PRSA’s Theoretical and Data–Driven Approach to Improving Diversity & Inclusion in Public Relations

Abstract

Drawing on the history of advancing diversity and inclusion (D&I) in the public relations (PR) profession and within its organization, Public Relations Society of America (PRSA) designed and executed a three–phase study to assess D&I perceptions. Results from focus groups, interviews, and a survey revealed that: (i) there is a unified view of inclusion, but varied views on diversity among members, (ii) chapters need support to advance their D&I efforts, and (iii) there are opportunities for PRSA to be a change agent for D&I. The paper concludes by discussing the PRSA D&I strategic plan and future directions for scholars and practitioners eager to engage in D&I efforts.