The demographics of meetings and conventions I attend are quite varied. Diversity in race, religion, ethnicity, gender, and age are represented in general sessions, breakout rooms, dining areas, and exhibition halls. The mix is representative of the organizations sponsoring the meetings, confirming that progress has been made in serving the needs of a diverse population.
However, this progress is rarely shown in printed materials. When I receive a conference information package I excitedly break the seal and begin looking through the details. Next I''ll scan the array of photographs of the speakers and seminar facilitators, which are prominently displayed in most conference brochures. As an African American woman, most of the time I ask myself "Where are ''they''? Are there any speakers or seminar facilitators who look like me?" Judging from the photos displayed in the brochures, it''s easy to conclude that the answer is "no."
Surely I am not the "only one" (minority woman) who belongs to the organization! Yet year after year, conference after conference, I seldom see photographs of speakers that represent the true demographics of the organization.
You should book your speaker because she or he-whatever the demographic-is an engaging presenter with appropriate information to give or message to relay. Once the speaker is hired, however, consider going out of your way to show the diversity represented by the program platform so that your employees or members can more closely identify with what your conference has to offer. To convey a stronger image of diversity in your brochure, try the following:
- Eliminate the hierarchy
When conference organizers decide whose photograph should be featured in their brochures, the decision is usually determined by the relative importance of the speaker to the program. Consider using an additional criterion: Make the display of diversity just as important as the display of prominent speakers in the conference information packet. - Show them often
Conference mailings are usually repeat performances, with multiple mailings often the norm. Show diverse photos in more than one brochure. It''s such a rare event to see diversity in promotional materials that it requires repeat exposure before sinking in. - See past the windows
Feel good about showing diversity in your printed materials. Be careful of the fine line, however, between showing yours is a far-sighted organization and "window dressing"-placing a photograph in a prominent position for the sole purpose of showing you''ve "got one on the program".
Once you have a diverse platform, advertise it. Proudly display the photographs of more than just the well known speakers and facilitators. The next time I open a meeting brochure, let me see photographs of the 35-year old Latino male facilitator of the "employee retention" seminar, the 40-year-old African-American female keynoter who motivates audiences to "overcome difficulties", the 25-year-old woman of Asian descent who is on the "management challenges of the millennium" panel, along with the 55-year-old Caucasian male keynoter who speaks about "wireless Web technology". An organization with such a platform will truly convey a "practice what we preach" message to its members.
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