Preparing to Communicate About the Chauvin Verdict
The high-profile trial of Derek Chauvin, the former Minneapolis Police Department officer charged with the 2020 murder of George Floyd, will soon bring a verdict.
It’s difficult to predict the outcome – or what will follow.
But we do know a verdict is coming and that it’s likely to yield a highly emotional response.
If you manage communications for a nonprofit, foundation, or a company, now is the time to start preparing for how your organization will talk about the outcome.
Last summer, in the wake of Floyd’s murder, many organizations felt compelled to issue public statements condemning his horrific treatment and standing behind those who were protesting for change.
Some of those statements were genuine and heartfelt. Others rang hollow or appeared to be performative acts of wokeness. (The consultant and author Antionette Kerr did a great job at explaining the difference in an interview last summer).
Your organization has likely learned a lot in the months since that event. You might have centered your work more around racial equity. You might have gone through equity and diversity training. You might have made changes in your policies on hiring, how you source contractors, or how you invest.
But as you prepare for how you might communicate in the days following the upcoming verdict, we urge you to avoid making this an opportunity to talk about your organization (unless, of course, your work is strictly focused on racial equity or systemic change).
This isn’t a time to talk about what you’ve done.
Instead, shine your spotlight elsewhere.
You can do that in a number of ways:
Encourage your supporters or customers to support grassroots organizations who are working to advance racial equity, combat racism, or push for criminal justice reform.
Give space to outside voices who can provide perspective.
Use your social networks to share and amplify the thoughts of people and organizations who have experience and expertise in these issues.
You have plenty of opportunities to talk about your work and values.
But there are times when you can make a more powerful – and authentic – statement by supporting and lifting up the voices of others.
This is one of those times.
