Authentic DEI public relations campaigns start with real organizational commitments, then reflect the audience's own voice, tell a story that fits the brand and work through channels the audience already trusts. McKinsey's 2020 Diversity Wins report found that companies in the top quartile for ethnic and cultural diversity on executive teams outperformed those in the fourth quartile by 36 percent in profitability, a correlation and not proof of cause.
Last updated: October 26, 2026. Originally published May 2025.
Summary: how to build an authentic DEI campaign
- Begin with real actions inside the organization, then communicate them.
- Let the audience's own words shape the message.
- Use stories from community members, not speak for them.
- Measure both numbers and the quality of representation.
- Commit for the long term, not for one campaign.
What does authentic DEI in PR mean?
Authentic DEI in PR means creating campaigns that reflect the full range of human experience while working to remove barriers that have historically excluded certain groups. DEI goes beyond representation: it requires systematic changes in how an organization communicates with and about different communities.
Audiences are skeptical of DEI messaging that prioritizes optics over substance. That makes cultural competence and a record of action more important than the wording of any single statement. A team that does not reflect the audiences it speaks to is also more likely to misjudge tone, context or cultural nuance.
How do you build a DEI-centered PR strategy?
You build a DEI-centered PR strategy by examining current practices first, then planning communication that matches what the organization actually does. Internal assessment plays a crucial role: evaluate the current messaging, the composition of the team and the decision-making process.
Communication should reflect genuine organizational values rather than follow trending topics. Align PR messaging with concrete actions and commitments, so that nothing in a statement is ahead of what the organization has done.
What framework helps with pro-diversity messaging?
A simple four-part framework helps PR teams craft a specific pro-diversity message:
- Authenticity - Look for ways your company is genuinely diverse, starting with your own team and its diversity of thought and culture, rather than manufacturing a surface-level veneer of diversity.
- Reflect their voice - If your brand currently lacks diversity of culture or perspective internally, listen closely to what your current and prospective audience is saying, thinking and wanting, and let that shape the message.
- Find your story - Diversity messaging is anchored in story. Test whether your brand's story actually resonates with the audience you are trying to reach, and adjust the language and emphasis if it does not.
- Make connections - Identify the media channels and voices your target audience already trusts, and treat them as partners rather than distribution channels.
How do you create inclusive content and messaging?
You create inclusive content by paying attention to language, imagery and storytelling. The Associated Press Stylebook provides updated guidelines for inclusive language that respect diverse identities and experiences.
Visual representation matters, but authentic representation goes beyond including diverse faces: it requires thoughtful consideration of context, roles and storytelling. These approaches help:
- Use person-first language that emphasizes humanity over characteristics.
- Feature authentic stories from community members rather than speaking for them.
- Include diverse perspectives in all stages of campaign development.
- Ensure accessibility in all communications materials.
How do you measure DEI impact in PR campaigns?
You measure DEI impact with both quantitative and qualitative metrics, so that progress is tracked and the value of the work can be shown.
| Type | What to track |
|---|---|
| Quantitative | Representation in campaign materials; audience engagement across demographic groups; media coverage in diverse outlets; brand sentiment among various communities |
| Qualitative | Authenticity of representation; community feedback and responses; long-term relationship building; internal team perspectives |
What are the common DEI pitfalls?
The most common DEI pitfalls are tokenism and short-term thinking. Tokenism treats diversity as a marketing device instead of a commitment, and audiences often notice. Short-term thinking undermines DEI efforts too, because effective DEI requires sustained commitment rather than one-off campaigns or reactive responses to social issues.
What can past DEI campaigns teach PR teams?
Past campaigns that clearly succeeded or failed help make these principles concrete.
When DEI messaging backfires
Several well-known missteps show what happens when diversity messaging is a surface-level marketing device instead of a reflection of real organizational values.
- In April 2017, Pepsi pulled an ad featuring Kendall Jenner that tried to place the brand within a cultural moment around social movements, after widespread criticism that it was tone-deaf.
- In November 2018, Dolce & Gabbana faced backlash after a video ad series showed a Chinese model struggling to eat pizza and other Western foods with chopsticks. The ads were seen as portraying Chinese consumers as unsophisticated, and the fallout included products pulled from retailers and a cancelled Shanghai fashion show after models and celebrities withdrew.
- In February 2018, then-PepsiCo CEO Indra Nooyi said on the Freakonomics podcast that women snack differently from men. Media coverage dubbed the idea "Lady Doritos," and PepsiCo said it had no plans for such a product. The episode shows how a remark about gender can be turned into a story the company did not intend.
When it works
Wells Fargo's "Learning Sign Language" campaign highlighted the importance of including people with disabilities in everyday public communication, building the message around genuine accessibility rather than a single marketing moment. The common thread across successful DEI campaigns is that the message grows out of an existing organizational commitment, instead of being layered on after the fact.
How do you build authentic community relationships?
Successful DEI initiatives rely on strong relationships with the communities they speak to. Those relationships require:
- Long-term commitment to community engagement
- Regular consultation with community leaders
- Support for community initiatives beyond PR campaigns
- Transparent communication about organizational goals and progress
What training do PR teams need?
PR professionals need ongoing training to develop cultural competence and DEI expertise. Effective training programs should cover:
- Cultural competency and sensitivity
- Unconscious bias awareness
- Inclusive language and communication
- Community engagement strategies
Frequently asked questions
What makes a DEI PR campaign authentic?
An authentic DEI PR campaign grows out of real organizational commitments, listens to the audience's own voice and tells stories from community members, instead of layering a message over a campaign after the fact.
How do you measure a DEI PR campaign?
Measure both numbers, such as representation in materials, engagement across groups and coverage in diverse outlets, and qualities such as the authenticity of representation, community feedback and long-term relationships.
What did McKinsey's Diversity Wins report find?
McKinsey's 2020 report found that companies in the top quartile for ethnic and cultural diversity on executive teams outperformed those in the fourth quartile by 36 percent in profitability. It describes a correlation, not proof that diversity causes the difference.
What is the biggest mistake in DEI communications?
The biggest mistake is tokenism, treating diversity as a marketing device. Short-term, one-off campaigns that are not backed by sustained commitment also weaken DEI efforts.
Conclusion
Creating authentic DEI-focused PR campaigns requires commitment, understanding and continuous learning. Start by assessing current PR practices through a DEI lens, set clear goals and metrics, build relationships with diverse communities, invest in team training and create systems for measuring and adjusting the approach.
