Communicating the Value of DEI to Critics
By Crystal Borde
October 2024
For many organizations, diversity, equity and inclusion (DEI) are crucial values for fostering understanding, progress and achievement of the organizational mission and program goals.
However, in this polarized environment, organizations are shifting their language and messaging away from diversity, equity and inclusion to not anger or alienate critical audiences who view DEI as problematic, unnecessary, inaccurate and ultimately, a politically liberal point of view they do not value.
This self-editing can be dangerous for organizations working on issues and sharing stories directly impacting underrepresented, unheard identity communities. By minimizing our public discussions and values, organizations risk diminishing their impact and limiting the support and services they can provide to these communities.
Effectively communicating the importance and value of DEI requires thoughtful approaches prioritizing empathy, respect and bridge-building. How can we tell or facilitate stories from underrepresented identity communities with authenticity and inclusion without turning away audiences with ideological differences from the dialogue?
Here are some strategies for communicators seeking to engage naysayers in discussions about critical social issues that include a DEI frame:
Frame the conversation in shared values.
Identify common ground from the start. Most individuals value concepts such as fairness, justice and opportunity. Emphasize how diversity, equity and inclusion align with these values, highlighting how embracing differences can lead to a stronger society where everyone has the opportunity to succeed.
Acknowledge concerns and address misconceptions.
Demonstrating transparency and empathy, respectfully acknowledge concerns — or misconceptions — critics may have about diversity, equity and inclusion-related actions, such as fears of reverse discrimination or the challenge to their values. Provide evidence-based explanations to dispel myths and clarify misunderstandings, fostering a more informed and constructive dialogue.
Use personal stories and examples.
People-center the conversation by sharing personal stories and real-life examples that illustrate the impact of diversity, equity and inclusion values and approaches. Stories have the power to transcend political divides and evoke empathy. Highlight success stories of individuals from different identity communities who have overcome barriers and achieved success, demonstrating the tangible benefits of inclusivity, equity and representation.
Appeal to economic return on investments.
Share the case for diversity, equity and inclusion from an economic standpoint. Research has shown that diverse teams are more innovative, make better decisions and drive better business outcomes. Highlighting diversity’s economic benefits will resonate with audiences who prioritize fiscal responsibility and efficiency.
Focus on individual liberty and opportunity.
Emphasize how diversity, equity and inclusion efforts contribute to expanding individual liberty and opportunity for all members of society. Stress the importance of more equitable access to education, employment and resources, framing these values as essential components of a free, meritocratic society where everyone can pursue their dreams.
Highlight diverse voices and perspectives.
Amplify the voices of opposing leaders and thinkers who support DEI efforts. Showcase examples of individuals from opposing groups who also advocate for social justice and equality, demonstrating that these values are not exclusive to any particular ideology.
Encourage open dialogue and listening.
Create opportunities for open dialogue and respectful exchange of ideas. Foster a culture of active listening and mutual respect, where diverse perspectives are valued and constructive debate is encouraged. Encourage critics to share their viewpoints and concerns, creating a space for genuine engagement and understanding.
Focus on long-term impact and sustainability.
Emphasize the long-term societal benefits of investing in DEI. Highlight how addressing systemic inequalities and promoting social cohesion can lead to a more stable and prosperous future for all members of society, transcending short-term political divides.
Successfully communicating the importance and value of DEI to critics, especially those with differing ideologies, requires communicators to reframe — not avoid — its values, language and messaging.
By framing conversations in shared values, using personal stories and examples, appealing to economic arguments, and fostering open dialogue, social change organizations can help build common ground and advance progress toward a more inclusive society — and dialogue — for all.
Crystal Borde
PRSA member Crystal Borde is a vice president, and the diversity, equity and inclusion practice lead, at Vanguard Communications in Washington, D.C. She is president-elect and DEI Committee co-chairperson of PRSA’s National Capital Chapter.
