One of the many reasons I got into PR is because I have a deep-rooted love of storytelling. Stories not only reflect back our experiences, but they also shape how we think about the world. Stories help us be analytical, empathic and worldly. They empower us to think beyond our own experiences.
Few understood this better than CBS News foreign correspondent Bob Simon. When I was a kid, Simon made frequent appearances on the little analog TV on our kitchen counter. I distinctly recall my mother’s palpable fear when he was captured by Iraqi forces. Too young to grasp the seriousness of the situation, I remember thinking it was brave to sacrifice your own safety to tell someone else’s story.
Fast-forward, and I now find myself working in a career that relies heavily on the art of storytelling. With Simon’s tragic death last week, I can’t help but reflect on the lessons learned through his integrity as an impeccable storyteller.. There are several that stand out as I look back on his years of reporting and the thousands of stories he told.
- Don’t force the moment. After he was released from Iraqi forces, a reporter asked him what he had learned. Rather than capitalizing on the moment and delivering a false oratory about what he learned, Simon paused and responded that, though he was sure he learned something, he wasn’t yet sure what exactly. His response was utterly earnest and profound in its ambiguity. He didn’t force the moment.
- Ask the tough questions. Admittedly, people who work in PR probably won’t find themselves in the dramatic and dangerous situations that were commonplace for Simon. But that doesn’t mean we can’t learn from his ability to ask powerful, gutsy questions. He asked the uncomfortable questions that other journalists might’ve thought, but never voiced. We too need to be comfortable with ambiguity – comfortable asking ourselves and our clients questions that we’re thinking but are too afraid to voice. This ability, to dive deep into ambiguity, in part, built his reputation as a journalist.
- The storyteller matters as much as the story. These days, it’s becoming commonplace for journalists to recant false stories. But that wasn’t the case with Simon. His integrity shown through, and we listened as a result. People in PR have as much a responsibility to integrity as journalists themselves, and I learned this from him. Without the integrity of the storyteller, a story can be compelling, but it won’t be trusted.
Simon’s stories inspired me and countless others. But it’s his integrity as a journalist that will truly define his reputation.