What Is Ethical Storytelling?
For many of us, just the mention of the word ‘story’ and a flood of childhood memories return. It was stories that took us on adventures to lands both far away and around the corner, and introduced us to characters ranging from whimsical creatures in fairytales to the superhero and everything in between.
Stories are powerful as they are able to tap into our emotions and our shared values. They also create a connection to the source of the story and engage the reader.
STORYTELLING IN MEDIA AND BUSINESS
A story is simply described as an account of imaginary or real people and events, which is written or told in order to entertain. Storytelling is the actual act of telling the story.
In the media, journalists tell stories by reporting news and current affairs which are regulated in most countries by a code of ethics. These ethics are based on honesty, fairness, independence and respect for the rights of others. This regulation is very important as it upholds the quality of journalism as our fourth estate.
Outside of the world of journalism, in business, we tell stories to amplify awareness, create engagement and drive commercial objectives. Importantly, we also tell stories to educate and empower others. In fact, when it comes to building engagement with a brand, storytelling still remains one of the most influential marketing tools available.
This is particularly pertinent in social impact companies and not for profit organisations who often rely on stories as a way to achieve their commercial goals. However, given the market demand for authentic purpose-driven brands, ethical storytelling has quickly becoming an important consideration across all business types.
Yet, despite the importance of upholding consistent ethical values around storytelling, there is currently no specific regulation for this in business - which is a serious consideration given the power and influence they can have and the great responsibility that comes with this.
WHAT IS ETHICAL STORYTELLING?
Ethical storytelling is the practice of honouring ourselves and others when sharing narratives. It is the practice of recognising that stories are beautiful, powerful representations and that we each have our own experiences, narratives, and complexity.
The pledge for ethical storytelling is essentially self regulation by a growing international community of writers and professionals, who commit to this practice and is underpinned by some fundamental principles. Here are a few outlined below:
Tell others’ stories the way they want their story told.
Always put people first.
Truthfully represent a situation.
Not use images, footage or words that sensationalise.
Hold a posture of humility and learning, recognising that failures can be our biggest educators.
Seek advice if we question whether a particular story, message or image is not in alignment with ethical storytelling practices.
Not tell the story, despite the resources invested, when the story cannot be told with the integrity of this pledge.
Take ownership of our responsibility to uphold integrity in our storytelling and messaging.
For the full pledge you can link here.
ETHICAL STORYTELLING AS A POINT OF DIFFERENCE FOR PURPOSE DRIVEN BRANDS
In a hyperconnected digital age, with diminishing barriers to market, and rife content competition, ethical storytelling can be a key point of difference for your brand or company. Whether it be used for podcasts, video, blog, email or social media.
As consumers now want to know more about the companies from which they purchase or donate, establishing guidelines for consistency and quality of ethical storytelling is an important component of any brand or marketing program.
References:
https://www.oxfordlearnersdictionaries.com/definition/english/story?q=story
https://www.oxfordlearnersdictionaries.com/definition/english/storytelling?q=storytelling
https://www.meaa.org/meaa-media/code-of-ethics/
https://australianpolitics.com/topics/media/the-fourth-estate
https://www.theworddepot.com.au/blog/purpose-brands-driving-change-are-trusted-more
https://www.ethicalstorytelling.com/
https://www.ourclimatevoices.org/ethical-storytelling
https://www.ethicalstorytelling.com/pledge?utm_medium=referral&utm_source=idealist
