Language matters. We all use it and getting it right can unlock doors to reach communities we can unwittingly lock out. Bradford District & Craven Healthcare Partnership have published a superb resource on accessible language that can work across the public sector. Sophie DiMauro and Shak Rafiq explain why and what it does.
As communicators we have a crucial role to play in fostering a culture of inclusion and belonging, this starts with understanding the power of language and making sure we are the conscience for our organisations and the wider systems we work in.
As communicators our outputs should be outcome focused and this means focusing on getting people to think or act differently based on the messages we craft and the way we get these to our audiences. In an increasingly volatile and, at times, polarised world we have a duty to get it right especially for those groups where assumptions and stereotypes lead to marginalisation and disempowerment.
Language matters and by using inclusive and empowering language we can help to tackle conscious and unconscious biases.
Language can build trust
There is power in words and language. In any organisation, it is crucial that the language and words we use reflect our values, beliefs and work as a system. Language and the way we communicate is an important aspect in building trust and connection, helping to empower and include people if we get it right.
“Inclusive language has the power to bring underrepresented voices to the forefront while making people feel included and valued.”
– Emily Lennon, King’s Fund.
Inclusive language teaches us to value other people for who they are, more than this it is about understanding our audiences and talking to them in a way that builds credibility and trust. The language we use has an impact, and we need to move beyond simply thinking about a list of acceptable words and communicating with sensitivity, accurately and celebrating the differences that defines us as humans.
As communicators we are driven by purpose and we as professionals provide corporate conscience. Inclusive language is everyone’s business but as the strategic function responsible for setting the tone and developing narratives it starts with us, and we must lead the way…
Learning the impact of words
As communication professionals, it’s important to understand the impact of the words and phrases we use and how, when used incorrectly or in the wrong context, they can exclude groups and individuals. How people chose to identify is a personal choice and always needs to be respected. We have a responsibility for the language we use and we must be deliberate in eliminating words that oppress people.
Language matters, but we also recognise that it is complex and ever-changing. There is a wealth of information out there that can advise us on the right language to use but it can be overwhelming and difficult to know where to start. That’s why, together with partners, representatives and allies specialising in race, gender, LGBTQ+ and disability, we codesigned our ‘Inclusive language – your reference guide’.
We wanted something specific for the public sector and wanted to start locally. Our inspiration came from a fantastic guide developed by Oxfam as well as our own conscience as communicators telling us that we can and must do more. Across West Yorkshire we are committed to being anti-racist as signalled by our Root Out Racism movement but we knew we must do more for other groups and communities that can be excluded, marginalised and be misrepresented – often starting with language that excludes. Our individual values aligned with our partnership’s vision of creating a fair society for all, was the catalyst to make this happen.
A need for a national document
Having circulated the guide, it is clear from colleagues across many organisations locally but also nationally, that there was a strong need for a document like this. When people have no guidance or support, they can say the wrong things and marginalise others. For any marketeers out there, this could be seen as spotting a gap in the market, albeit through the lens of inclusion, belonging and corporate (and personal) conscience
The inclusive language guide is primarily for communications and involvement professionals but can be used by wider workforce colleagues. It may be helpful to use this guide when onboarding new staff, or as a reference point when communicating with our diverse audiences and communities, with a focus on inclusion and belonging.
The power of words can change lives, let’s make sure this is for the better and change the way we, and the people we are communicating with, view the world. Inclusivity starts with language – is inclusive language part of your communications?
You can view the Inclusive language – your reference guide here: www.bit.ly/InclusiveLanguageBDC
Sophie DiMauro is communications manager at NHS Bradford Districts Clinical Commissioning Group and Shak Rafiq is strategic communications and stakeholder engagement lead – Act as One programme at Bradford Teaching Hospitals NHS Foundation Trust.