Intentionality is Needed in Building and Executing D&I Initiatives

Posted on Mar. 2, 2022

By Jamaal Bell, MCM, APR

I agree with the opening statement of PRSA’s Diversity and Inclusion Statement: “Diversity and inclusion are integral to the evolution and growth of PRSA and the public relations industry.” This article will focus on employment in the public relations industry. It's important to understand our PR environment before engaging in long-term D&I initiatives. Understanding the environment helps develop intentional and direct action in improving D&I in the profession.

Let's set the table with a few industry facts:

• Almost 88% of the PR industry is white.
• There is evidence of a pay gap between men and women in PR by $6,000 on average. 
• The pay gap between whites and nonwhites is wider at $9,000 a year.
• Generally, our entry-level practitioners have earned a four-year college degree.
• Women make up 70% of the PR profession, yet only 30% of C-suite executives.
• College enrollment statistics show that 51% of enrolled students are white, with Latinx enrollment rising.

Our PR environment tells us that diversifying our industry will require intentionality. Further, it will be a challenging road. 

Many are inspired, few are compelled

D&I is becoming a value for individuals and organizations. There is an acceptance that D&I is needed, and there is a belief it will make our profession better. Individuals and companies are inspired to participate in the challenge yet aren’t compelled to take intentional direct action.

Actions that “acceptance” and “inspiration” can manifest:

• D&I statements.
• D&I trainings.
• Company resource groups.
• D&I studies on organizations.
• Promotion of the value of diversity and inclusion.
• Creation and hiring of a D&I executive.

D&I acceptance and inspiration can bring many favorable policies to an organization. These actions are valuable but do not touch pay gaps or directly improve race/ethnicity and gender numbers. The above actions give an organization a foundation for engaging in direct action work. 

However, the PR environment requires leadership to be “compelled” to take action. For example, although an individual is inspired to eat better and exercise more, the inspiration and action are based on available time and opportunity. 

Later, this person has a significant health condition that requires changing their diet and having an exercise routine. The health condition “compelled” that individual to take action; time and opportunity didn’t matter. They had to make time and build opportunities regardless of whether they were inspired or not. 

Just do it

Being “compelled” involves risk, it can be uncomfortable, and more intentional work is essential. Here are a few non-exhaustive prescriptions of more intentional PR D&I work.

PRSSA Faculty 

• Seek out diverse students: attend their gatherings and meetings.
• Make your D&I goal known.
• Understand how your college recruits students and your college’s D&I initiatives.
• Encourage and assist faculty with building and supporting PRSSA chapters at HBCUs, such as Wilberforce University.
• Spend more time with your students who might be the only person of color or a particular identity. Let them know the value of you being on their side.

Agency Leaders

• Connect with college faculty (two-year and four-year) institutions. Get a view of your employment pipeline within four years.
• Build internship programs that intentionally seek underrepresented students.
• Build relationships with up-and-coming students regardless of whether you are hiring.
• Encourage minority candidates to apply (provide constructive feedback if the person is not hired).
• Use an internship program or create a post-graduate program to sharpen candidates either not ready for prime time or do not have a PR or Marketing Degree.
• HIRE experienced leaders without agency experience for supervisors or middle management. Be committed and graceful during the transition.
• Be careful how you identify organizational values and culture.  Are you alienating certain cultures when defining your values and culture? (consider PRSA Values and Code of Ethics which are more universal values) If your cultural identity is too narrow, there may be a tendency to hire the same type of individuals.
• Include minority publications and channels in media buys.

Corporate/Nonprofit Leaders 

• Many of the agency suggestions carry over.
• Get and stay active in PRSA and access the DEI Toolkit.
• Recruit your team members to join.
• Understand the hiring process of your company - call out any barriers.
• Ask for a record of self-identified minority candidates who applied.
• Ask for all the minority candidates rejected before the interview (how could they improve their chances next time; discover a common thread).

Our industry environment informs us that we must be intentional and take direct action to continue improving diversity and inclusion. It is not impossible. It requires will, investment, empathy and grace. The journey is a marathon with small wins along the way. Don’t act alone, collaborate, stay educated, learn from each other, and never give up. We must enhance the profession.