Our Position on DEI for PRSA and PRSSA Members

Dear PRSA and PRSSA Members,

At the Public Relations Society of America (PRSA), our commitment to diversity, equity and inclusion (DEI) is unwavering. In recent years, DEI initiatives have become vastly criticized and often weaponized, leading to confusion among the general public. This has resulted in companies and organizations reconsidering or even retreating from their commitments due to shifting political and social pressures. Despite these challenges, PRSA remains steadfast in our belief that DEI is not a passing trend — it is fundamental to the future of public relations, business and society.

Today, we want to address a question we’ve heard from many PRSA members: "What does diversity, equity and inclusion mean to PRSA in the current landscape?" The answer is simple — DEI is who we are, and it is core to the values of PRSA.

Our Name Reflects Our Mission and Values

Since its inception, PRSA has played a pivotal role in advancing a more representative, equitable and inclusive public relations profession. Our organization is a reflection of the industry we strive to shape. Rather than bowing to ongoing external pressure to dismantle DEI efforts, we will focus on ensuring our members, partners and the next generation of PR professionals who rely on PRSA’s leadership have the necessary resources to thrive in our profession.

Research consistently shows that diverse teams drive better business outcomes. A study by McKinsey & Company found that companies in the top quartile for ethnic and gender diversity are significantly more likely to outperform their peers financially. Similarly, research from Harvard Business Review highlights that inclusive organizations are more innovative, resilient and successful. Another more recent study from The Harris Poll shows that, despite the political backlash, 61% of Americans today recognize the positive impact of diverse teams on organizations, and 75% want to see more work on diversity to ensure everyone is advancing. 

Yet, the reality remains that PR and communications professionals from underrepresented communities continue to face barriers to advancement. The 2023 Diversity Action Alliance Report revealed that while 25% of entry-level PR professionals are people of color, only 14% reach the senior executive level. These statistics underscore why our work matters now more than ever.

The Role of PRSA in Leading the Industry Forward

PR professionals are the storytellers of our time. We shape narratives, build reputations and foster meaningful engagement between organizations and the public. As communicators, it is our responsibility to not only reflect the world as it is, but also to drive the change needed to create a more equitable future.

PRSA will continue to:

• Provide actionable resources to help PR and communication professionals integrate DEI principles into their work.

• Host meaningful conversations on the evolving DEI landscape and how we can drive impact.

• Celebrate diverse voices and ensure that underrepresented professionals have a seat at the table.

• Support PRSA and PRSSA members, including those in states where DEI efforts face legal and political challenges.

We recognize that some of our PRSA and PRSSA Chapters operate in states where DEI policies are under attack. To our colleagues and students in these regions, we see you, we support you and we will provide the tools and guidance necessary to navigate these challenges — while staying true to the principles of fairness, representation and inclusion.

Standing Firm for Today, Tomorrow and Always

PRSA is not here to follow trends — we are here to lead. Our organization, our mission and our values remain unchanged because the work we do is far from over.

To our members: Whether you are looking for DEI best practices, educational programming or simply a community that values equity and inclusion, PRSA is your home. In the coming weeks, we will be rolling out additional DEI resources to help you integrate these principles into your work and professional development.

One example is today’s PRSA’s Member Mondays session — open to all members and all nonmembers — which will focus on DEI, and what communicators should do to navigate today and tomorrow. (Register using this link; a replay also will be available.)

We encourage you to join in our mission, engage in conversations, and advocate for a profession that welcomes and uplifts all voices. The power of PR lies in our ability to inform, inspire and ignite change. Together, we can ensure that diversity, equity and inclusion are not just ideals we aspire to but principles we live by.

Thank you for your commitment to PRSA, to DEI and to the future of our industry.

Sincerely,

Ray Day, APR, 2025 PRSA Chair, and the PRSA DEI Executive Committee