I see this topic—using the traditional storytelling skills for creating compelling narrative—coming up more and more recently in the data journalism and data visualisation communities.
Here's a particularly good overview of the concepts from Chad Skelton.
A key point he makes is that you should lean toward a narrative driven approach whenever there is a gap between your understanding of the data and that of your audience (which is pretty much always in journalism). The bigger the gap, the more narrative driven your approach should be.
Stick around for the questions too, there are a couple of good ones.