For PR professionals, diversity, equity, and inclusion (DE&I) is not just a topical focus or buzzword; it is a measure of a brand’s credibility. It shapes how organizations are perceived, how messages land, and whether audiences believe what they hear. When DE&I is woven into both operation and communications, it signals authenticity and builds trust. When it is missing or inconsistent, credibility erodes quickly and reputational risks rise.
In 2025, organizations are evaluated not only on the promises they make but on how consistently they deliver on clear, concise messaging that externally matches what’s happening internally.
PR Club collectively believes that DE&I is not only healthy and ethical, but essential for most organizations to thrive. DE&I initiatives have the potential to strengthen a brand’s public image by fostering trust, enriching workplace culture by creating environments where people feel valued and respected, and contributing to better outcomes for both individuals and the communities they serve.
For PR professionals, embedding DE&I into a communications strategy means making it a natural part of how stories are told, not a standalone talking point. It is about ensuring the message reflects genuine commitment, resonates with audiences, and can be upheld over time. This approach builds understanding, support, and lasting impact.
1. Align With Leadership
Speaking about DE&I without a clear picture of what is happening internally can create serious reputational risk. For example, if a leadership team is making changes (whether that might be expanding, restructuring or scaling back efforts altogether,) promoting a narrative without knowing the details can backfire.
Journalists remember pitches. If later reporting or company statements/actions reveal contradictions, the damage can extend beyond one story to long-term trust with an outlet.
Before addressing DE&I publicly:
- Get clarity from decision-makers on the organization’s current position and plans.
- Hold outreach until there is a unified stance that will not shift mid-campaign.
- Equip spokespeople to handle DE&I questions, even in interviews on unrelated topics.
In today’s media environment, DE&I is often the lens through which broader corporate behavior is judged.
2. Prepare for Every Perspective
DE&I will be viewed differently depending on the audience, and that diversity of opinion can create challenges for communicators. The key is to prepare for those reactions before they happen.
Build out a scenario plan that includes:
- Anticipating difficult questions and preparing responses in advance.
- Framing messages through shared values like fairness, opportunity, and collaboration.
- Creating adaptable talking points for audiences with varying perspectives.
By connecting DE&I to goals most people support, such as innovation, strong teams, and equitable opportunities, you can reduce resistance without weakening the message.
3. Reframe the Conversation Around Shared Benefits
When there is no immediate controversy or crisis, DE&I still deserves space in your PR team’s approach to storytelling. The most persuasive narratives connect initiatives to tangible outcomes everyone can relate to.
Some examples of how you may highlight shared benefits include:
- How varied perspectives spark creativity and problem-solving.
- The link between belonging and employee retention.
- How equitable development programs strengthen leadership.
- The role inclusion plays in reaching and serving diverse markets.
Positioning DE&I this way makes it harder to dismiss as symbolic, political or divisive. Instead, it highlights DE&I’s function in driving both business performance and human wellbeing.
Our Commitment
PR Club supports DE&I because it is right, it works, and ignoring it can cause lasting harm to organizations and the people within them. For PR professionals, success lies in keeping DE&I communications both principled and practical:
- Principled by staying true to fairness, representation, and inclusion.
- Practical by shaping messages that resonate across audiences without losing meaning.
That is how communicators earn lasting trust from the media, the public, and the stakeholders who matter most.
Why This Matters Now
Today, scrutiny is constant. Reporters track which organizations live their values and which step back from them. Employees share experiences publicly. Audiences expect transparency.
Your DE&I narrative cannot rest on assumptions or vague intentions. It must be rooted in truth, prepared for scrutiny, and shaped to build understanding rather than division. For PR professionals, the mandate is clear: treat DE&I with the same care, consistency, and conviction you would demand from the most principled organizations in the world. The question is not whether you will be asked about DE&I, but whether your answer will stand the test of both time and truth. In the end, how you communicate it will not just define the story, it will define your credibility.
This blog was written by Paulino Cardoso, PR Club Board Member, incorporating valued insights from the PR Club Board as well as other industry professionals, including Travis Van Horn, PAN