The Hinsdale, Ill. McDonald’s: scene of the comfort zone-stretching encounter in 2003.

Telling stories is a never-ending series of judgment calls.

What do we put in? What do we leave out? When do we stop? Where on earth do we begin? Is my deadline really three minutes away?

From that long list of self-inquiry, let us focus on one of the most important—and imposing—questions of all: To whom do we give a voice in our story, whether it’s a news release, a media pitch or a marketing piece of some kind?

A decade ago, as a freelance reporter for the Chicago Tribune, I had an assignment that challenged me to confront this issue head-on.

The story was straightforward enough: Write a business feature on the reopening of a McDonald’s in Hinsdale, Ill. It is located in the backyard of the fast-food titan’s headquarters, about a half-hour outside Chicago, and reflects the corporation’s vision to create more “fresh, bright and inviting” restaurants.

A necessary step, then, was to check the place out. I noted the décor, chatted with the store manager, and gathered some comments from a few customers. But those patrons were all teen-age guys, and I wanted views from a cross-section of folks.

So I approached a woman who looked to be in her 40s. She was flipping through a magazine, a coffee cup on her table, when I identified myself and asked her what she thought of the new-look restaurant.

She looked up with wide eyes, seemingly in alarm. She gasped for breath and shook her head. Now I was alarmed.

A PR Fiasco Flashes Before My Eyes

Uh-oh, I thought. She’s about to go berserk on me. That’s just terrific—my editor’s going to get a call from the McMuckety-Mucks over at the corporation demanding that this Baron guy stop bothering their customers.

With that PR fiasco flashing before my eyes, I rushed to reassure the woman: “You don’t have to talk to me if you don’t want to. That’s OK—I’ll talk to someone else.”

Uncomfortable and slightly annoyed, I was on the verge of walking away when she finally broke her silence. “I’m deaf,” she said. “I think you are saying you are with a newspaper and working on a story?”

Fascinated, impressed, humbled—and relieved—I took a nearby seat and began speaking with the woman. She had the ability to hear for much of her life, but had gradually lost that sense and had become a proficient lip reader. Her speaking ability was about as good as the next person’s.

She was waiting for her husband. He is also deaf, and had a nearby appointment related to a device he hoped would restore his hearing some day. At my prodding, she told me more about this new technology that held the promise of giving this couple a gift that so many of us take for granted.

Though her drama had no place in this story, I was determined to give her an equal opportunity to make a comment related to my assignment. And despite her doubts that she had anything profound to share, I persisted.

“It’s beautiful,” she said of the new-look McDonald’s. “What a nice place to wait.” As it turned out, her quote provided a nice conclusion to the story.

Stories Gain Depth As We Stretch Our Comfort Zone 

Why proceed amid the awkwardness? Because our stories gain depth and character to the extent that we stretch our comfort zone in reaching out to different, and unexpected, sources. Have you gone a long time without some form of discomfort? Beware—you may well be stagnating.

Not only that, but these discoveries often open doors to even more intriguing stories. I found this woman’s situation far more compelling than the assignment at hand, and it could well have been something to dig into further.

When we keep an open mind, and toss aside the confining influence of our preconceived notions, we are better equipped to capture the heart of a story as we find it—not as we think it should be found.

My restaurant encounter is along the “man on the street” vein, but the benefit of expanding our comfort zone extends to any kind of story. We tend to relate most to people who, at least on the surface, appear to be like us. They look like us, talk like us, dress like us.

What a dull—and incomplete—world we depict when we pigeonhole our inquiry in this way.

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Journalism, PR & the First Rough Draft of History

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