Transforming PR: Thoughts on CIPR’s Equity, Diversity, and Inclusion Strategy

In the dynamic world of public relations, embracing diversity and inclusion isn’t just about buzzwords – it’s a critical move towards progress. Representation matters, now more than ever. I am a middle-aged gay, white, male who grew up happily as part of a lower-middle class family in small-town North Carolina. Coming of age in the 1990s my first introduction to PR in pop culture was the character Eddie Monsoon from the BBC TV show Absolutely Fabulous. The show was riotously funny at the time, but it's pretty problematic by today’s standards. Eddie’s over-the-top portrayal of PR made it seem like a distant, cosmopolitan, glamourous world that would be unwelcoming and unattainable for someone like me.

Eddie was like the poster child for everything that was wrong with PR. Her flashy antics and self-centred approach painted a picture of an industry that seemed racist, out of touch, amoral, and elitist. It didn’t exactly make me think, “Hey, this could be a career for someone like me.” But times have changed, and thankfully, so has the narrative.

This week, we are celebrating a major milestone – the launch of CIPR’s first ever Equity, Diversity, and Inclusion strategy. Let’s talk about why this is such a game-changer for the industry.

Strategy in Action

CIPR’s new Equity, Diversity and Inclusion strategy is like a breath of fresh air. It’s not just words on paper; it’s a commitment to making real changes. The CIPR is focusing on actions it can take for its governance, staff, volunteers, members, the whole profession, as well as private, public, and third-party leadership. For each area there are concrete steps which will make a difference. Let’s break down some of the key points that hit closer to home for me, as a member:

1. Breaking down walls

This strategy is all about tearing down the walls that have kept folks on the outside looking in-whether those barriers are visible, or not. It creates opportunities for people to thrive, and consciously reaches out to demographic groups it has historically overlooked.

2. Change from within 

I am proud to be part of a profession that is ready to shake things up from the inside. The strategy puts the onus on mirroring. Members and staff have to display the behaviours that they want to see across the profession and in their organisations. It’s about leading to inspire change.

3. Amplifying voices

The steps in this strategy, if followed through, will identify, recruit, and give a platform to voices that do not often get heard. Through training, data collection, and controls, the output from and engagement with the CIPR is likely to be very different.

4. Creating a welcoming space

The strategy’s focus on inclusivity across its key audiences is important. Make no mistake, this strategy is about driving a sense of belonging across the industry for everyone, and that is a powerful thing if you want to build, develop, and sustain our industry.

A forward-focused vision

We’re potentially standing on the bring of a new era in public relations. If the CIPR follows through and takes the steps outlined in the strategy in a timely manner, it will enable a significant evolution of the profession. The strategy is not just words on paper; it is a catalyst for change, a roadmap to a PR landscape where authenticity, acceptance, and genuine connection thrive.

Let’s leave behind the misconceptions and stereotypes of the past, and constrain the likes of Edina Monsoon to the history books. The CIPR is leading us towards a new horizon, one where diversity isn’t just acknowledged, but celebrated and integrated into the very fabric of the industry. As someone with protected characteristics sometimes at odds with the world, I am excited to be part of this work. The CIPR’s Equity, Diversity, and Inclusion strategy isn’t just a milestone; it’s a commitment to belonging and the promise of a more authentic future.

Find out more about the CIPR's Equity, Diversity, and Inclusion strategy.

John Clegg is a Chartered PR Practitioner, internal communications and engagement manager at HR Wallingford, and chair of the CIPR Not-for-Profit committee. 

John recently spoke to Influence about why he volunteered through the Chartership Support Buddies scheme to support other practitioners prepare for the prestigious accreditation.