Inclusive PR in 2025: How to Go Beyond Optics and Drive Real Inclusion in PR Efforts

Inclusion in PR isn’t just another buzzword. 

It’s about representing real diverse voices, building trust by sharing their stories, and creating campaigns that genuinely connect with your audience.

That’s why PR professionals have to move beyond doing it just for optics. 

Because, honestly, we can tell when a company is doing it just to tick a box, not because it’s really part of their culture.

That’s why, in today’s #LeapsPRSeries, I interviewed Ari McDaniel, a seasoned PR pro and founder of the Black Tech Public Relations Society, to discuss how PR professionals can go beyond optics and build truly inclusive PR efforts. 

Ari shares personal insights, lessons from her years of experience in PR, and practical advice for making sure that inclusion isn’t just another trend that comes and goes. 

Recognizing and avoiding performative inclusion

Q: What are the common mistakes you’ve seen PR pros make when focusing on inclusion and diversity? 

A: When it comes to the PR industry, a common mistake is approaching all inclusion and diversity issues the same, where solutions shouldn’t be “one size fits all.” 

Whether inclusion is related to race, sexual orientation, neurodivergence, etc., it’s important to have a grasp on the path forward toward authentic systemic change and not just the superficial aspects of the field. 

This includes having a holistic view that incorporates intersectionality and extends DE&I moments beyond multicultural holidays and initiatives. 

Q: And how can PR pros recognize when they’re being performative?

A: PR pros can recognize performative DE&I efforts through the lack of community investment, focus on the wrong data to measure impact, and minimal educational resources available. 

For example, as the founder of the Black Tech Public Relations Society, I’m very familiar with the power of community to build real connectivity and create opportunities from global to local at scale. 

I firmly believe that many industry-wide mistakes across areas of inclusion and diversity could be solved through more support of community initiatives and PR leaders who specifically advocate for transformation beyond client work.

Including diverse voices genuinely

Q: How can PR pros include diverse voices in a way that feels genuine, not just for show? 

A: It’s important for PR teams to leverage diverse voices throughout the year and not just to fuel storytelling for holiday observances or to sell products.

For example, we’re seeing younger generations like Gen Z taking more of a stand against brands that lack genuine connection and values. 

When PR teams decide to leverage diverse voices, it’s key to not just scratch the surface. For the brand’s messaging to have an impact, teams must truly invest the time to understand how the targeted audience will respond and act. 

This can come to life through more in-depth storytelling or using consumer data to drive genuine creative innovation.

There is an additional opportunity to connect with target audiences more directly on social media — to understand behaviors and depict cultural context with accuracy and sensitivity. 

Furthermore, this is why it is also so important to have diverse PR teams and collaborative partners that include professionals from different backgrounds for more authentic campaigns and other client work.

What real inclusion looks like in PR campaigns

Q: What does real inclusion look like in PR campaigns? 

A: When it comes to PR campaigns, real inclusion looks like stepping outside of traditional boundaries and expanding brand impact.

For me, it’s beyond just a single campaign. I love seeing more trends of brands extending PR campaigns into emerging markets of inclusivity like disability and neurodivergence. 

I also enjoy seeing major beauty retailers leveraging diverse voices beyond the beauty community in areas like sports, for example.

Today, female athletes are seeing themselves more as brands both on and off the court, and beauty brands have become attractive partners. 

To make inclusion more than just a buzzword, we must also find ways to ensure we aren’t putting limitations on certain groups and leaving enough room for growth and expansion.

Overall, intersectionality counts in the process as well.

Building relationships with media outlets and influencers

Q: How can PR pros work with media outlets and influencers to amplify diverse stories? And from your experience, what should they look for when choosing partners to ensure alignment with their DEI goals?

A: We live in a time where media outlets are always seeking diverse expert sources — and it’s key to start building your network of journalists before you need them for an actual pitch. 

To choose partners that align with your DEI goals and clients’ needs, prioritize building contact networks of experts from diverse backgrounds. It also helps to do significant research on the media outlets and the journalists you are aiming to partner with. 

Sometimes, you could pitch a journalist who has a personal connection to your story or client.

If you’re trying to place a diverse or multicultural story in an outlet, find ways to extend the story beyond an annual observance (e.g. Black History Month, Women’s History Month, Pride Month, etc.) 

As a PR pro, take storytelling to new heights by embracing emerging media channels like podcasts and newsletters from outlets as well.

When it comes to influencers, both brands and media outlets are now embracing more micro and nano influencers, and it’s key to have a pulse on their impact to drive storytelling.

Prioritizing inclusion in 2025 and beyond

Q: What would you advise PR pros to prioritize to drive inclusion in 2025? And how can they ensure their inclusive efforts stay consistent over time to avoid inclusion feeling like a one-time campaign?

A: Community! I encourage PR pros to join more community organizations like the Black Tech Public Relations Society in 2025 — that are driving inclusion efforts daily.

The issues that we are still seeing across the PR industry related to DEI can only be solved if we come together across different niches of impact, while also not ignoring intersectionality. 

The problem lies in the PR industry still being very disconnected and fragmented. However, the presence of deeper community ties and connections will drive inclusion for years to come without a specific campaign initiative. 

More diverse PR pros and leaders must also embrace thought leadership opportunities that allow them to tell their stories and share key industry insights. 

Sometimes, we also have to use our voices across social media to amplify wins, challenges, and solutions to continue bringing more awareness to industry issues. It’s our job to educate younger generations and shape inclusion practices for the future.

Q: Anything else you’d like to add?

A: As a pioneer across the PR industry, I also coined the term “cult communications” — which places “community” as the conceptual centerpiece in examining and practicing public relations; reimagining the limitless potential of leveraging PR to build deeper connectivity. 

Cult Communications shifts publicity to a mindful practice that incorporates psychology to build cult followings.

Cult fanbases aren’t just for your favorite celebrity and looking ahead — I’m excited to advocate for ways to build cult fanbases around issues that impact inclusivity & diversity to drive meaningful change and industry growth.

Be intentional about inclusion

One thing I’ve learned over the years is that, if you’re not intentional about inclusivity, it won’t suddenly appear in your companies, in your communications, in your PR communities, etc.

You have to consciously take steps to make sure you’re building an inclusive culture.

And Ari’s insights offer a powerful blueprint for PR professionals wanting to drive real inclusion in their PR efforts.

By thinking beyond a one-time campaign and focusing on real, meaningful inclusion, you can transform the industry for the better, not just in 2025, but beyond that.