Our commitment is an oath we are taking both as individuals and on behalf of the companies we represent.
Join us in our commitment to make an impact on the industry.
The organizations that make up the Alliance have D&I initiatives that assist the broad spectrum of diversity profiles including gender, ethnic, and generational diversity as well as LGBTQI, veteran, and differently-abled communities. While we know there’s work to do in all those areas, the Alliance is currently prioritizing people of color as supported by the data, as well as the countless anecdotes from diverse leaders in the profession. Those who come from diverse backgrounds are disproportionately affected, so to make the biggest impact we will focus our efforts while continuing to advocate for diversity, equity and inclusivity for all diverse stakeholders.
The Diversity Action Alliance will not share any of your organization's data with any other party. As an honest broker, the Alliance will aggregate, and report industry-wide data only which will be broken down by organization size (large, mid-size, small, boutique) and type (agency, corporate, non-profit, government, independent consultancy).
To Note: For Chief Communications Officers and those who are leading communications departments, data requested is only for the communications department, not for the entire organization. This will be reiterated upon data request.
Yes, each year, your organization will need to commit to the entire pledge. This does not mean your organization meets all of the commitment requirements today, just that you are actively working toward each of the commitment items.
Success will be measured by our promises to:
1. Drive high-impact change toward shared goals
2. Measure the profession’s progress with consistent, comprehensive metrics
3. Provide regular progress reports to our stakeholders
The Alliance will issue an annual impact report each year. The Year One (2020) annual report will give an overview of progress, alliance-led or supported initiatives and will layout the state of the industry as determined by the benchmarks. Beginning in Year Two (2021), we will report on the industry progress using Year One benchmark data as a starting point.
Yes, if your team has PR and communications professionals, you are a stakeholder. The Alliance invites organizations from all aspects of public relations including those that span across the corporate, agency, academic, independently-owned, non-profit and government sectors.
The Diversity Action Alliance is a coalition that specifically brings together leaders of the world’s top public relations organizations in pursuit of an urgent and critically essential goal: to achieve continuous improvement for under-represented groups as measured by recruitment, retention and representation in management by 2025.
As we strive to achieve truly meaningful and tangible change, Alliance members will work hand in hand - ongoing - to create a community that is consistently inclusive, grounded in opportunity and one that cultivates a sense of equality and belonging. Further, the Alliance will collect data and set benchmarks and a reporting structure, holding ourselves accountable for achieving a more diverse and inclusive U.S. PR industry within the next five years, while yielding sustainability year over year.
According to the Bureau of Labor and Statistics, the US PR industry is 87.9 percent white, 8.3 percent African American, 5.7 percent Hispanic American and 2.6 percent Asian American.
Compare that with the nearly 40 percent of the U.S. population not being Caucasian and demographic trends indicating that between now and 2030, whites as a proportion of the population will get smaller, and the minority groups will all keep getting bigger.
All stakeholders - brands, clients, agencies, current and prospective PR professionals (at all levels), students and donors - have the responsibility of ensuring our industry is cast with the talent that reflects the America we serve, and that that talent is mentored and given opportunities for growth - both professionally and financially.
As best expressed by Dr. Martin Luther King, Jr. at the March on Washington, “We are now faced with the fact that tomorrow is today. We are confronted with the fierce urgency of now. In this unfolding conundrum of life and history, there "is" such a thing as being too late. This is no time for apathy or complacency. This is a time for vigorous and positive action.”
Studies continue to show that the PR industry is predominantly white. While there have been praiseworthy efforts and progress in the advancement of diversity and inclusion across our industry there is still a significant amount of work to be done to ensure our talent - their backgrounds, culture, perspectives and experiences - reflect the consumers we strive to reach and engage.
As brand builders it's important that the content, experiences and communications we put out in the world represent and authentically connect with the diverse America we seek to engage. The way to ensure we're doing this is to have diverse perspectives and voices at the table. The representation in the room must mirror the markets and the people we serve. With ethics and integrity at the core of what we do, this is a moral imperative and much as it is a business one.
The Diversity Action Alliance (DAA) is a coalition of Public Relations and Communications leaders joining forces to accelerate progress in the achievement of meaningful and tangible results in diversity, equity and inclusion (DE&I) across our profession.
Sign the commitment as an individual and then encourage the leadership in your organization, communications department or agency to navigate to the website, learn about the Diversity Action Commitment and Alliance, so that they can sign on behalf of the organization.
The Diversity Action Alliance will not share any of your organization’s data with any other party. As an honest broker, the Alliance will aggregate, and report industry-wide data only which will be broken down by organization size (Large, Mid-Size, Small, boutique) and type (agency, corporate, non-profit, government, independent consultancy).
The commitment will be reviewed and re-signed by each organization annually to keep the goals and focuses top-of-mind and relevant. Each year, the Steering Committee will review the metrics, evaluate whether we are set up for success and track our progress.
The commitment was created by leaders from the major industry associations with input from stakeholders from across the corporate communications and public relations profession.
The Diversity Action Alliance is specific to the corporate communications and public relations industry. The available contacts and resources, shared best practices, and tracking of progress will be tailored to communications professionals.
Whether you represent top leadership at your organization or are signing the commitment as an individual, you can join the Alliance by clicking on "Sign Commitment" in the navigation bar. Read through the three pillars of action in the commitment and take the oath by signing the form below. Be sure to indicate that you are signing on behalf of your organization by clicking the checkbox, or leave it empty if you are making a personal commitment. Note that if you sign on behalf of your organization, you do not need to fill the form out twice - we will capture your signature for both you and your company or communications department.
There is not a financial obligation to signing the commitment or becoming a member. Best practices in other sectors show there must be commitment from the top. This commitment is meant to enlist the leaders of our profession to act in solidarity in pursuit of a vitally important and widely shared goal.
While reflecting the U.S. Market by 2025 is our long-term goal, the action-oriented commitment and regular progress tracking will drive incremental progress or point to where not enough progress is being made.
This coalition is intended to drive high-impact change from the top of each organization and position the PR profession as a leader in inclusive culture. We encourage you to forward information about the Alliance to your top PR/communications management to inspire your organization’s leaders to get involved and commit to action.
We know that the path to a diverse and inclusive culture is not the same for every company. The Alliance website will have a resource page that pools a variety of best practices, strategies and tools from its members ongoing in order to help foster a diverse, equitable and inclusive culture for your organization. Resources and tools are supplemental and not prescriptive. It will be crucial for each organization to tailor its DE&I Strategy to its unique needs.