Words That Matter: Steps You Can Take To Ensure Inclusive and Accessible Communication

In a world where language holds immense power, Ettie Bailey-King 's work focuses on harnessing that power for good.

With a background in storytelling and communications across sectors, including charity and international development, Ettie has seen firsthand how the words we use can reinforce harmful structures—or break them down. Frustrated by the undervaluing of communications in many industries, Ettie embarked on a mission to make storytelling inclusive and accessible for all. Through her work, including her newsletter Fighting Talk and her 12-week programme Bold Type, Ettie empowers individuals and businesses to communicate thoughtfully and effectively.

Ettie’s four key reminders for inclusive communication are simple yet impactful:

1. Language matters
2. Focus on action
3. There’s no ‘right’ way to be inclusive and accessible:
4. There are many “right” ways

These serve as a foundation for those looking to create more equitable communication practices, and you can find out more about the reminders below in our interview.

The Faur Sight Interview with Ettie Bailey-King

What inspired you to focus on inclusive and accessible communication, and what drives your passion for it?

My journey into inclusive and accessible communication has been shaped by a mixture of professional experiences and personal frustration. I’ve always worked in content and communications, but across a range of sectors—charity, international development, and others. Regardless of the field, the one thing that consistently connected my work was storytelling.

I quickly noticed, though, that in many organisations, especially in sectors like charity, communications were often undervalued. They were treated as a last-minute polish—something to sprinkle on after the “real” work had been done, whether that was policy change or delivering services. This attitude didn’t sit well with me because, as someone working directly with content, I could see that the way we tell stories – the language we choose, the framing, the metaphors – directly shapes how people perceive the work, and in some cases, it has a profound impact on people’s lives.

For example, I worked in international development, where I saw huge disparities in how people were paid and valued. Local staff in countries such as Kenya, who were doing complex and skilled work, were often paid a fraction of what foreign, usually white, employees were paid for the same or less skilled roles. That’s not just a problem of unequal pay—it‘s also a communication problem. The stories being told by these organisations reinforced this unequal power structure, using language that masked the deeper issues. We’d use terms like “partnership” without really addressing the underlying power dynamics, or we’d label one group as “experts” and another as “local support staff,” creating a subtle but powerful narrative that devalued some people and their contributions.

That frustration became the spark for my focus on inclusive and accessible communication. Storytelling, when done right, has the power to break down barriers, challenge harmful beliefs, and create real change.

Language isn’t trivial—it shapes how we think, feel, and understand the world. The human brain is wired for storytelling, and the stories we tell can either reinforce existing inequalities or help dismantle them. It was this realisation that led me to set out on my own about five years ago. It became clear to me that there was a real need for education around inclusive and accessible communication. People want to do better, but they don’t always know how or where to start.

What drives my passion is the belief that communication is never neutral. It’s not just about words; it’s about power, inclusion, and empathy. I’ve seen firsthand how inclusive communication can create real-world change—whether it’s a job advert that encourages more diverse applicants, or a website that’s designed to be accessible for all users. I believe that by using language more thoughtfully and intentionally, we can make the world a fairer, more equitable place.

Can you tell us about your programme, Bold Type?

Bold Type is a comprehensive 12-week programme designed to equip participants with the skills, knowledge, and confidence to create communication that is both inclusive and accessible. It’s not just about theory – it’s a deeply practical, hands-on learning journey. Each week, participants dive into a different aspect of inclusive language and communication, with expert-led masterclasses focusing on topics like anti-racism, gender-inclusive language, neurodivergent communication, and the language of disability.

One of the things that makes Bold Type unique is that it brings in specialists from different fields to provide in-depth perspectives. For example, the anti-racism module is taught by anti-racist branding expert Colette Phillip, while disability justice is covered by Disability Justice expert Sulaiman R. Khan. These are people who live and breathe the issues they talk about.

In each masterclass, participants not only learn the theory behind inclusive language but also get real-world examples and strategies they can implement immediately in their own work. It’s all interactive and collaborative. So, after each session, there’s dedicated time to reflect and apply the learning to your own context. For instance, the way a marketing team communicates with their audience might look very different from how an HR team engages their staff. The key takeaway for participants is that by the end of the 12 weeks, they will have developed their own personalised “Inclusive and Accessible Playbook.”

One of the great things about the programme is that it’s accessible by design. All masterclasses are live, but you can also catch up with captioned replays if you can’t make it. I’ve made sure the course itself models inclusive practices, so anyone can join in regardless of their time zone, availability, or learning preferences. Beyond the masterclasses, there’s a real emphasis on community. When you join Bold Type, you become part of a network of like-minded people, all striving to make your communication more inclusive. The idea is to create not just individual change but a ripple effect, where people go back to their teams and organisations and help shift the broader culture of communication.

The aim of Bold Type is to demystify inclusive communication. Often, people get hung up on the idea that being inclusive is difficult or that there’s only one “right” way to do it. Through the programme, you learn that inclusivity isn’t about rigid rules or ticking boxes—it’s about embracing flexibility, understanding different perspectives, and continuously learning. You walk away with confidence in your ability to make communications not just inclusive, but also more effective and impactful.

You’ve worked with organisations including Amnesty International, Girlguiding, Harrods, and The Wellcome Trust. How do you approach tailoring your training to such diverse audiences?

Inclusive communication principles are pretty consistent, wherever you are. But how those principles are applied, that’s going to vary depending on your audience’s needs and context. I start by helping people understand that there’s no rigid rulebook for inclusive language. It’s about deep, guiding principles that can be adapted to fit any sector, whether you’re an advocacy group or a luxury retailer.

For example, one principle is the importance of specificity. Marginalised groups are often lumped together, which erases nuance. So I help organisations think critically about when they’re overgeneralising—are they using “LGBTQ+” as a catch-all when they’re really talking about trans people? Are they discussing “disabled people” without considering the massive range of experiences that that captures?

My work is all built on flexible principles, so people can adopt them in ways that work for them. Whatever their mission, whoever their audience.

What are your reminders for inclusive communication?

I have four reminders, which are:

1. Language matters: The words we choose shape how people see the world and themselves. Whether it’s in job ads or daily conversations, language has real effects on how people are perceived and how they feel. Research shows that small shifts—like using gender-neutral terms in job descriptions—can affect real outcomes, like who applies for a role.
2. Focus on action: language is powerful, but it’s just one part of the picture. Real change happens when language is paired with action. It’s not enough to update terminology; we also need to ensure that the systems behind the words are creating meaningful change. Who is telling the story? Who is given the power to shape the narrative?
3. There’s no "right’ way to be inclusive and accessible: Inclusivity looks different for everyone. What works for one group may not work for another, and that’s okay. The goal is to be open to feedback and flexible in your approach.
4. There are many right ways: The good news is that there isn’t a single correct path. Inclusive communication isn’t a rigid checklist but an evolving practice. For example, making your content accessible to blind or d/Deaf people has multiple solutions, it’s not just adding alt text or captions. You’ll have to experiment a bit to find what works!

What role do you think inclusive language plays in shaping workplace culture?

Inclusive language is more of a mirror than a magic wand. In workplaces where people feel safe to experiment, learn, and make mistakes, inclusive language naturally follows. And when we’re comfortable talking openly about racism, sexism, ableism (and more), then we can make our workplaces more and more inclusive.

But a lot of the time, we’re afraid of making mistakes. Or we want to look perfect. So people avoid these discussions altogether. And that’s such a missed opportunity for real growth and real learning. If we’re learning about inclusive language because we want to look like we’re doing the right thing, it’s inevitably going to be performative. So don’t invest in inclusive communication because you want to win an award. Commit to it because you’re genuinely committed to equity.

How can businesses integrate inclusive and accessible communication into their strategies without it feeling like a box-ticking exercise?

Do it for the right reasons. The key to avoiding a box-ticking mentality is to ensure that inclusivity is driven by genuine values rather than external pressures. If you just want to make more money (because you’ve read about the “business case for diversity”), it’s going to feel pretty hollow for your team, and your audiences. People can tell!

Instead, businesses should root their efforts in a clear understanding of why inclusivity matters to their mission. Is it because they want to break down barriers and reach more people? Or perhaps they’re driven by a desire to create a more equitable workplace. If you’re doing it because your genuine ****values align, then it’s going to feel so much more real. And you’ll achieve so much more over the long term, too.

What are the key first steps for businesses just beginning to focus on inclusive and accessible communication?

First,  recognise that inclusivity is a process, not a destination. You don’t graduate from inclusivity school. Your content will never be perfectly accessible (even if it does meet every technical accessibility guideline going). But it can get better and better and better over time. And it will - if you commit to the journey.

First, take a look at how you’re communicating. And ask some simple, searching questions like:

• Are we being specific? (Or are we using umbrella terms to generalise about people who have very different wants and needs)
• Are we being accurate? (For example, if we say “men and women” then we’re not accurately describing other people in the group who are other genders, like non-binary. So it’s more accurate to say something like “everyone”.)
• Are we making sure people can tell their own stories, in their own words, if they want to?
• And if they don’t want to, are we quoting them directly?
• Are we ever talking “over” people (like publishing stories that are about or affect people of a particular gender, age, race, disability or sexual orientation… without them being part of the process)?

Next, don’t be afraid to make mistakes. Progress isn’t linear.

You’ll get stuff “wrong.” I say “wrong” because there’s no one right way to do any of this. But I mean, if you’re trying to speak out about ableism, classism, racism, sexism and more, for the first time, you’re likely to say stuff that’s inaccurate. That’s inevitable!

When (not if) you make mistakes, don’t give up and think “oh I can never be inclusive now.” Try to accept the gift of feedback. And be grateful that someone has shared it with you!

I’m an inclusive and accessible communication educator so you’d think I never make mistakes ever, right? Nope. I say the wrong thing all the time. It doesn’t make me bad, it makes me human.

And as my colleague Sulaiman R. Khan always say: “progression over perfection.” Don’t try to be perfect (at inclusive language, accessibility, or anything!)

Start where you are. Take small actions. Tiny changes, like using alt text on images or gender-neutral language in job ads, can have a big impact. Trying to change everything you do overnight will probably just leave you exhausted and overwhelmed. But lots of small changes add up.

What role do leadership teams play in setting the tone for inclusive communication within an organisation?

Leadership teams are absolutely critical.  When senior leaders prioritise inclusion, it sends a strong message to everyone that this isn’t just a “nice to have.” It’s core to our values.

Of course, they’ve got to take action. Don’t just say you value inclusion. Make sure inclusion projects report into senior people. Allocate budgets (proper ones!). Give visibility, support and sponsorship to the people who are tasked with it, because this is serious work.

Leaders who actively support inclusivity initiatives—by making space for them in company-wide communications, budgets, and day-to-day operations—signal to the rest of the organisation that this isn’t just lip service. When inclusive communication is seen as central to the company’s identity and mission, employees at all levels are more likely to embrace it and carry it forward in their own work.

When it comes to marketers or writers looking to make their communication more accessible, what advice would you give?

Start simple. Use short, clear sentences and avoid jargon or overly complex language. These small adjustments can make your content more accessible to a broad audience, including those with cognitive disabilities or people for whom English isn’t a first language.

Another key point is to ensure your content is accessible across different formats. For instance, use alt text for images, provide captions or transcripts for videos, and structure your content using headings that make it easy for screen readers to navigate. Additionally, always test your content with your target audience, especially those with specific access needs. Feedback is invaluable in helping you fine-tune your communication to make it more inclusive.

Finally, don’t be afraid to ask for help. Consulting with accessibility experts or people from minoritised communities can provide invaluable insights into how your content lands and where improvements can be made.

What role does technology play in fostering more inclusive communication practices, and where do you see the most potential for growth?

Technology has enormous potential to enhance inclusive communication, but it must be used thoughtfully. Tools like Grammarly or AI-driven recruitment platforms can help embed inclusive language into day-to-day operations by flagging biased terms or suggesting alternatives. For instance, AI can help ensure that a job description is written in gender-neutral language or that a website meets accessibility guidelines.

But technology isn’t a replacement for human judgment. While AI can scale inclusive practices, it can also be an absolute disaster for inclusion and accessibility. I’ve seen ChatGPT give out woeful - properly inaccurate and harmful - accessibility recommendations.

So any tools we use need to be used with caution, and they’ve got to be kept up to date.  Language, after all, is a living thing—it changes as society and power dynamics shift. That’s why the most effective use of technology in will always involve human oversight, ensuring that inclusivity isn’t just about ticking boxes but genuinely meeting the needs of people.

What trends do you see emerging in the field of inclusive and accessible communication, and how can businesses stay ahead of the curve?

One of the most exciting trends is that inclusive and accessible communication is increasingly becoming the norm rather than a trend. We’re moving towards a future where it’s simply expected that all communication is inclusive—whether it’s marketing, internal messaging, or public-facing content. It’s no longer a “nice-to-have”; it’s becoming foundational to effective communication.

To stay ahead of the curve, businesses need to normalise inclusive practices across all their operations. This means building inclusivity into the company's DNA, from campaign planning to day-to-day communications. It also requires ongoing education and staying up to date with the latest developments in inclusive language and accessibility standards. It’s not a one-time thing. If you want to embed inclusion and accessibility in everything you do, you’re going to have to commit time, money and energy to it for the long term.

Finally, are there some steps that people can put into practice starting today?

Absolutely! The great thing about becoming more inclusive and accessible is that loads of the steps are simple, low-cost, or even free, and you can do them right away.

Start by focusing on the basics—use short, simple sentences and everyday language. This will make your content clearer and more accessible to a wider audience.

Another key step is to ensure you’re speaking to directly affected people when communicating about issues related to race, disability, gender, sexual orientation (and other identities and issues).

Make sure you’re not speaking for anybody, but amplifying their stories. If someone prefers to tell their own story, support them to do it. Iif you’re talking about someone, check in to make sure they’re comfortable with the language you’re using to represent them.

Consistency is key—whether it’s a social media post, an internal memo, or a major campaign, inclusive communication should run through everything you do.

If you want to dive deeper and put more structure around their approach, my programme Bold Type is designed specifically to help you develop your own inclusive and accessible communication strategy.

If you’re looking for even more tips and practical actions you can take immediately, I also break down lots of simple, everyday strategies in my newsletter, Fighting Talk. Each issue focuses on practical ways to make your communication more inclusive, whether that’s how to better include the LGBTQ+ community or make content more accessible for people with ADHD. The goal is to make it as easy as possible for people to put these ideas into practice and create real change.

So, don’t overthink it—start small, be consistent, and take pride in those incremental steps. Inclusive communication is an ongoing journey, and every little change makes a big difference. Keep progressing, and always aim for progress over perfection.

• Visit Ettie’s website for more information and to get in touch. You can also sign up to Bold Type here.

Personal News: I’m joining the ScotlandIS board!

In some exciting personal news, this week it was announced that I have been elected to the board of ScotlandIS, with a focus on its marketing and communications. As Scotland’s digital economy membership organisation, ScotlandIS aims to building, supporting, and enable the digital technology ecosystem.

Having returned to live in Scotland in recent years, I’m tremendously passionate about the opportunities that lie ahead for the digital technology industry, and as a board member I’m looking to forward to ensuring that ScotlandIS is at the forefront of driving this forward, doing so in collaboration with its members and other key stakeholders.

With that in mind, I would love to chat to existing members as well as anyone who may have some thoughts and suggestions around the role. Please get in touch if you would like to arrange a conversation, whether online or in person.

Also, I am speaking at SoftSoft 2024 on Thursday, 26th September in Edinburgh, where I will be exploring how to define and amplify your brand voice in today’s digital landscape, drive engagement, and stay competitive. More information and ticket details here.

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