Put a Stop to Colorblind Communications
The Role of Racism Is Absent
An acknowledgment of the role of racism is mostly absent from available equity literature and resources for communicators. Practically every resource researchers turned to for this project did not mention or acknowledge racism.
The terms “race” and “racism” rarely appear in organizational DEI definitions, even for organizations focused on justice and equity.
DEI Doesn’t Have Consistent Definitions
Organizations have different definitions of DEI – and practitioners may not have a good understanding of these concepts. Our communications practitioners’ survey revealed there is very little shared understanding of what the key terms in this space – equity, diversity, and inclusion – actually mean.
Less than half (42%) of survey respondents said they had a strong understanding of DEI concepts.
Multicultural Messaging Matters
Multicultural messaging promotes diversity and acknowledges the unique qualities of each race and ethnicity; however, some people still do not see themselves reflected in the messaging.
Over half (57%) saw the impacts of implicit bias present in social good communications.
Data Isn’t Optional
The lack of data and metrics on effective racial equity communications is a serious information gap that needs to be addressed.
One-quarter of surveyed communicators said they do not feel prepared to incorporate their organization’s DEI values into their communication work; another 40% said they only felt ready to an extent.
DEI Is Personal
Unlike other communications strategies that can be boiled down to user-friendly message wheels or guidelines, the work of racial equity, diversity, and inclusion is intensely personal. Confronting one’s racism isn’t easy, but it may be even harder for people who have committed their careers to doing good.
Almost half (46%) recognized unintentional reinforcement of stereotypes and an overall lack of understanding of what language should be used in racial equity messaging.
Racial Equity Is Relevant Across an Organization
Racial equity work is relevant no matter what your role is within an organization or your organization’s mission. Unless an organization invests in creating strong internal communications and culture-building across all staff levels, it may end up with a culture in which the right-hand doesn’t know what the left hand is doing – or why.
About one-fifth (21%) of respondents said there was a lack of support for DEI initiatives within the organization.
DEI Comms Is Disconnected from DEI Practices
There is often a disconnect between the way an organization communicates around racial equity and its internal policies and practices. As one person we interviewed noted, “I think that without more people of color in communications and philanthropy overall, we won’t know what we are missing.”
Respondents rated their organizations’ staffs as more diverse than their boards, and their boards as more diverse than their senior leadership.
Key Takeaways on Diversity, Equity and Inclusion in Communications
Racial equity is not a simple switch that can be turned on.
As communicators in foundations and nonprofits, our power lies in storytelling. We choose the narratives, messengers, words, and images that shape the realities of our communities and society. With that power comes a responsibility to resist perpetuating racist systems and do better. Or, as we say, do good.
In the Spring of 2019, The Communications Network set out to assess what expert practitioners and academics could tell us about applying equity-driven best practices to foundation and nonprofit communications. We did not find the perfect guide, but what we did find were illuminating insights and helpful feedback from practitioners in the field that, together, offer us a sense of where we can begin to do better.
Describing our work as “communications for good” is a directive to use communications to drive changes in attitudes, belief systems, policies, norms, behaviors, and biases. Surface-level messaging with vague mentions of diversity and equity is not going to cut it anymore. The voices, ideas, needs, and priorities of Black, Latinx, Native American, and other people of color deserve to be deeply embedded within our communications and organizations. Advancing racial equity in communications is not just about changing what we say to others; it’s also about changing the way we think.
As one person said during an interview, “From my perspective, I don't see a world in which just handing someone some phrases or strategies is going to move the needle very much… I think it’s really about the individual’s understanding, skills, and practice around equity.”
It takes courage and vulnerability to talk about race and racism honestly. Let’s keep pushing each other to do better in our work of doing good.
