Storytelling Ethics

 


Not every story needs to be told.

That might sound strange coming from a consultancy that fervently believes in, is founded on, and lives and breathes stories. But it’s true that sometimes you have to press Pause (or even Stop) to ensure the benefit outweighs the risk or a foreseeable negative outcome.

What kind of story are you telling?

As Ethical Storytelling notes, “We tell stories to invite others in.” Why and how are you doing that? Are you building a community? Trying to raise funds? Inciting others to action?

Define the purpose of your story and you’ll have a better idea of who needs to hear it. As to the ethics of the story you want to tell, much of that decision about whether to share boils down to common sense. If you know who you’re trying to reach, where they spend their time, and what matters to them, you create or tailor your story with that in mind, right?

Almost. With millions of impressions bombarding us every day and rightful concerns about data tracking and privacy, some marketing and communications folks have gotten…desperate.

Clickbait. Shock or doom messaging. All designed to break through and grab the audience’s attention. But then what? Where can you possibly go when your relationship is built on misdirection or an outright untruth?

If you stay true to the intent of your story, your authenticity comes through and you’re more likely to engage rather than enrage. Here are some questions you need to answer to achieve your goal:

  • Proper Perspective. Is the story objective when it needs to be to build credibility, and biased when it needs to build advocacy or inspire action?
  • Undisputed Information. Are there sufficiently vetted facts to demonstrate accuracy and trustworthiness, or has the “creative” in your creative nonfiction run amok?
  • No Cardboard Cut-outs. Are you practicing nuance and balance, or are the characters in your stories single-minded and one-sided?

What are some things you should consider?

If you play it too safe, you risk a lukewarm or cookie-cutter tale that gets you nowhere. Every good story is situational, meaning that it’s ready to share when it’s something that only your business or brand could say.

Much of that lies with the subject matter. Part of that lies with a talented storyteller and/or editor who can visualize how to take the pieces and weave them into something that’s captivating without crossing lines.

The truth is that no matter your socio-political views, the storytelling landscape has changed. Cancel culture and the proliferation of storytelling platforms means a mistake as small as a quote up to a full-blown narrative can wipe away everything you’ve worked for in an instant.

We can (hopefully) all agree that you should avoid sharing stories that:

  • Are offensive and/or targeted at a specific individual or group with the purpose of causing harm
  • Have the potential to expose someone to danger or harm
  • Divulge personal details unrelated to the story (i.e., doxing)
  • You do not have consent to tell

These seem obvious (at least to anyone conscionable enough to read an article on ethical storytelling). But they can sometimes border in the grey if you don’t think, ask, and plan ahead.

True scenario: You’re supporting a refugee organization with their marketing and communications planning. They’ve recently shifted from providing emergency aid to providing longer-term services for individuals and families left in geo-political limbo. There are countless compelling stories—persecution, escape, living without paperwork or national identity, profound uncertainty about the future. They could easily raise awareness and funds with some well-chosen photos and survivor narratives. But to what extent should they? What counts as informative versus exploitative?

Any content related to children opens a potential door to predation. But does sharing images and/or stories from adults put friends and loved ones still back in their country of origin at risk? Do stories of starting over put a target on them once they’ve relocated?

Before rushing forward with a guaranteed content win, think about the possible human loss. Consent is more than a conversation; it’s a mutual exploration and understanding of the risks and devising options to mitigate those dangers.

It’s just as important outside of life-and-death situations. As noted previously, backlash is bad news, and crisis communications are a much bigger deal than taking the time to do the work up front. But the good news is you don’t have to start from scratch. There are multiple resources available to help you press Play on your storytelling efforts.

Check out these tools for ethical storytelling:



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