As more American companies embrace dedicated Diversity, Equity and Inclusion (DEI) initiatives, they’re baking it into everything they do. From efforts by fast-food chains to increase diverse franchisee ownership of U.S. restaurants through low-interest loans, to a freight transporter in Connecticut being the first company in the industry to establish a DEI office, promoting these initiatives is important to build relationships and goodwill.
Here are a few things to keep in mind when incorporating DEI initiatives and research into a PR plan including thought leadership, social media, messaging and media outreach:
- Stick to what you know: Develop bylined articles on a topic you are already an expert in. For example, an edtech company can draft an article about ways higher ed institutions can improve DEI efforts to attract and retain students.
- Prioritize the cause: Stay away from self-serving outreach. DEI initiatives exist to create an inclusive, welcoming environment for all – they shouldn’t be used as a stunt to edge out the competition. The key is to focus on the cause, be genuine and be respectful.
- Stick with it: Being a diverse, equitable and inclusive company should not be a fleeting priority or one that only lasts long enough to send out a press release. Instead, build DEI messaging into ongoing efforts across the organization.