The Art of Inclusive Writing: 5 Tips to Creating Content That Resonates Across Diverse Audiences

Amid a dynamic news climate, geopolitical flux, and the rapid expansion of AI, connection with one another now is more important than ever. Brands and corporations, specifically, are committed to reaching audiences at the largest scale, through public relations activities, marketing, advertising, and much more. But how can we ensure brands are considering the diversity within these audiences when they’re trying to reach the largest audience possible?  To be mindful and respectful of all potential readers, inclusive writing is a best practice that brands must implement when crafting websites, social media posts, blogs, ad campaigns, and more.  

In fact in 2022, the AP Stylebook even added a chapter on inclusive language (including pronoun guidance, when to capitalize “deaf,” and other cultural examples), solidifying that inclusive writing is no longer a “nice to do” – it’s a necessity.

What is inclusive writing?

I recently had the opportunity to join a writing course hosted by Ragan Communications, where one session led by J Suzanne Horsley Ph.D. covered in entirety how to be a more inclusive writer. At its core, inclusive writing aims to make communication accessible for everyone, creating an environment where all individuals can see themselves reflected and included.

An inclusive writing approach aims to avoid biases, stereotypes, and language that could be exclusionary or harmful based on factors like race, gender, sexuality, ability, age, and heritage.

How can I be a stronger, inclusive writer?

As PR professionals, we spend the majority of our work day writing, whether that be blogs, bylines, social posts, website copy – you name it, we do it. But can we take a moment to pause and ensure that when we’re putting pen to paper, that we’re actively taking a step back to review that our tone and style respects all audiences with different backgrounds and capabilities?  

Of course we all can.  

What this requires is putting in that extra time, that extra gut check, to ensure the work you’ve produced is accurate, current, inclusive and respects diverse identities and experiences. Keep a check list on a Post-It note or in your Notes app with the following and run through this list once you’ve completed drafting a piece of content.  

1. Have I used gender neutral language? It’s a best practice to use "they" or "you" instead of "guys."

2. Have I used person-first language? When describing anyone with a disability or illness, from another cultural group, etc., start with “person with” or “person from” to not generalize an entire group. For example, a patient with cancer vs. a cancer patient.

3. Am I sensitive to all cultures in this piece? When talking about other cultures or communities, ensure that you’re using accurate and respectful terms to do so.  

4. Is my content digitally accessible, meaning when you’re creating new web copy, for example, have we as a team provided alt text for images, ensured sufficient color contrast, and included captions for videos? The U.S. Department of Justice Civil Rights Division has a great guide for web accessibility in accordance with the Americans with Disabilities Act (ADA).

5. Have I had a fellow team member proof my work? Tap your team when you have a question and ask them to give your piece a read – it’s always great to get a second set of eyes on your work and receive feedback from different perspectives.  

Bonus tip! To practice inclusive writing, it’s also smart to practice inclusive reading. Read content that is targeted towards diverse audiences that you are also trying to reach, as you’ll learn how to not exclude audiences in your own writing.  

Working towards becoming a more inclusive writer does not have to be done alone. By implementing the strategies mentioned, inclusive writing will become second nature, ensuring that readers of all backgrounds respect – and enjoy – your work.  

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