Last week, we saw another example of how media narrative can change on a dime. After weeks of speculation and the dissection of photos and videos that rivaled the analysis of the Zapruder film after the Kennedy assassination, on March 22, Kate Middleton, the Princess of Wales, released a video announcing she had cancer. Media reported that the reason for her delay in making the announcement was that she and her husband Prince William waited until their three young children were home for school break, so they would not have to talk to their friends about such a personal situation.
The story raises issues about setting boundaries. What are the rules for sharing newsworthy yet personal information with the media? At Teak Media, we have found that reporters are often interested in hearing directly from the people who have been directly impacted by the nonprofits we represent. Their stories are engaging and draw media audiences in. However, some of these stories can be incredibly personal, involving justice impacted people, immigrants, low-income people who are struggling, and people with mental or physical health issues.
When working with anyone who is not a public figure and has a newsworthy story that is difficult to tell, here are the questions I use to help them set their boundaries.
Why am I doing this?
This may be the most important question before saying yes or no. There are many good reasons to do an interview. Some find it cathartic to share their story and often receive positive feedback and support from those who read it who may have been through a similar situation. It can also be a way of raising awareness and empathy about the important issues they face, thanking those who have helped them overcome their challenges, and inspiring others to seek help to do the same. For example, a college student sharing with a reporter what it was like to have her stomach rumble in class when she was food insecure helped raise awareness and support for a new food pantry, which added to its success. By the end of Kate’s video, we understood that she was coming out in public because she wanted others to feel like they were not alone, and she was giving them support.
What am I risking by telling my story?
Consider the audience who may hear this story. I encourage them not to share anything that they wouldn’t want their family, friends, or anyone else to know. For example, I once worked with someone in finance who didn’t want his employer to know he was in treatment for a gambling addiction, and I’ve talked to others who don’t want their co-workers to know they are justice-impacted. Telling your story should not put the interviewee at risk in any way. Also, it’s important for them to think about the other people who were involved in the story, so they can avoid disclosing information that could impact them in a negative way.
How will I be prepared for the interview?
Just like an athlete can benefit from practice and coaching before an important game, so do people who face the media. I pre-interview people before they share their stories to learn the strong points, identify anything that is off limits, and give them feedback and talking points outlining what to say and what not to say. I also provide background materials on the reporter and outlet and do my best to find out what questions will be asked. When necessary, I give them polite ways to acknowledge the question and steer the conversation elsewhere if the reporter asks anything that is uncomfortable for them to talk about.
A person’s story is their own and ultimately only they know how they feel about it. While it can be rewarding to share a story, it should never be something that the person regrets or that makes them feel overly anxious. It is ok for them to say no if they change their mind about speaking to the media.
Setting boundaries is important because it creates proper expectations. While a public figure like Kate Middleton may not always be able to easily decide their media boundaries, the people whose stories I share can. I am there to support them and am grateful to them for amplifying the efforts of nonprofits and socially responsible organizations who are making a difference in the world.
Read more on how PR people can help clients tell their stories.
