More Than Words: What Underlying Messages Are You Sending?
It’s 2021. And I, for one, cannot remember a time when our words — all of our words — carried more weight or were more carefully scrutinized. It’s no longer an overstatement to say that the Internet has the power to make or break your brand. Welcome to the communications pressure chamber where anything you say has the potential to be found and amplified.
As leaders and communicators, our job is to shape conversations. But with the speed of information dissemination, the time to strategize is before — not after — a narrative is trending online. Anticipating all the facets of how your narrative might be perceived, however, can feel like an impossible task.
It’s no wonder we are hearing from many, if not all, of our executive clients asking how they can be more aware in their communications (look for a post about humanizing communications coming soon!). So let’s talk about strategies for making sure our underlying messages are consistent with how we want to represent our brands to the world.
If you’re a leader worried about the underlying messages you’re sending with your content, you are likely facing one of the following challenges:
- The fear of saying the wrong thing is paralyzing, so you put out watered-down, over-wrought messages that end up effectively saying…nothing.
- The fear of saying the wrong thing is paralyzing, so your communications have stopped altogether. But saying nothing at all says so much more.
- You’re ready to walk the talk and you want to communicate directly, but you fear reputational harm if you “don’t get it 100% right.”
These fears are understandable, but the answer is not to get defensive or hide behind jargon. Former President Barack Obama, speaking at the Obama Foundation summit in 2019, told his audience:
“The cancel culture is predicated on this idea of purity; the illusion that you’re never compromised and you’re always politically ‘woke’ and all that stuff…You should get over that quickly. The world is messy, there are ambiguities. People who do really good stuff have flaws. People who you are fighting may love their kids. And share certain things with you.”
Rather than tip-toeing around your communications, maybe it’s time to embrace the messiness and welcome conversations around what our underlying messages are saying both to those within our circles and to those on the outside looking in.
Embracing the Messiness
Cancel culture aside, this heightened state of awareness creates challenges for leaders and communicators, but we can also choose to see these challenges as opportunities for change.
I’m in a heightened state of awareness too. Not only am I hyper aware of the words organizations use (including Audacia Strategies!), but also I’m aware of their actions. This past summer, for instance, I received a message from an M&A consultancy announcing its recent merger and its partnership with several large universities to bring on new team members.
I heard the surface-level message loud and clear: Growth! Scaling! Excitement!
The problem was with the underlying message. The email included their full new leadership team — with photos. All 9 were white, male, and all appeared to be over the age of 50. And this was the message they chose to use as a recruitment tool directed at new graduates. I was stunned. It felt completely tone-deaf.
When I opened that email so many questions flooded my mind:
- What does this say about the priorities of this firm?
- What does this say about the structures of higher education?
- What does this say about those completing business valuations? About opportunities to acquire, sell, or engage in M&A processes? And about the finance and banking industry more broadly?
The underlying message being sent—not only by emails like this, but by the lack of equity, inclusivity, and diversity across corporate America—to women and BIPOC is “you are not welcome here.” So what can we as leaders of the business community do to bring about change? Here are some ideas to get you thinking.
1. Take a stand as anti-racist
Now, there’s no doubt that the M&A consultancy was unaware of the underlying message their email was sending. They were firmly focused on the “Growth! Scaling! Excitement!”
And this is precisely why it’s important for organizations to take an anti-racist stand. It’s not enough to say you’re non-racist or inclusive. The public needs to hear your personal and professional commitment to anti-racist action. Why not make this a regular focus of your content?
Too often when the national narrative gets uncomfortable, corporate leaders go silent, at least until they’ve completed their focus group testing and run it by Legal. As a leader in this moment when the country is engaged in discussions about institutional injustice, it’s essential to state your anti-racism clearly and announce the actions you’re taking to support those words.
Communicate this in official statements, through updated company policies, and in your daily workplace interactions. Beyond these direct statements, partnering with a communications expert who specializes in diversity, equity, and inclusion can help you become more aware of the subtle non-inclusive messages you may be inadvertently sending.
2. Examine and address systemic racism in your organization.
If your response to my description of the email I received made you bristle, that’s because of systemic racism. Remember, and this is crucial, systemic racism harms all of us. Systemic racism makes members of “dominant groups” blind to their own racism and bias. Being blind to racism and bias makes us write company policies and procedures that are also biased.
The only way to fight systemic racism is to face it head on:
- Examine all company policies and procedures
- Create a committee to examine and weed out or flag problem areas
- Ask: Are paths to advancement within your organization structured to disenfranchise people of color?
- Consider what efforts you are making to hire people of color as well as how you’re ensuring these employees thrive
- Make visible changes to support a truly diverse, inclusive, and anti-racist culture
3. Use your power to change corporate norms.
Leaders have the power to use their resources and privilege to drive change. Perhaps the most important thing you can do is to look beyond what you mean to say and consider how others might interpret your content. Then get to work improving corporate culture.
As leaders, we are uniquely positioned to move the needle on changing social norms. We need to recognize the position we’re in and commit to taking meaningful action. There’s much to be done. There’s much you can do to infuse your company with anti-racist values and create an anti-racist culture.
In this spirit, here’s what we’re doing:
- We’re actively examining our recruiting, partnering, and networking processes to engage a diverse network of partners.
- We’re committed to bringing a broader set of values and bigger, more audacious, thinking to clients and to our community.
- We’re listening, learning, trying and failing, trying and advancing, and pushing ourselves to learn more, get uncomfortable and bring more awareness to our communications and our actions.
Becoming more aware of our communications is about more than rooting out racism, though. We’ve been seeing increasing calls for companies to take a clear stand on environmental issues, for example. So another change you can consider is to make sure you have a clear set of values and that you stick by them.
Ask yourself and your team:
- Do our messages amplify our company values?
- What messages do the images we use in advertising send?
- What social change movement would you like your brand to lead? What are you doing to move the needle?
All of this can feel overwhelming, which is why it’s so important to have a diverse team. Considering perspectives and voices that are different from your own will make you more aware of the underlying messages you’re sending.
I’m not suggesting that I have all the answers or that we at Audacia Strategies have it all figured out. Audacia has a long way to go. I have a long way to go. We aren’t going to get this right the first time and we will make mistakes.
As CEO, though, I’m committed to taking action to increase true diversity and inclusivity. With this focus, the underlying messages will fall into place. We have to start, fail, learn, and improve.
So, what are you doing?
Photo credit: Jacob Lund from the Noun Project
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