Empowering Voices: The Crucial Role of Trauma-Informed Communications in Survivor Storytelling
As communications and marketing professionals, we can amplify voices, shape narratives, and drive social change. But with that power comes a profound responsibilityâespecially when working with trauma survivors. By adopting trauma-informed approaches, we can ensure our storytelling empowers rather than exploits and heals rather than harms. Why Trauma-Informed Communications Matter Trauma is pervasive in our society. Studies show that 70% of U.S. adults have experienced at least one traumatic event. For many, sharing their story can lead to healing and positive change. However, if done carelessly, it risks re-traumatization. Traditional journalistic approaches often prioritize getting “the scoop” over survivor well-being. As communicators, we must hold ourselves to a higher standard. Trauma-informed communications shift the paradigm from “What’s wrong with you?” to “What happened to you?” and then to âWhatâs strong with you?â It views survivors as whole people deserving of dignity, not just sources for dramatic quotes. This approach leads to more accurate, nuanced storytelling. Trauma impacts memory and perception. By creating safe, supportive environments for survivors to share at their own pace, we get fuller, more reliable accounts without causing further harm. Concrete Steps for Trauma-Informed Storytelling Prioritize Informed Consent: Clearly explain how you’ll use their story, what questions you’ll ask, and their rights in the process. Give them time to consider before agreeing. Collaborate, Don’t Dictate: Share questions in advance. Let survivors choose what they’re comfortable answering. Allow them to review and approve their quotes. Create a Safe Environment: Let them choose the interview location. Explain the logistics in advance (duration, recording methods, etc.). Offer breaks. Ask Open-Ended Questions: Instead of “How do you feel?”, try “How are you today?” or “How did you experience that?” Respect Boundaries: Don’t pressure them if they decline or seem hesitant. Provide your contact info in case they change their mind later. Focus on Strength and Resilience: While acknowledging pain, highlight growth, coping strategies, and hopes for the future. Give Them Control: Ask what they hope to achieve by sharing their story. Shape your piece around their goals. Avoid Sensationalism: Avoid unnecessary graphic details that could trigger readers or the survivor upon publication. Follow-up: Stay in touch about how their story is used. If you plan future coverage, always inform them first. Care for Yourself: Secondary trauma is real for communicators, too. Practice self-care and seek support when needed. Embracing trauma-informed communications requires a shift in mindset throughout our organization: Educate all staff on trauma basics and its impacts on memory, behavior, and healing. Develop clear policies on ethical storytelling and survivor interactions. Prioritize long-term relationships with survivors over “one and done” stories. Measure success beyond clicks and views. Consider how our work impacts survivors and communities. Create space for reflection and learning. Debrief challenging stories as a team. The Impact of Trauma-Informed Storytelling When we approach survivor stories with empathy, respect, and collaboration, remarkable things happen: Survivors feel empowered, not exploited. Our stories become richer, more nuanced, and ultimately more impactful. We build trust with vulnerable communities, opening doors for future partnerships. Our work actively contributes to healing, both for individuals and society. By embracing trauma-informed practices, we don’t just avoid harmâwe become agents of positive change. We shift from merely telling stories to facilitating healing and transformation. This requires more time, care, and intention, but the impact is immeasurable. Ready to get started? Contact us todayâCall 855-MKTNGCO or click here!! GO DEEPER: Trauma-Informed Journalism (CTIPP) Survivor Storytelling (National Survivor Network) Whose story, whose benefit? Returning (to) the power of authentic narrative (University of Liverpool) The Power of Trauma-Informed Communications & Marketing: Why CEOs Must Embrace This Approach (MKTNG) Integrating Trauma-Informed Principles Into Your Internal Communications & Workplace Culture (MKTNG) (AI Disclaimer: proofed by Grammarly and lightly edited using Claude)
Integrating Trauma-Informed Principles Into Your Internal Communications & Workplace Culture
Author and therapist Resmaa Menakem defines trauma as “a thing or things that happened either too much, too soon, too fast, or for too long without something being attended to by something reparative or healing.” Trauma is common and pervasive and can impede an individualâs health, creativity, focus, and ability to thrive in the workplace. Nearly 60% of American men and 50% of women have experienced at least one trauma in their lives (National Center for PTSD). Itâs the root cause of so many of our nationâs most pressing challenges (e.g., substance misuse and suicide) and prevalent public health challenges, including diabetes, heart disease, cancer, and high blood pressure. Leaders have a unique opportunity to create an environment where everyone feels safe, valued, and empowered. By weaving trauma-informed practices into culture, you can foster supportive workplaces that fuel your entire teamâs well-being and success. Healing and resiliency are built in healthy connections and relationships, and to create a trauma-informed workplace, consider how SAMHSA’s principles can be better integrated into your organization: Safety: Ensure your workplace is physically and emotionally safe for all team members, which includes fostering a culture of respect and inclusivity. Create spaces where team members can book private rooms for decompression or quiet work. Offer regular, anonymous workplace safety surveys that include emotional and psychological safety questions. Trustworthiness & Transparency: Build trust with your team by being transparent in your communications and decision-making processes. Provide clear expectations and follow through on your commitments to foster a sense of reliability and trust. Establish a “Reverse Mentoring” program where junior team members mentor leadership on current workplace challenges and perspectives. Peer Support: Encourage and facilitate peer support networks within your organization. This can include resource groups, mentorship programs, and opportunities for folks to connect and share their experiences. Collaboration & Mutuality: Foster a culture of collaboration and mutuality, where team members are encouraged to work together and support one another. Involve them in decision-making processes and seek their input and feedback to promote a sense of ownership and investment in the organization. Empowerment, Voice & Choice: Empower your team by providing opportunities for professional development, skill-building, and career advancement. Encourage them to use their voice and provide choices in how they engage with their work and the organization. Cultural, Historical & Gender Issues: Be mindful of your teamâs diverse backgrounds and experiences. Ensure your workplace culture is inclusive, equitable, and respectful of cultural, historical, and gender differences. Embracing the trauma-informed approach isnât a one-time exerciseâitâs a commitment to an ongoing and constantly developing process of building upon your teamâs strengths while mitigating challenges. We believe these practices provide a more collaborative and thoughtful environment for all employees, regardless of background or circumstance. One could think of these approaches as beneficial to their entire workforce rather than a âfixâ for those affected by trauma. If youâre ready to get started, please contact us today. GO DEEPER: Toolkit: Trauma-Informed Workplaces (Campaign for Trauma-Informed Policy and Practice) Guide: Trauma-Informed Meetings, Discussions & Conversations (Campaign for Trauma-Informed Policy and Practice) (AI Disclaimer: proofed by Grammarly and lightly edited using Claude)
The Power of Trauma-Informed Communications & Marketing: Why CEOs Must Embrace This Approach
Trauma is a pervasive issue that affects people from all walks of life, with research suggesting that 60% of men and 50% of women experience at least one trauma in their lives (National Center for PTSD, 2022). Without support and resources, trauma can negatively impact your health, well-being, and quality of life. There is no quick fix because it impacts people in different ways at different times, and itâs rooted in some of our nationâs most pervasive challenges, including substance misuse, intergenerational poverty, and community violence. Paradigm shift Thankfully, there is a growing recognition that we canât solve problems with the same thinking that created them. And thatâs where the trauma-informed approach enters the conversation. More than a buzzword, itâs a commitment to an ongoing (and ever-evolving) approach to acknowledging the prevalence of trauma, promoting transformational resilience, and fostering a supportive/inclusive environment. How does this apply to the world of communications? (i.e., marketing, public relations, crisis communications, graphic design, messaging, content creation, social media, community engagement, podcast/video production, etc.) It flips the outdated model of using fear, shock, scarcity, click/ragebait, and violence to capture our targeted audiencesâ attention. It admits that the âif it bleeds, it leadsâ local news strategy harms society more than it helps. And it reconciles with the fact that âbuy this to make you happyâ messaging is actually making more and more people miserable. Take Appleâs recent iPad commercial. Many people (myself included) thought it was tone deaf and dystopian. It was trying to brag about how many tools fit in an iPadâand yet, the imagery was of Big Tech, literally destroying things that set humanity apart from the natural world and make life worth living. Universal tools that have served us for millennia, including musical instruments and art. Some may point out that itâs garnered 2.3 million views on its official YouTube channel, so mission accomplished. I say thatâs short-sighted and antiquated. Imagine, instead, a commercial showing people worldwide using these tools throughout history with a split screen of a modern person practicing the same activity on their iPad. How would that make you feel about choosing Apple products? (And a reminder that Apple fully understands and knows how to execute this type of commercial.) If your targeted audiences are healing from or working through traumatic experiences, utilizing an antiquated communications approach may grab short-term attention, but it may also erode long-term trust, loyalty, and engagement. Trauma-informed communications can demonstrate a brand’s commitment to understanding and supporting its audience’s well-being. When your audience feels seen, heard, and valued, they are likelier to engage, which is essential for building lasting relationships and driving meaningful growth. How do we get there? The Substance Abuse and Mental Health Services Administration (SAMHSA) provides a framework for understanding and responding to the impact of trauma on individuals and communities. Their six principles (safety, trustworthiness/transparency, peer support, collaboration/mutuality, empowerment/voice/choice, and cultural/historical/gender issues) can be integrated into any organization, system, sector, or industry, including communications. A few tips include: Fully represent the communities you serve in your messaging and design by creating a sense of physical and emotional safety Always provide accurate and empathetic information (i.e., meet your audience where they are) Use inclusive language Avoid gratuitous content, sensationalism, and exploitation Avoid greenwashing and propaganda and instead communicate your value proposition with transparency and authenticity Focus on storytelling âheroesâ over âvillainsââcall in rather than out Highlight stories of lived experiences who have overcome adversity (SEE ALSO: Helpful tips for sharing lived experiences) Provide accessible options for your audience to communicate with you and provide feedback Be transparent about your data collection and privacy practices, and provide easy-to-understand information about how personal data is used Provide resources and information that empower your audience to make informed choices Educate yourself and your team on the cultural and historical context of the communities/audiences you serve In the coming months, we’ll publish blogs that cover each tip in-depth with real-world examples. Trauma-informed communications is not just a trend or a box to check but a fundamental shift in how we approach story-telling and advocacy. Itâs an ongoing process of learning and refining your tactics to create a more inclusive, empowering, and authentic relationship with your audience, fostering deeper connections and brand loyalty. If you’re ready to take the first step in integrating trauma-informed principles into your organization’s communications, contact us today to learn how we can help you create a more resilient and impactful brand. Go deeper Podcast: The Importance Of Strength-Based, Trauma-Informed And Inclusive Marketing (Managing Marketing) (AI Disclaimer: proofed by Grammarly and lightly edited using Claude)
