Navigating DEI in a Divided Climate

In recent months, many companies have scaled back their diversity, equity, and inclusion (DEI) initiatives to avoid association with polarizing topics and the risk of backlash from conservative groups.

From withdrawing from LGBTQ+ workplace rankings to unlinking executive pay from representation goals, organizations are shifting focus to career development and skills, distancing themselves from DEI advocacy.

Amid this backdrop, we posed a question to PRSA’s DEI Committee: In today’s polarized political environment, how can communicators effectively demonstrate the business value of DEI initiatives within their organizations?

“According to a recent Washington Post-Ipsos poll, ‘despite rising tensions over DEI programs, about six in 10 Americans said they’re a ‘good thing’ for companies to adopt.’ And we know organizations’ customers and employees are diverse and are becoming more so. 

In today’s extremely polarized political environment, PR professionals play a critical role in communicating the value of DEI. Within your respective company or organization, it’s important to collaborate with your DEI team to ensure that DEI goals and objectives are clearly defined and aligned with business values. 

Work with your leaders to communicate DEI through aligned actions rather than words alone. Make it imperative that your DEI communications are relevant and meaningful to diverse internal and external audiences.” 

— Thomas Bennett
Senior Vice President
FleishmanHillard

“Our role as communicators is to find common ground, build bridges and foster connections. Given that some topics can be sensitive, we must be strategic in how we approach the conversation.

In the context of DEI initiatives, incorporating a human rights perspective transforms that conversation beyond just promoting diversity or equality. It’s a global concept that is likely to resonate better with diverse audiences. True value is added only when we achieve genuine understanding.

Moreover, our PR initiatives — not just those focused on DEI — must show a positive impact on business outcomes, positioning, credibility and reputation. Those are our strongest presentation assets.”

— Raquel Rivera Torres, APR, Fellow PRSA
Vice President Corporate Affairs
Grupo Ferré Rangel

“I recently attended a conference for Asian Pacific Islander Native Hawaiian Center (APINH) chambers of commerce and business owners. A speaker mentioned, ‘The best teams I ever had were the diverse ones.’

A diverse workforce leads to more innovation, creativity and efficiency. Companies should prioritize DEI initiatives for ROI and business optimization. Leadership must defend these values and resist any attempts at weaponization.”

— Kristelle Siarza Moon, APR (she/her)
Owner and CEO
Siarza

“As we continue to watch the important work of understanding and respecting our differences being challenged, it becomes increasingly important for us, as communicators, to stay the course and be able to articulate the business and moral case for doing so. 

Words are one of the most powerful tools we can utilize for change, positive change, and no matter what we call this work, we must continue. Educate yourself by listening to others, reaching out to those who may not look or think like you, and then listening more. 

Our world is not a monolith, and being able to communicate across divides is the one thing that will connect us. PRSA members can be the leaders in this important quest.” 

— Rene Petties-Jones
President
The National Federation for Just Communities of WNY, Inc.

“Communicators can demonstrate the business value of DEI initiatives by focusing on data-driven results and aligning DEI efforts with organizational goals. We need to highlight how diverse teams drive innovation and improve decision-making. DEI also works as a tool to foster inclusive work environments that reflect customer diversity and market demands. 

Additionally, emphasizing how DEI enhances brand reputation, employee satisfaction and customer loyalty helps tie DEI initiatives to measurable business outcomes. Framing these efforts as essential for long-term growth can foster the business value of the DEI initiatives.”

— Facundo Luque
Senior Analyst
Ernst & Young (EY)

“In today’s polarized political climate, communicators must strategically emphasize the business imperatives of DEI initiatives within their organizations.

These initiatives are not merely altruistic gestures but essential for maintaining competitiveness and seizing market opportunities in a rapidly evolving demographic landscape. Consider the U.S. Latino GDP, which has surged to $3.7 trillion, ranking as the world’s fifth largest GDP — exceeding that of India or the U.K. 

Ignoring such vast economic potential would be shortsighted for any business leader aiming to secure future growth and relevance in today’s dynamic marketplace.”

— Stephen Chavez
CEO, ChavezPR
President, PRSA Los Angeles

 “Demonstrating the business value of DEI initiatives requires a strategic approach that goes beyond general principles and focuses on tangible benefits. In today’s world of mis/disinformation, we can lead with clear communication. 

I maintain the importance of embedding DEI into the mission and values, which, in turn, serves as the bedrock of an institution’s strategic direction. Communicators should engage leadership. Their endorsement lends credibility. Leverage data and research, as these are essential tools for providing trusted counsel.

Encourage open discussions by providing platforms for employees to share experiences and perspectives. Use these insights to demonstrate the positive impact of DEI initiatives. This results in a healthy, empowered and valued staff.”

— Marsha R. Pitts-Phillips, APR
President and Founder
MRPP and Associates Communications
President, PRSA Minnesota

“To effectively communicate DEI’s business value, it’s key to connect the work to your core audiences. Ask yourself: Why does DEI matter to your employees, customers, members or business partners? 

For one client, we highlighted the importance of ensuring every employee and member feels valued and included. Through authentic storytelling, we celebrated the diverse voices that made up their organization while transparently addressing external challenges to diversity efforts. Within two years, employees eagerly served on the Diversity, Equity, Inclusion and Belonging Committee and created three Employee Resource Groups. 

By amplifying employee voices, the organization saw increased innovation, greater member engagement and stronger ties to the community.”

— Candee Wolf, APR, Fellow PRSA
Founder and Principal
Wolf Olson Communications