Considerations for Racial Injustice and Social Inequalities Communications by Jackson Spalding

Internal and external communications on racial injustice will be scrutinized and pressure-tested for authenticity and intentionality. This guide will help brands determine and communicate their current state and any actionable plans to operationalize their response.

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In 2020, the need for businesses to connect authentically with their employees, customers and communities is more pressing than ever.

Especially in uncertain times, the principles of clear, successful communication remain. This resource on Racial Injustice and Social Inequalities, from Atlanta-based communications firm Jackson Spalding, provides a series of key questions to help your organization communicate your current state and suggested actionable plans to enhance efforts around inclusivity and equity.

Jackson Spalding’s approach to this ongoing and essential work follows a 5-step continuum.

  1. Acknowledging Issues - Change requires champions among senior leadership. Leaders must authentically share where your organization is in this moment, how this matter is personal and where your brand will engage. Internal and external stakeholders need to know where you stand.


  1. Assessing Current State - Monitor the pulse of your organization and take care of “home” first. Inquire about how your internal stakeholders are doing and seek their guidance on shaping your brand’s commitment to be a catalyst for change.


  1. Actively Listening - Creating a safe space for courageous conversations is essential. How you listen will greatly impact internal and external audiences’ feelings toward your organization and its response to social issues


  1. Taking Action - Create and execute a plan based on action at all levels – personally, organization-wide and community-based – to optimize support and improve outcomes.


  1. Being Accountable - Hold yourself accountable for individual and company-wide actions. Proactively and consistently communicate next steps, progress and impact.


Where might your company currently fall on this continuum? Review this resource to consider questions and actions when communicating internally or externally about racial and social justice issues. Additional steps and actions are most likely needed, but this resource can serve as a starting place for potential future communications.


To see the full list of questions and related calls to action visit the Racial Injustice and Social Inequalities  Communications Resource.


Em Clarke

Senior Manager, Corporate Solutions , Points of Light

Em Clarke has been with Points of Light for a year and a half working with corporate clients through POL's Corporate Solutions consulting practice. She is motivated by her work evaluating corporate accountability and social responsibility and has spent the last five years dedicated to improving the well being of local communities through global strategy and ensuring marginalized voices are heard when funders and decision makers choose to take interest. Upon receipt of her Master of Nonprofit Management and Leadership from The University of Georgia, she joined the United Way system for several years before transitioning to Points of Light. Her professional experiences include managing teams of executives working collectively to design enterprise-wide programming, volunteer days of service, and funding strategies.
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