The Cost of the Story: Black Alder’s Founders on Journalism, Trauma & Truth
By Brandi Sims, MBA, PhD(c)
Founder & CEO, Brandinc PR – Austin, TX & Lawton, OK
“Behind every headline is a human story — and sometimes, that story costs more than we realize.”
In this episode of The Brandinc PR Podcast, I sit down with powerhouse sisters Chelsea Fuller and Takara Pierce, co-founders of the PR and narrative strategy firm Black Alder. Their newly released report, The Cost of the Story: Journalists, Trauma, and the Communities Left Holding the Story, presents the first comprehensive examination of how covering traumatic events impacts both journalists and the communities they represent—especially Black and Brown reporters covering stories that mirror their own identities and lived experiences.
Inside the Conversation
Chelsea and Takara unpack the human side of newsroom culture and the psychological toll of reporting on crisis, injustice, and community trauma. Key insights from the report include:
- 79.4% of journalists reported mild to moderate stress from their work
- 74.1% experienced mild to moderate anxiety (nearly 5% severe)
- 75.3% have never sought professional mental health support
- 32.9% said their newsroom provides no mental health support at all
Why it matters for PR pros: As communicators and brand storytellers—from Austin, Texas to Lawton, Oklahoma and beyond—we work shoulder-to-shoulder with journalists. Understanding their realities helps us build ethical media relationships and create narratives that care for both people and communities.
Listen to the Episode & Explore the Podcast
🎧 “The Cost of the Story: Black Alder’s Founders on Journalism, Trauma & Truth”
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Key Takeaways for Newsrooms & PR Teams
- Normalize trauma-informed practices. Build debriefs, rotations, and access to support into editorial calendars.
- Make mental health resources visible. Remove stigma; communicate benefits early and often.
- Center culturally competent leadership. Representation influences assignments, support, and retention.
- Partner with PR thoughtfully. Align on language, context, and community impact—not just speed.
About Black Alder
Black Alder is a PR and narrative strategy firm led by sisters Chelsea Fuller and Takara Pierce. Their work advances care-centered storytelling and equitable communications practices.
About The Brandinc PR Podcast
Hosted by Brandi Sims, Founder & CEO of Brandinc PR, the show spotlights bold conversations with changemakers across PR, media, business, and culture. Discover all episodes on the Brandinc PR Podcast on Apple Podcasts, Spotify, or our YouTube channel.
Resources
- Download the report: The Cost of the Story
- Learn more about Black Alder: blackalderlabs.org
- Work with Brandinc PR: Get in touch
