During periods of social unrest, we receive great demand for the Lexicon Project™ as organizations desire to identify language best suited to advance the change they seek. Today, organizations are second-guessing themselves and questioning what they may need to remove. But the truth is, whether organizations are removing language or coining new terms, Lexicon work has always been about the same thing: helping organizations make key language choices in fluctuating environments. This is needed now more than ever. Below we briefly define a Lexicon Project™ and share key observations that have emerged from recent Lexicon work conducted in the current climate of targeted attacks on equity-focused work.
What is a Lexicon?
The Wakeman Agency performs a structured analysis of language, narrative and messaging that identifies areas of fluency in communications and highlights opportunities for changes in engagement or adoption of new framings when communicating to key audiences. This process results in a comprehensive set of findings, a glossary, messaging and positioning as well as a set of protocols for the rollout of these new tools within an organization. These deliverables are paired with strategic support tailored to the client’s needs that deepen leadership and staff skill sets for internal and external communications. This support enables team members to develop the muscles to make language choices in dynamic environments, rather than thinking about language in black-and-white terms of no-go word lists.
The observations we share below, drawn from the ongoing and recent Lexicon engagements we have conducted, help to illustrate why this process can provide your organization with just what it needs to adjust to a new and uncertain environment for social change work.
- Just because certain words are out, doesn’t mean Lexicons no longer play an important role in organizational communications.
Yes, we regularly encourage teams to think about when to use specific words or terms, and today more than ever, organizations are thinking through how to reformulate their communications, given that some of their go-to language now incurs a high level of risk. In reality, this means that having a trusted partner with expertise in the nuance of language is more valuable than ever. Additionally, Lexicon engagements have always also been about identifying for an organization the central narratives that flow throughout their entire collection of communications—both written and verbal, as well as communications with internal and external audiences—to most strategically frame the organization for impact in its area. If anything, today’s changing climate means most organizations are in need of this expertise and support. - Lexicons allow you to take the temperature of your audiences, further sharpening your ability to speak to their needs or values.
We assess current perceptions of the organization’s messaging. This contributes to the findings, glossary and messaging recommendations provided in the project deliverables. These findings represent a snapshot of where your organization stands at that moment, among key groups that you communicate with, and enable you to advance your mission. The findings are a strategic boon for an organization to understand its audience’s perspective on its work within an unpredictable funding and political environment and will help guide all further communications. - Lexicons provide a process for the internal upkeep of your organizational communications, beyond the end of the scope of work.
Each Lexicon is accompanied by a set of protocols, tailored to the specific communications ecosystem, within and around your organization, and drawing on the findings. The resultant set of protocols allows clients to put in place ongoing processes to flag language or narratives that need to be updated or should be considered for revision, or the adoption of new frames to bolster your communications objectives. Knowing that your teams have established processes to navigate the unpredictable communications environment in the months to come often provides a sense of stability in an otherwise chaotic context, and can free up time and energy for strategic communications planning with new vigor. Lexicons can help by illustrating the current landscape and providing a plan for how to communicate accordingly.
If you are wondering how a Lexicon could support your communications objectives, get in touch with The Wakeman Agency for a private consultation.