Making Room at the Table: Representation in PR Decision-Making
In the evolving world of public relations (PR), representation has become more than a catchphrase—it is a mandate. Audiences are no longer satisfied with surface-level diversity. They want to see real inclusion, genuine stories, and people behind the messages who reflect the full spectrum of society. However, many PR campaigns still fall short, not because of bad intentions, but because inclusion isn’t embedded where it matters most: the decision-making table.
“Making room at the table” is more than a metaphor. It’s a call to action for brands, agencies, and communication professionals to diversify leadership, include more voices in strategic conversations, and co-create messaging that resonates authentically. If we want PR that reflects real people and real experiences, we must ensure that the people crafting the messages are as diverse as the audiences they aim to reach.
Why Decision-Making in PR Matters
PR is about storytelling, trust-building, and connection. These elements are shaped at the top by those who hold the power to frame narratives, approve campaigns, and allocate resources. When decision-making teams are homogeneous, blind spots naturally occur. This can lead to tone-deaf campaigns, missed opportunities, or messages that unintentionally exclude or misrepresent.
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Representation at the leadership and strategic level helps avoid these pitfalls. It ensures that communication strategies are informed by lived experience and diverse cultural understanding. Including different perspectives allows teams to anticipate how messages will land, avoid harmful stereotypes, and build narratives rooted in authenticity.
The Risks of Exclusion
When marginalized voices are absent from PR decision-making, several issues arise:
1. Tokenism Instead of True Inclusion
Diversity in visuals or casting without diverse input in strategy often results in campaigns that feel hollow. Without people from underrepresented backgrounds contributing meaningfully to planning, even the best-intentioned efforts can feel like box-ticking exercises.
2. Cultural Missteps
Brands that don’t understand the nuances of different communities risk misrepresenting or offending them. Cultural misappropriation, insensitive language, and inaccurate depictions are all common when key voices are missing from strategic discussions.
3. Missed Market Opportunities
A lack of representation can also mean missing out on connecting with growing and influential audiences. Diverse communities have spending power and influence, and they pay close attention to how brands portray them. Excluding their voices in PR strategy can cost more than just credibility.
What Real Representation Looks Like
1. Diverse Leadership Teams
Inclusion starts from the top. Decision-making teams—especially in PR agencies and communications departments—should reflect the diversity of the audience they serve. This includes race, gender, sexuality, disability, socioeconomic background, and more.
Leaders should not only invite diverse talent into the room but also ensure they have influence and authority. It’s not enough to be present—there must be room to contribute, shape narratives, and challenge assumptions.
2. Inclusive Brainstorming and Planning
Real representation means that inclusive thinking is baked into the ideation phase. When planning a PR campaign, teams should ask:
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Who is impacted by this story?
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Whose voice is missing?
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Are we telling the story with the community, or just about them?
PR professionals should move from top-down messaging to co-creation—collaborating with communities to ensure their voices are central to the story, not peripheral.
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3. Accountability Structures
Representation should be measurable. Establishing inclusion metrics, setting DEI (diversity, equity, and inclusion) goals, and conducting regular audits of your communications approach ensures that inclusion remains a long-term commitment, not a one-off initiative.
Organizations can also benefit from forming inclusive advisory boards or panels that review campaigns and offer input before they go public.
Case Studies: When Brands Got It Right (and Wrong)
Success Story: Dove’s Real Beauty Campaign
Dove’s long-running campaign is often cited as an example of inclusive storytelling done well. By featuring women of different sizes, races, ages, and abilities—and working with diverse creatives behind the scenes—Dove reshaped the conversation around beauty standards. Importantly, the campaign also benefited from diverse input at the strategy level, making it both impactful and authentic.
Misstep: Pepsi’s Protest Ad
In contrast, Pepsi’s infamous protest ad featuring Kendall Jenner is a lesson in what happens when representation is only skin-deep. The ad, which appeared to trivialize social justice movements, was widely criticized for being tone-deaf. It lacked insight from activists, communities, or anyone with lived experience in the cause it attempted to reference. It became a cautionary tale for why inclusion at the decision-making level is vital.
How to Make Room at the Table
So, how can PR leaders ensure they’re making space for real representation in strategic decisions?
1. Hire Diversely and Intentionally
It starts with who you bring into your organization. Prioritize hiring people from underrepresented backgrounds—not just in junior roles, but in leadership, strategy, and creative direction. Avoid token hires; instead, build inclusive teams where everyone has a voice.
2. Listen and Learn Continuously
Inclusion is a journey, not a destination. Encourage a culture of learning. Host workshops, invite speakers, and create spaces where team members can share perspectives and challenge each other respectfully. Listening to feedback from both inside and outside your organization helps prevent stagnation.
3. Collaborate With Communities
Representation doesn’t always have to come from within your team. Partner with grassroots organizations, community leaders, and culture experts to bring diverse viewpoints into your planning. These collaborations can deepen your understanding and result in more meaningful storytelling.
4. Elevate Marginalized Voices Internally
Promote from within and offer mentorship opportunities to those who are underrepresented in leadership roles. When PR professionals from marginalized backgrounds are allowed to lead, they can shape strategies that truly reflect their communities.
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Conclusion: Real Inclusion Is Proactive
Representation in PR isn’t something that can be tacked on at the end. It must be an intentional, ongoing part of how campaigns are developed—from the first brainstorm to the final press release. And that starts at the strategy table.
By making room for diverse voices early and often, PR professionals can avoid costly missteps, build deeper trust with audiences, and create campaigns that reflect the real world—not just a narrow version of it.
Real change begins when those who have traditionally been overlooked are invited in, listened to, and empowered to lead. That’s how we move from superficial inclusion to real impact—and that’s the kind of PR that resonates.
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