You don’t have to be a Wall Street broker, “finance bro” or big-time investment banker to get something out of business journalism. And yet for many, financial news can feel overwhelming.
According to a NerdWallet study in April, 79% of Americans say at least one financial topic is intimidating, with cryptocurrency and investing at the top of the list. Moreover, over 60% of Americans don’t talk about money at home, according to a 2023 Empower report. And while personal finance education legislation has strengthened high school curriculums nationwide, 31% of Americans never talk to their children about money, a 2022 CNBC + Acorns survey discovered.
That means journalists must step up to fill in the gaps, making their reporting accessible and digestible for everyone — not just business professionals. People naturally shy away from concepts they don’t understand, as our brains are hardwired to avoid new, uncomfortable information. An article or news package riddled with technical vernacular or too many numbers might make the average person tune out.
Instead, focus on relatability in your reporting, says Brian Cheung, a business and data correspondent for NBC News. Cheung started his career as an analyst for the Federal Reserve before shifting to journalism in 2016. With almost a decade of reporting experience, Cheung says breaking down complicated concepts in plain English is key.
“Everybody wants to be financially secure,” he said. “People want to make sure they have a good nest egg for retirement or for their long-term future. We all care about our own money. That’s not just unique to bankers.”
Here’s how journalists can ensure that their reporting reaches all audiences.
Use clear, simple language
The target audience for financial journalism has historically been economic professionals who consume business news 24/7. Catering to them meant that jargon such as “asset allocation,” “EBITDA” or “ROI” were the norm in news.
To help demystify these subjects for the average person, reporters can use words like “cash flow,” or “profit from an investment” instead of “liquidity” and “capital gains.” It’s all about simplifying your message without losing it, Cheung said.
“People need to be dialed into how to build up their 401k, how to set up a Roth IRA or some [other] types of personal financial vehicles, which sound pretty intimidating,” he said. “There’s a lot of buzzwords. There are terms that have a lot of syllables, they have a lot of letters. It’s my job as a financial journalist to at least provide a little bit more background.”
That doesn’t mean “dumbing it down,” or treating your audience like they’re incapable of understanding business news, said Cheung. Simply say what you need to say like you’re talking to anyone. Use clear sentences and try to maintain an approachable tone, instead of a super formal one.
When I’m writing stories for CNBC Make It, detailing information like the revenue a company brings in or a royalty payment in perpetuity can be confusing. Using phrases like, “The business brought in $1 million before expenses” or “The investor gets a percentage of each sale for life” can make the story more digestible.
“I don’t have to impress or wow and dazzle people with the vocabulary of finance terminology,” Cheung said. “I just need to explain to them what it means for their money.”
Use real-world examples
Often, using examples that resonate with readers helps them understand your message and keeps them engaged in what you have to say.
If you’re discussing inflation, you can talk about how rising costs can affect food, rent and gas — which are daily essentials for everyone — or how price hikes may increase financial stress, making it difficult to keep up with student loans or have extra cash for family vacations.
The same applies when you’re talking about the stock market and investing, Cheung said.
“I can’t just say, ‘The stock market tanked and the Dow dropped by 1,000 points today,’” he said. “Most people don’t know the Dow Jones Industrial Average, [but many] people have money that’s in a retirement account that might be invested in the stock market. So I say it just like that: ‘Hey, the stock market is down today. That might be a little scary for your 401k, but don’t panic, because the stock market moves up and down every single day.’”
Think outside of the box for story ideas
As a business journalist, it’s important to go beyond the stock market to tell stories that hit home for regular people.
Much of the inspiration for my reporting comes from social media. People are increasingly turning to apps like Instagram, TikTok and Facebook to talk about their finances, from student loans to home ownership. Social sites are great for finding trends in the economic space and subjects to bring first-person context to your stories.
Thinking outside the box may also mean balancing business success stories with candid accounts from founders who’ve failed, tying business into other fields like education or sustainability and investigating predictions from economists and business owners.
A great rule of thumb: Ask the people in your family and friend circle what money-related topics they’re curious about. Chances are, other people have similar questions.
Use concise, engaging visual aids
Finance journalism typically falls within hard news — stories that are timely, important and have real-world implications, such as politics, economics and public safety. These stories naturally have a more serious tone, so it’s up to reporters to make them engaging and understandable to their audience.
Visual aids, such as infographics, charts and graphs can be a great resource for bringing color to stories, capturing the viewer’s attention and summarizing complex data. This is called the “picture superiority effect,” a phenomenon in cognitive psychology in which people remember pictures more than words.
Instead of simply saying that a company’s stock has dwindled over the past year, show how much it has with a line graph. Or use an infographic to illustrate trends in areas like unemployment rates or the cost of living in different cities.
Video clips, animations and strong on-camera characters who’ve been affected by business news can also help you better get your point across. The main goal is to take the intimidation out of financial news and demystify it for everyday people. Present information like you would to a friend or someone at a bar, or how you’d want someone to present it to you, Cheung said.
“That’s how I approach every single story,” he said. “It’s a challenge, but it’s such a privilege and a great responsibility to have as well.”
