Questions to Elevate Black History Month Purpose with Content Planning

Content with Purpose

As Black History Month approaches, I'm diving in to explore some lingering questions to help guide me in learning the most authentic, respectful, and effective ways to celebrate cultural awareness holidays and months. If I am asking these questions, maybe others are too.

Gaining clarity on these questions could increase confidence among communicators and strengthen the impact of a content plan. While my focus in this article centers on the upcoming Black History Month, the insights and questions raised are universally applicable to other cultural awareness events.

I am “working in the open,” a concept I learned from the visionary Michelle Wingard, the CEO and Founder of Dynamo, that allows multiple people to check in on a document to monitor progress and contribute ideas. I will post this article on LinkedIn, and I invite you to add, subtract, or critique either the questions or the answers.

Exploring the Ideal:

• How does a communications lead/team ensure a Black History Month content plan 1) aligns with the celebration's objectives and 2) remains authentic and informative?

• What does success look like at the end of a well-planned and well-implemented cultural awareness month content plan?

The Barriers (challenges)  —>  The Bulldozers (solutions)

• Are the objective/s of Black History Month well known?

  Path to Clarity: We must know the purpose of the month. Research the history and clearly understand the intent then align your plans to effectively contribute to supporting progress:

  • Black History Month was established to celebrate and acknowledge the significant contributions and history of African Americans, aiming to rectify their historical underrepresentation and marginalization in mainstream narratives and historical records.

  • NAACP: “Carter G. Woodson's devotion to showcasing the contributions of Black Americans bore fruit in 1926 when he launched a history month in the second week of February to coincide with the birthdays of Abraham Lincoln and Frederick Douglass. Woodson's concept was later expanded into Black History Month.”

  • Library of Congress: In 1975, President Gerald Ford issued a Message on the Observance of Black History Week urging all Americans to "recognize the important contribution made to our nation's life and culture by Black citizens."

• How can a planning process thoughtfully include Black voices in the conversation without unfairly placing the burden on them for the content's development. What is the best way to ask for feedback on a communications plan from Black colleagues?

  Path to Clarity: Have the confidence to apply your communications training and simply do the work, and then figure out the authentic way to vet plans and invite advice and feedback.

  • In a recent webinar on “The Real World Impact and Importance of DEI and ESG,” LaTricia Woods, APR, and Founder and President of Mahogany Xan Communications in Chandler, Arizona, had words of wisdom to share: “What I wish people would know, don't grab your favorite Black person or Hispanic person and ask them the best way to celebrate Black History and Hispanic awareness month. Let’s not do that.”

  • It’s important to balance the responsibility of the communications team to lead the development process with the inclusion of diverse perspectives. It’s crucial for communications professionals to trust in their training and expertise. This means having the confidence to initiate and develop the content plan based on their understanding of communication strategies, audience engagement, and the historical and cultural context of Black History Month. As Woods aptly points out, it's not about relying solely on individuals from the Black or Hispanic communities to guide or validate the process. Instead, communicators should apply their skills to create a plan that is informed, respectful, and aligned with the celebration's objectives.

• What measures or indicators will effectively determine the success and cultural appropriateness of a content plan?

  Path to Clarity: Effective cultural awareness is achieved when the recognition and lessons of dedicated observances, like Black History Month, are seamlessly integrated and actively reflected in our daily work and life practices.

  • Possible Measures:

    • Reframe the timing: Think about Black History Month as a year long practice with February as the “annual report period” where you reshare and celebrate Black contributions and history spotlights that have been promoted throughout the year. Ensure the intentionality and lessons of Black History Month are not just confined to February but are a consistent and integral part of an organizational culture.

      • Woods supports the year-long approach: “It is a really great time that if you have an employee resource group — and a lot of larger companies have ERGs — to amplify the work they are doing all year long.”

    • Track the Content: Have a quarterly system to monitor how consistently Black history and contributions are highlighted on your owned, earned, and paid channels. If you aren’t measuring; you won’t know.

    • Social Media Audit:

      • Evaluate who you follow and who follows you.

      • What content and professionals do you engage with? Who engages with your content? What content do you share?

What other questions would you add to help clarify pathways forward to plan impactful content for a culture awareness month? Do you agree with the answers presented above? Check out my LinkedIn page this afternoon and share your expertise.