Authentic Messaging for Women’s History Month

March is Women’s History Month and Wednesday, March 8 is International Women’s Day. To mark these occasions, PR professionals will write company statements and social media posts, plan celebrations and find other avenues to recognize women’s accomplishments.

As communicators, we have the power to tell stories of women’s leadership and the true experiences of women in the workplace today. But such messages, whether internal or external, often contain phrases that unintentionally perpetuate women’s doubts about their professional achievements.

Some words and phrases for professional communicators to reconsider in messages about Women’s History Month:

Using the word ‘empower’ 

We have all heard the phrases “empower women” and “empowered women.” 

Webster’s defines “empower” as “to give power or authority to.” The word implies that women do not have power or authority until someone else (usually a male in a leadership role) grants it to them. Such dynamics can create a confidence gap and cause women to experience imposter syndrome.

When someone experiences imposter syndrome, they doubt their own skills and abilities and feel like a fraud in a specific setting. High achievers who feel imposter syndrome often attribute their career success to luck or to other external influences. When they reach the goals they have worked hard to accomplish, they feel like frauds. 

Many women find it difficult to promote themselves. Talking about your own accomplishments can feel like bragging or arrogance. But sharing your career accolades upfront with colleagues can garner their respect and bolster your self-confidence.

The confidence gap is a phenomenon that women face. Research has shown that women feel less self-assured than men. A Cornell study found that men overestimate their abilities and performance, while women underestimate those qualities in themselves.

For example, the study found that women will only apply for a new job if their professional experience meets 90% of its description. Men will apply if they meet 60%. 

Imposter syndrome and the confidence gap prevent women from pursuing opportunities they have earned. Feeling they lack the necessary skills and abilities, women wait to be “empowered” to go for that new role, promotion or award.

Many women try to overcome imposter syndrome and the confidence gap by taking the “fake it until you make it” approach.  This is another self-defeating phrase, suggesting that people have to fake their way through their jobs at first because they don’t have the necessary skills.

Authenticity is a sought-after characteristic in leaders, regardless of their gender. Women should bring their authentic selves to their leadership roles, without being “empowered” to do so.

Women already possess the knowledge, skills and abilities to reach all forms of success. They do not need permission to seek career opportunities, take credit for their accomplishments or be authentic.

Having a ‘seat at the table’

“Seat at the table” is another commonly used phrase in the PR profession and in communications that celebrate Women’s History Month. It means having access to an executive team and helping influence organizational decisions. However idealistic, the true meaning of “seat at the table” has been lost.

The term evokes images of executives seated around a conference table, collaborating and making decisions as a team. A woman in the C-suite may be the only woman “at the table” but still not feel heard or that her viewpoint is valued. Their expertise may not be genuinely respected or considered.

Keeping the messaging authentic

When writing leadership messages for Women’s History Month, have executives show how they use their platform to support women. Speak the names and accomplishments of women in rooms where they may not be present. Executives can show how they advocate for women when career positions and opportunities arise.

When writing from the point of view of a company or organization, reinforce the importance of women having a voice that makes a difference. Tout the resources available to women and illustrate how every day is International Women’s Day, how the company celebrates women throughout the year.

Communicators have the unique opportunity to drive the narrative surrounding women’s leadership and to rethink the use of tired terms and phrases that do not capture the current experiences of women in the workplace.

Be bold, be creative, and examine Women’s History Month messaging and programming with a critical lens.