“I lost my son’s father to gun violence.”
That is a tough thing to tell anyone, much less a stranger on the other end of a Zoom. Yet that was the story I recently heard in my work as a PR professional. I was preparing a resilient woman to be interviewed by reporters to demonstrate the positive impact that our client’s program is having on her life.
Stories like hers put a human face on important issues, can inspire others to make positive changes in their own lives, and help raise support for the important work our clients are doing. However, it’s a big ask to have them not only talk to me about the most difficult challenges they have faced, but to repeat their story to a reporter (or many) who will then post, publish, or air it to share with larger audiences.
Here’s how to make the process easier for both them and you.
- Treat everyone with respect – Be human. When the woman I interviewed told me what happened to her fiancée, I was genuinely sorry for her loss and thanked her for sharing that information with me. I was honored to bear witness to her experience and grateful she chose to share it with me. In other cases, I’ve had to ask people about prison sentences they’ve served or financial mistakes they’ve made. It’s important to be nonjudgmental. I have no idea what goes on in other people’s lives or what leads them into situations. Find out the facts without making people feel anything but safe and supported during the process.
- Honor their power – A person’s story is their own and it is their decision when and how to tell it. Make sure they are comfortable with the details they are sharing. Acknowledge they have the right to set limits. The woman I interviewed did not want the media to use her son’s name and it’s ok to ask reporters to respect that. Others have asked me to only use their first name so their employer wouldn’t learn of their financial situation. Also, it is emotionally draining to tell a personal story. If someone changes his or her mind or has done one too many interviews, they always have the right to decline future media opportunities.
- Choose words carefully – Always run a written profile or story pitch by the interview subject for approval before you share it with the media. The English language is constantly evolving. What used to be an appropriate way to talk about something might not be anymore. When writing profiles that are to be shared with the media, be precise. In addition to avoiding inappropriate language about race, gender, or religion you should also stay away from terms that make a difficulty seem like a permanent part of their persona such as referring to them as an “ex-con,” “dropout,” or “addict.”
- Prepare them for the media – Being interviewed can be nerve wracking. The more people know about what to expect, the less stressed they will be. Give them all the logistical details, such as where they need to go, how long the interview will take, and what they should wear. Share questions (when possible) and talking points, as well as background on who the reporter is, what stories they have covered, and their outlet.
When someone entrusts you with their story, it is nothing but a privilege. More often than not, the people who share stories of their most challenging life experiences with us and the media find the process to be cathartic. We give them the opportunity to be heard and they feel good about the idea that their stories can benefit others who learn from their lives. Respecting everyone you ask to speak to the media and thanking them can make interviews a positive experience that allows them to give back, while helping organizations generate the necessary support for their imperative work.
