Maintaining Strength In Inclusive Communications
Author: Graysen Whittaker
Originally Published: CharityComms
Managing risk and keeping people safe is not a task simply for safeguarding leads.
This is something that, especially in the charity sector, we highlight consistently in our service offers. Communications teams may consider their own risk factors when writing internal and external comms, and even more so when the topic is one that is known to be politically or emotionally charged.
As a queer trans man, I understand very well how Pride Month, Trans Day of Remembrance, and many other LGBTQIA+ celebratory and mournful days of the year can open up doors of challenge and difficulties when they are intended to do the opposite. Anti-LGBTQIA+ rhetoric does not whisper – it is loud and unpleasant, leaving a nasty taste in the mouth of readers and observers.
Communications teams have the challenging role of demonstrating the values, mission, moral and ethical stance of their charity at large. This can sometimes mean that we provide representation for less visible communities, giving them a metaphorical microphone to shout about their experiences. The charity’s voice can speak up for those they serve and really demonstrate the value of their work
Therefore, external and internal communications need to be very clear and steadfast about the charity’s stance on an issue or event that affects communities. When a message of support for LGBTQIA+ communities gets watered down, de-valued, or misrepresented, the message fails to get across its intended impact.
An example would be a small charity providing a supportive message for the trans community, in response to reports of a tragic loss in the local area. By stating clearly and plainly that the charity stands by their trans readership or clients for their services, the charity has made it obvious that they are a pro-trans organisation. For grieving individuals, such charity communications would be comforting and supportive, which is much needed for the trans community.
Unfortunately, due to the current climate and the way that LGBTQIA+ people are politicised against our will, by explicitly stating their support of the trans community, the charity in question opens themselves up to bigoted rebuttals from pockets of the public.
So, what should the charity do if it is questioned about their LGTBQIA+ support?
Stand by their statement when facing unjust scrutiny.
The second the charity communications back away from their supportive stance or waters it down, the damage has been done and the outcome is worse than if they had not said anything in the first place. By retracting statements or apologising for a supportive standpoint, the charity hands over victory to anti-LGBTQIA+ commentators.
What can the charity do instead of backing down on their LGBTQIA+ support?
Continue to demonstrate their support for the LGBTQIA+ community and reduce the fear that is centred around the issue.
Fear is a strong motivator. Fear of saying the wrong thing. Fear of causing offence. Fear of backlash for conveying a politically contentious, yet morally and ethically sound stance.
By planning effectively, the fear can be reduced. With the right preparation and strong, clear, engagement, you will have a significantly improved response available rather than feeling like you need to mitigate an emerging communications problem.
What does planning for LGBTQIA+ support look like in practice?
Crisis comms preparation is a key way a charity can ensure that everyone is consistent with their responses to difficult and daunting situations. By making sure the communications team are ready to respond in a way that has been discussed and agreed by, at the minimum, them and leadership, the communications team will be able to represent the charity in such times with knowledge and confidence.
Engaging with the communities or other organisations that the charity is standing by in their values and mission. Know the community you are supporting and what they would like from the charity’s supportive messaging.
Keep learning about LGBTQIA+ matters to develop communications that is current and focused to the community you are supporting.
Establish policy that assists the communications team to be protected and safe when responding to hateful commentary and create an environment that upholds wellbeing best practices. The communications team may in fact contain people from the community they are speaking about. They need confidence and support too!
Finally, speak to other charities and establish a collective voice. If two or more charities work together, they can drown out the loud, hateful assault a lot quicker and easier than one team alone.
I understand the fear for charities. If you lose some support, it can have some knock-on effects. Nevertheless, when charities stand up for what they believe in, even if they lose some previous supporters, they may in fact gain more than they lost.