Why DEI is Leverage for Public Relations Success 

By: Sade Teel, MA

In today’s fast-moving, socially conscious world, public relations professionals have a unique opportunity to leverage diversity, equity and inclusion (DEI) not just as a moral imperative, but as a powerful strategic tool for success. DEI is no longer a trend — it’s a fundamental shift in how brands connect with people. PR professionals can actively drive this transformation by embedding DEI principles into their strategies – since PR professionals are the storytellers of our time. PRSA has taken the stance that we shape narratives, build reputations and foster meaningful engagement between organizations and the public. 

Here are  four  ways research suggests PR professionals can leverage DEI to build stronger brands, foster deeper engagement and drive real results. 

1. Boost Brand Loyalty by Building Authentic Connections

Consumers today are more selective about the brands they support, with a strong preference for those that align with their values. Research in YEAR by McKinsey & Company found that 67% of consumers are more likely to purchase from brands committed to diversity and inclusion. As PR professionals, our role is to communicate these values authentically. It’s not enough to simply promote DEI initiatives; you need to demonstrate how they are embedded in the company’s core mission and actions. 

What PR Professionals Can Do: 

• Highlight your organization’s authentic DEI initiatives through strategic media outreach, press releases and content creation.  Share success stories of how the organization supports diversity and fosters an inclusive culture.  
• Engage in transparent storytelling.  Use authentic narratives that showcase real experiences, focusing on diversity as a key part of your company’s journey. 
• Create a DEI-focused communications plan  that emphasizes tangible outcomes, ensuring consumers see the direct impact of the brand’s commitment to inclusion. 

2. Strengthen Engagement by Showcasing an Inclusive Workplace

A company that embraces DEI internally is not only fostering a healthy work environment but also cultivating an empowered workforce that can act as brand ambassadors. According to Deloitte in YEAR, 83% of employees are more motivated when working at inclusive companies. PR professionals can use this data to highlight the impact of a diverse, inclusive culture, both internally and externally. 

What PR Professionals Can Do: 

• Educate stakeholders on the value of diversity through internal communications.  Share stories of how DEI efforts are enhancing employee satisfaction and collaboration. 
• Leverage employee advocacy.  Encourage employees to share their personal stories and experiences with the company’s DEI efforts on social media, blogs and other communication channels. 

When employees are genuinely engaged and supported in an inclusive environment, they become powerful advocates who can amplify your message externally, turning your DEI efforts into a PR asset.

3. Enhance Crisis Management with Empathy and Transparency

How a company handles crises often defines its public perception. Companies with strong DEI foundations are better positioned to manage crises with empathy, transparency and authenticity — qualities that are essential in times of public scrutiny. The 2025 Edelman Trust Barometer highlights this by revealing that 61% of global respondents experience a moderate to high sense of grievance, feeling that governments and businesses often serve narrow interests, leaving the general populace disadvantaged.  This widespread grievance underscores the necessity for us to address societal issues authentically and transparently to rebuild trust and effectively navigate crises

What PR Professionals Can Do: 

• Apply DEI principles to crisis communication strategies.  Develop crisis plans that emphasize empathy and inclusivity when addressing issues that affect diverse groups. 
• Communicate transparently.  In times of crisis, ensure that your messaging is clear, inclusive and accessible to all audiences, particularly those impacted by the situation. 
• Listen and engage with diverse stakeholders.  Use your PR channels to solicit feedback and input from various community groups to ensure that your response is inclusive and responsive. 

Incorporating DEI into your crisis management strategy not only helps to mitigate damage but also positions the brand as compassionate and responsive to all stakeholders, regardless of background.

4. Fuel Creativity and Innovation by Embracing Diverse Perspectives

Diversity is a proven driver of creativity and innovation. BCG found in YEAR that companies with more diverse management teams generate 19% higher revenue from innovation. PR campaigns benefit immensely from a diversity of ideas and perspectives, especially when those campaigns are aimed at a broad, diverse audience. 

What PR Professionals Can Do: 

• Include diverse voices in the creative process.  Actively involve team members from varied backgrounds in brainstorming sessions and campaign development. 
• Partner with diverse influencers and thought leaders  to amplify your message and ensure that your campaigns reflect the communities you serve. 
• Tailor your messaging.  Create inclusive campaigns that speak to the different values, experiences and challenges of various demographic groups. 

Educating and Empowering Through DEI in PR 

For PR professionals, DEI isn’t just about checking boxes — it’s about embedding inclusivity into the heart of your strategy and communications. DEI is  leverage  that can strengthen brand loyalty, enhance employee engagement, manage crises with empathy and fuel creativity. By using DEI as a tool for PR success, you not only contribute to the social good but also position your brand as one that leads with purpose, authenticity and innovation.