Yes, someone may be facing significant challenges. But describing them with cynicism makes it easy for the audience to view them solely through the lens of pity or charity. It ignores their strength, their courage and humanity.
Instead, think about the bigger picture. What systemic barriers are they up against? What inequities have put them in this position? And most importantly, how can communicators tell their stories in a way that raises them, versus diminishing them? Storyteller must connects with their audiences emotionally and intellectually first.
Copywriter’s Narrative Arch
The “savior” narrative is tempting. It’s a classic storytelling formula: problem, hero, resolution. In this case, it often translates to an individual in need, the donor as the hero, and the organization as the facilitator of change.
It’s a proven formula because it works. It evokes emotion, inspires action and drives donations. But it also reinforces a harmful power dynamic where donors are positioned as superior to the people they’re helping.
Without realizing it, this approach may perpetuate stereotypes about the communities organizations are trying to support, reduce individuals to objects of pity, strip away their agency or create a false narrative that oversimplifies the problem and the solution.
Psychology of Persuasion in Copywriting
PR practitioners need to shift the focus away from the savior narrative. Instead of framing people as passive recipients of help, stories can highlight their resilience and the systemic barriers they face. This approach doesn’t make the story any less compelling; it makes it more human.
So, how do we do this?
Role of Empathy in PR Copywriting
Instead of highlighting someone’s struggles as their defining characteristic, show the systems they’re navigating. Talk about inequities in housing, health care or education. Doing this shifts the focus from the individual to the broader problem, making the story about systemic change rather than personal failure.
Telling Stories of Strength and resilience
Every person’s story includes courage and perseverance. Highlighting these qualities makes the narrative more empowering while still being honest about the challenges the person faces.
Measuring the Impact of Storytelling in PR
Let the subjects speak for themselves whenever possible. Their perspective adds authenticity and avoids the risk of telling their story for them.
Balance Complexity with Urgency
People aren’t one-dimensional. Share their whole stories, including their joys, dreams and relationships, not just their struggles.
Let’s Talk About Inspiration Porn
Another common pitfall in storytelling is “inspiration porn.” It happens when stories about people with disabilities or marginalized groups are framed as feel-good content for an able-bodied or privileged audience.
For example, calling someone “inspirational” for doing something as ordinary as going to school or holding a job implies that their existence is remarkable simply because of their identity. While these narratives might seem uplifting, they can be patronizing and dehumanizing.
Communicators need to check their intentions. Are we telling this story to create real understanding and empathy, or are we looking for a quick emotional hit? Inspiration doesn’t need to come at the expense of dignity.
What this means for Public Relations
PR pros have a unique opportunity to connect people with causes that matter. But instead of defaulting to language that inspires pity, focus on storytelling that uplifts.
- Educate, don’t pander. Help the audience understand the bigger picture. What are the root causes of the issues the organization is addressing? How can donors play a role in creating systemic change?
- Celebrate humanity. Show the strength, creativity, and resilience of the people in these stories. These are qualities everyone can relate to, regardless of their circumstances.
- Frame donors as partners, not heroes. Donors are an essential part of the solution, but they’re not the whole story. Position them as collaborators working toward a shared goal.