Avoid Gender and Racial Bias

What is Bias? 

When speaking to you target audience avoid ethnic identification unless the context demands it and use bias free words. For example business person instead of businessman and working hours instead of man hours. 

(Reference: Guffey, M., & Loewy, D., & Rhodes, K., & Rogin, P.(2013). Business communication process and product. Adapting a Message to Its Audience, p.90