Unlocking the Power of Inclusive Communication in Public Relation

Résumé

Effective communication is the cornerstone of successful public relations, yet traditional approaches often overlook the nuances of inclusive communication. But, in some cases, overly focusing on inclusive communication may lead to diluting the intended message or alienating 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 aims to investigate 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 including Indonesia, Finland, United Arab Emirates, Russia, Zimbabwe, Ukraine, Canada, United Kingdom and Spain. 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.