Promoting diversity is
essential to effectively practicing public relations. Public
relations professionals must represent their organizations and clients and communicate
with key stakeholders in a way that best responds to their clients’ needs. When
public relations practitioners incorporate ideas from people with different
backgrounds, they can encompass a wide variety of perspectives. The Society of Professional Journalists offers several tips on preserving diversity.
Defining diversity
Diversity represents groups
of people based on differences in characteristics, such as age, race, gender,
language, and culture. For public relations, diversity means
building relationships with a variety of publics. A public relations
practitioner can improve a corporation’s reputation by reaching out to a
diverse selection of stakeholder publics. Otherwise, an organization can create
a negative reputation if they do not promote diversity. When the public
accused Abercrombie and Fitch of discrimination, the company began a public relations plan that implemented new diversity initiatives to improve sales
and mitigate negativity.
Building diversity
in public relations
To build relationships with an
unfamiliar community, public relations professionals must first develop background.
Ways to conduct preliminary research include:
·
Attend a cultural event.
·
Read flyers and brochures to understand what issues
compel the community the most.
·
Talk to the average person, not just the
self-appointed leaders in the community, in order to get a complete picture.
For instance, if LivingSocial wanted to expand their market
to a new location, a public relations practitioner could utilize the
third tip by interacting with local residents to determine the activities and
businesses LivingSocial should partner with to provide deals.
Communicating
with a different culture
When communicating between
clients and key stakeholders, it is essential to maintain inclusive language.
For example, public relations professionals must use appropriate
language to address people with disabilities, or their insensitivity could
reflect badly upon the organization they represent. The Society of Professional Journalistssays to check appropriate terminology by knowing the National Center on
Disability and Journalism’s style guide. For
instance, “comatose” or “non-responsive” is acceptable, whereas “vegetative
state” is not.
For more information on increasing diversity in the public
relations field, find resources at the Public Relations Society of America.
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