In the world of public relations, language is power. The words brands use—across press releases, social media, marketing materials, and campaigns—shape public perception, communicate values, and either build or erode trust with audiences. Today, as society becomes more aware of systemic inequalities and the need for authentic inclusion, PR professionals are increasingly expected to craft content that reflects equity, empathy, and respect for all identities.
But achieving this is not just about choosing the right pronouns or avoiding offensive terms. It’s about adopting a mindset that views language as a tool for justice, where every sentence becomes an opportunity to honor lived experiences, dismantle bias, and uplift historically excluded voices.
Here’s how to write PR content that doesn’t just sound inclusive, but truly reflects the language of equity.
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Before diving into tactics, it’s important to understand the difference between equity and equality, especially as it applies to communication.
Equality means treating everyone the same.
Equity means recognizing that people have different needs, barriers, and histories, and adjusting communication to ensure fairness and inclusion.
In PR, this distinction means going beyond a “one-size-fits-all” approach. For example:
A campaign celebrating women should also acknowledge trans women and nonbinary individuals.
A statement about mental health should consider cultural stigmas, accessibility, and varying levels of trauma in different communities.
Writing with equity means meeting people where they are—and doing so with care.
Inclusive language avoids terms and phrases that reinforce stereotypes, alienate marginalized groups, or assume a default identity (such as white, cisgender, able-bodied, or heterosexual). While some of the basics are now widely known, true inclusive writing is proactive, not just reactive.
Gender: Use gender-neutral terms (e.g., “chairperson,” not “chairman”). Respect preferred pronouns, and avoid assuming gender based on name or appearance.
Race and ethnicity: Capitalize terms like “Black” and “Indigenous” when referring to people. Avoid outdated, offensive terms and stereotypes. Understand cultural naming conventions.
Disability: Use person-first language (“person with a disability”) or identity-first language (“disabled person”) depending on community preference. Avoid euphemisms like “differently abled.”
Sexual orientation: Use inclusive terms like “partner” or “spouse.” Avoid phrases that imply heterosexuality as the default.
Socioeconomic status: Use respectful language that doesn’t shame poverty or glamorize wealth.
Inclusive writing requires constant learning—and unlearning. Keep updated on language shifts, and always defer to how communities describe themselves.
It’s not enough to include diverse voices—you have to do it thoughtfully.
Tokenism occurs when people from marginalized groups are included for the sake of appearance, without genuine depth or engagement. In content, this often shows up as:
Featuring a single diverse person in a visual campaign without any context.
Writing about “diverse communities” without actually consulting them.
Highlighting trauma without addressing systemic causes or amplifying agency.
To counter tokenism:
Consult directly with the communities you reference.
Include them in the creation process, not just the output.
Let their stories lead, rather than using them to support your narrative.
Centering equity means giving people the platform to speak for themselves, not having their stories filtered through a corporate lens.
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Even well-meaning language can contain hidden bias. That’s because many phrases, metaphors, and structures reflect unconscious assumptions rooted in societal norms.
Examples include:
Using terms like “urban” as a euphemism for Black communities.
Describing immigrants as “illegal” rather than “undocumented.”
Referring to non-English names as “hard to pronounce.”
Bias can also show up in visual language: Who is shown as the expert? Who gets to be the hero? Who is left out?
PR teams should make bias checks a standard part of their review process, similar to fact-checking or proofreading. Better yet, build diverse review teams who can flag language that may not resonate across cultures or identities.
The language you use externally should reflect your internal culture. It’s difficult to write equitable, inclusive PR content if your organization doesn’t practice what it preaches.
Here’s how to align the two:
Create internal language guides that reflect inclusive principles.
Train your team regularly on equity-focused communication.
Encourage feedback loops where team members can challenge problematic language or approaches without fear of retaliation.
If your press release celebrates LGBTQ+ inclusion, but your internal communication excludes pronouns or misgenders employees, the inconsistency will undermine your message.
Mistakes will happen. Language evolves, and even the most thoughtful content can unintentionally offend or exclude. What matters most is how you respond.
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If your PR content receives criticism:
Listen to the feedback without defensiveness.
Offer a clear and sincere apology—not a generic “we’re sorry if you were offended.”
Share the steps you’ll take to improve, whether that’s updating the language, consulting with affected communities, or changing internal review processes.
Accountability builds trust—and shows that equity isn’t just a trend for your brand, but a genuine commitment.
Several organizations have modeled equity-based communication with nuance and respect:
Ben & Jerry’s consistently uses their platform to address racial justice, climate equity, and LGBTQ+ rights with bold, unapologetic language rooted in activism and community voices.
Airbnb’s anti-discrimination statement clearly outlines their values, actions, and zero-tolerance policy, written in accessible, inclusive language.
Nike’s “You Can’t Stop Us” campaign celebrates intersectional identities through storytelling that goes beyond visuals, highlighting perseverance through diverse voices.
These brands succeed because they treat equity not as a one-time campaign, but as a core principle of communication.
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Writing PR content that respects all identities is not about political correctness—it’s about human dignity. Language has the power to include or exclude, to empower or erase. When used thoughtfully, it becomes a bridge: connecting brands with people, building community, and reflecting the true richness of human experience.
In the age of social accountability and global awareness, brands can no longer afford to write from a narrow perspective. The language of equity challenges us to think deeper, write better, and speak truth with care.
Because the future of PR isn’t just about promotion—it’s about purpose.
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