Hearts & Minds: The careful calibration of comms in the lead up to international Women’s Day

Next Saturday, 8 March, is International Women’s Day. CEOs and their comms teams are wondering how to mark it. Each year, since its inception in 1975 by the UN, it’s posed that dilemma, more so recently as it’s gained in resonance. Nor is it the only one, - the calendar contains other, high profile, UN-backed days.

Ignore them at your peril. You might be tempted to think the world has moved on, especially with Trump, from celebrating such occasions. It hasn’t; they’re important. To do nothing invites criticism internally and externally that you do not care.

Whatever you do, be authentic. ‘IWD’ has produced some horrors. The McDonald’s upside-down inversion of its famous ‘M’ into a ‘W’, without explanation that just left people confused. Puzzlement invites sarcasm and sure enough, the firm’s then gender pay gap was exposed.

It must fit with the brand. If you don’t promote equality or diversity and inclusivity, then don’t push them, not until you’ve put your own house in order. You might think it would be appropriate to say that now you are reforming but that could force questions as to why you have not done so previously.

For that reason, do not treat it as a marketing opportunity. That’s cynical. Likewise, merely attaching the corporate name to a hashtag sends a poor signal, especially if your product is not in that space. It’s tacky.

If you have developed genuine initiatives to make change, such as encouraging female pupils to choose STEM, and they’re established and working, then you have a story to tell. Choose bona fide examples and offer them to the media. But also, publicise them to stakeholders.

Do not slip into tokenism. Companies suppose that for IWD it’s a good idea to highlight women in senior positions. Fine, but are they still in a substantial minority? If you’re telling staff they know who they are anyway.

A simple ‘thank you’ with a line or two saying how much it matters to you will always suffice. Make it personal and put it out on all social media platforms. But this is not just about serving LinkedIn and beyond. Send it down the comms pipe, via direct emails to every worker and post notices on company bulletin boards.  

Chris Blackhurst is one of the UK’s foremost business journalists. He was previously Editor of The Independent and City Editor of the Evening Standard.