Six Weeks Before the Presidential Election, PR Leaders Still Had Hope

Not uncommon in other industries, the Public Relations (PR) field has historically had its challenges with diversity and creating environments for people of color to grow professionally. Today, in the midst of anti-DEI legislation, the displacement of Black women in the workforce and barriers that systemically discriminate against people of color, the industry’s efforts to drive racial equity, representation, and inclusion is struggling more than ever.

That’s why my co-authored article, “Advancing Racial Equity in Public Relations: Analyzing Representation, Inclusion, and Accountability Through a Critical Race Theory Lens,” recently published in the Howard Journal of Communications, is timely. Through our discussion with influential affinity group, senior-level PR practitioners, this unpacks the role of leadership in fostering DEI, client-driven diversity demands, and the necessity for accountability measures.

The focus group was conducted in September 2024, about six weeks before the presidential election, amongst a crowd of career-long DEI advocates and industry leaders. The conversation reflected an acknowledgment of systemic issues within the PR industry that make it difficult for communities of color to succeed, but there was a glimmer of hope for continued change and more intentional equity to ensure marginalized groups have the same support to achieve the same level of success as their white counterparts.

These industry leaders discussed the successful initiatives they’ve seen over the past 20-30 years, along with the clear gaps the industry has been unable to course-correct. Overall, the participants noted that DEI efforts have gained momentum, but structural barriers remain pervasive, limiting true progress.  Despite these challenges, many felt that the industry was still making positive changes. Perhaps naively, they hoped that the election of a Black woman would continue to change the tide.

Well, we know what happened; not only have DEI efforts been systematically dismantled, but Black women have disproportionately been kicked out of the workplace, especially within the PR industry.

Although this research is about the public relations industry, the findings can be applied to nearly all professional sectors. Communities of color tend to feel marginalized in corporate environments and oftentimes lack the mentorship and resources that promote upward mobility. After the social justice movements of 2020, at least there were pretend efforts to rectify these wrongs. Now? Many industries no longer care to fake their concern, let alone develop tangible solutions.

And so, while this research is a great roadmap for the changes that are needed within the PR industry, it should also serve as a cautionary tale for other fields. The lack of investment in professional growth and development of marginalized groups leaves everyone at a disadvantage. Not only are the individuals negatively affected, but the industry as a whole is missing the insights, strategy and expertise that could broaden their reach and understanding of audiences. Unfortunately, this research reinforces many of the things we’ve already known. It’s just disheartening to know that none of the decision makers care enough to make changes.