over the years to help the Hub’s staff navigate the digital age and elevate their storytelling to new heights.

The Purpose of the Training
The training was designed to address the pressing need for media professionals to harness digital platforms effectively. I emphasised the importance of establishing a credible online presence, stating, “In today’s digital world, it’s crucial to have a website where you can accurately introduce your work and gain credibility. It’s not just about showcasing your portfolio; it’s about providing verifiable evidence of your professional claims.”
For photographers and journalists, I underscored the significance of maintaining an up-to-date online portfolio. Using my own website as an example, I explained how editors can easily verify work published in major outlets like The New York Times and The Guardian. This transparency, I stressed, is vital for building trust with both editors and the wider public.
Utilising Digital Platforms
A major focus of the training was on the strategic use of digital platforms like Substack and PhotoShelter. I demonstrated how these tools could be employed to not only share stories but also to monetise content. “These platforms are not just about sharing your work; they are about creating a sustainable model for freelance journalists,” I explained. By using Substack, journalists can pitch stories directly to editors or even engage a broader audience through paid subscriptions.
I also introduced the concept of creating a centralised platform for Kharkiv Media Hub using PhotoShelter. This would allow the Centre to streamline the distribution of photographs and stories to global media outlets, ensuring that the stories from Ukraine reach a wider audience efficiently. “The goal is to have your work seen and used by editors sitting in London, New York, or Paris. The right metadata and captions can make or break this process,” I pointed out.
Addressing Concerns and Providing Solutions
The session was highly interactive, with the staff raising several concerns about the practicalities of implementing these strategies. One staff member inquired about the limitations on file sizes for mailing lists, to which I reassured, “There is no limit on file sizes when bringing in your mailing list. You just import your list and start building your audience.”
Another concern was about the potential costs associated with establishing and maintaining these platforms. I clarified that while some services require initial investments, such as a $50 one-time fee for a custom domain on Substack, the long-term benefits far outweigh the costs. “This is an investment in your future as a media outlet. It’s about being in control of your content and how it reaches the world.”
Key Takeaways
The training concluded with a clear message: the future of journalism lies in the effective use of digital tools. I aimed to provide the Kharkiv Media Hub with the knowledge to utilise these platforms, while also inspiring a vision of what they could achieve. The importance of metadata, the power of direct editor connections, and the potential of paid subscriptions were among the many insights that the staff took away.
In a region where the narrative is often shaped by foreign media, this training was a crucial step towards empowering Ukrainian journalists to tell their own stories, on their own terms, to a global audience.
As I said during the session, “You are the bridge connecting the people of your country with those across the world. It’s your stories that will make them understand, and it’s your digital presence that will ensure those stories are heard.”
This session marked the beginning of a new chapter for the Kharkiv Media Hub, one where they are not just participants in the global media landscape but leaders in shaping it.