Musings of a jaded communicator: Professional duties versus personal values

Image created by Chris Franklin

Although communicators are an indispensable component of any organization, we occupy a peculiar niche. We’re not solely responsible to our employer; we’re also responsible to the audiences we serve.

Best-case scenario: Communicators can form a bridge between “publics” (a fancy academic term for the various communities in one’s audience), facilitating problem-solving and collaboration for the betterment of the organization and society.

But all too often, it is much more complicated than that. Working in communications can be isolating and demoralizing. We’re not fully part of the organization, nor are we part of the audience. We exist in a limbo punctuated by buzz words and unrealistic deadlines, and we are often called upon to take part in harmful dialogue.

It is in those moments that we have a duty to leverage our ethics and expertise to change the script.

In this era of increased dialogue about racial justice and other social causes, we are often asked to wrap everything up in a pretty bow of perfect progressivism—even if our employer is problematic. This can muddy the waters during important discussions. Worse, this will waste critical momentum if people become too invested in your organization’s ineffective approach, rather than staying connected to communities that are doing the real work.

Which introduces a crucial quandary for the ethical communicator: How can we fulfill our professional duties without participating in unethical projects?

Honestly, I’m asking. I don’t feel like I am anywhere close to a satisfactory answer.

But here are a few rules that have helped me to navigate that tricky territory so far:

1. Be a filter. Your professional role as a communicator might not place you at the forefront of cutting-edge conversations about racial justice, but you can prevent harmful language, imagery, and ideas from escaping into the world. That’s vitally important. You don’t want to add to the considerable pile of bullshit that marginalized people have to deal with on a daily basis, and you don’t want to play a role in reinforcing bigoted cultural norms.

   In concrete terms, this means that you need to review everything thoroughly before letting it go public. Keep well-informed of current best practices and preferred terminology. Merriam-Webster does a great job of staying on top of language changes that are influenced by social movements.

   If you have the bandwidth (particularly if you are a person with privilege), I also recommend educating colleagues about why you made the changes you did. Better yet, be like one of my amazing former coworkers: Build a style guide for your organization that incorporates inclusive language and concepts. This helps to normalize equity and inclusion within your workplace and streamline the editing process by reducing the amount of circular, defensive conversations you have to engage with.

2. Be honest—and if you can’t, be quiet. We know that consumers are drawn to cause-based marketing: Millennials are now the US’s largest-ever generation, and 83% of millennials prefer brands that align with their progressive values.

   However, being disingenuous about your organization’s values skips right over the other most significant characteristic of successful modern advertising: authenticity (90% of millennials prefer authentic content).

   I would have hoped that this didn’t need to be said, but clearly it does: Overstating or fabricating things about your organization will lead nowhere good.

   This is always true. But this rule takes on even more significance during times of turmoil—when, for all sorts of altruistic and selfish reasons, organizations feel pressure to offer profound words to their overwhelmed audiences.

   This was particularly apparent last summer, when the Black Lives Matter movement was prominent in the public eye. Some organizations that have been active proponents of racial justice for decades put forth compelling calls for action. Other statements were not as credible (to say the least) and primarily centered the organization’s own image, at the expense of the broader cause.

   Although there is value in showing solidarity, no one needs their inbox cluttered with self-serving content, especially not during a crisis. Stepping back until you have something truly meaningful to say—and meaningful actions to back it up—is the responsible and respectful thing to do. You might not be the first to speak, but you will be able to contribute to unfolding dialogue in a more nuanced and effective manner. Most importantly, the focus will remain on the very people who should be centered in that moment of crisis.

3. Build connections. The organization as a whole might not align with your values, but more likely than not, there will be some like-minded people at your workplace. Having a group of supportive colleagues makes a world of difference, from boosting morale to providing a springboard for making improvements within the organization. The more people who are willing to back your ideas, the more likely you’ll be able to drive real change from the inside out.

   I also recommend connecting with like-minded people outside of your organization. It is helpful to have an outside perspective as a reality check—especially if you’re experiencing gaslighting at work. You also might be exposed to fresh approaches to the same old issues, which are hard to come by in an organization that isn’t keeping up with the times.

   And of course, whether they’re in your organization or outside it… Real allies will call you out when necessary. You always have to push each other to keep growing and learning!

4. Identify goals. Even if there is a lot that you are concerned about at your organization, it’s best to narrow your focus and spend your political capital strategically.

   First and foremost: Center the needs and priorities of marginalized people, both in selecting and rejecting goals. What I mean by “rejecting” a goal: Avoid actions that could actually worsen a situation for the very people you are trying to support. Don’t get so attached to the abstract notion of a cause that you cannot listen when people express real, tangible, and highly relevant concerns—as demonstrated in this TikTok video by writer and activist Imani Barbarin.

   This type of allyship may be less Instagram-worthy, but it is vital: If someone is telling you to stay out of an issue, stay out.

   Once you and your colleagues have an appropriate goal, identify clear, measurable benchmarks on the path towards it. This will help you to stay focused, measure progress, and adjust course as needed.

5. Take care of yourself. Work should never be the entirety of your life, but it is especially important to have strong boundaries when your work is in conflict with your values. Make sure you are giving yourself the space to process your frustrations in a constructive way—and make sure to spend some time doing and thinking about something entirely different. I know all too well how hard it is to disengage from a cause, but it is only through rest and relaxation that we can return with better ideas and more vigor to keep up the fight.

If all else fails, I recommend getting out of there. Staying in a problematic role will have negative effects on your well-being, your reputation, and, most importantly, the causes you care about. Again, if your employer is inserting itself into conversations in an inappropriate manner, it is taking attention and energy from communities who really need to be heard. Don’t be part of that.

Of course, there is considerable privilege in being able to leave a job voluntarily, or to risk losing employment by pushing forcefully for change. And there remains the fact that every organization will have its challenges. You should try to leave the organization better than it was before you were hired, by driving positive change from the inside out.

But, if you know deep in your gut that a situation is beyond repair, I am always going to recommend trusting your instincts. Life’s too short to stay mired in a toxic environment.