Why Your Communications Strategy Is Failing Marginalised Audiences and How to Fix It

In today’s hyper-connected, socially aware world, brands no longer get a free pass for performative gestures or shallow campaigns. Consumers, particularly those from marginalised communities, are more attuned than ever before to the disconnect between a brand’s public messaging and its actual values. Despite this, many organisations still fall into the trap of treating inclusion as a seasonal add-on, rather than embedding it into the core of their communications strategy. The result? Campaigns that ring hollow, miss the mark or worse alienate the very people they claim to uplift.

At the heart of the issue is a lack of cultural intelligence. When communications strategies are developed without meaningful input from the communities they seek to reach, they often default to stereotypes, generalisations or vague, inclusive-sounding language that fails to resonate. PR and comms teams might amplify diverse voices during Black History Month or Pride, but neglect them the rest of the year and unsurprisingly, marginalised audiences notice. In a media landscape driven by authenticity and trust, that inconsistency erodes credibility faster than any press release can repair.

One of the most damaging assumptions is that a one-size-fits-all approach to messaging will work across different groups. This mindset flattens the rich diversity of Black, brown, LGBTQ+, disabled and other underrepresented communities into a monolith, ignoring the nuances that define them. It also reinforces the idea that “diversity” is a checkbox rather than a living, evolving ecosystem of voices, experiences and perspectives that deserve to be reflected in every aspect of brand communications from internal messaging to external campaigns.

If a brand’s leadership or PR team doesn’t reflect the communities they want to engage; it’s easy to fall into blind spots. This is why representation behind the scenes is just as important as what’s visible in front. It's not enough to hire a diverse influencer or spokesperson for a single campaign. The question should be: who’s sitting at the table when decisions are being made? Who has the power to shape the narrative before it reaches the public? Fixing a broken communications strategy starts with humility and active listening. It requires brands to go beyond surface-level market research and instead engage in ongoing dialogue with community stakeholders, cultural leaders and those with lived experience. It means moving away from crisis-driven inclusivity—only addressing marginalised groups when there’s backlash—and toward a communications ecosystem where these voices are centered from the beginning.

It also requires a deep, sustained commitment to education. Teams need to be equipped with more than just buzzwords or unconscious bias training. They need to understand the historical context, the structural inequities and the emotional labour that comes with marginalisation. Only then can they build messages that feel genuinely respectful, empowering and aligned with real-world needs.

To be honest though, this work is never truly finished because culture is always shifting and issues arise in real time. A strong communications strategy recognises this and stays agile, rooted in purpose but flexible enough to adapt. That means reviewing messaging regularly, responding to feedback with integrity and holding space for the communities you serve to be heard even when it’s uncomfortable.

The power of PR lies not just in managing a brand’s image, but in shaping the stories that define who gets seen, heard and valued. When done right, it can be a tool for systemic change, amplifying voices that have too long been silenced. But only if brands are willing to look inward, listen deeply and commit to doing the work. Marginalised audiences are not waiting to be “included”, they’re building their own platforms, their own narratives and shaping their own communities. The question is whether your brand will meet them with respect and authenticity or continue speaking into the void.