Insights

How You Tell Your Story Is The Foundation of An Effective Human Rights Campaign

In times of crisis, Incisive Strategy helps guide and advise organizations and people when they are under monumental stress and pressure. One of the most important and crucial aspects of crisis management is communication with the public and stakeholders (e.g. media, human rights organizations and politicians). At Incisive Strategy we cover different types of crisis management but for this insight, we will look at crisis management through a lens of human rights campaigning.

The success of a human rights campaign comes down to how a client tells their story. Understandably, since clients are under significant tension and feeling a great deal of panic, they want to tell every minute detail of their case which subsequently causes confusion and often more concern than support from targeted stakeholders. For when it comes to public relations, success in conveying one’s story is achieved by pinpointing the most relevant aspects of a case by first identifying what one wants to gain from telling the story (i.e. identifying your ask or goal). When our clients meet with senior stakeholders and decision makers they typically have 10 minutes tops to get their key messages across. Ultimately we help our clients effectively share their story without losing the genuine emotional element that is needed to touch the hearts and minds of stakeholders. 

This is why we train our clients so that their story and message can be heard and understood with clarity to achieve positive outcomes. As a firm, taking a deep dive into our client’s story and understanding all its aspects is key to determining what the client needs to focus on without compromising their story. One of the results of training clients is achieving consistency and effectiveness in their storytelling. We empower our clients in what can be the toughest period of their lives by giving them the confidence and comfort to tell their story and ultimately seek the support they need. 

But telling a story is not just through how we communicate it from one person to the next. We can share different details through different platforms. For instance, we often prepare briefing documents, a well-thought-out and extensive document as a follow-up to a conversation. A well structured document can reassure our client that their story – in all its complexities –  is readily available to key stakeholders for further reading. On the other hand, a website allows the wider public to have access to all the different elements of a case.

Beyond how we tell a story, we also help our clients find opportunities to share it. The use of social media and events is crucial in reaching and engaging various communities. Be it targeted social media campaigns or a webinar that brings in experts and distinguished guests, the opportunity to grow a support base while authenticating the campaign is endless. While many public affairs firms rely on social media campaigns’ paid ads to boost the reach, we believe in a more scientific and organic approach by building a following of people who care, one person at a time, to ultimately create a level of engagement that translates into a shared voice in support of our client’s crisis or ordeal. Likewise, organizing a webinar solidifies the campaign by having experts and community members speak and this in turn be shared on social media for more viewership and exposure of the case. 

Our role is to guide clients through their tough times and set out a strategy that gets them out of their crisis to a solution. The foundation of a good campaign is how a client tells their story. If this is achieved then the public response whether from human rights organizations, general public, experts or decision makers will be positive and form a strong base of support for the client as they pursue their objective. 

By Nadeem Khadaroo
Junior Communications Consultant at Incisive Strategy

Communication is Changing. We Should Be Too.

Mastering the art of communication is central to public relations and crisis management. Over the past decade – with the cannonade of instant messages and evolving social media platforms – we have become infinitely more connected to one another. But along with our varied methods of communication comes a greater margin for error – because although we are more technically connected to each other, communication is more fragmented than ever.

Public relations is an industry that was born to navigate the waters of miscommunication, misconstruction and misrepresentation. Being an expert in the field of communication does not mean that every word you say is perfect, or that you never face criticism. It means, most of all, that you are respectful and calculated in what you publish and attribute your name to. The value of a well-said word cannot be overstated; it has the power to change everything: from public opinion, to public policy, to legislation – all things that have real consequences on human lives.

At a time when opinions are particularly cutting, any statement can have a polarizing effect. My clients often find themselves the victim of libel and defamatory statements by inimical parties, tabloids or yellow press, or even bona fide journalists. We are living in an antipathetic world where civility is disregarded and responsibility for what we say and what we put out into the world is neglected. It has become commonplace to denounce others entirely in times of disagreement – to write off those who fail to meet eye to eye with us because we find their ideas irreconcilable with our own. For that very reason, public relations requires respect for the role of nuance in our communications. This means that before conclusions are drawn on issues, people, and stances, we are obligated to give everyone a fair and equal chance to represent themselves and their ideas as best as they can. Effective communication stands directly in the face of denouncement: it demands that we see and understand those who disagree with us, and it requires that the best (or best-represented) stances prevail.

Prior to the takeoff of social media, we might only have known the intimate opinions of those immediately around us or opinions printed in the local newspaper or broadcast on television. Now, we have access to explore personal opinions of those around the world with the ease of one Twitter search. With more social media platforms than ever before, we have a wide expanse of ways to communicate a message and garner attention for our causes – and the power that this gives us holds us entirely more responsible for what we publish. The ways in which we communicate have changed irreversibly. In order to keep up, so should we.