How to approach point of view in comms

Using point of view (POV) thoughtfully can help charity comms hit differently in traditional or digital media. When you’re thinking about which point of view to communicate from, the three main options to choose from are:

• First person – communicating the narrator’s point of view. Using the pronouns “I” or “we”
• Second person – communicating the audience’s point of view. This POV uses the pronoun “you” which can refer to one person or a group of people
• Third person – communicating about another person, group or object using the pronouns “he”, “she”, “they” or “it” as appropriate

 

First person POV

 

Communicating in the first person can be really powerful. But when charity communicators bring people with lived experience to the media, they tend to package up their stories in the form of case studies that will be used with the second person POV.

 

It may not always be appropriate, but sometimes getting out of the way of the communities that your charity serves might be more impactful. Training and encouraging activists to speak directly to the media in the first person can be really compelling - even without a charity name check.

 

This opinion piece in The Guardian is a great example. The writer, Jasper Lees, speaks from their perspective and uses the pronoun “I” throughout.

 

Another way to get more first person POV into your comms is to identify and support your expert speakers. Your experts could be your CEO, members of your services or research team, or someone from your community.

 

Freedom from Torture make it easy for journalists to find and learn about their spokespeople on their website. In this TV appearance their Chief Executive, Sonya Sceats, uses the pronoun “we” to speak in the first person on behalf of her organisation and of the UK as a country.

 

If you work at a small charity, consider looking within the expert community on your issue to identify speakers. For example, PSC Support use external experts on the rare and complex liver disease Primary Sclerosing Cholangitis to provide expert voices and advice to their community through social media. 

 

 

Second person POV

 

The book Building a story brand by Donald Miller is a good introduction to the impactful role second person POV (among other tactics) can play at your charity. It talks about how brands should see themselves as the trusted guide to their audiences, who are the heroes of the story.

 

Charities use this idea all the time in fundraising. Take Great Ormond Street Children’s Charity’s donate page as an example.

 

The first question is, “how much would you like to donate?” and the copy goes on to suggest that “every day is a chance for you to make a difference.” By writing from the second person POV the charity positions itself as a brand that understands what its supporters want. Its role becomes to help make those wants and desires a reality. 

 

Second person POV really helps the audience feel like the charity gets it, which is so important when it comes to service delivery. This Diabetes UK info section for people living with diabetes is all written in the second person.

 

The first two sentences on the page say it all, “Living with diabetes is difficult. There are so many factors to consider and it can be stressful knowing what’s best, but you shouldn’t need to put your life on hold.”

 

 

Third person POV

 

In journalism, the third person is used to show objectivity and create a sense of authority. It can also help any first-person testimony, in the form of quotes, to shine through. Charities might write in a journalistic style as part of a blog or news section.

 

Another great way to use this POV is to tell your charity’s origin story. Representing your charity’s mission through your founder story can help to personify your mission and values, connecting them more deeply with your audience.

 

Both Sue Ryder and Charity Water have excellent examples of founder stories that mix in third person story-telling and, in the case of Charity Water, first person testimony too.

 

In a climate where charities are being dissuaded from taking a position on issues that are core to their mission, it’s even more important for organisations to have a point of view.

 

Communicators have the opportunity to think tactically and creatively about which POVs will be the most impactful and whose voices should be heard, remembering that the narrative on any social justice issue belongs to those who have lived it.