PR firms must first have a diverse team for creating diverse campaigns

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 14, 2020, 5:10 PM UTC

Despite messages centring on Diversity, Equity and Inclusion (DEI), not much progress has been made.

This piece recommends brands need to see beyond race, ethnicity, gender and abilities, and look for additional layers and context to understand various segments of the community. By acknowledging and recognising diverse segments, public relation teams can develop meaningful, insightful and relevant campaigns as well as messaging.

Unconscious and conscious biases can influence a brand’s work, relationship and campaigns in a significant way. PR teams should acknowledge and address both unconscious and conscious biases to achieve DEI successfully.

This can be addressed by taking a DEI-first approach to hiring by being proactive about seeking a diverse pool of candidates. Without a diverse team, it is challenging brands to create effective campaigns as diversity and representation carry significant heft.

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