When telling the story of your good works, make others the heroes

The Apple Newsroom published a feature on its program to support students at Historically Black Colleges and Universities (HBCUs), which includes scholarships for education majors at Huston-Tillotson University. But Apple didn’t lead the feature with a straight description of the program, or a headline trumpeting the monetary amount of its support.

Instead, the feature immediately introduced us to a student: 

This week, [Hillary-Rhys Richard], 18, will complete his freshman year remotely as part of the inaugural class of the African American Male Teacher Initiative at Huston-Tillotson University. The first-of-its-kind program was created in partnership with Apple as part of the company’s ongoing and deep commitment to support Historically Black Colleges and Universities (HBCUs).

The feature tells us more about Richard’s history and his goals:

For more than 100 years, teaching has run through Hillary-Rhys Richard’s family.

Growing up in Katy, Texas, Rhys, as he’s known to his friends, listened to his mother, Astrya Richard, tell stories of her ancestors — four generations of educators who saw teaching as a calling, and learning as a tool for change.

Now, as readers, we’re invested. This isn’t just another dull press release about a charitable program. This is a story about legacy, and about Richard’s personal mission. 

As the story continues, Apple weaves in details about how it supports the program with funding and technology. But always through the lens of how it helps students like Richard, ceding the spotlight and credit to him.

“Every student should have the chance to be taught by someone who represents them,” Rhys wrote in his application essay to Huston-Tillotson. “In order to build strong children, we need strong male teachers to forge a path through being the example for students. The baton has to be passed for us to continue pushing forward. I stand ready to run my leg of the race.”

Inspiring. Interesting. 

There are no photos of smiling executives holding oversized checks. Instead, the photos are personal to Richard and his story. 

Telling the story of the program in this way vividly brings the program’s impact to life. It shows how people are using the program propel their dreams forward to impact lives. 

Making someone else the hero of your corporate story is one of the most powerful communication tools you can use. The technique is also one few companies use, and its rarity makes it all the more compelling.