Being an Ally Starts in How We Examine Our Role in Our Industry

What an extraordinary time to be a public relations and marketing practitioner. With the current climate of the country stemming from a series of gut-wrenching police brutality racial incidents in the midst of a pandemic, providing thoughtful and honest counsel for our internal and external clients and leadership is paramount.

Written by Iman A. Jefferson, Head of East Region Communications for Buick, GMC & Cadillac, General Motors

Over the past week, I’ve seen brands and influencers offer to serve up the role of ally. And while reposting a powerful quote or a black square in solidarity is nice, the only way we can get to real change is through meaningful action, examination and conversation. Part of it starts with how we do our jobs and impact how our field evolves.

As a Black millennial-aged woman who has worked in both big and small public relations agencies as well as Fortune 100 corporations in various communication capacities, it has always been my goal to ensure my voice and perspective is heard.

I’ve captured some thought-starters that can help begin those conversations:

• Define your brand’s diversity and inclusion commitment. What does that commitment look like to you? How is incorporated into your everyday actions?
• If you speak up, be ready to commit. If your brand doesn’t have a concerted results-driven plan for diversity - whether internally or externally - or hasn’t had a history of communicating diversity initiatives, be mindful of how you engage now. It may come across as inauthentic and ultimately be more damaging than helpful.
• Avoid vague messages. As you develop messaging, be clear. This is not the time to stay safe and use soft, vague language (e.g., using ‘people of color’ when this is a ‘black’ issue).
• Include diverse voices in the planning stages. Who is in the room when you develop the strategy and messaging? Many friends have shared frustration around the development of messaging on racial equality being developed with no input from those who are of color or diverse segment specific insights.
• Look within your own organizations. Diverse in the aspect of racial minorities – specifically are there any Black people in your organizations? If so, are they in positions of influence or leader-facing roles?
• Revisit your media and influencer lists. What blogs and media outlets that are geared for a specific audience are you reading? Are you extending media invites to reporters from these outlets to your events? If so, are you inviting the same one or two? This also goes for what influencers you hire or engage with for your campaigns.
• Expand your network and seek understanding. Develop organic relationship with other diverse communications or marketing professionals. Specifically, during this time, it’s important to ensure that you begin that relationship by being empathetic to how that professional is currently reacting to the global situation, so that the relationship begins on a foundation of understanding, trust and engagement.

While what’s happening currently in our country is systemic, and there is no simple solution, we have the opportunity to impact what messages and values we want to amplify are being done with empathy, authenticity and inclusivity.