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. By Cassandra Cleveland As a new mom and communications professional, returning to work after maternity leave brought a wave of mixed emotions. The excitement of rejoining the professional realm was tempered by the realization that the communications landscape had evolved during my time away, leaving me with a potential knowledge gap. Determined to bridge […] By Linda Bicho-Vachon I’ve always been a learner. In my former role, I completed my association’s certification program and stayed updated by attending industry seminars. The certification demonstrated that I had the skill and expertise to do my job and gave me confidence to grow my career. When I decided to transition to a […] By Prachi Shailendra As a communications professional who embarked on the Canadian journey in 2019 with over six years of international experience in corporate communications, I vividly recall the challenges and triumphs of breaking into the local job market. I soon realized that for newcomers, success often hinges on more than just a polished […] By Andrea Walasek Dear Readers, It is a pleasure to introduce myself as the Editor-in-Chief of IABC/Toronto’s Communicator publication for 2023-2024. As a dedicated professional who has worked in Public Relations for over 19 years and a proud volunteer with IABC/Toronto, I am happy to bring you the Winter 2024 issue, focused on a topic […] By Matisse Hamel-Nelis Matisse Hamel-Nelis reminds us that IDEA are more than just buzzwords; they are vital principles that can transform the world of communications. In the ever-evolving world of communications, the principles IDEA are gaining increasing significance. When applied effectively, they help foster a more enriched, engaging and impactful communication environment – enhancing meaningful internal […]Return to the Fall 2021 Issue of Communicator
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