Cross-sector and interdisciplinary conversations about ethical storytelling can become confusing due to the different names used for roles in story production. A couple of instances to note:

“Storytelling” Happens Twice in Impact Storytelling
Different experts and resources refer to “storytelling” differently, depending on their point of view.

The first storytelling happens between the story participant and the staff of the publisher (Nonprofit or media company); in this instance, the storyteller is the story participant and the story is their account of their experience. The second storytelling happens when the story is published; in this instance, the storyteller is the publisher and the story is about the work of the organization, including the story participant’s account.

Impact Storytelling and Media Interviews Differ Significantly

Many resources don’t differentiate between storytelling that takes place for impact storytelling — such as a nonprofit newsletter — and media interviews.

• Edit control. Nonprofits have full control over what is published in their impact storytelling, but they do not control what a media outlet publishes.

• Conflict of interest. There is no conflict of interest between a media company and the story participant, whereas there can be between a nonprofit and one of their program beneficiaries.