The DEI Dilemma - PR must shape corporate responsibility.

Public Relations strategies are now crucial in navigating the increasing corporate and government retreat from diversity, equity and inclusion (DEI) amid shifting landscapes.

In just two months, PR practices have become pivotal in addressing DEI policy changes in both the public and private sectors.

This momentum shifted significantly following the election of U.S. President Donald Trump. DEI has become a central issue for his second term in office, and it led to his administration revoking a 1965 Executive Order on DEI programs, framing such initiatives as discriminatory against merit and leadership.

In response, corporate leaders have moved quickly on their programs, justifying their cutbacks using terms, such as "stupid," "wasteful," and "overreach."

Numerous corporations—including McDonald’s, Walmart, Boeing, JP Morgan Chase, Citigroup, Coca-Cola, PepsiCo, Goldman Sachs, Disney, Deloitte, Google, Amazon, and Meta—have now joined the roll-back. However, other companies have been undertaking reviews and changes since mid-last year, when the changes were being telegraphed politically.

Previously, DEI initiatives were seen as essential for promoting equal opportunity, with both the public and private sectors actively setting representation goals and implementing training to foster inclusive workplaces. Some companies have maintained their position on this, including the likes of Costco, Apple, Delta Airlines and Cisco. In fact, Cisco’s CEO Chuck Robbins has said that DEI was not a ‘single issue', but made up of ‘150 different things.’ Although, he did admit that some of them may have ‘got a little out of hand’.

In this complex environment, PR practitioners are crucial in shaping public and employee perceptions, which are foundational to corporate reputation. The DEI landscape is viewed as both a moral obligation and a business necessity. Therefore, perception is critical.

In developing their corporate communication strategies, PR professionals must address not only internal concerns, but also external ones while at the same time ensuring fairness. Their plans must be based on fostering open dialogue, tackling implicit biases, and aligning DEI goals with broader organisational and business objectives.

By adopting such an evidence-based approach and prioritizing transparency, organisations can navigate challenges they face, promote long-term positive change, and enhance their reputation as socially responsible entities.

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