PR professionals often advise clients on the importance of diversity, equity, and inclusion (DEI). We build campaigns that highlight different perspectives and encourage brands to reflect the world around them. But as expectations for businesses to act responsibly grow, PR itself needs to follow the same advice. After all, diversity is way more than merely representation, but a culture that actually drives performance, innovation, and long-term success.In fact, companies that prioritize DEI see tangible benefits. McKinsey reports that firms in the top quartile for racial and ethnic diversity are 35% more likely to outperform financially. A BCG study found that organizations with diverse management teams generate 19% higher revenue through innovation. These figures reinforce what we already know: different perspectives lead to better decisions and stronger outcomes. Yet, many PR agencies still struggle to reflect this reality within their own teams.Building InclusionHiring diverse talent is an important step, but without an inclusive environment, retention becomes a challenge. Diversity must extend beyond hiring practices to daily operations, leadership structures, and workplace culture. Employees need equal opportunities to grow, and organizations must ensure that diverse voices are heard, not just seen. Without this, diverse hires will not stay for long.DEI is also broader than race and gender. It includes factors like age, socio-economic background, religion, mental health, and disabilities. When companies embrace a more comprehensive view of diversity, they create workplaces where employees feel valued and supported. Research suggests that organizations prioritizing DEI can reduce attrition by up to 50%, as employees are more likely to stay where they feel respected and empowered.Beyond internal benefits, a diverse PR team enhances the work we do for clients. Representation within PR agencies directly impacts the messages we craft and the audiences we reach. A diverse team is more attuned to cultural nuances and potential blind spots, reducing the risk of campaigns that feel tone-deaf or exclusionary. When PR teams reflect the diversity of the world, they can create campaigns that resonate more authentically with a wider audience.Action Over WordsPR thrives on authenticity, and DEI efforts must be more than a checkbox exercise. Companies should focus on real action rather than performative statements. One way to do this is by giving employees from underrepresented backgrounds a platform to share their experiences and insights. When employees become brand ambassadors, they offer a genuine representation of a company's culture and values.At the same time, organizations should be mindful of how they present DEI efforts. If initiatives feel forced or disconnected from company culture, they risk alienating both employees and audiences. The goal should be to integrate DEI into everyday business operations, ensuring it is a natural part of how the organization functions rather than a separate initiative.Investment in DEI should also be reflected in career growth opportunities. Too often, diverse hires remain in junior roles while leadership lacks representation. Companies should actively mentor and sponsor employees from different backgrounds, ensuring they have a pathway to leadership positions. This is where real equity comes into play—creating a workplace where advancement is based on talent and contribution rather than background or bias.The Road AheadThe PR industry has a responsibility to set an example. By embedding DEI into hiring, leadership development, and workplace culture, agencies can create stronger, more resilient teams. This is not about meeting expectations—it is about driving better business outcomes and shaping a more inclusive future for the industry. The real measure of progress will be whether diverse voices are truly valued, empowered, and given the space to lead.As the industry moves forward, there will be challenges. Meaningful change takes time and commitment, and progress will not always be linear. But the impact of getting this right - on company culture, employee satisfaction, and business success - makes the effort worthwhile. PR shapes public perception. If we want to create a more inclusive world, we have to start by making our own industry an example of the change we advocate for.