In a world that is increasingly connected, diverse, and vocal, public relations (PR) professionals carry a powerful responsibility: to reflect the world as it truly is. At its best, PR shapes narratives, influences perceptions, and amplifies voices. But with that power comes the question we must all ask: Are we telling everyone’s story?
Despite the progress made in recognizing the value of diversity in PR, there remains a significant gap between intention and execution. True inclusion isn’t about optics or checking a box—it’s about building campaigns and stories that represent the full spectrum of human experience.
The State of Diversity in PR Today
Public relations, like many industries, has historically been shaped by dominant cultural voices—often white, male, and Western. This has resulted in a narrow range of perspectives being centered in campaigns, media outreach, and brand narratives.
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While the industry has made strides toward greater representation—both internally within PR teams and externally in the voices and faces used in campaigns—many marginalized communities still feel left out, tokenized, or misrepresented.
According to multiple industry studies, PR teams still lack diversity at leadership levels, and many campaigns are created without the input of the communities they aim to portray. As a result, storytelling often feels manufactured rather than authentic.
What Happens When Stories Are Missing?
When the voices of certain groups are excluded—be it due to race, gender, disability, class, or identity—the public narrative becomes skewed. The consequences go far beyond poor representation:
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Audiences feel unseen and unheard. People want to see themselves reflected in the media they consume. When they’re left out, they disengage or distrust the brand.
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Campaigns miss the mark. Without input from diverse perspectives, PR efforts risk reinforcing stereotypes, promoting harmful tropes, or simply failing to connect.
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Brands lose relevance. In today’s social landscape, audiences expect brands to be inclusive and culturally aware. Failure to do so affects loyalty and brand equity.
In short, if you’re not telling everyone’s story, you’re not telling the whole truth.
Diversity vs. Inclusion: Understanding the Difference
It’s important to distinguish between diversity and inclusion in PR:
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Diversity refers to who is represented in images, voices, and teams.
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Inclusion refers to how those people are involved, whether they have power, influence, and respect in the process.
A campaign may appear diverse on the surface, but it still excludes the very people it features from having a say in the message. Representation without participation isn’t enough.
Who’s Missing from the Story?
To assess whether we’re telling everyone’s story, PR professionals must critically evaluate which voices are consistently left out. These might include:
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People of color, especially Indigenous and Black communities
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LGBTQ+ individuals beyond token roles
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Persons with disabilities (visible and invisible)
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Immigrants and non-native language speakers
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Older adults and youth voices
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People from lower socioeconomic backgrounds
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Neurodivergent individuals
Too often, these groups are either left out entirely or included in ways that are superficial or stereotypical.
How to Tell More Inclusive Stories in PR
To close the gap between diversity goals and authentic storytelling, PR professionals must take action at every stage—from strategy to execution. Here’s how:
1. Start with Who’s in the Room
Inclusion begins behind the scenes. Build diverse PR teams that reflect a range of backgrounds and perspectives. A diverse team is more likely to recognize blind spots, challenge assumptions, and build more representative campaigns.
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2. Centered Lived Experiences
Rather than speak about underrepresented communities, amplify stories from them. Use real voices and real experiences as the foundation of your storytelling. This includes direct quotes, user-generated content, testimonials, and interviews.
3. Engage in Co-Creation
Bring community members into the creative process—not just as subjects but as collaborators. Let them shape the narrative, provide feedback, and share their insights. Co-creation leads to stories that are more authentic and respectful.
4. Be Mindful of Language and Imagery
Words matter. So do images. Avoid language that reinforces stereotypes, erases identities, or speaks from a place of privilege. Use inclusive language, accessible design, and visual representation that reflects real-world diversity.
5. Avoid Tokenism
Token representation—featuring someone simply to appear diverse—can do more harm than good. Audiences can sense when inclusion is performative. Make sure every voice and image in your campaign has meaning and context.
6. Hold Space for Nuance
Communities are not monolithic. Don’t try to squeeze complex identities into neat categories. Embrace the full range of stories within any group—joy, struggle, resilience, love, conflict, and everything in between.
7. Be Willing to Listen and Learn
If you get something wrong, own it. Inclusive PR isn’t about being perfect—it’s about being accountable. Learn from mistakes, seek out diverse feedback, and commit to doing better over time.
The Long-Term Value of Inclusive Storytelling
When PR teams tell everyone’s story—not just the most visible or palatable ones—they open the door to deeper connection, broader engagement, and lasting impact. Brands that do this well see benefits that go beyond media metrics:
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They earn trust. Audiences respond to honesty, vulnerability, and representation.
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They build loyalty. People support brands that reflect and respect their identities.
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They spark change. Inclusive storytelling can shift public perception, challenge norms, and create real-world progress.
Real-World Examples
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Nike’s “You Can’t Stop Us” campaign spotlighted athletes from various backgrounds—including Paralympians and hijabi women—highlighting both diversity and unity in sport.
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Google’s “Year in Search” included terms like “how to be anti-racist” and reflected the global hunger for justice, equity, and awareness.
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Dove’s Real Beauty campaign challenged traditional beauty standards by featuring women of all ages, sizes, skin tones, and abilities.
These campaigns worked not just because they looked diverse, but because they felt real. They told stories that resonated across communities.
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Conclusion: A Call to Tell Better Stories
The question, “Are we telling everyone’s story?” isn’t a one-time consideration. It should be asked continuously, with honesty and humility.
PR professionals have a responsibility to move beyond tokenism and toward transformational storytelling. That means creating space for the stories that haven’t been told enough, listening to those on the margins, and ensuring that representation is woven into every part of the process.
Because at the end of the day, diversity in PR isn’t just about who’s visible—it’s about who’s valued.
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