Our 101 tips: marketing and public relations series has already focused on PR work, and how it is key to positioning how a brand is seen and by whom. Storytelling is central to the work of public relations consultants and strategists. That is why it is essential to understand if, and how, your communication strategy is including diversity and inclusion-led initiatives in its storytelling.
Diversity and inclusion in PR
What role do diversity and inclusion play in PR work?
Diversity and inclusion are a human rights issue and a business imperative. In recent years, and particularly in 2020, major movements have given voice to historically ignored groups that demand that their voices be not only heard but also represented. Movements which reinforce that diversity and inclusion are not makeshift initiatives or measures, but part of everything we do.
This year, Sherlock Communications has actively sought consultancy and external support from NGOs and collectives to increase its affirmative and inclusive actions and to hear from professionals and people from all backgrounds on how to make our conversations and work truly inclusive.
In all the countries where we operate in Latin America, we have talked to:
1) Empregue Afro, ADIL & Afroféminas
With the Black Lives Matter movement thriving around the world, Empregue Afro discussed racial issues with our Brazilian team, including the best ways to make employees aware of the importance of being an ally in the fight against racial discrimination. The ADIL & Afroféminas organizations discussed the same theme, but with a focus on other countries across the continent.
2) Coletiva Luana Barbosa e Lucía Riojas Martínez, Casa Frida
On Lesbian Visibility Day for Brazil and Latin America, the Collective Luana Barbosa (Brazil) and Lucía Riojas Martínez (Latam) spoke about the date and the importance of really seeing lesbian women around the world.
3) Ponte Acessibilidade e ASOMAS
These companies operate in Brazil and Mexico respectively, offering interpretation in Brazilian Sign Language (Libras) and qualification and / or rehabilitation for people with multiple disabilities, including deafness and blindness.
What we are learning
This is not about Black History Month, International Women’s Day or LGBTQIA + Pride month. It is necessary to instill diversity and inclusion in all campaigns, stories and experiences that companies put forward. It is a matter of adopting a way of working through which diversity and inclusion are considered as part of each arc of history.
For example, the Brazilian black population moves 1.7 trillion reais a year on average, but is represented in less than 10% of the advertisements in the country.¹ The LGBTQ+ community that continues to fight to increase its rights moved approximately US$ 253,000 million in the Latin American economy in 2018. ²
Diversity and inclusion in storytelling goes beyond relations with the media, and can also have an impact on a company’s finances. While revenue gains and data are valuable for proving the value of diversity and inclusion internally, the public does not connect with statistics and logic, but with stories which reflect their history, culture and lived experiences.
It is important to understand that diversity has different definitions around the world, and can cover ethnicity, religion or socioeconomic considerations depending on the region. For instance, in Latin America indigenous people represent 8,3% of the population – approximately 45,000 individuals.³
When it comes to a brand’s communications and engagement, understanding the diversity of its target market is a sure step towards a fulfilling conversation with local audiences, based on trust.
Increasingly, brands need to grasp the power inherent in the telling of stories, and include diverse experiences in their communications. This will positively influence the relationship with their consumers, and enhance brand recognition – and, as we know, brand reputation is now the #1 concern for all shareholders.
Finally, as a first step, organizations and companies should look to hire or consult with a professional in the field when investing in diversity and inclusion.
- Instituto Locomotiva, 2019
- LGBT Capital, 2018
- ONU, 2014
