The Words and Messages That Bring Us Together
NOVEMBER 14, 2024
By: Peter Panepento
As children, we’re taught that “please” is the magic word.
But for communicators there’s a different magic word that can help you open the minds of people across the political and ideological spectrum: community.
Community is a word that resonates with liberals and conservatives alike. It scores well whether you live in a small town or a big city or whether you’re young or old.
This is one of the many interesting takeaways from PACE’s latest Civic Language Perceptions Project, which annually surveys registered voters to gauge their reactions to words and terms that are frequently used in communications about civic issues.
The report is a gold mine of information for communicators who want to get outside of ideological bubbles and create messages that can change minds and inspire people to come together.
In the wake of yet another election cycle that further expanded our nation’s already massive partisan divide, this research is especially timely.
It’s also an important reminder that much of what comes out of the communications and marketing shops at foundations and nonprofits is littered with words and phrases that (often) unintentionally alienate a large percentage of people who might otherwise support our missions.
I’ve been reminded of this time and again in recent years as I’ve worked with social good organizations to ensure their messaging hits the mark.
As part of this work, our team has tested messages with focus groups of current and potential donors and learned that the language they’ve been using is alienating.
But with a simple change of a word or short phrase, these focus groups will almost universally agree with the message.
So, what can we learn from the PACE research?
Here are a few highlights:
If you’re looking to reach a broad audience that spans the political spectrum, lean into the words “community,” “service,” and “belonging.” Each of these words scores well regardless of a person’s political affiliation, age, or hometown.
On the other side of the coin, “social justice,” “racial equity,” and “republic” tend to create a polarizing response.
Younger audiences respond well to terms such as “belonging,” “civic engagement,” and “unity.”
If you’re messaging to reach an older audience, you can lean into words like “American,” “citizen,” “Constitution,” “democracy,” “freedom,” “liberty,” and “patriotism.”
Of course, these insights are not one-size-fits-all.
But it’s important for us to take the time to understand who we’re looking to reach and assess our messaging to make sure we’re using terms and phrases that are most likely to resonate well with those audiences.
If possible, take the time to test your messages, either through one-on-one conversations or focus groups with your priority audiences.
Our communications must engage more than a few select audiences if we really want to make a difference on issues like economic opportunity, equity, education, and housing.
The good news is there is a growing body of research that can help you get started. We’re also available to help you build on this research.
But if you’re serious about social change, a first step is to take a hard look at your messages and search for the magic words that will open minds.
