It is important to make sure the way we talk and write fosters inclusivity, respect, and equity. In 2020, Public Health – Seattle & King County (PHSKC) recognized gaps in how they communicated with the people they serve. To resolve this issue, PHSKC revised their communication practices which included enhancing equity and inclusion through the words they used in messaging. What partially started as a response to the COVID-19 pandemic, grew into a multi-year project that resulted in the launch of the Equitable Language Guide for PHSKC.

The Equitable Language Guide is a tool co-created by the Public Health communications team and staff to help ensure that the way we talk and write shows respect and uses equitable and inclusive language. The guide aims to reflect people’s experiences, use words that community members feel best describe them and resonates with the community, and represent the diverse people we serve. The guide includes best practices; guidance for language considerations for public health topics, issues, and community groups; resources and links for more learning; a glossary of terms; and more.

“Equitable language makes better communications because people connect to our information when they feel seen, heard, and understood,” said Meredith Li-Vollmer, a communications manager at Public Health. “More importantly, it’s part of the work we must do to dismantle oppressive systems that have created inequity, including the use of language.”

To create the guide, the communications team formed a workgroup that included Ken Anderson, Ariana Donaville, Janae Giles, Catherine Hinrichsen, Hilary Karasz, Meredith Li-Vollmer, and Fred Mariscal. The team reached out to other Public Health programs that have strong relationships with community partners to start a learning process and review community feedback. The workgroup relied on feedback from staff who work directly with diverse community members and partners, as well as from community members who work with public health programs. The guide was completed with input and reviewed by staff throughout PHSKC and community partners.

“Using inclusive language also helps us avoid othering, or de-valuing people who you think don’t fit some kind of norm. For example, a colleague told us that co-workers have unconsciously othered them and hurt them with careless remarks that hit hard because of a family situation,” said Catherine Hinrichsen, a communications specialist at Public Health and equitable language guide workgroup member. “We hope this guide will help us in all our communications, including everyday conversations.”

Language is powerful and words matter. The communications team recognized that language that is used to describe communities that bear the highest burden of public health inequities is often from a deficit mindset and can have negative connotations. Another priority for the guide was to include best practices that are essential for Public Health communications and to include language considerations that counter the stigma and harmful language that historically has been used in the public health field. Some of the best practices listed in the guide include: 

1. Center the communities we serve, which includes prioritizing the voices, needs, and perspectives of community members.
2. Prioritize describing communities by their strengths and assets, rather than deficits and weaknesses. 
3. Build relationships with our community and regularly ask for feedback. 
4. Use Plain Language practices, including simple words, short sentences, and active voice. 
5. Continue to learn about equitable language practices, the contexts related to equitable language use, and the communities that we serve.  

Guided by our True North and values, the equitable language guide is more than best practices on what to say and what not to say. It is a framework that tackles how language has perpetuated inequities in the communities we serve. Adopting and using equitable language helps demonstrate that we care about our communities and supports the use of cultural terms and phrases that show respect toward those we serve and who have been institutionally and systemically oppressed. 

The guide helps to establish and rebuild trust within all communities throughout King County. It is also a vital resource that helps to foster an inclusive, respectful, and equitable workplace. As an institution, we must actively do the work needed to dismantle oppressive systems including the language we use – and help make King County a welcoming community where every person can thrive.