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PRSA Tampa Bay Website Audit Shows Good Use of Inclusive Language Plus Areas of Improvement

Posted on Nov. 29, 2022  /  Diversity & Inclusion  /  Subscribe 0

By: Lisa Taylor, Founder & Chief Strategist at Osprey Nest Enterprises LLC and Member of PRSA’s Tampa Bay D&I Committee

In the first effort of its kind for PRSA Tampa Bay, a committee of volunteers has completed an inclusive language website audit. The good news is that the website overall uses inclusive language. Our team, however, did identify areas for improvement.

As a chapter, we should to make sure to:

• Use gender-neutral language, especially replacing “his or her” with “their”
• Include the preferred pronouns for ourselves and the people about whom we’re writing  
• Include alt text (text embedded in the photo that describes the content of the photo) 
• Add closed-captioning and an audio descriptive track to videos
• In general, include more photos that represent the diverse membership of PRSA Tampa Bay

Why Do a Website Audit?
One of the goals set by the Diversity & Inclusion Committee for 2022 was to tackle an audit of the PRSA Tampa Bay website for inclusive language. As communications professionals, we know language is important, and we tend to choose our words with intention and clarity. Language has the power to form connections and build relationships, but it can also create barriers and affect a person's sense of belonging. By using inclusive language, we ensure that our content is more accessible and shows respect to the widest possible audience.  

Understandably, this project could only be done in partnership with the Digital Communications Committee, and together, the two groups began to map out the steps needed to undertake the audit.

There are two major components of an inclusive website audit: First, evaluating the content for inclusive language and diverse representation, and second, ensuring that the website meets Web Content Accessibility Guidelines (WCAG). We collectively made the decision to start with the first component in 2022.

Clear Goals & Objectives
We reaffirmed our goal to audit the website for diverse representation and inclusive language, but we decided to include a topline review of the accessibility of photos and videos as well.  We set the following objectives:

• Identify issues
• Identify areas of opportunity (which may manifest as gaps)
• Offer suggestions for improvement
• Determine the work needed to make recommended improvements

We needed volunteers to help execute the audit, so we set two additional goals:

• Seek volunteers from outside of our committees
• Design the work on the audit in a way that provides training and tools so the volunteers could learn more about the process of conducting an inclusivity audit for their own organizations

After mapping out the website’s main and supporting pages, and putting together instructions and a reference library, we secured the support of five volunteers. Together, we worked to uncover areas where, through language or information, we were failing to acknowledge the context of certain populations or communicate to them in a meaningful way. Each volunteer reviewed a main page and all content on its supporting pages, providing feedback and suggested solutions.  

Productive Outcomes
What does this mean for you? As you write for PRSA or for your own organization, strive to use language that invites people in versus excluding them. Ask yourself:

• Am I using any problematic words or phrases?
• Am I using idioms without knowing their historical origin – which might be problematic?
• “Peanut gallery” which has roots in referring to the cheapest seats in the theater where black people were required to sit.
• Am I using humor or pop-culture references that may not be understood by everyone or even be offensive to some readers?
• “As hard to get as a Taylor Swift ticket.”
• Am I using metaphors that may not be understood or may be offensive to some readers?
• “Too many Chiefs, not enough Indians.”
• Am I using acronyms that may not be understood by all readers?
• “I was experiencing extreme FOMO.”
• Am I using overly complicated language that potentially confuses the reader?
• Is my content free from generalizations or assumptions?
• Have I left anyone out?
• Does this content serve my audience?

This audit is the first step in ensuring our website represents our diverse organization and uses inclusive language so all our members and potential members can feel a sense of belonging. The next step is a bigger and more complex one – ensuring the website meets accessibility standards. We look forward to tackling that next!

Thank you to Morgan Brochetti from the Digital Communications Committee for her partnership in conducting this audit.  And thank you to our dedicated volunteers:  Lina Gomez-Vasquez, Jodi Hardee, Heather Hardwick, Muffy Lavens and Kelsy Long. We couldn’t have done it without you!

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