The case of Borja Sémper: five keys to publicly communicating the arrival of cancer

Just after midday on July 14, at the PP headquarters, in front of the media, Borja Sémper's expression suddenly changed : "Before closing the press conference, I would like to tell you something that doesn't have much to do with politics, but it is my responsibility and obligation to share it with you... I'm going to drink water because..."

After placing his glass on the stand, he added: "I've been trying for days to find the words to tell you what I have to tell you. It's not been easy, but I'm going to tell it in the best way possible, in the most natural way." His confession that he has cancer went viral within minutes.

Psycho-oncologist Fátima Castaño and political communications advisor Imma Aguilar have analyzed the way in which the Basque politician made public his cancer status, which is not a pioneering move, as before him, public officials such as Minister Ángel Víctor Torres (early this year) or Sumar MP Aína Vidal (early 2020) made similar announcements.

Honesty and authenticity

But the PP leader's testimony once again puts the spotlight on the emotions and words that cancer evokes. It's important to see that it can be addressed beyond fear and sadness. How can we do this? Borja Sémper's case sheds light on some key aspects.

According to Imma Aguilar, she used "honest, restrained, and natural language." "On the one hand," she explains, " it humanizes the political figure and, at the same time, contributes to the normalization of a disease that still carries stigma and silence."

"We're talking to someone who isn't making a formal announcement, but rather an intimate exercise in shared truth ," she concludes. Hence, the advisor emphasizes "radical authenticity" as a prerequisite in these situations, because "there's nothing more powerful than a truth spoken in one's own voice."

Prudence and rigor

Fátima Castaño emphasizes rigor. “The messages must be rigorous and as scientific as possible,” she explains.

The psycho-oncologist emphasizes that it's clear that "it helps when public figures bring to the media a social issue that doesn't impact just a few," but rather a "huge community," that of those affected by cancer (and their families and loved ones). We're really talking, says Castaño, about a "public health" priority.

And doing it in a “natural way,” as Sémper, in his opinion, achieved, “without drama but without falling into stridency,” constitutes another key.

Aguilar emphasizes the choice of tone , not just the timing. “The emotional planning of the message, from the silence leading up to the tone of the announcement, is just as important as the content,” he argues.

Humor and empathy

In the interview following the announcement, Sémper resorted to humor . Aguilar explains that this way, he managed to construct his narrative not "from the exceptionalism of the politician, but from the community of people going through similar processes." "This, in political communication, is strategic empathy, and it works because it doesn't seek compassion, but understanding."

“The use of humor in delicate contexts,” the advisor continues, “is a complex narrative tool that only works if it comes from the protagonist himself and isn't perceived as contrived.”

Castaño emphasizes that the PP politician effectively deployed language and tone that allowed for the creation of "a space of closeness" and, therefore, empathy.

Beware of general statements

However, the psycho-oncologist believes that Sémper is wrong in one aspect .

In the interview, he asserts that the emotions he is experiencing are those experienced by those affected.

Be careful with these types of "generalist" demonstrations, emphasizes Castaño, who recommends "not setting yourself up as a model for anything."

He adds another nuance: "Let's put aside clichés like 'we'll get over this' or 'we'll heal' because not everyone will experience the same circumstances, and not everyone has the same resources. " "These messages can generate rejection," he concludes.

The format, depending on comfort

The Gipuzkoan deputy announced his illness in the press room at the PP headquarters and then further elaborated in the Onda Cero studios. Neither of these two scenarios is unfamiliar to him.

Castaño explains that Sémper chose the staging to which he is most accustomed.

According to Aguilar, "choosing a live appearance and then a radio interview was consistent with his political profile."

"On the other hand, figures like Kate Middleton, who represent institutions with much stricter protocols, opt for recorded videos, where the message is completely controlled," he adds.

Castaño emphasizes: “The important thing is that relevant people make these situations known in order to raise awareness,” he says.

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