Q: What advice do you have regarding interactive pieces on a website where the work the organization does is somewhat political? We’re worried about conversation/comments being about “them” VS “us” rather then about the work being done. Advice?

A: An important distinction! I assume the copy you write on your website does not set up a polarizing dynamic, but instead focuses on the importance and results of your work. When you solicit comments, be sure to emphasize that you are trying to move beyond traditional lines of division (“us” vs. “them”) into a new space. It’s fine to remind your readers of this focus. If you continue to get comments that are divisive, you can either: 1) ask the writer to consider your goals and reframe their comment; 2) publish the comment as is and reply from your own frame of reference, in an attempt to use the opportunity as a teachable moment; or 3) decide not to approve the comment for publication (not the best option). 

Got questions about how YOU can use your writing to make a difference? Send them to my assistant, Leslie Rivera, and I’ll answer them on the blog.