1. Talk, Not Talking Points
Ameres Groves, Maria Nevada, San Juana Paramo, Maya Solarana, Okina Tran
School of Communications, University of Nebraska at Omaha, Omaha, NE 68182
Results
ABSTRACT
Research
The (PRSSA) National Bateman Case Study Competition provides public relations students from across the U.S. the opportunity to apply the skills they have learned from internships and the classroom and implement those skills into a public relations campaign.
In 2019, the PRSA Foundation has created the Diverse Voices Initiative and the book “Diverse Voices: Profiles in Leadership,” in an effort to promote and improve diversity and inclusion in the communications sector. The book includes oral histories of 35 diverse communication professionals.
Our campaign, “Talk Not Talking Points,” focuses on diversity and inclusion in the public relations field with the goal to empower students to use their diverse experiences to improve their academic and professional careers. The campaign also educates communication professionals and promotes the book “Diverse Voices: Profiles in Leadership.”
Our focus group participants, noticed that companies to use diversity and inclusion workshops in response to incidents instead of taking proactive steps to change the culture.
Despite 50 percent of respondents saying companies take diversity and inclusion issues seriously, only 36 percent of respondents believed that diversity and inclusion initiatives at their companies/organizations were effective. In addition, 22 percent of respondents said companies lack diverse and inclusive environments due to limited personal encounters with diverse communities. About 57 percent of survey respondents said companies/organizations can enhance or improve diversity and inclusion through a desire to change workplace culture.
45 percent of respondents believe diversity and Inclusion are important in their companies. With 62 percent of respondents saying that diversity and Inclusion are important to a healthy work culture.
“If you're not willing to reflect on the impact of your actions and you’re looking at the room and you're talking about diversity and inclusion and that's not present, then what are you actually doing. Authentic conversation and authentic reflection is taking time to really reconsider.”- Focus group participant
“The most important first step a company can to take to initiate a more diverse culture is, accept that pursuing employees based on skin tone or sexuality doesn’t equate to professional skill, and understand that forgoing merit-based business practices can hurt your profit margins and customer relations.” Survey respondent
Material/Method
Research
Conclusion and Future Directions
In the public relations and communication sector, a false or misleading mission statement can damage a firm’s reputation. Often, this occurs due to a lack of diversity in an organization that can help understand an increasingly diverse population. The lack of diverse employees and outside perspectives limits the ability of communications companies and organizations to align with the needs of a diverse marketplace which can affect the success of marketing, communications and financial outcomes. The challenges of diversity and inclusion within the communications profession are widely known such as the challenge to hire and retain diverse candidates. When companies fail to provide diversity, they lose employees as well as prospective employees of diverse backgrounds.
Despite current efforts, our research showed that companies still struggle with diversity and inclusion and often lack initiative to take proactive steps to change the culture. Concerted efforts to enhance organizational climate and culture can help companies and organizations care for and represent our increasingly diverse population.
Ensure more concentrated efforts to enact change
Mandate companies and organizations to proactively work towards inclusion and integration of diversity
Spark authentic and moving dialogue on diversity and inclusion among students and professionals to use their diverse experiences to improve academic and professional careers
Talk, Not Talking Points is based on the insight that many people in organizations believe diversity and inclusion are merely talking points instead of topics for authentic and moving dialogue towards progress.
We conducted two focus groups and interviews with stake holders comprised of professionals with backgrounds in communications. These diverse individuals provided insight into the current state of diversity and inclusion in organizations relating to race, ethnicity, gender, sexual orientation and accessibility.
Our team created a survey to gauge peoples’ experiences with diversity and inclusion in the workplace. We used Qualtrics and distributed the survey to stake holders, Nebraska PRSA members, and students in the School of Communication.
References
Chrobot-Mason, D., & Aramovich, N. P. (2013). The Psychological Benefits of Creating and Affirming Climate for Workplace Diversity. Sage, doi: /
Bartkus, B. R. & Glassman, M. (2008). Do Firms Practice What They Preach? The Relationship Between Mission Statements and Stakeholder Management. Journal of Business Ethics, 83(2), ). 
“Diversity is the existence and acceptance of variance within a group, which includes race, ethnicity, gender, sexuality, immigration status, ability, age, religion, class, language, and other factors.” – Survey respondent