Walk the Talk: Embedding Inclusion into Every Stage of PR with RPIE
By: Sade Teel, MA
Inclusion is not just an option – it’s a vital aspect of the PR function. But inclusion isn’t just a label or a momentary campaign theme; it must be woven into every phase of communication strategy and even within human resources. From hiring practices to internal communications and employee engagement, HR plays a critical role in creating environments where diverse voices are not only represented but genuinely valued. The RPIE model we all know — Research, Planning, Implementation and Evaluation — offers a structured, measurable way to ensure inclusive practices are consistently applied across both external messaging and internal culture.
Let’s talk about how.
1) Research: Start with Honest Listening
Before launching campaigns or crafting messaging, it’s critical to understand your internal and external audiences — especially those whose voices may be missing. A survey of public sector communications professionals revealed that 52% plan to prioritize listening in their 2025 strategies. This approach aims to build trust through open and honest communication, engagement and experience.
To truly commit to honest listening through channels, PR professionals should start by intentionally seeking diverse perspectives and using a mix of qualitative and quantitative tools such as social listening platforms, surveys and media accountability.
Ethical listening involves empathy, respect and accountability, ensuring that audiences feel genuinely heard. AI and sentiment analysis can enhance this process but must be balanced with human insight to maintain authenticity. Leadership should model active listening, while employees should be trained to engage stakeholders meaningfully. Finally, closing the feedback loop by acting on and communicating responses to public input solidifies trust and transparency.
2) Planning: Build Inclusion into the Strategy
Once insights are gathered, they should inform every step of planning — from goal setting to team composition. Setting SMART goals (Specific, Measurable, Achievable, Relevant, Time-bound) ensures that inclusive objectives don’t get lost in broader messaging efforts.
Moreover, when building inclusion into the overall strategy, creating an internal communications campaign to catalyze employee adoption for a new policy or devising an external branding campaign to increase market share, reaching cognitively diverse audiences can be impactful (Fitch, 2025).
Example SMART Goal: Feature four employee or public stories each quarter from varied roles and backgrounds to be distributed via earned, owned, shared and paid media channels.
3) Implementation: Reflect Values in Action
Execution is where many organizations falter — because audiences can spot inauthenticity quickly. It’s more than just a post once a year in celebration of a national month or holiday but a consistent dedication to highlighting inclusion in a genuine way. True inclusion shows up in tone, imagery, accessibility and who gets immersed into the organization. Whose stories are being told through THEIR voices. Let your public relation efforts speak through what you do sometimes, not just what you say. The vision and mission of the organization also helps validate the story you are sharing.
Use inclusive language, accessible design and co-create content with groups rather than speaking on their behalf.
4) Evaluation: Measure What Matters
Finally, don’t stop at impressions or media mentions. Evaluate impact through feedback, sentiment analysis, message penetration and participation metrics. According to PRSA, successful communication strategies require continuous feedback loops and space for voice to influence direction (PRSA, 2023).
Inclusion is not a campaign — it’s a commitment. The RPIE model gives PR professionals a powerful framework to move from intention to action, ensuring that inclusivity is not only communicated — but practiced, measured and lived. Walking the talk starts here.
One of the ways to start this walk is to consider accreditation! Accreditation in Public Relations (APR) is a mark of distinction for public relations professionals who demonstrate their commitment to the profession and to its ethical practice. More information can be found here.
