Becoming a PR Agent of Change
By Sia Papadopoulos, Class of Spring 21
The communications and PR industry has an opportunity to be agent of change in advancing diversity, equity and inclusion (DE&I). As conversations of DE&I have surfaced and organizations have been in the spotlight, the role of the communicator is more crucial than ever. More companies and organizations made commitments and statements to being allies. 2021 can be a year of substantive change — that’s if we can get more BIPOC seated at the table.
Becoming a true agent of change takes work… daily work.
Self-reflection
I didn’t realize that when I entered this industry that my personal passion would be reflected in everything I did. I remember making a commitment in high school to not stay silent. To be an active voice for my boyfriend, my friends and those around me. A voice in anti-racism and social justice. This meant having uncomfortable conversations with the people in my personal life and calling out racism and microaggressions when I saw it.
I grew up surrounded with people who didn’t look like me. People with different ideas, opinions, perspectives and experiences. I saw first-hand how my skin colour “protected” me from experiencing. My white privilege prevented me from ever experiencing things that my friends did. I was never followed, never wrongfully accused and never doubted.
I believe a major step in becoming an agent of change within any organization you choose, starts with looking inward and become an agent of change within your own household. It truly does start at home. This will require self-reflection, looking in the mirror first. Being honest about internal biases and actively committing to intentionally listening and learning. A short list to help in the self-reflection process is in an article written by Hannah Sung, discussing four ways self-reflection can help combat racism: accept that you might hold racist views, understand that it’s your job to learn, know when and with whom to have conversations and listen more than you speak.
My role as a communicator
This year I learned that authenticity is an important part of PR. Being authentic in your commitments, goes beyond just communicating them. It takes actionable steps and a lot of accountability. An article written by PR Daily talked about how communicators need to push back when organizations desire to make DE&I solely a communications issue. A commitment to DE&I goes beyond asking the PR person for the right words to say.
In addition, the PR industry itself has an opportunity to advance DE&I within. Not only are we at the forefront of DE&I messaging but having tough conversations about our own industry is in important first step. Daniel Tisch, CEO of Argyle wrote an article on turning conversation into action. He argues that dialogue alone is not enough but moving towards thoughtful, purposeful and strategic action is more important.
Beyond the role of the organization, I believe it is important that each and every one of us considers our own moral responsibilities as citizens and as communication professionals. I wrote this in one of my journals a few months prior, but I believe setting personal commitments and goals is important in advancing DE&I in the PR industry. It not only holds you accountable, but it acts as a guide in the professional work you do. Some of my commitments:
1. Finding organizations that possess a strong commitment to DE&I:
It’s sometimes easy to communicate this commitment publicly. I mean it is what consumers have been pushing for. But what does the organization look like internally? Are they doing enough for their employees? Creating safe spaces? Have ethical, diverse and inclusive hiring practices? Open to different perspectives and ideas? It is important to me to find organizations that are actively taking steps to advance DE&I.
2. Representation in communication campaigns:
Whenever I am involved in planning and executing campaigns, I believe it is important to make sure that the strategies employed are inclusive. Genuinely considering DE&I in campaigns and not just as a way to “look good”. But instead thinking about how I can engage my audience in inclusive and diverse ways.
3. Create media lists with diverse journalist:
I believe it’s important to create genuine relationships and connections with BIPOC journalists. Intentionally seeking out diverse outlets and journalists when pitching stories is one way to advance DE&I in media relations work.
4. Never stop learning:
There will never be a time when I will stop learning. Being intentional about the resources I seek and actively choosing to be educate myself on topics in order to take appropriate or needed steps. This also includes recognizing internal bias and acknowledging my white privilege.
5. Speak up:
I know I have a part to play in ensuring that wherever I work, DE&I is always considered. Being bold to speak up and call out missteps, or firmly pushing back on efforts that are clearly advancing more systemic issues.
6. Intentionally listen:
Recognizing that I do have privilege and an advantage being a white woman in PR, it is important to decipher when it is time to speak and when it is time to listen. Surrounding myself with diverse people with diverse opinions, perspectives and ideas with intentions to listen and learn.
Looking ahead
One of my favourite projects of the year was based off a Storyworks project where my classmates highlighted the importance of DE&I in the PR industry. Their campaign, “The Future of PR Looks Like Us” was a much-needed conversation in ensuring that different voices were amplified and encouraged in PR.
Their campaign involved a podcast series that explored diverse voices influencing the PR industry. The team ended the series by emphasizing the bright future PR professionals and students see for the growing diversity within the industry.
The conversation definitely doesn’t end here. We must continue to have tough conversations with ourselves, others and in our industry to prioritize DE&I in everything we do.
