How to Communicate With a Community When You Can’t Communicate With the Community
February 2026
It’s Black History Month, and instead of focusing on the past, I want to take a moment and look at the present. There was a time when communities and businesses could openly communicate about our unique cultural differences. But ever since our nation decided we could do this no more, every experienced communicator that I know has run into this reality: You know exactly who your message is intended to reach, but you can’t say it out loud.
Maybe it’s legal guidance. Maybe it’s policy. Maybe it’s about avoiding stigma, backlash, unnecessary tension, or a loss in funding. Whatever the reason, the constraint is real. And it forces you to answer an important question: How do you reach the right audience without explicitly calling them out?
The answer isn’t about clever wordplay or hiding intent. It’s about designing communication that helps people recognize themselves–without labeling them –and creating messaging that is more human, more respectful, and often more effective.
Here’s how to do it strategically.
Shift From Identity to Experience
People respond to situations they recognize, not demographic categories. Describing real-world challenges creates a natural entry point for the intended audience.
Instead of focusing on who the message is for, focus on what someone might be navigating: uncertainty, access barriers, complex systems, time constraints, or unfamiliar processes.
Those who need the message will immediately connect. Everyone else still feels included rather than excluded, and that balance matters.
Use Needs-Based Framing
The most effective outreach doesn’t target people. It addresses needs. Needs-based language invites engagement without singling anyone out. It sounds like:
“If you’re unsure where to begin…”
“For anyone navigating a complex process…”
“If access has been a challenge…”
This framing respects privacy and dignity while signaling relevance. It allows audiences to self-identify without feeling categorized — a subtle but powerful distinction.
Let Tone Do the Heavy Lifting
Language that signals safety, professionalism, and respect tells people more than labels ever could. Phrases like “judgment-free support” and “confidential assistance” showcase intentionality and care.
And, communicate intention clearly: You belong here.
For audiences who may be cautious or unsure, those signals are often the deciding factor in whether they engage.
Use Stories to Create Recognition
Stories are one of the most underutilized tools in sensitive communication.
A brief narrative about someone navigating a familiar challenge helps readers see themselves in the message without being named. Stories humanize the issue, reduce defensiveness, and build trust.
You’re not calling out a group. You’re reflecting a shared experience.
Layer Your Messaging Strategically
Public-facing communication should remain inclusive and compliant. Meanwhile, trusted partners, community leaders, or targeted channels can provide additional context where appropriate.
Think of it as a communication ecosystem: broad enough to welcome everyone, precise enough to reach the people who need it most.
Design for Recognition, Not Targeting
At its best, communication isn’t about labeling audiences. It’s about making people feel seen.
In today’s environment, where trust is currency and nuance matters, the ability to communicate with care and precision isn’t optional. It’s a strategic skill we will all need to continue developing as more barriers and obstacles beyond our control reshape our communication landscape. Keep on keeping on. You got this, and OAN, Happy Black History Month (yeah, I said it).
As always, we encourage you to share our newsletter with a friend. If you have ideas for topics we should explore, please don’t hesitate to email us at info@herdstrategies.com. We’d love to hear from you.
Signing Off,
Denise
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