Tapping into Communications’ Power to Connect

2020’s multiple stressors have led to a cacophony of competing viewpoints. From the pandemic and its related losses and financial hardships to the racial reckonings and barrage of political discord, it can all feel overwhelming.

There is no denying that the fight for justice, equity, and sustainable systems that power our civil society is urgent. So how can we best use communications to achieve meaningful change?

Intentionally approaching our communications as a way to educate and empower opens up enormous opportunity. Used effectively, communications can bridge divides, highlight common interests, and encourage audiences to take part in a shared vision for the future.

At Cause Communications, we operate from a few key principles:

At the very least, do no harm. With so much division among us, it’s important to use messaging that raises people up and avoids intensifying divisive conversations.
Use ‘Communications for Good.’ Be intentional about communicating in a way that brings people closer to your cause – and to each other. That includes choosing your words carefully so as to foster inclusivity and a sense of belonging.
Consider all audiences’ experiences. The utopian America we often celebrate looks very different to many audiences who have been historically marginalized and excluded, so keep communities’ needs – and voices – at the center of your conversations.
Build community through authenticity. Use communications to reveal truths and foster “ah-ha” moments that are grounded in honesty, empathy, and shared values.

This year has brought us to a fork in the road. Let’s choose the path that brings us together.

To support communicators like you, we’ve gathered a few of our favorite reminders and resources on key topics:

Messaging: It’s easy to get caught up in the contentious, polarizing conversations. Instead, examine your organization’s messaging—from the top down—and find opportunities to highlight and advance solidarity, empathy, and common ground. Not sure where to start? Check out our free tools and resources on crafting effective messages.
Representation: In what ways is your organization listening to and centering BIPOC voices? As you revisit and refresh your communications strategies and practices, Color of Change’s Building Narrative Power offers great recommendations for promoting equitable representation in our messaging.
Framing: Research-driven insights can help you use communications for maximum impact. Check out Frameworks Institute’s Issues resources work on communicating for impact, including guides for discussing racial and economic justice.
Storytelling: Use stories to bring “us” and “them” together. Annie Neimand and Samantha Wright’s SSIR article offers storytelling recommendations for creating inclusive social movements and inspiring unity among communities.

And on a personal note:

Self-care: Communicators often are in the thick of intense conversations and the weight can be heavy. Your wellbeing is important. For tips and recommendations on supporting your mental health, check out Active Minds’ self-care resources or this curated collection of resources from the Los Angeles County Department of Mental Health.

There are always unknown factors and difficult challenges ahead, but we know – from our 40+ years of leading this work – that communications can inspire the good we need to come together and build a just, more equitable world.