Diversity, Equity and Inclusion in PR and Where I Fit In

By Kathy Yang, Class of Spring 2022

This is not to discredit the important conversations and progressive steps forward we have taken in recent years to address diversity inclusion (DEI) in the PR, but the reality is that there is so much more to be done to improve diverse representation in our industry.

The need to attract diverse talent in the PR industry applies not only to the workforce, but senior leadership and governing boards especially. In my search for an internship earlier this year, I came across agency after agency with executive leadership teams lacking in diversity. Not being able to see my reflection in senior positions in the industry I’m about to launch my career in was discouraging. With such a diverse population in Canada, it begs the question why that isn’t reflected in leadership positions. I’d be lying if I said I’ve never stopped to wonder whether I’ll make it past junior positions in PR.

But it’s this same feeling of self-doubt and fear that I won’t find my place in the industry that’s pushing me to want to jump into a career in PR even more because I recognize that as a soon-to-be PR practitioner and communicator, I have a role to play in improving the diversity challenges we currently see in our field.

And I know I’m not the only one with these thoughts.

In a blog post she wrote for the Canadian Public Relations Society about the lack of diversity in PR, Sharyln Carrington, Founder & Director of Content Strong Communications, highlights why diverse representation in our field is so important: if we only see one image of what an ideal PR practitioner looks like, anyone who doesn’t fit that picture will be led to believe they don’t belong in the field.

This turns into a self-perpetuating, vicious cycle of underrepresentation and lack of diversity, which when it comes to PR, is especially problematic. As every PR student learns from day one, the role of good, ethical public relations is to work in the public interest. When the industry isn’t representative of Canada’s diverse population, there’s a disconnect that leads to an inability for PR practitioners to effectively reach and engage diverse publics, let alone truly understand their needs and work in their best interest.

I recognize PR is far from the only industry with DEI challenges, but with PR and communications being an agent of change, I certainly think ours is the industry that must take the lead in starting conversations and taking concrete action to increase inclusion and attract diverse talent.

As a start, recognizing that individuals from marginalized communities often face increased barriers in accessing post-secondary education, PR agencies and industry thought leaders should consider providing monetary or in-kind support, for example establishing entrance scholarships, to the organizations that work to increase equal opportunity to education for marginalized individuals. Ensuring all internships are paid is another measure that can attract diverse talent and build equity into the pipeline. In doing so, we can reach and support individuals who have an interest in the industry but lack the means to access the necessary education and entry-level experience to launch a career in PR.

The bottom line is that improving DEI is the right thing to do, but for business-minded leaders who need more convincing, in a 2018 survey of employees at more than 1700 companies across eight countries, the Boston Consulting Group found a positive correlation between a company’s management team’s diversity and the company’s financial performance. In other words, companies that have more diverse management tend to generate more revenue.

People coming from different backgrounds, which includes not only culture and ethnicity, but all other domains like ability, age and gender identity as well, will have had different life experiences that spark different ways of thinking and problem solving, so it comes as no surprise that the survey also found a correlation between leadership diversity and innovation.

Recognizing both the human and business importance of cultivating a diverse workforce and leadership team, PR agencies and industry thought leaders should make meaningful efforts to attract diverse talent to the industry. As I start my career in PR, I’ll be challenging myself to push doubts and worries that I don’t fit in aside. Instead, I’ll leverage this opportunity to start conversations with senior leadership about the importance of DEI and get involved in initiatives that will support the inclusion of diverse talent in the PR industry.