By Candace Allixendir
Candace Allixendir offers a perspective on how we can change the face of PR and help drive real societal change.
We have just wrapped Global Diversity Awareness month and are 18 months past the racial reckoning that shook the world. While companies made public statements and many committed to listening and learning, it’s been well documented that not a lot has changed – socially or in corporate America.
When I reflect on my experience as a professional communicator – especially considering we held the pen on so many of those corporate statements that filled social channels last year – I know there is more we can do to diversify our profession and in doing so, push the companies we work for to stick to the commitments they made.
The public relations industry remains predominantly white and female. As a communicator for over 15 years, working across pharmaceutical and financial services industries, this fact reflects my experience. I’ve had the opportunity to work with tremendous and dedicated communicators, however, if our industry is not diverse, if it doesn’t reflect the populations of our companies, the customers we serve, and the communities where we work and live, then we miss out on an opportunity to ensure the brands we represent build better, go beyond words, and drive action.
So, what can we do? How do we drive diversity and inclusion in public relations? Here are three actions you can take right now to increase diversity in PR:
- Mentorship and sponsorship: I’ve had the benefit of having both fantastic mentors and sponsors. Mentors helped me navigate my career, shared their experiences and provided tremendous advice. My sponsors opened doors, ensured I was stretched in my roles, and advocated for me.
Be intentional about who you are mentoring and sponsoring. Is this group diverse? Make a point of ensuring that those fortunate enough to receive the benefit of your time include racialized professionals. - Recruitment and development: Growing and retaining diverse professionals begins at the recruiting phase. Take a close look at where you are recruiting, what networks you are drawing upon, and if your candidate pools are diverse. Be sure your interviews are not driving for “cultural fit” which often leads to homogenous teams. For help ensuring your candidate pool is diverse, there are several great resources available, including the Code Black Communicator Network and the Black Talent Initiative.
- Assess and take action: Take a look at your team. Is it as diverse as it should be? Acknowledge any shortcomings your team may have and recognize the role that you play in ensuring diversity within PR. Once you’ve assessed then plan for the future by setting clear and tangible goals – that you communicate and measure.
As PR professionals, we often have a seat at the leadership table. We support executive teams, we drive internal conversations, and most importantly, we are the voice – and conscience – of the companies we work for. By ensuring our profession is more diverse and inclusive, we can do our part to change the face of PR and help drive real change.
Candace Allixendir is an award-winning public relations professional with over 15 years’ experience in the field. She has an Honours Bachelor of Arts in English, History and Women’s Studies from the University of Toronto, and a Post-Graduate Certificate in Public Relations from Humber College.
Candace has held progressively senior roles in corporate communications, and has deep experience in internal communications, employee engagement, DEI communications strategy, and purpose and organizational change communications. Connect with Candace on LinkedIn.
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