A Guide to Diversity, Equity, and Inclusion in Communications
By: Carmille Lim
Tags: Equity, Diversity, Communications Strategy, Best Practices, Inclusion

At the Pacific Council on International Policy, we strive to embed Diversity, Equity, and Inclusion (DEI) into our organization’s DNA and ensure DEI is a lens with which we conduct all aspects of our business. I’m proud that we’ve made strides in integrating DEI into our internal and externally-facing communications efforts. Thanks to my colleague, Marissa Moran Gantman’s leadership, we now have a Communications Guide that offers useful tips for ensuring your communications embrace inclusion in the same way as your HR efforts aim to do. You can read it below.

If you’re interested in learning how to apply DEI to your organization’s communications, reach out to Marissa at mmoran@pacificcouncil.org.

When it comes to diversity, equity and inclusion (DEI), organizations must respond not only in their hiring and human resources practices but also in their marketing and communications. The way we communicate translates through words and pictures and can either reflect the people we work for and with, or it can reinforce discrimination and marginalization of specific groups of people.

Having worked at the intersection of media, communications and social change for the past decade, I have been part of the evolving conversation about inclusive representation in news, entertainment, advertising and organizational communications. Now more than ever before, consumers and clients are paying attention to how brands are telling their stories and who they are including or excluding. In my current role, I am helping our global nonprofit lead the conversation about the importance of DEI in international affairs.

This short guide is meant to help professionals — in particular, those at nonprofits and mission-driven organizations — represent people in an inclusive and ethical way across external communications and branded content.

When selecting language as well as photos and branding in all organizational communications, be aware of the following do’s and don’ts:

Do’s

Consider the sensitivity around words and phrases that relate to culture, race, gender, etc. If you have questions about any words or phrases (if anything gives you even a slightly weird feeling), I recommend looking up the proper use in The Diversity Style Guide. This resource shares the right way to use (or not use) words and phrases ranging from “Bible Belt” to “ghetto.”

Be attentive to how you select photos and videos and the subjects within them. As you select photos, think through the principle behind the photo. Is it possible to name and give voice to the individuals in the photos (see ethical storytelling below)? Is power/agency being given to one person in the photo over another? Also consider the visual storytelling: Does everyone in every photo in a single email look the same when there is an opportunity to feature more diversity in race, body type, physical ability, age? If there is diversity within the photo, what is the subliminal messaging around the power dynamic being displayed? Is this what you want to convey?

Take a fresh look at the visuals of your “careers” page. What demographics are represented in staff photos? In leadership bios? In the group staff photos, are only majority demographics represented? Are you including photos of all staff and not only leadership?

What demographics are represented in staff photos? In leadership bios? In the group staff photos, are only majority demographics represented? Are you including photos of all staff and not only leadership? In a case where diversity is not a reality in the organization, consider posting a statement acknowledging privilege in the field. Based on what I’m seeing, this is a growing recognition in philanthropy and the nonprofit sector. And improve DEI in the hiring process!

Finally, undertake an accessibility audit to make digital, audio and visual, and all content accessible to as many people as possible. This is as simple as identifying brand colors that may not be apparent to colorblind individuals and as complex as adding special software to capture closed captioning on video calls.

Don’ts

Some metaphors are historically racist and are still used regularly today. Reference this short guide to scrub racist metaphors from your lexicon.

Avoid using stock photos if real photos of your constituents or clients are available to represent content about your work. If using stock photos, look for realistic images that feature people with different backgrounds and abilities (race, body type, physical ability, age).

Don’t tokenize by using photos of people who do not represent the participants you are trying to capture. For example, if the vast majority of your donors are older than 50, don’t choose photos of young people to entice younger donors. Find a way to authentically build a program that will attract new demographics with substance.

Ultimately, the goal is to use “ethical storytelling” to make representation equitable by giving first-person voice and agency to individuals who have been historically left out of decision-making, especially in philanthropy and the nonprofit sector. As the need for better, more accountable practices for DEI becomes mainstream across businesses and organizations, it is essential for marketing and communications professionals to apply similar principles across their work.

This article originally appeared at Forbes.com.