“I learned a lot about blind spots, biases and assumptions”

For over 25 years, we have been connecting organizations with the best marketing, communication, and content professionals. We find suitable assignments or positions for junior, medior, and senior professionals. In Spot On, we would like to introduce them to you. This time, Spot On: Angelina Hammond, communications advisor for Sarphati Amsterdam, a research institute of the GGD Amsterdam.

“No one has the key to perfect inclusive communication — it is a learning process in which we must remain alert.”

Communications consultant Angelina Hammond focuses, among other things, on the development of communication tools aimed at Amsterdam parents with young children. We met Angelina in June at the Inclusive Communication training by Madhu Mathoera . You can read about her experience of the training and the course day here.

Back to basics

“I followed the training in June, because 'Inclusive communication' has become an increasingly important part of marketing communication. In fact, it brings us, communication professionals, back to basics: first REALLY immerse yourself in your target groups, before you get started. Don't forget to look beyond 'the usual suspects' and outside the beaten track. And not only afterwards, which often happens!”

Blind spots and assumptions

“I learned a lot about blind spots, prejudices and assumptions that we all have. In addition, it is important to realize that inclusive communication is not a guarantee for 100% coverage. But it does give the organization or brand an image that is 'in the middle of society'. It is important that diversity and inclusion are not applied as a trick, but are actually part of the DNA of the organization or the work. It must be authentic. Diversity and inclusion must be implemented consistently and congruently, both internally and externally. Good to know: no one has the ultimate key to perfect inclusive communication. It is a learning process in which we as communication professionals must remain sharp.”

The role of communications professionals

“Inclusive goes much further than ethnicity. When my colleagues and I work on improved communication tools and channels, we also focus our inclusive communication on the underrepresented groups. Underrepresented in our research population. We try as much as possible to avoid expressions such as hard or difficult to reach groups, groups in disadvantaged neighborhoods or disadvantaged groups.

These terms are stigmatizing and connect negative associations with a part of our target group. I think this is wrong reasoning: the problem/challenge lies with us, the communication professionals. We have a lot of catching up to do to communicate inclusively and reach as many people as possible. In addition, we also forget too easily other underrepresented groups: from low-literates, people with a disability to LGBTIQ+.”

Exchanging experiences is very valuable

“The training met all my expectations, the day flew by! In addition, the training made me much sharper on areas for improvement and opportunities to communicate inclusively. The exchange of personal and business experiences, including blunders, was very valuable to learn. Large companies and brands have also made or are still making big blunders in the recent past. So there is work to be done!”

The location

Two more major plus points: the training location and trainer Madhu Mathoera. The training location is a really lovely venue in terms of location, facilities, and atmosphere. Includes a rooftop terrace! The Music Meeting Lounge is situated in a pleasant walking area with free parking. Highly recommended!

Madhu creates a fun and safe atmosphere

The latter also applies to trainer Madhu Mathoera . She enjoys teaching and interacting with the attendees. One of her strengths is that she can very easily and quickly make the link between theory and practice. As a result, the training has a pleasant pace and contains engaging and relatable cases. At the same time, participants are encouraged to come up with or recall situations themselves where there were opportunities for improving communication. As a participant, you also notice that Madhu can create a very fun and safe atmosphere in which everyone dares to share uncomfortable experiences. Very educational!

Are you also looking for a new challenge? We would love to talk to you and find your next step together.