It is my position that both sides are slamming into the brick wall of the backfire effect.
People in the south get called racist quite often, and often by people like Sluissa asserts-- SJWs who are noplace anywhere close to a moral high ground, who make accusations for purposes of self-aggrandizement and self-affirmation, but who lack any real basis for their accusations. (See also, all the falsely accused people who have been doxxed by such groups, who have had their careers and lives ruined, just so some people can feel smug about "doing something" in a race they really dont have a horse in.)
This leads to a confirmation bias: 'The people who shout "RACIST!", are just morons with no horse in the race.' this results in downplay or outright ignoring of people who try to qualify their statement. eg, "Dude, when you refuse to hire somebody because of their skin color, that is racist bigotry. You TOTALLY *JUST* did that!" is met with "What are you, one of those idiot SJWs? How does this even impact you?"
Likewise, the position that Trekkin takes also leads to a confirmation bias. All the people that take offense, or take exception to venue for the discussion topic, must be racists seeking to defer the argument, to avoid being confronted about their racist bigotry.
Short of getting a non-human mediator that both camps can agree to listen to, this cogitative dissonance between what is being said/done, and what people perceive about it, causes effective movement to grind to a halt.
Trekkin is right-- Failure to be taken to task for clearly racist actions or statements (Like refusal to hire due to race, etc), by deflecting with appeals to emotion ("It makes me upset that you would call me a racist! I don't want to discuss that with you!" or "This company has been 100% white for 100 years, and it's part of its traditional heritage and culture! I'm not being racist, I'm protecting the legacy of the business!") is how those clearly racist actions or statements continue unimpeded.
Sluissa is also right-- There are people who make unfounded assertions about whole groups of people in order to make themselves feel better about themselves, regardless of the actual legitimacy of the claims being made, and this has real effects on people and their desire to change.
The DESIRE to change is important here. A person who is unintentionally racist (and yes, that is a thing), can cease being so if they are informed about it discretely, and they have a personal interest in change for self-betterment. Often, such "cultural" racism is of this unintentional ('I'm just conforming to social norms') type. People are a product of the culture and society in which they were produced, but also have free agency and can choose for themselves when presented with an option. Cultivation of the desire to take that option, in contravention of the social norm that produces the racism, is fundamental to altering that culture, and changing the cultural norm such that the racism ceases.
You don't get that by pouring scathing hot vitriol on people, but you do have to be a bit pointed with presentation of facts. Tactful, but persistent and accurate, without embellishment or self-aggrandizement. It also takes good public speaking and debate skills, because you have to diffuse the "You're just an SJW with no horse in the race!" type arguments. ("No, I am a white person who has to deal with the stigma associated with being both white and successful. When you artificially keep another group down, you add to that stigma, and I don't like it. That's my horse in this race. I want to be seen as successful on my own merits, not because of centuries of dirty pool creating an unfair environment. When you make statements like 'this company has been this way since its founding', you are holding up those centuries of dirty pool like a trophy. Exclusion of employment based on race is dirty pool. I dislike that. Please stop." etc.)
Sadly, it has also been my observation that once people get "incensed!" by a topic, their ability to think rationally, and make informed decisions vanishes.
I really have no idea how we can truly and effectively combat this set of problems; they are inherent to the human condition. Short of making humans stop acting human, I dont really have a viable solution to offer, other than balanced tact, with stern assertion of fact-- even though it is doomed to failure in at least some incidents.