I recently had to develop something for this, and opted for a very basic text file structure. You can see the resulting code and text format at:
https://github.com/scottbw/dialoguejs
There is a tradeoff between sophistication of scripting and ease of editing for non-programmers.
I've opted for a very simple solution for the dialogue, and handle triggering of related game events separately in a secondary scripting language.
Eventually I might add some way of adding "stage directions" to the text dialogue format that are used to trigger events in the secondary scripting engine, but again without needing to put anything that looks like code in the dialogue file itself.
