During the holidays, the media is filled with stories of people who are facing challenges and need support. The right story can have a powerful effect on its audience. It can attract clicks and likes, stir emotions, raise critically needed funds, make a complex issue understandable, and motivate positive action about important issues. Pulitzer Prize winning journalist Nicholas Kristoff has long written about how audiences have a stronger response and connection to stories that lead in through one person, rather than focusing on the experience of the masses.
As important as it can be to know a good story when you hear one and to tell it well, the most important thing for public relations professionals to remember is that every story you tell is about someone’s life. I recently attended a webinar about Ethical Storytelling For Nonprofits and Philanthropy led by Non Profit Quarterly’s Senior Correspondent and Investigations Editor Amy Costello and her Senior Producer Frederica Boswell. The webinar included powerful reminders about what to focus on when interviewing someone, or when offering someone up to the media to be interviewed. For example, they shared feedback from Sophie Otiende, a Kenyan advocate who works with victims of human trafficking. Otiende warned that too often nonprofits exploit the very people they are trying to help, nonprofit beneficiaries who may be reluctant to decline sharing their story because they feel beholden to the organization. However, by taking the following steps you can tell good stories that honor the dignity of each human experience.
- Make people partners in the process. This simple act gives them agency. It is your subject’s decision to tell their story. Make sure they are comfortable with sharing it and respect their decision if they are not. Allow them to review and approve any profile you intend to send to the media to be sure it is accurate and so they know how you are describing them. When media opportunities arise, share details about the story, the reporter, and the outlet. This ensures the person being interviewed knows as much as possible about what to expect.
- Ensure the storytellers know why. Often those who have been through a traumatic experience are open to the opportunity to share their experience because they want to help others avoid similar situations. Perhaps they were misdiagnosed and want others to seek second medical opinions. Or maybe they fell in with the wrong crowd and want to share their story so others will not make the same mistakes. Sharing experiences can be cathartic. Honor people by listening and learning.
- Treat everyone with respect. Consider the whole person when you tell their story. Look beyond the labels the world may use to describe them, such as survivor, former inmate, or homeless person. They may also be parents, students, and role models. Costello said she asks the people she interviews about other parts of their lives, as well as the issue she is focused on, to show her interest in them as people and so she can give a fuller picture of who they are. Anticipate potential consequences of them telling their story to a larger audience and refrain from sharing stories that could put a person in danger.
- Listen with empathy – Never forget how difficult it can be for a person to share uncomfortable details about challenges they have faced in their life. Really focus on what they are saying and if they look like they are feeling emotionally overwhelmed, offer a break. If you are concerned that taking notes makes you seem too removed, get permission from them to record the interview so you can get quotes later.
- Include context – Make sure you know why you are sharing this person’s story and which problem you are hoping to solve. When presenting people to the media be sure to include relevant information about the larger issue involved, so it’s clear the purpose of the interview is to raise awareness and cause positive change for an issue.
- Show your gratitude – There is no limit to how often you can thank someone. Make sure the person you are interviewing knows how grateful you are to them for sharing their story and how by doing so they are helping inspire others.
Taking the time to get to know the people who are trusting you with their story and making sure they are ready to tell it is a practice that will reward the organization
