Guest blog by By Flo Powell, Joint MD at Midnight Communications
I’m a firm believer that no good idea has come from a room full of the same type of person.
Most of us intuitively understand that a diversity and inclusion (D&I) policy is beneficial for both business and society. It’s not just a moral imperative – it’s a strategic advantage for companies looking to innovate and thrive in today’s competitive landscape.
Beyond being the right thing to do, a diverse workplace filled with employees from various backgrounds, skills and experiences fosters innovative and creative ideas, driving business growth. Such environments encourage the sharing of unique perspectives, helping businesses stand out from those with a more homogeneous culture.
Why your PR strategy needs a Diversity & Inclusion overhaul
Let’s face it, in 2024, D&I initiatives should be a baseline expectation for any forward-thinking company. Yet, it’s astonishing how many organisations still get the messaging wrong. Many lack the metrics to substantiate the ‘inclusive’ stock imagery plastered across their latest website refresh, for example. Others emphasise inclusivity in certain areas while overlooking glaring biases in others. The truth is, we don’t always have all the answers and even the best intentions can sometimes backfire.
But it’s worth working hard to get it right. Companies with robust D&I policies – supported by strong internal and external communication strategies – not only attract top talent but also demonstrate higher profitability. Research by McKinsey shows that the most diverse companies outperform their peers.
Despite these benefits, outdated stereotypes and biases still persist, underscoring the ongoing need for advocacy. For instance, the myth that women lack ambition continues, despite evidence showing otherwise. McKinsey’s findings reveal that a significant majority of women aspire to senior leadership roles.
Similarly, embracing racial and ethnic diversity correlates with financial success, yet disparities in inclusion persist, particularly for black employees. McKinsey also reported that companies in the top quartile for racial and ethnic diversity were 35% more likely to have financial returns above their respective industry medians. However, Black employees experience lower inclusion than their peers at most levels.
We’re also increasingly recognising the value of neurodiversity and different abilities, challenging antiquated notions of capability and highlighting how diverse perspectives can drive organisational success. What’s clear is that ‘winging it’ won’t work – and public relations (PR) and communications need to be up to par or they can do lasting damage.
The dangers of tokenism in your PR strategy
Effective communication around D&I is crucial for businesses aiming to connect with diverse audiences and stakeholders. It’s also an effective way to stand apart from less progressive competitors. However, capitalising on a D&I profile is not without its dangers. Insincere or superficial efforts can backfire significantly. When businesses tout their diversity and inclusion initiatives, they must ensure these claims are backed up by genuine, sustained efforts and measurable results.
If a company is perceived as engaging in ‘tokenism’ – making only minimal or symbolic efforts to appear diverse and inclusive without fostering a truly equitable environment – it can damage its reputation and erode trust among employees, customers and stakeholders. For instance, if a company highlights its diverse hires but fails to support these employees through equitable opportunities for advancement and inclusive workplace practices, it may face backlash and accusations of hypocrisy.
In today’s digital age, where information spreads rapidly, any discrepancies between a company’s stated D&I commitments and its actual practices can be quickly exposed. This can lead to PR crises, legal issues and a loss of consumer trust.
Companies must also be cautious about over-promising and under-delivering on their D&I goals. It’s essential to set realistic, achievable targets and communicate progress transparently. By doing so, businesses can build credibility and demonstrate a genuine commitment to creating a diverse and inclusive environment, rather than merely using D&I as a marketing tool.
The power of press coverage
Media coverage not only boosts business visibility but also enhances credibility and trust among consumers and search engines. Securing coverage in reputable media outlets extends a firm’s reach and reinforces its authority in the market. It’s also worth remembering that media exposure generates quality backlinks that improve search engine optimisation (SEO) performance, signalling to search engines the credibility of the business’ online presence.
To capture media attention effectively, businesses need to craft stories that resonate with journalists and highlight their commitment to D&I. Newsworthy stories are timely, relevant and impactful, offering fresh perspectives or addressing current societal issues. Stories that showcase successful D&I initiatives or community engagement efforts are particularly compelling, resonating with audiences and journalists alike.
Conversely, journalists tend to avoid stories that are overly promotional or lack substance. Pitches that don’t offer a clear value proposition or fail to align with the journalist’s audience are likely to be overlooked. Therefore, understanding the nuances of what makes a story newsworthy is crucial for businesses aiming to capture media attention.
PR strategies for success
PR agencies like Midnight Communications specialise in deploying strategies that elevate brand reputation and achieve business goals. We use a plethora of tactics, such as newsjacking, where brands leverage current events to insert themselves into relevant conversations, or strategic press releases to targeted media outlets to effectively amplify organisational achievements and community involvement.
Another tactic that can have strong results when purposefully and properly executed is thought leadership. Fostering thought leadership in D&I is essential for businesses looking to distinguish themselves. By positioning spokespeople as experts in the field, companies can leverage their insights to drive meaningful conversations and establish credibility. Platforms like Google and LinkedIn prioritise content from recognised experts, making it crucial for firms to invest in developing their spokespeople’s online profiles and contributing authoritative content.
Securing interviews for key spokespeople provides significant exposure, allowing them to share their expertise, humanise the business and connect with the audience on a deeper level. Each of these tactics requires a strategic approach and a deep understanding of both the media landscape and the business’s unique value proposition.
Agencies like ours can help businesses develop their thought leadership profiles. Agency-side writers and strategists help distil business leaders’ thoughts, ensuring they break new ground and stand apart from their peers.
In a world stuffed with AI-generated corporate ‘word soup’, there’s a real opportunity to elevate business leaders and get them recognised as original thinkers in their field.
Media training: essential for authentic Diversity & Inclusion communication
Of course, effective communication is foundational in media interactions. Media training equips spokespeople with the skills to articulate key messages clearly and confidently, navigate interviews adeptly and cultivate positive relationships with journalists. Avoiding missteps and effectively managing media interactions ensures that businesses can convey their commitment to D&I authentically and effectively.
By understanding the needs and constraints of the media, spokespeople can provide more relevant and timely information, fostering goodwill and encouraging more favourable coverage. Avoiding gaffes, such as the one made by Gillian Keegan MP in 2023, when she was caught swearing on camera over the crumbling concrete crisis, requires careful preparation and practice, both of which are core components of media training.
There’s no going back or kicking the can down the road. For businesses aiming to make a mark in an increasingly diverse and interconnected world, mastering D&I and its associated communication strategies has never been more crucial.
Watch This Sp_ce clients get a discount for Midnight’s media training so make sure you quote us when booking. For more information, please visit www.midnight.co.uk or email hello@midnight.co.uk.
