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December 2021

Mohammad Anas Wahaj | 25 nov 2021

Diversity and inclusion (D&I) is an important human resources issue in public relations field and needs consideration from various stakeholders. Recent research by Prof. Caitlin Wills of the University of North Georgia, published in The Public Relations Journal titled, 'Diversity in Public Relations: The Implications of a Broad Definition for PR Practice?', examines how the top 50 PR firms (Holmes Report) communicate about diversity on their websites. Their specific definitions are important as it showcases their understanding, policies and implementations regarding diversity. According to the research, 'Over half of the websites sampled contained definitions; the majority included expanded conceptualizations of differences, and most did not mention demographic characteristics specifically. Of the nine firms that outlined distinct activities, such as employee networks, all of the activities addressed demographic characteristics of diversity.' Prof. Caitlin says, 'The field has been slow to change and reflect the diversity of society, and fundamentally does not reflect the diversity of its audiences...The PR field is not yet diverse in traditional terms. The field needs to diversify in that way before they can move to broader definitions that ignore race, gender, sexual orientation, etc.' In the research article Prof. Caitlin made following recommendations for PR firms - (1) Develop a definition of diversity based on specific criteria that includes both traditional and broad characteristics of diversity. (2) Show organizational commitment to diversity initiatives by communicating the definition and activities across organizational communication to all stakeholders. (3) Align diversity-related activities to the criteria identified in the definition to allow assessment and ensure effectiveness. She further says, 'A definition of diversity that reflects the PRSA (Public Relations Society of America) guidance might help focus policies and programs on many types of diversity and inclusion, thus, moving the field of public relations toward fuller diversification. Once a definition is identified, it should be communicated clearly to employees and the public on the website. All employees, especially CEOs, should know how their organization defines diversity and defines inclusion. In addition, initiatives should be expanded to address other diversity factors and linked to the criteria identified in the definition.' Read on...

University of North Georgia Newsroom: Wills points out diversity disparities
Author: J. K. Devine



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