For an abbreviated overview of the Conference, click here.


The Business Case for Diversity

General Session

Monday, Oct. 13, 8–9:45 a.m.

Room: Marriott Ballroom

(Photo of Michael L. Lomax)

For decades, public relations professionals have been hearing and talking about a business case for diversity. Nevertheless, both public relations firms and prospective new hires continue to express concern about the lack of diversity in this industry. The PRIME program, a new collaboration with the United Negro College Fund (UNCF) and the PRSA Foundation, seeks to expand the pipeline of African Americans at all levels in public relations through student recruitment and support, institutional capacity building and employer engagement. The program will be discussed during this presentation, as well as the importance of a diverse and divided nation coming together to ensure that the public relations industry reflects America’s diversity.

Michael L. Lomax, Ph.D., is currently president and CEO of the United Negro College Fund (UNCF), the nation’s largest private provider of scholarships and other educational support to African American students. Lomax oversees UNCF's 400 scholarship programs, which award 10,000 scholarships a year worth more than $100 million.