Press releases, interviews, brochures, newsletters, website, social media channels, flyers, posters: The media and public relations field is large and, with social and technical advancements, becoming increasingly complex. This is because it is precisely these developments that make it more demanding to make one's own topics and messages heard and to gain people’s attention.
At the same time, strategic and professional communication does not take place in a vacuum. It is influenced by current discourses, takes them up and reflects on them. In those very discourses, the issues of migration and discrimination sensitivity have become increasingly important in recent years, and there are several reasons for this. The increased influx of refugees has determined the political debate in recent years; at the same time, new political figures have ensured that there is a debate about an increasing polarisation of society. Furthermore, more and more migrants are finding the courage to publicly name and criticise violations and discrimination.
Not least, the communication dynamics of social media have led to thoughtless or discriminatory statements quickly coming under scrutiny. In view of this, press and public relations work may seem like navigating a minefield. In fact, the goal is not to adhere to perceived language or thought restrictions, but rather to confidently express one's own stance for a pluralistic, equal coexistence. And this plurality should also be reflected in communication efforts. Because it does make a difference which words and images are used to describe migration and integration issues. In fact, the (visual) language used sets the tone of the debate and thus also how these issues are viewed.
Press and public relations work that is sensitive to migration and discrimination issues therefore has the following goals:
- It aims to use discrimination-sensitive language in words and images in all its publications. This includes proactive communication efforts (press releases, website, social media, newsletters, brochures, flyers, mailings) as well as reactive communication measures (interviews, possibly social media, etc.).
- It informs openly, transparently, confidently and credibly about its own goals, projects and work in general.
- It takes a stand on diversity as a value and recognises the benefits of equal, respectful coexistence.
- It lets those affected have their say and respects their voice instead of just talking about them.
Further recommendations on discrimination-sensitive language in words and images can be found in the following sections as well as in the two working guides available for download:
Further links and suggested reading
The following titles offer general tips on press and public relations work:
Federal Ministry for Family Affairs, Senior Citizens, Women and Youth (publisher): PR Manual for the Federal Programme ‘Demokratie leben! Aktiv gegen Rechtsextremismus, Gewalt und Menschenfeindlichkeit’ ['Living Democracy! Active against right-wing extremism, violence and misanthropy'.], Berlin 2016
Eichsteller, Harald (publisher): “Nonprofit-Marketing 2020. Analysen, Trends und Empfehlungen für Print, Digital & Social Media“ [Nonprofit Marketing 2020. Analyses, trends and recommendations for print, digital & social media.] Hochschule der Medien, Stuttgart 2017
Franck, Norbert: “Praxiswissen Presse- und Öffentlichkeitsarbeit: Ein Leitfaden für Verbände, Vereine und Institutionen“ [Practical knowledge of press and public relations work: A guide for associations, clubs and institutions], Wiesbaden 2016
Friedrich-Ebert-Stiftung/Akademie Management und Politik (publisher): Erfolgsfaktor Öffentlichkeitsarbeit. Ein Leitfaden für die PR-Arbeit von Vereinen und Verbänden [Success Factor Public Relations. A guide for the PR work of clubs and associations], Bonn 2006
GesBiT Qualitätswerkstatt Modellprojekte (publisher): Arbeitshilfe Erfolgreiche Öffentlichkeitsarbeit durch Modellprojekte [Working guide Successful public relations work through model projects], Berlin 2018