“Diversity” is no longer just a buzzword. According to Andy Checo of Havas Formula and Sabrina Macias of DraftKings, diversity only works if it’s authentic, coming from a place of care and curiosity, not just checking demographic boxes. In a panel hosted by the S.I. Newhouse School of Public Communications entitled “An Industry Evolution: Public Relations in a Diverse and Inclusive Landscape,” Checo and Macias outlined what they expect and hope to see in the future of public relations as an industry. Intertwined with anecdotes and advice, here are the key messages they shared with the next generation of public relations practitioners:
1. Gen Z is raising diversity from a conversation to an integral business practice.
Defining themselves by their work ethic and accomplishments, the open minds of Gen Z are demanding diversity and inclusion of their employers. As the president of the Hispanic Public Relations Association, Checo stressed that the future of diversity will be focused on filling rooms with people from as many different walks of life as possible, bringing together groups of communicators that are skilled in speaking to various types of audiences.
2. Brands say something when they don’t say anything.
Consumers respect a brand that is willing to take a strong stance on a pertinent cultural issue, as long as it is authentic to the mission of the company. Sometimes, staying too quiet makes a brand look out-of-touch or even apathetic. Public relations professionals should evaluate what their audience is looking for and what issues resonate with both parties.
3. The lines are blurring between paid, earned and shared media.
As influencer marketing has blown up, it is not as easy to classify media. That being said, paid partnerships represent some of the most effective campaigns of the last few years. With the rise of sponsored posts and advertorials, it is up to practitioners to find a balance that still feels honest to consumers.
4. Thoughtfulness and empathy should not be ignored.
PR and writing skills can be taught, but passion and eagerness cannot. Practitioners have to dig deeper to really connect with the audiences they are trying to reach, not just talk at them. Macias shared that she feels a responsibility to push the PR industry to be more nuanced, taking the time to evaluate what culture means to different people.
5. Storytelling is king.
Before any other title, PR practitioners are storytellers. They should assume that role with strength, when it comes to communicating with both clients and key publics. Every brand has a story, and it’s public relations that keeps that story relevant and engaging.
In order to create environments that encourage inclusion, Checo and Macias hope that education will foster a pipeline that turns diverse students into diverse public relations practitioners. As the future of the PR industry, it is the students of Newhouse and beyond that will hopefully make their vision a reality. It is through conversations with leaders like those offered by Newhouse Speaks that students can discover issues in their industry that they are passionate about and can be successful in making real change.
1. Gen Z is raising diversity from a conversation to an integral business practice.
Defining themselves by their work ethic and accomplishments, the open minds of Gen Z are demanding diversity and inclusion of their employers. As the president of the Hispanic Public Relations Association, Checo stressed that the future of diversity will be focused on filling rooms with people from as many different walks of life as possible, bringing together groups of communicators that are skilled in speaking to various types of audiences.
2. Brands say something when they don’t say anything.
Consumers respect a brand that is willing to take a strong stance on a pertinent cultural issue, as long as it is authentic to the mission of the company. Sometimes, staying too quiet makes a brand look out-of-touch or even apathetic. Public relations professionals should evaluate what their audience is looking for and what issues resonate with both parties.
3. The lines are blurring between paid, earned and shared media.
As influencer marketing has blown up, it is not as easy to classify media. That being said, paid partnerships represent some of the most effective campaigns of the last few years. With the rise of sponsored posts and advertorials, it is up to practitioners to find a balance that still feels honest to consumers.
4. Thoughtfulness and empathy should not be ignored.
PR and writing skills can be taught, but passion and eagerness cannot. Practitioners have to dig deeper to really connect with the audiences they are trying to reach, not just talk at them. Macias shared that she feels a responsibility to push the PR industry to be more nuanced, taking the time to evaluate what culture means to different people.
5. Storytelling is king.
Before any other title, PR practitioners are storytellers. They should assume that role with strength, when it comes to communicating with both clients and key publics. Every brand has a story, and it’s public relations that keeps that story relevant and engaging.
In order to create environments that encourage inclusion, Checo and Macias hope that education will foster a pipeline that turns diverse students into diverse public relations practitioners. As the future of the PR industry, it is the students of Newhouse and beyond that will hopefully make their vision a reality. It is through conversations with leaders like those offered by Newhouse Speaks that students can discover issues in their industry that they are passionate about and can be successful in making real change.