The PR Industry's Role in Championing Diversity Amidst DEI Rollbacks

I started my agency WhitPR because I didn't know of any agencies or founders that looked like me or cared about the issues that resonated with me and my community. 

At WhitPR, we champion creators, moments, and movements that are rooted in contemporary culture. Our work is dedicated to amplifying stories that drive progress and support the advancement of marginalized communities. 

Over the past decade, the PR industry has evolved to better reflect the diverse consumers brands aim to engage with authentically. While progress has been made, there’s still significant work ahead. 

In 2015, the PR industry was 67% white, with people of color making up less than 25% of the workforce. In 2022, only 25% of senior PR roles were held by people of color, and fast forward to 2024, just 31% of PR firms have people of color on their teams. 

The recent backlash against corporations scaling back or eliminating their diversity efforts underscores a broader trend that extends beyond internal teams. These announcements aren't just a signal for agencies to scrutinize their own diversity initiatives, but also to consider their clients and, ultimately, the consumer. Today's consumers are holding brands accountable for DEI, making inclusivity a crucial priority for PR efforts. 

Edelman’s 2024 Trust Barometer highlighted that 82% of consumers expect brands to take a stand on social issues like racial equality, and 72% say they would stop purchasing from a brand that fails to meet its DEI promises. In fact, studies show that 70% of consumers are more likely to buy from brands that reflect their own values. 

This is why I’m passionate about the art of storytelling in PR. What I love most is the ability to craft stories that are centered around the connection of diverse lived experiences. In today’s increasingly multicultural society, PR professionals must prioritize inclusivity, ensuring that the voices of all communities are heard, represented, and respected. 

Our stories—diverse in nature, experience, and themes—are essential not only for driving the evolution of the PR industry but also for amplifying the voices of those who are often unheard. 

However, with recent rollbacks in DEI efforts, many brands are now faced with a critical turning point. These rollbacks have far-reaching consequences—not only for the brands that choose to scale back their DEI commitments but also for the PR industry at large, which relies on the inclusion of diverse voices and perspectives to craft authentic, compelling narratives. 

Without these perspectives, both the industry and the brands we work with risk alienating the very key audiences they’ve worked so hard to engage and build loyalty with. 

So what do we do? 

As PR practitioners, we must champion inclusivity—not as a trend, but as an essential, ongoing commitment despite any pushback. This starts with not only promoting diverse talent but ensuring the voices of marginalized communities are represented at every stage of client campaigns. Our work should

be rooted in authenticity, focusing on highlighting diverse stories and perspectives that reflect the real, multifaceted world around us. 

To make real progress, agencies and brands must take tangible actions to ensure their PR efforts are both inclusive and fair. This requires a shift away from traditional tactics and a deeper, more thoughtful approach to audience engagement. 

Here’s how the industry can take action: 

Champion inclusivity by elevating diverse talent 

This should always be a top priority. In an industry where creativity and innovation are paramount, fostering an inclusive environment and having representative, diverse teams is not just the right thing to do, it’s the best thing to do. Research shows that diverse teams deliver 60% better results and make better decisions in 87% of cases. 

Do a hard reset to understand your target audiences and their needs 

Whether client-side or agency-side, audience needs, preferences, and behaviors are always evolving. It’s essential to hit reset and take a fresh, data-driven approach to truly understand who your target audience is and what matters to them. This means going beyond basic demographics to explore their evolving values, motivations, and pain points allowing the opportunity to meaningfully address their needs and provide inclusive storytelling. 

Reassess how and where you are reaching your target audiences 

Today’s media landscape merged with DEI rollbacks may force agencies and practitioners to pivot the mediums they leverage to reach audiences. This could call for developing a more intentional social and community engagement plan that goes beyond traditional media channels or integrating owned media into your broader communications strategy for greater consistency and effectiveness. 

Ultimately, we have the responsibility to hold brands accountable for their commitments and ensure that our work authentically reflects the diversity of the communities we serve. 

But we can’t do this alone. 

As practitioners, we are not just storytellers; we are culture shapers. 

Every narrative we craft has the potential to influence how people see the world. The beauty of our work is that we can amplify voices that have been marginalized, highlight stories that have been ignored, and work with our clients to create campaigns that not only reflect diversity but champion it.