Port of Portland · Corporate Communications

Ethical Storytelling at the Heart of PDX Next

CLIENT

Port of Portland

SERVICE

Ethical Storytelling Training

Sector

Government / Public Infrastructure

  • 82%

    media placements featured partner voices

  • 50%

    media placements was the goal. We almost doubled it.

  • 20

    local heroes featured including 4 Tribal leaders

  • 30+

    community partners showcased across channels

The Challenge

More than a ribbon-cutting moment.

With the grand opening of the new PDX terminal approaching, the Port of Portland wanted more than a ribbon-cutting moment. They needed to tell a story that felt true to the region: one of collaboration, inclusion, and pride. The goal? Help everyone in our region feel included, delighted, and proud of how this public project was done differently — with community at the center. Enter our ethical storytelling training, which became the backbone of the campaign’s narrative strategy.

Ethical Storytelling as Strategy

Through Pado’s training, the Port’s Corporate Communications team gained not just a toolkit, but a mindset shift. The training introduced core practices that became embedded in the team’s culture and decision-making:

  • Power sharing: Recognizing that the Port’s media moment was also a moment to uplift community partners who made the work possible.

  • Consent: Centering the dignity of contributors by obtaining their explicit approval and input on how they were represented.

  • Reciprocity: Asking partners what storytelling success looked like for them—and then building strategies to deliver on those goals.

These principles weren’t theoretical — they were operationalized at every level of the campaign.

“By sharing the spotlight, the Port elevated community voices and strengthened brand trust, visibility, and pride — for everyone involved.”

— Former PDX Next Communications Consultant Katie Meeker
Client Testimonials

Tactics Driven by the Training

Pado’s ethical storytelling approach shaped all campaign tactics, including:

  • Framing contributors as heroes, not side notes: Showcasing 30+ local project partners across channels.

  • Securing consent for every image, quote, and video from community members: Ensuring all were seen and respected on their own terms.

  • Tailoring messaging to reflect what partners wanted to say — not just what the Port wanted to promote.

  • Designing inclusive content for all Port-owned and earned media channels, plus onsite environmental graphics.

The result: a campaign where community voices didn’t just appear. They led.

Client Testimonials

“Saerom’s ethical storytelling training didn’t just support the campaign — it reshaped how the Port tells stories, now and into the future.”

— Director of Corporate Communications Melanni Rosales

Outcomes

82% of media placements during launch included partner voices (goal: 50%)

Environmental campaign featured 20 local heroes, including all 4 local Tribal leaders

Community feedback called it a "model for collaboration"

Ethical storytelling practices are now embedded in team culture

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