Companies that want to stand out from their crowded markets and reach their target audiences need to utilize PR strategies.

That way, they’ll become a lot more efficient at engaging and retaining their customers over a long period of time.

Diversity

There are plenty of different elements to go into creating an effective and successful public relations campaign, but a couple of the core elements are inclusion and diversity.

In fact, even when public relations or a marketing campaign isn’t as successful as it was meant to be, most of the time it’s due to the lack of inclusion and diversity in it.

However, it’s important to know that diversity isn’t simply focused on creating ads or messages that will effectively represent customers from a variety of different backgrounds.

Companies that want to create successful public relations and marketing campaigns need to be taking into consideration the various characteristics of each segment of their target audiences. But, when it comes to these types of campaigns, companies also have to work with a diverse set of people during the creation process.

This type of diversity and inclusion will help businesses ensure that all of the promotional efforts they utilize will be reflecting the target audience and the overall society that they are a part of.

It also helps in avoiding any offensive references to gender, race, religion, or sexual orientation which means the target audience is going to be a lot more likely to respond and engage with that campaign.

Recruitment

Plenty of times when companies are creating their promotional campaigns they don’t end up realizing whether there are any offensive ideas inside their campaigns simply because the team working on the campaign lacks diversity.

Fortunately, this is a relatively easy problem to solve because all that the company needs to do is focus on hiring talent from varied backgrounds and developing programs that are designed to improve the internal inclusion of the business.

With this strategy, businesses can start leaving their comfort zones without being perceived as offensive while targeting audiences or losing the respect of that audience and the overall market for that company.

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Analysis

When a company does have an inclusive and diverse set of people working internally, including a team of diverse people working on its public relations or marketing campaigns, it’s still important to objectively analyze the current promotional efforts of that business.

That means everyone working on the current promotional efforts needed to take a step back and figure out if there are any negative ideas or biases inside the campaign or a pattern of unconscious bias for specific segments of the public.

It’s also a good idea to figure out if there are any specific groups of people that are disproportionately represented internally in the business, as well as across its promotional campaigns.

PR Strategy and Multicultural Brands

Inclusion and diversity can have a big impact on how a business presents itself to the public, and how it creates public relations and marketing campaigns.

Plenty of groups of people frequently tend to go unheard, which results in a lot of ongoing reputational damage to businesses.

With more businesses starting to figure out that they need to start including diverse sets of ideas as well as people internally, and in their promotional efforts, there have been a lot of marketing and PR campaigns that have been highlighting diversion.

Companies that have been utilizing diversity and inclusion in the right way have recognized that if they don’t do so, they will only end up alienating a large number of potential consumers and even brand advocates, which can damage both their reputations and their profits.

Additionally, according to research from Google, over 70% of customers have stated that they’re a lot more willing to do business and purchase from companies that have taken a stand on issues of inclusion and diversity.

Messages

For many businesses, the way that they have decided to approach the subjects of inclusion and diversity is simply by creating a public relations or marketing campaign and then revising it when it’s finished to add a multicultural element to it.

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For example, a business might create an entire promotional campaign and at the final point, simply decide to change all the video content or images to include people of diverse backgrounds.

However, that’s not going to be an effective campaign and there are likely going to be a lot of gaps and even mistakes that the consumers can easily notice.

A truly successful campaign with diversity as a key element should begin with understanding the target audience of a business, what they want to see, their experiences, and how the company can create a story that they will relate to and engage with. 

That’s why companies need to conduct market and audience research and learn more about different segments of their target audiences, especially the segments that are representative of the people that the company is trying to reach with its campaign.

Another added benefit of this approach is that companies also get to learn about all of the nuances that exist within those groups of people and figure out the best way to create the promotional campaign and its messages.

Narrative

When a business is planning its marketing or public relations campaigns with diversity and inclusion in mind, it should look to work with professionals that can provide diverse ideas and perspectives.

That means including groups of people that have been marginalized by society, listening to and employing their ideas in the campaign.

Consumers are a lot more willing to financially support brands that understand their unique cultural, economic, and political backgrounds, and when companies work with diverse groups of people, they’ll be able to highlight that they care about those groups and want to help them stand out.

This way, companies can create PR narratives that are going to demonstrate to the general public as well as the target audience of a business that the company is an industry innovator and cares about its employees and consumers a lot.

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Ronn Torossian is the founder and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company's growth, overseeing more than 175 professionals in the company's headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named "PR Agency of the Year" by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world's most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine's Most Influential New Yorker, and a 2020 Top Crisis Communications Professional by Business Insider. Torossian is known as one of the country's foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, was named to PR Week's "40 under Forty" list, is a contributing columnist for Forbes and the New York Observer, and his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations" is an industry best-seller. A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities.