Diversity, equality and inclusion are no longer just aspirational statements tucked away in the dustier corners of corporate literature and now act as central to how organisations are judged, both by the people who work for them and by the wider public. For organisational inhouse talent teams, the commitment to DEI is not only a moral and social imperative, but – perhaps more cynically - also offers a competitive advantage. However, as the conversation around these issues becomes more complex due to broader geopolitical and societal factors, and the presence of Donald Trump, so too does the need for careful, authentic and nuanced communication.
As we have covered before, PR acts as a natural amplifier to organisational communication and is a valuable and critical tool in any employer’s arsenal. In this respect, it is also how an organisation can share its vision, celebrate its progress, and demonstrate accountability. Delivered effectively, it shows that your company is not just talking about diversity, equality and inclusion, but is actually living it. Media coverage in trade publications, speaking opportunities at industry events, and thought leadership articles, for example, can all position your organisation as a leader in its specific market. Social media also offers another avenue, where visual storytelling, video interviews and campaign hashtags can engage a wider audience.
But, regardless of the platform or channel, when DEI messaging lacks authenticity or credibility, it only comes across as tokenism or a cheap marketing tactic, which can have a damaging impact and undermine trust in the organisation or employer brand.
This is why the starting point for any PR message on diversity and inclusion must be truth. Audiences today are cynical and highly attuned to empty statements, and any firm that offers empty commitments will only be found out by someone patrolling financial or corporate records and called out publicly. Consequently, all messaging should be grounded in real actions, policies and outcomes. Whatever the content, message and aim, the story should be built on something tangible. The wider context matters too. Diversity, equality and inclusion are – individually and collectively - broad concepts, covering everything from gender balance and ethnicity through to socio-economic background, disability, neurodiversity and more. Your PR strategy shouldn’t try to tick boxes and cover everything, but instead focus on the areas where your organisation is actively working and, subsequently, where it can speak with authority. It is far more effective to highlight specific, genuine initiatives regardless of the scale than to issue sweeping statements that lack detail.
Equally, tone is also critical, and all DEI-related communications should be respectful, empathetic and inclusive in themselves, avoiding jargon or corporate cliches, and be delivered in a more human and relatable way. These topics often resonate deeply with readers’ personal experiences, and the best campaigns should, where possible, leverage real voices and stories related to the impact of organisational initiatives on staff and customers. Storytelling is a powerful tool here; an inhouse talent team could highlight the experience of a new hire who found the company’s flexible working policies essential to their ability to succeed, for example. These types of stories put people at the centre, making the message about real lives rather than abstract ideals.
Naturally, promoting your organisation’s expertise and activity around DEI is a challenging activity to monitor, but it has become increasingly easy to gauge overall ROI through the use of modern communications tools that any adept agency partner will have access to. In addition, ‘success’ should be measured in line with broader metrics outlined in diversity reports and other material. In turn, data from these documents can also be amplified through PR in a way that encourages further engagement and dialogue.
However, like all communication initiatives, it is worth remembering that diversity, equality and inclusion campaigns cannot be successful as a one-off, but instead must be an ongoing commitment; and your PR strategy should reflect that. Regular updates, new stories and evolving initiatives keep the conversation alive and show that they are embedded in your organisation’s identity, not just something that gets attention once a year.
For many businesses, particularly those operating in certain markets such as finance or the creative industries, positioning themselves as champions of diversity can also strengthen client relationships. Many businesses are actively seeking partners who can help them reach a wider talent pool and meet their own inclusion goals. Specifically, for inhouse talent teams, a strong public commitment to diversity can also attract candidates who might otherwise overlook the organisation, whilst also building pride among existing staff.
Ultimately, the goal is to communicate in a way that feels as genuine as the work itself. When messaging on diversity, equality, and inclusion is clear, truthful and centred on real people, it does more than enhance reputations, but builds trust, fosters stronger relationships, and contributes to lasting change.
If your organisation is looking to utilise PR to promote its DEI initiatives and stand out from its competitors, get in touch with our team.
Read more of our blogs here
Take a look at our case studies
With over a decade’s experience in PR, marketing and communications, Bruce develops and executes media relations, content and social media strategies for firms in the recruitment and hiring industries, as well as suppliers to those sectors and other organisations both in the UK and internationally.