Communication strategy can’t be an afterthought for organizations that want to fully embrace diversity, equity, and inclusion. It requires a careful examination of words, images, ideas, and narrative framing. Where should you start?
Using insight from systems thinking and social, behavioral, and cognitive science, Ann Christiano and Annie Neimand describe how to craft stories and multimedia experiences that disrupt bias and drive social change. They present four questions to help develop an effective communication strategy—a “back-of-the-envelope” framework they also outlined in an article for SSIR.
Christiano holds the Frank Karel Chair in Public Interest Communications at University of Florida College of Journalism and Communications and is director of the school's Center for Public Interest Communication, where Neimand is research director.
They offer tips such as trying to connect a nonprofit’s messaging to conversations that are already happening in the broader culture and finding respectful ways to tap into the stories of those your organizations seeks to help. “The most affected are the most effective,” Christiano says.