Discussions around gender asterisks, “paprika sauce,” and Astrid Lindgren’s books are no longer confined to niche bubbles; they’ve made their way into mainstream society – including the media. The topic is highly charged, and we have a clear opinion on it: Inclusion doesn’t work without discrimination-sensitive language – and that applies to press releases and newspaper articles, too. In this article, we explain why.

“Is this all just a trend?” industry insiders have been asking since the debate around gender-inclusive and discrimination-sensitive language began – a debate that is (slowly but surely) cooling down again. We think the answer is no. From our perspective, it’s not only a valuable opportunity to consciously reflect on and actively reshape our vocabulary, but also an indispensable component of meaningful social change.

Inclusion simply isn’t possible without inclusive communication, as numerous studies show. The profound influence language has on our brains is explored by Lera Boroditsky in her TED Talk, “How Language Shapes the Way We Think.” The cognitive scientist says: “The wonderful thing about linguistic diversity is that it reveals just how ingenious and flexible the human mind is.” And it certainly is! The use of gender asterisks and similar forms has been shown to be largely a matter of getting used to them. (Even if Axel Springer might see things differently.

5 Reasons to Use Discrimination-Sensitive Language in PR and Journalism

1. Language as a Reflection of Society

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Language is not a neutral means of communication; it reflects our social structures and power dynamics. By using discrimination-sensitive language, PR professionals and journalists acknowledge the power of words – their daily bread – and the impact their use has on society. They become active agents of social transformation, recognizing and valuing different perspectives and experiences.

2. Empowering Marginalized Groups

Discrimination-sensitive language actively creates opportunities to empower marginalized groups. By using language that excludes no one based on race, gender, age, sexual orientation, disability, or socioeconomic status, PR professionals and journalists create space for visibility and participation. This space acts as a catalyst for social change and fosters an inclusive society in which diversity is seen as a strength.

3. Responsibility for Social Justice

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PR professionals and journalists have a responsibility. By consciously using discrimination-sensitive language, they can break down barriers and challenge inequalities in reporting and corporate communications. Using inclusive language helps combat prejudice and stereotypes and promotes a fairer society with equal opportunities. Because social justice also shows up in headlines and media distribution lists.

4. Influence on Thinking and Behavior

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As mentioned, using discrimination-sensitive language doesn’t just affect how people are perceived; it also influences how we think and act. By consciously avoiding discriminatory language patterns, PR professionals and journalists gradually shift their own perspectives – while also enabling their readers to see things from new angles.

5. Impact on Image and Credibility

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Using discrimination-sensitive language has a direct impact on the image and credibility of companies, organizations, and media outlets. Thoughtful and inclusive communication shows that PR professionals and journalists take the needs and concerns of diverse audiences seriously. This builds trust and strengthens long-term relationships with those audiences.

Checklist for Discrimination-Sensitive Language in Research, Writing, and Editing

Sounds great in theory, right? For the practical side of things, we’ve put together a checklist to help you communicate inclusively in your day-to-day work. Here you go:

1. Concept & Research

• Does my research only or primarily feature cis men? Can I broaden the range of voices?
• Are white people predominantly represented?
• What privileges do the people being quoted or interviewed have? Who else could be interviewed or quoted?
• How can I consciously frame the topic in a way that is implicitly inclusive?

2. Writing

• Can I use my writing to consciously challenge role stereotypes and gender hierarchies?
• Do I present expertise independently of gender, background, etc.?
• Are all people described using respectful and equally valued language?
• If the text refers to people of all genders, is the wording gender-neutral?
• Am I using the generic masculine, or can I avoid it?

3. Editing & Final Review

• Does my text or article reflect social diversity?
• Are diverse protagonists represented equally?
• Have I made an effort to find non-cis male and non-white people, as well as people with disabilities or older people with relevant expertise?
• Does the text reproduce stereotypes? Is there another way to approach it?
• Is the text fluent and easy to read?

What’s your experience with discrimination-sensitive language – both privately and in the workplace? And what’s your take on the topic? Tell us in the comments on LinkedIn!