D&I Liaisons Amplify Action of Local Chapters
By Shanita Baraka Akintonde, MBA
October 2020
Many PRSA Chapters currently have a D&I liaison, with more continuing to seek to fill these and other crucial volunteer positions.
D&I liaisons play an essential role and stand united in their effort to implement the following tenet of the updated Diversity & Inclusion Chapter Toolkit:
The Chapter D&I liaison, along with Chapter leadership, is responsible for creating and implementing plans to promote diversity and inclusion, explaining the importance of diversity as a key principle within each Chapter and supporting and engaging new and current volunteers of diverse backgrounds.
In addition to these efforts, Chapter D&I liaisons play an integral role in PRSSA membership development in two key areas:
• Many PRSA Chapters, often at the behest of their D&I liaisons, have been lead contributors to the PRSA Multicultural Diversity Scholarship fund. This award annually recognizes young men and women for “outstanding academic achievement and commitment to the practice of public relations.”
In 2019, Chapter D&I liaisons played an integral role in ensuring that the award remained fully funded. In 2020, the D&I Executive Committee, alongside the PRSA Foundation, is working to move the scholarship into a perpetuity process.
• D&I Chapter liaisons are also at the helm of the new PRSA Mentoring Program. Their role is prominent due D&I liaisons. Guiding young professionals of color in their personal and career journey originates from the minds, hands and hearts of each and every PRSA and PRSSA member.
Shanita Baraka Akintonde, MBA
Shanita Baraka Akintonde, MBA, is president of ShanitaSpeaks, LLC. She is a past chair of PRSA’s DEI Committee and the 2022 recipient of PRSA’s D. Park Gibson Award, which recognizes a PR professional who has helped increase awareness of PR within multicultural communities.
