How accessible are your communications… really?

By Matisse Hamel-Nelis

“When done right, accessibility isn’t a feature; it’s a foundation.”

Accessible communications and marketing expert, Matisse Hamel-Nelis offers practical steps to creating content that connects to a diverse audience.

We live in a time when communication is more diverse and dynamic than ever. From social media posts to email newsletters and video campaigns to podcasts, the ways we connect with audiences are constantly evolving. But as we craft compelling messages and adopt new formats, one question lingers: How accessible are our communications… really?

It’s easy to assume that accessibility begins and ends with adding captions to a video or alt text to an image. While these are great starting points, they’re just that—starting points. True accessibility is about ensuring everyone, regardless of ability, can engage with your content meaningfully. And let’s face it: as professional communicators, if your message isn’t accessible, it’s not reaching its full potential.

What does accessibility really mean in communications?

Accessibility goes beyond technical compliance or ticking off items on a checklist. It’s about inclusion, empathy and equity. It’s about recognizing that your audience is diverse and creating content that reflects and respects that diversity.

At its core, accessibility means removing barriers. For someone who is blind, it might mean providing alt text that describes the purpose of an image. It means offering accurate captions on a video for a person who is D/deaf or hard of hearing. For someone with a cognitive disability, it might mean using plain, clear language that doesn’t require deciphering jargon and avoids unnecessary complexity.

But accessibility doesn’t only benefit those with disabilities. Think of captions used in noisy places, transcripts that let readers skim instead of watching a video or simplified language that improves comprehension for all audiences. When done right, accessibility isn’t a feature; it’s a foundation.

The accessibility gap: Are we really doing enough?

Despite increased awareness, many organizations still fail to deliver truly accessible communications. Here’s why:

Issue 1: Assumptions over action

Many communicators assume their content is accessible because it works for most people. However, “most” isn’t enough. If even a small portion of your audience is excluded because they can’t engage with your content, your message and your brand suffer.

Issue 2: Reactive, not proactive

Too often, accessibility measures are applied retroactively, like adding captions after a video has been produced or addressing complaints about a website’s usability. This piecemeal approach misses the point: accessibility needs to be baked into your strategy, not sprinkled on top as an afterthought.

Issue 3: Misunderstanding legal obligations

Laws like the Accessibility for Ontarians with Disabilities Act (AODA), the Accessible Canada Act, the Americans with Disabilities Act (ADA), and the European Accessibility Act require digital accessibility. Yet, many organizations fail to understand or prioritize these regulations, exposing themselves to legal and reputational risks.

The everyday accessibility checklist: Where to start

Creating accessible communications doesn’t have to be overwhelming. Start with these basics:

Make text readable

• Use a font size of at least 12pt (14pt or higher for better readability).
• Choose fonts that are easy to read, avoiding overly decorative styles.
• Ensure strong colour contrast between text and background (e.g., black text on a white background). I recommend TPGi’s Colour Contrast Analyzer for this.

Use plain language

Avoid jargon, idioms, and unnecessarily complex sentences. Write as if you’re speaking to someone who is unfamiliar with the topic because many in your audience will be.

Caption and transcribe videos

Always provide captions for videos and transcripts for podcasts. Tools like Descript or Otter.ai can help automate this process but always review for accuracy.

Describe visual content

Add alt text or image descriptions to images, explaining their content and context. Don’t just describe what’s there; explain why it’s important.

Check Navigation and Structure

Organize content with clear headings, bullet points and consistent structure. For digital platforms, ensure your navigation is keyboard-friendly and accessible with screen readers.

Going beyond basics

Accessibility isn’t static—it evolves as technology and audience needs change. Here’s how to take your accessibility efforts to the next level:

Think multi-sensory

Not everyone processes information the same way. Some prefer text; others engage more with visuals or audio. Provide multiple ways to access the same information, like a video with captions, a transcript and an accompanying blog post.

Test with real users

Automated accessibility tools like WAVE and the PDF Accessibility Checker (PAC) 2024 are helpful, but nothing beats feedback from people who rely on assistive technologies. There’s a saying in the disability community: nothing for us without us. This is why it’s so important to partner with and compensate users with disabilities to test your content and platforms. This will ensure you’re not assuming what your content needs to be accessible and usable.

Prioritize mobile accessibility

With so much content consumed on mobile devices, ensure your communications are mobile-friendly. This means responsive design, touch-friendly navigation, and avoiding overly small text or buttons. However, please do not use an accessibility overlay to accomplish this, as they will cause more problems for your end-users.

Embrace emerging technology

AI tools are making accessibility more achievable. Real-time captioning apps and voice interfaces are transforming how we make content inclusive. However, remember that human oversight is essential to catch errors or biases.

The ethics of accessibility: It’s more than compliance

Making your communications accessible isn’t just the right thing to do; it’s also a strategic imperative. Audiences increasingly expect brands to reflect values like inclusion and equity. When you prioritize accessibility, you send a clear message: you care about reaching everyone.

Accessibility is also about trust. If people with disabilities know they can count on your content to be inclusive, they’re more likely to engage with your brand and recommend it to others.

Overcoming common accessibility challenges

Accessibility is a journey, and every communicator faces challenges along the way. Here are a few common hurdles and how to tackle them:

1. “We don’t have the budget.” Accessibility doesn’t have to break the bank. Many tools and resources, like Google’s Lighthouse or WebAIM’s contrast checker, are free. Start small and build accessibility into your workflows over time.
2. “We don’t know where to start.” Focus on one channel or format at a time. For example, begin with captions for videos, then work on making your website accessible. Progress is better than perfection.
3. “It’s too time-consuming.” Yes, accessibility takes effort but retroactively fixing inaccessible content is far more resource-intensive than building inclusivity into your process from the beginning.

The big question: How accessible are you?

Take a moment to reflect on your current practices. Are you genuinely meeting the needs of all your audience members? Remember, accessibility isn’t just a box to check; it’s about committing to better communication for everyone.

Accessible communications are clearer, more engaging and more impactful because they consider the diverse ways people interact with content. For professional communicators, accessibility is both a responsibility and an opportunity to connect with more people, build trust and create messages that truly resonate.

When your content is accessible, everyone wins, and your message shines brighter than ever.

So, how accessible are your communications… really? Let this question drive your next project, campaign, or post.