The Black Lives Matter movement garnered global attention in May 2020 following the death of George Floyd. Amid heightened scrutiny, an education establishment sought support in communicating its position. The institution needed a clear, respectful statement that demonstrated solidarity with the movement, acknowledged the need for change and outlined actionable steps, without appearing reactive or performative.
Communicating support with substance and integrity
The statement needed to genuinely reflect the education establishment’s understanding and support of the Black Lives Matter movement whilst maintaining trust with its diverse community and setting a foundation for meaningful change.
Research-led insight
Careful research ensured the communication was informed, respectful and aligned with community expectations.
- Reviewing public statements issued by other organisations and educational institutions
- Analysing guidance and reports from blacklivesmatter.com with a focus on the BLM four-year anniversary report
- Identifying key actions expected by the BAME community, particularly within the education sector
Five critical areas of focus were identified:
- Diversification of the curriculum
- Unconscious bias training for staff and pupils
- Education on Black Lives Matter issues
- Active challenge to racist behaviours and attitudes
- A demand for action, not explanation
These findings shaped the development of a position statement grounded in best-practice crisis communication principles, covering three core areas: concern, action and reassurance.
Clear commitment recommendations
In addition to the statement, recommendations were provided to strengthen the institution’s long-term commitment:
- Review collective behaviour and actions related to racism
- Develop a clear strategy for tackling racism within the wider community
- Foster equality, diversity and inclusion initiatives in partnership with BAME and other disadvantaged groups
- Train staff and community members in unconscious bias
- Provide immediate support for BAME community members impacted by recent global events
- Involve BAME representatives in shaping future strategies
Strengthening reputation through authentic action
The statement demonstrated understanding, empathy and a commitment to tangible action. With a supporting framework for sustained cultural changes, aligning internal practices with the values expressed within the statement.
Leadership Insight
“In moments of heightened scrutiny, leadership is defined by calm, informed action. Communications must not only acknowledge the need for change, they must embody it.”
In critical moments, statements of support must be grounded in genuine understanding and clear commitments. Reputation is built by actions as well as words.