Having collaborated on thousands of articles across various publications, from The Times to The Sun, I've learned that tone isn't just about word choice—it's the heartbeat of storytelling. Each publication has its own distinct voice, a unique fingerprint that resonates with its specific audience.
Consider how The Times approaches a political story with measured analysis and historical context, while The Sun might capture the same event with punchy headlines and vivid everyday language. Neither approach is superior; they're simply different instruments playing to different audiences.
What makes my journalist friends remarkable is their ability to modulate this tone with precision. It's like being a linguistic chameleon, adapting your voice while maintaining authenticity. When I work with journalists, I'm consistently amazed by their adaptability—how they can craft a complex policy piece in the morning and translate it into accessible human interest by afternoon.
Writing books has further deepened my appreciation for tone's importance. A book's voice must sustain reader engagement across hundreds of pages, not just capture attention in a headline. This extended format has taught me that tone isn't just about style—it's about building trust with your audience.
The humility of great journalists continues to inspire me. Despite their crucial role in shaping public discourse, the best writers I've worked with remain students of their craft, constantly refining their approach. They understand that they're not just conveying information; they're building bridges between complex topics and diverse audiences.
To aspiring writers and journalists, I would say this: study the publications you admire. Notice how they modulate their tone for different stories. Pay attention to how The Guardian's environmental coverage differs from The Telegraph's, not just in perspective but in how they connect with their readers.
I feel immensely privileged to have worked alongside such talented communicators. In an era of information overload, their ability to find the right tone—to make complex stories accessible while maintaining depth—is more valuable than ever.
The next time you read an article, look beyond the facts to feel its tone. That carefully chosen voice is the result of years of expertise, countless revisions, and and deep understanding of who's reading on the other end. It's what transforms information into understanding, and news into stories that resonate.
To illustrate the point, her are a bunch of articles that I am mentioned in The Sun
Articles featuring Sammy | ||
Three low-cost ways to get your sleep back on track without splashing out on expensive remedies | 21/01/2025 | |
Sick of the cold? The 6 chilling ways the cold is harming your health and how to fight back | 08/12/2024 | |
Is your POSTURE making you ‘fat’? 6 steps to get Joe Hart’s perfect poise and banish your pot belly fast | 08/07/2024 | |
How ‘strength snacking’ can get you fit if you’re short on time – 8 PT-approved 30 second moves to try | 26/05/2024 | |
The 6 stretches to ease agonising back pain in just five minutes before bed | 12/05/2024 | |
From a sore neck to low back pain – what your muscle aches really mean and when it’s a medical emergency | 15/04/2024 | |
The 6 times your back pain is a medical emergency and you must call 999 – from heart attacks to incontinence | 19/11/2023 | |
Struggling to wake yourself up and constantly exhausted? You might be suffering from ‘fall fatigue’ | 05/10/2023 | |
I’m a physio – these are the four everyday positions hurting your back and how you can help them | 13/05/2023 | |
I’m a sleep expert – here’s a common mistake that could be putting your health at risk | 31/03/2023 | |
I’m a physiotherapist and here are 6 of the worst habits – how many are you guilty of? | 31/12/2022 | |
Why does my back hurt? The 6 everyday postures causing you pain and how to fix it | 05/11/2022 | |
I’m a sleep expert here’s the 8 best ways to prepare your child for school | 02/09/2022 | |
The 10 everyday habits to blame for your agonising back pain – and when to worry | 12/07/2022 | |
I’m a sleep expert – why you SHOULD stay with your partner the night before your wedding day | 09/06/2022 | |
I’m a beauty expert – how Kate Middleton secretly transformed her look to seem younger using clever makeup techniques | 08/06/2022 | |
How to burn belly fat with the 12-3-30 workout – all you need is 30 minutes | 01/03/2022 | |
I’m a sleep expert and these are the best and WORST sleep positions for your health | 08/02/2022 | |
I'm a doctor and here's why getting a good night's sleep makes you more attractive | 30/12/2021 | |
More than 80 per cent of us are kept awake at night by our partner — with snorers and duvet thieves the big offenders | 01/12/2021 | |
How to deal with back-to-work blues from curbing mum guilt with a clever bedtime hack to FINALLY banishing exhaustion | 13/09/2021 | |
What your sleep position says about your health – and why you should NEVER nod-off on your back | 03/09/2021 | |
From curry to sleeping naked… how to survive the heatwave (and myths to ignore) | 13/06/2021 | |
It’s time to dust and declutter our homes so why not spruce up your health too? | 21/03/2021 | |
From eating with chopsticks to slashing screen time, here are 20 age-specific ways to beat the Christmas bloat | 27/12/2020 | |
My girlfriend doesn’t fancy me anymore but I can’t move out – I’m devastated | 26/11/2020 | |
From booze to late meals and snoring why you wake up at the same time every night | 04/09/2020 | |
From paddling pools to ice lollies here’s how to beat the summer heatwave during coronavirus lockdown | 23/06/2020 | |
From taking a shower at 7am to curry for dinner 6pm, how to get rid of a cold in 24 hours | 12/11/2019 | |
Sleeping naked is key to a good night’s sleep – but you’ll have to keep your SOCKS on | 04/04/2019 | |
From socks to washing your eyelashes with shampoo, here’s our tips to stop autumn ravaging your health | 11/11/2018 | |
Ten simple, pain-free changes to boost your health and wellbeing | 01/06/2018 | |
See how kids’ bedtimes evolve with age with our sweet dreams guide | 05/05/2018 | |
From battling anxiety to getting rid of pesky headaches, these are the best sleep positions so you get a healthy night’s kip | 28/02/2018 |
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