From Principle to Policy to Practice? Diversity as a Driver of Multicultural, Stakeholder Engagement in Public Relations

Abstract

This study, based on findings from a survey distributed to PRSA members, explores the role diversity plays in public relations practice today and the extent to which an organization’s diversity values contribute to ethical stakeholder engagement. A 2005 report issued by the PR Coalition called on public relations to take a leadership role in strengthening the importance of diversity in American life. These findings suggest that practitioners still support that role, but there remains a steep disconnect between the importance of diversity in public relations and what that means in everyday practice. Diversity as a core organizational value—as evidenced through policies and programs—is crucial to organizational success; conveying those values to stakeholders is also an important part of public relations’ ethical responsibility. The communication strategies and tactics used to do so, however, are limited and indicate missed opportunities for public relations practice generally.

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