“You can’t not "Communicate," Paul Watzlawick once said. This quote highlights that communication is an important aspect of working with people. Everything that is said is shaped by a specific history and set of values. What does this mean for public relations work in development partnerships?
Whether it’s the latest reel on social media, the poster at the train station, or the news report on television – they all shape our image of the world.
It often appears that what we see or read represents a neutral perspective on the world. In reality, however, every form of communication is interwoven into a historical and social context.
In the case of international partnership work, it must be taken into account that the Cooperation is shaped by (colonial) history, social inequalities and stereotypesThis is often reflected in media and public relations work as well as in visual language.
As the Baden-Württemberg Development Cooperation Foundation (SEZ), we want to raise awareness so that prejudices, degrading images, and clichés are not repeated or even reinforced. We are aware that we, too, must continually learn.
Change begins with the way we tell the world.
For the SEZ, development policy means partnership work between the so-called South and the North, for which mutual respect, openness and a sense of partnership is needed. A reflective and discrimination-sensitive public relations work contributes to reducing inequalities between the so-called global South and the North, promoting mutual respect and thus making the world a more just place. The SEZ is guided by the principles of the "Do No Harm" approach, which is based on Dignified, discrimination-sensitive communication without reproducing stereotypes aims
Instead of one-sided representations, we recommend that reporting should reflect the diversity and differences of people, countries, and societies, show images and stories, and highlight commonalities rather than differences. It should highlight the structures, causes, and contexts that lead to the problems that projects aim to address.
How do you communicate in a multifaceted way?
Multifaceted communication consists of various areas. As a starting point, you can ask yourself the following questions:
- Would I want to be photographed in the way I intend to be photographed with the person in the picture?
- Does the text/image preserve the dignity of the person being described/depicted?
- Are the people described/portrayed as actors or as passive objects?
- What do I think about Africa / Asia / Latin America? What about EuropeHow do my ideas differ, and if so, why do they differ?
4 tips for multifaceted communication
- Collaboration means that decisions are made jointly. This should also be reflected in descriptions. How do people present themselves? What image do they want to project to the outside world?
- Avoid one-sided depictions of a country/region. Instead, show the diversity of societies, cultures, and landscapes.
- Inform the people depicted about the purpose of the image and obtain their consent (keyword: data protection & respect)
- Avoid images of people without names and roles. Often, people from the Global North are mentioned by name, while those from the Global South are not. This creates the impression that people from the Global North are more important than those from the Global South. Tip: For images with up to five people, include the name and role of everyone depicted.
Workshop: Images – Texts – Emotions – sensitive public relations that works!
Whether social media, flyers, or press releases – public relations shapes our perception of the world. What language and images do we use, and what do we want to achieve with them? What hidden injustices do we unconsciously communicate? To what extent can campaigns for an essentially good cause contribute to the consolidation of discriminatory structures?
In this interactive workshop, we will look at how language and images can unconsciously convey prejudices and outdated viewpoints. Together, we will reflect on the patterns behind this and develop ideas on how to create critical and effective public relations work.
Using practical examples and shared reflection, we'll develop concrete approaches for public relations work that promotes diversity, multifacetedness, and genuine change. Bring your own flyers, posts, or texts. We'll analyze your materials together.
Change begins with the way we tell the world!
When: May 10, 2025, 10:00 a.m. – 17:00 p.m
Where: Museum Hotel Silber, Dorotheenstraße 10, 70173 Stuttgart
Registration: https://eveeno.com/bilder-texte-emotionen
Your contact person
ANNA EASY
ÖA & event management in AMAHORO! Country partnership between BW & Burundi
