top of page
Search

Communication Currency: A Critical Success Factor for Navigating Your Corporate DEI Strategy

srjosephlawfirm

In today's polarized landscape, organizations are discovering that how they communicate about their diversity, equity, and inclusion (DEI) initiatives can be just as crucial as sustaining their commitment to the initiatives themselves. The challenge lies not in choosing between silence and communication, but in determining the most effective communication strategy for each unique situation. Organizations must carefully consider when, how, and to what extent they should communicate about their DEI initiatives to ensure their messages strengthen rather than undermine their objectives.

 

The Role of Strategic Communication


While some organizations have mastered the art of strategic communication, others find themselves caught in unnecessary crossfire, learning the hard way that when it comes to DEI messaging, communication is a critical success factor for managing risks. Some organizations have discovered that silence can indeed be golden when it comes to their DEI strategy. There are some major retailers, restaurant chains, tech giants, and Fortune 500 companies quietly maintaining their commitment to ensuring fair and equitable experiences for their employees, customers, and other stakeholders. These organizations understand that effective DEI work doesn't always require public proclamations or social media campaigns. Instead, they focus on tangible actions and measurable outcomes while maintaining a lower public profile on these initiatives.


However, silence isn't necessarily the recommended default position. Organizations, including public and private sector as well as for-profits and non-profits, are taking varied approaches to communicating their commitment to ensuring fair and equitable experiences for their employees, customers, and stakeholders – for purposes of this post, we’ll refer to that commitment as a commitment to DEI, although some are choosing to adjust their strategy by using other descriptive terms, i.e., belonging, inclusion, etc. The key is that organizations must understand that effective DEI work requires thoughtful, strategic communication that aligns with their specific context, stakeholder needs, and organizational culture, all while balancing the need to mitigate risks including, but not necessarily limited to, risks to brand reputation.

 

When Communication Becomes Kryptonite

 

Despite good intentions, some organizations are finding themselves in challenging positions after issuing public statements or social media responses to anti-DEI threats. These communications sometimes backfire, causing more harm than good. The result? Brand reputations take unnecessary hits, and stakeholder relationships become strained – not because of the actual DEI work being done (or adjustments deemed necessary under the circumstances to stay the course rather than cave under pressure to eliminate programs altogether), but because of how the ongoing work (and modifications to the strategy) is being communicated.

 

Perception vs. Reality

 

There's a notable disconnect between perception and reality when it comes to the way organizations communicate about their DEI commitments. While headlines might suggest widespread abandonment of DEI initiatives, the truth is more nuanced. Many organizations are simply adjusting their communication strategies rather than abandoning their core values and commitments to diversity, equity, and inclusion. Yet, there is a real and present danger with the use of communication currency that is putting brand reputation at risk.  That risk rises exponentially when companies set out to explain their DEI strategy in response to anti-DEI threats. Misperceptions about adjustments to an organization’s strategy then leads to revised statements on their DEI position and the risk is exacerbated by a credibility issue – trust is eroded due to perceived inconsistencies about the commitment to DEI. The outcome from misperception is creating diminished returns on communication currency in the existing, politically fractured landscape for advancing DEI.

 

The Value of Communication Currency

 

In the current political climate, communication currency – knowing when to speak, what to say, and how to say it – has become a critical success factor in navigating DEI strategies. This currency requires organizations to:

 

1. Assess the necessity and timing of public statements about DEI initiatives

2. Focus on demonstrable actions rather than performative communications

3. Maintain consistent internal communication while being strategic about external messaging

4. Develop crisis communication protocols specifically for DEI-related challenges

5. Update or establish organization policies about communications, particularly about what constitutes sensitive information that can potentially cause harm to the company’s reputation

 

Strategic Recommendations

 

Organizations seeking to maintain effective DEI programs while avoiding unnecessary controversy should consider:

 

- Developing a clear communication strategy that balances transparency with strategic timing

- Focusing on measurable outcomes rather than public promises

- Creating meaningful internal and external communication channels that align with organizational values

- Maintaining robust crisis communication protocols for responding to DEI-related challenges

- Ensuring regular stakeholder engagement through appropriate channels

 

Moving Forward

 

The key to successful DEI implementation isn't about choosing silence over communication, but rather about developing thoughtful, strategic approaches that serve your organization's goals and stakeholders' needs. Different situations may call for different levels of public engagement – from proactive communication to more measured responses. Organizations that master this nuanced approach will be better positioned to maintain effective DEI initiatives while fostering stakeholder trust and support.  Having a better handle on communication currency can also prove to be an effective lever for managing risks.

 

Remember, the goal isn't to minimize DEI efforts or avoid communication altogether, but rather to ensure that every communication choice actively supports progress toward creating more inclusive and equitable organizations. In this environment, how and when you communicate about DEI can be just as important as sustaining the initiatives that reflect the organization’s core values to foster a welcoming environment that respects and values all people and ensures fair and impartial access to opportunities regardless of differences.


0 views0 comments

Recent Posts

See All

Comments


© 2023 Proudly created with Wix.com

bottom of page