Unlocking the Power of Inclusive Communication in Public Relations: A Comprehensive Review of Strategies

Resumo

Effective communication is the cornerstone of successful public relations, yet traditional approaches often need to pay more attention to the nuances of inclusive communication. However, in some cases, more than focusing on inclusive communication may dilute the intended message or alienate specific target audiences. Additionally, there may be instances where the pursuit of inclusive communication inadvertently results in tokenism or superficial representation rather than genuine inclusivity. This study investigates the effect of inclusive communication on audience engagement and attitudes. It also aims to offer practical recommendations for enhancing inclusive communication practices and pinpoint potential barriers to their implementation. Systematic literature review using the Scopus database covers multiple countries: Indonesia, Finland, United Arab Emirates, Russia, Zimbabwe, Ukraine, Canada, United Kingdom, Spain, Brazil, USA, China, Hongkong, Kazakhstan, and North African Countries. The findings reveal that inclusive communication can enhance audience perceptions of organizational authenticity, credibility, and trustworthiness, leading to greater engagement and positive attitudes. However, the study also highlights the need for a balanced approach, where inclusive communication is thoughtfully integrated with other strategic communication objectives.