Nonprofits and the causes they champion need media attention to raise awareness, fight for reform, and bring in needed financial support. But when they work on sensitive topics like suicide, bereavement, community crisis, natural disaster, or child exploitation, the typical guidance for media engagement falls short and media stereotypes of what trauma “victims” should look like can overwhelm the story line that public relations professionals are trying to share. Public relations professionals working in these areas need to know the important groundwork to cover before engaging the media on a sensitive topic, how to prepare organizations and survivors to speak from a place of empowerment, apply storytelling to their organization’s communications efforts to under gird and support media engagement, and the three principles needed to structure media relations around a sensitive topic. Attendees will walk away with helpful tips and information. They will understand the important groundwork that must take place in advance of media engagement, will know the three principles for structuring media engagement around a sensitive topic, will understand four key tenets involved in preparing survivors to share with the media, and know how to apply storytelling principles to their organizations more broadly so they are seen as a viable resource on a key issue.

1. We’re Not Victims: We’re Survivors
Engaging the Media on Sensitive Topics
Ami Neiberger-Miller
Steppingstone LLC
@AmazingPRMaven

2. What are sensitive topics?

3. What are we learning today
 Groundwork you have to do before the story.
 3 Principles to structure media engagement
around a sensitive topic.
 4 Key tenets that must be in place to support a
trauma survivor sharing with the media.
 How to apply storytelling to your organization or
company to better share your stories that touch
the heart.

4. Groundwork
The Organization – Why do media? What are
the goals? Motivations? Are you pro-active or
reactionary with media?
What issues,
research, policies
matter to your
organization? What
do you want to see
result?

5. Groundwork – how are you telling the story?
Examine your website. Do you see stories?
How is your organization telling the story of the
issue? Cause?
How are you telling the story of your
organization?
How are you telling the story of the people you
have helped or are actively helping?

6. Groundwork
 The Survivor – what is the story? Why does she
or he want to share something that may be
difficult or painful?

7. Groundwork
The Deployment - Where will the story be the
most effective? What forums will placement help
build momentum toward a goal?

8. 3 Principles for Media Engagement
PR professionals working in this area must have:
Passionate Authenticity
Background Knowledge
Creativity/Offer-able Solutions

9. The Pitch
Start with the issue – link to a breaking news
story or current news if possible. Do your stats
very briefly.
If the reporter cares about the issue, he or she
will say he or she wants a survivor to talk to.
If it’s an e-pitch – state that you may have a
survivor available to talk.

10. 4 Key Supports for Survivors
Emotional and physical safety.
Believe that sharing can make a difference, lead
to a greater good.
Trust with the reporter, media outlet, PR pro and
other staff with the organization.
Honesty and self-awareness about where their
own boundaries need to be in an interview.

11. Some carry strength

12. Some carry strength

13. Do one big story

14. Do stories that show people, not just issues

15. Apply Storytelling
We are all
the media
now

16. Apply Storytelling
Use data

17. Apply Storytelling
Use your blog

18. Applying storytelling

19. Stay in touch!
Ami Neiberger-Miller, Steppingstone LLC
@AmazingPRMaven
ami@steppingstoneLLC.com
www.SteppingstoneLLC.com