Why Social Good Must Be Seen to Be Believed
A recent BBC article revealed a troubling rise in racist hate crimes and incidents across Northern Ireland, with reported cases now at their highest since records began. Behind the statistics are real people, they are families, children, and individuals trying to build a life here, only to be met with hostility and fear.
While these figures are alarming, they also highlight something else: the urgent need to change the narrative. We believe that telling stories of social good is one of the most powerful ways to do just that.
At Parley Communications, we work with organisations that are quietly, and sometimes courageously making Northern Ireland a more welcoming, inclusive place. One such client is Saphara, a charity working with schools and communities to promote empathy, and social justice.
Earlier this year, Saphara hosted a Welcome Event for children newly arrived in Northern Ireland. The week offered not only practical support but friendship, and cultural exchange. Student teachers engaged with young people through various activities, gaining first-hand experience of what true inclusion looks and feels like in today’s changing classrooms. It was a snapshot of Northern Ireland at its best, kind and curious.
Stories like this matter. They challenge stereotypes and create space for acceptance. They show us that another version of our society is not only possible, but also already happening. But these stories don’t always make headlines. That’s where PR, communications, and storytelling come in.
As communications professionals, we love nothing more than to amplify the work of those creating change. We need to get better at telling good news stories, not to ignore the harm, but to show what true diversity can look like. Social media can often be a toxic space, but why not use it as a platform for showcasing the positive stories from our changing communities?
Positive storytelling doesn’t mean spinning reality. It means showing the whole picture. It means recognising that racism and hatred exist while also pointing to the individuals, schools, community groups, and charities working every day to counter it.
Because the truth is, stories shape our culture, influencing what people believe and how they understand our society. With levels of racial hatred increasing, we need stories that highlight the ongoing efforts to counter the widespread prejudice still present in Northern Ireland.
If you have a story which demonstrates social good, we’d love to help you tell it. In a changing Northern Ireland, those stories are needed more than ever.