We humans are curious and interested in our fellow humans. Sometimes we like to put ourselves in other people’s shoes, understand them and learn something from them. Journalistic portraits cater to this need. They also have a firm place in corporate communications.

Most people think of a visual image when they hear the word portrait. But portraits can also be painted with words. The portrait is the genre where authors try get to grips with a person in writing. It’s a snapshot of the life of a woman or man, often someone in the public eye. But great portraits are also written about completely unknown people with an extraordinary story,

Readers love portraits. I’m one of them. I also write portraits myself on a regular basis. They always give me, and I hope my readers too, the assurance that I’m not completely alone with my experiences and perceptions. One I’ll never forget is the head of Zurich’s crematoria, who confessed he was prone to tears. I recognised myself in him. I also like people who’ve had to struggle for things in their lives, who’ve fallen over and picked themselves up again. My barber Ghamkin Saleh, a former refugee who also now produces films, never lets things get him down. He’s a role model for me.

Celebrities are human too  

The fact that we’re interested in what other people think is something deeply human. Portraits trigger concern. They also cater to another need: people’s thirst for gossip. This is something journalists are also well aware of. Nothing is more exciting than when a neighbour calls and asks “Did you hear what happened to John today?” It’s even more exciting when the person’s a celebrity.

The outstanding article entitled “Wer ich wirklich bin” (“who I am really”) published in Das Magazin certainly provided people with something to talk about. After all, the former tennis star gave readers an insight into her innermost being. That’s why no media title these days can afford not to publish portraits, not even that rather staid old institution on Falkenstrasse, the NZZ.

Corporate communications get the human touch as well

Increasingly you’ll also find portraits on corporate websites. Companies have realised that people are basically more credible than product descriptions written in “corporate speak”. “Escher”, a yearbook geared to SMEs put out by Credit Suisse, presents a portrait of entrepreneur Anja Graf. In the best case, a reader will be inspired by a businesswoman who, starting from scratch, built a small empire of 2,000 apartments. Because we’re not isolated beings, but live in a network of individuals who can learn from each other.

As part of corporate storytelling, portraits have become an integral component of corporate communications. In an effort to destigmatise hearing aids, Sonova produced a video clip entitled “Life without limitations – the story of Simon Ollert”. This portrait of professional footballer with profound hearing loss boosted the company’s image and more than paid off, also for the young sportsman himself.

How to write a portrait

It all starts with research. The more you know about a person, the easier it is to bring up interesting topics in conversation with them. Some storytellers put together a list of questions and script the conversation. The problem is that an exchanged that should have been relaxed and entertaining degenerates into an interview. You can’t plan a conversation. It simply has to happen. For this reason I only jot down a few topics as food for thought. Once I meet the person, I proceed intuitively. After writing hundreds of portraits I can say that it helps to say something about yourself. It also helps to have the courage to ask questions.

Readers are always fascinated by personal experiences – a brilliant idea, a decision, a job loss or even an illness – and how they’ve affected the person’s actions and thinking.

A portrait lives from what the person has to say about themselves. Naturally that only works if they’re also prepared to give away something personal. That requires trust. Gaining trust isn’t always easy. Sometimes the person’s very reserved and would prepare not to say anything at all about themselves. In a case like that, the trick is to get them to tell you something about their life. After writing hundreds of portraits I can say that it helps to say something about yourself. It also helps to have the courage to ask questions.

A portrait is successful when it tells a story that vividly describes the person’s thoughts and actions. Ideally, the written portrait reflects their personality authentically and from different perspectives. But this is often a matter of opinion.

So it’s important to have the person approve what you’ve written. They should recognise themselves in the portrait. That’s their right. After all, they placed themselves at your disposal.