Zeit Raum "Using Media as a tool for Gender Equality | Page 8

Recommendations for gender equality promotion through
Communication and PR
Public Relations is a strategic communication process that builds mutually beneficial
relationships between organizations and their audience. As a management function, public
relations also encompasses anticipating, analyzing and interpreting public opinion,
attitudes and issues that might impact the operations and plans of the organization. It is
crucial for NGOs and the members of organizations to be aware of gender issues and
gender sensitiveness while communicating with the public or implementing NGO PR
strategy.
We have the following recommendations to ensure gender equality in PR and
Communication:
• Try to use neutral language in posts, jobs announcements and communications in
general. This will to prevent the creation of new stereotypes and the promotion of the older
ones.
• Work to eliminate all kinds of discriminative conversations through the communication
in the Internet and mass media.
• Ensure that you are promoting the rights of minorities (LGBT and other vulnerable
groups) in your messages to the public.
• Use your position to make strategic partnerships with decision makers; The media,
governmental organizations, local businesses and educational institutions, to promote also
gender equality
• Consider the opportunities to organize trainings/workshops for the ones who are
responsible for the PR and communication to raise the awareness on gender issues
• Reflect where your organization can join/organize more campaigns which promote
gender equality
Authors; Artsrun Yeghiazaryan, Elena Altunbas, Jamila Talla, Mikheil Rogava, Sergii
Sabadyn, Weronika Nagawiecka, YevaVardumian
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