By Krista Henry
Krista Henry shows what you can start doing now to truly connect with diverse and inclusive audiences.
The last eighteen months have amplified inequities, with communicators left grappling on how best to address these ever-changing dynamics. Inclusion, diversity, equity, and accessibility (IDEA) are essential components in any communications strategy.
Inclusive communications need to be relevant, riveting, visible and consistent. Our work as communicators can either assist in developing a sense of belonging or further reinforce discrimination and marginalization. How can we ensure we’re on the right track? Here are some considerations and guiding principles when tackling communications for diverse audiences.
- Gather stories that need to be told
Create a pipeline of stories that tell all perspectives. Explore stories that honour experiences and interrogate assumptions and biases. This means not asking “what’s the issue/subject matter”, but “how does the issue matter to the interviewee”. Reflect on whether your story advances the interest of dominant social groups or divides populations. - Use inclusive language
Update your organization’s writing and brand style guides to include language that doesn’t rely on common stereotypes and anecdotes. Make sure your language is compliant with the Accessibility for Ontarians with Disabilities Act (AODA) – specifically the information and communications standard.Where relevant, if your communication is only produced in English, you risk alienating your audience and losing their support. A multilingual approach is key for equitable communication channels. - Look at the brand
From imagery to logos, the materials you use to represent your brand should demonstrate collaboration, not a one-sided body that acts on behalf of the community. Does everyone in every photo look the same? There are always opportunities to feature more diversity in race, body type, physical ability, and age, among other dimensions of diversity.Then consider if there is diversity within the photo; what is the subliminal messaging around the power dynamic that is displayed? Is this what you want to convey? Remember: a picture is worth a thousand words. - Make the right statement
Leadership statements can be appropriate in communicating an organization’s commitment to IDEA. Sometimes, however, it can be more beneficial to amplify other voices within the organization.When writing a corporate statement, consider: Who is impacted by the issue discussed? Have impacted people/individuals been consulted and does your statement reflect their perspective? What questions might our audience have that we can provide helpful, valuable insight on? Ensure your leadership team is “walking the talk” and showing their commitment in the right ways. - Focus on value-added content
Throughout the year, there are several occasions to share and celebrate diversity in Canada. Create a calendar that aligns with the organization’s goals and produce content that is accurate and informative. It’s more than just acknowledging the day, but learning and understanding why it’s significant and sharing relevant stories. - Build a network of diverse members
Offering multiple points of view is important in countering narratives. Having a strong network of diverse stakeholders will ensure their voices are heard and make your communications more relatable. Develop an ongoing feedback loop and seek input where appropriate.
Across the Greater Toronto Area (GTA), there are communicators who hail from different backgrounds, with different beliefs, experiences, and ideas, helping the communications profession grow and evolve.
IABC Toronto is reflective of this diverse community with many opportunities to connect and build networks for feedback. IABC Toronto’s IDEA Committee is committed to amplifying these voices, providing resources to assist inclusive communications. If you’re interested in learning about IDEA and playing a role in developing more inclusive communications in the GTA, connect with the committee as a volunteer.
Krista Henry has 15 years of experience as a professional writer. She has worked as a journalist and communications professional in the government, non-profit and retail industries in Jamaica and Canada. She is the Chair of IABC Toronto’s Inclusion, Diversity, Equity and Accessibility (IDEA) committee. She currently works at the University of Waterloo as a Communications Specialist. Connect with Krista on LinkedIn
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