Best Practices for Trauma-Informed PR 

Due to the nature of our work, Ceisler Media has supported a variety of clients over the years — which means that we’ve also had to go about communications work in several different ways. Sometimes our work centers on sensitive matters, individuals negatively affected by events, or emotionally charged subjects.  

Trauma-informed public relations work plays a key role when it comes to these types of situations. While especially relevant to organizations that are helping communities recover from traumatic events, these tips are useful in any type of communications work — and are a great reminder that above all, our work centers around humans. 

Why is trauma-informed PR so important? 

When working with clients on sensitive subject matter, it is essential to approach storytelling with care to avoid unintended harm. A considerate approach is also essential to accurately capturing stories, as distress can affect how experiences are processed and recalled. By having a trauma-informed approach, you are more likely to have a positive impact and gain trust from collaborators. 

Tips for a Trauma-Informed Approach to PR 

• Ensure physical and emotional safety: Think about how you’re caring and speaking to individuals before, during and after an interview. Check in on them during the process to make sure they are comfortable and shepherd the interviews.  

• Establish trustworthiness and transparency: Err on the side of overexplaining PR terms and the interview process. Set clear expectations and be patient with your interviewees. I work with people whose media experience varies greatly. No matter their experience level, it is important to give them as much preparation as possible and clear up anything that may be confusing. This practice also applies to interviewees who aren’t discussing traumatic or sensitive issues. I have had to prep and reassure clients ranging from retailers, behavioral health providers, and local advocacy groups. Clients of all backgrounds benefit from clear, gentle guidance. 

• Support empowerment and choice: Recognize that every person’s experience is unique and requires an individualized approach. Respect people’s right to autonomy and give them space to decide how and when to tell their stories. For example, if a reporter asks me for an interview with someone who has experienced a difficult event, but the individual does not want to discuss the topic with media, then it’s my job to make sure the decision to not engage is respected.  

• Have cultural and historical awareness: My colleagues and I also do continuous research to learn more about the communities we work with and the issues we work on. This way, we are better able to understand people’s experiences and prevent them from having to over-explain themselves. 

Powerful and thoughtful trauma-informed communication can be applied to many instances of our work. When engaging with survivors, ensuring emotional safety, building trust, and offering clear expectations are essential. Empowering people to choose how and when they share their stories honors their autonomy, while understanding cultural and historical awareness helps prevent unnecessary burdens. By grounding our PR practices in empathy, transparency, and cultural awareness, we contribute — however modestly — to a broader effort to uplift those impacted by traumatic events.