PRSA Chapter, Section, and District Diversity Resources

Diversity Tool Kit

Consistent with PRSA's strategic diversity goal, Chapters/Sections/Districts have long sought an effective approach to grow their membership and match the demographics of the communities they serve more closely.

Developed by the 2004 PRSA National Diversity Committee, this document offers ideas for your Chapter's/District's/Section's consideration based on proven models — the experiences of several Chapters within PRSA.

Please click here to download the Diversity Tool Kit

2008 PRSA Chapter Diversity Awards

At the 2008 National Assembly luncheon, up to four chapters will be awarded Chapter Diversity Awards from the National Diversity Committee. The Award is given to PRSA Chapters that embody and demonstrate key values in diversity as outlined by the mission statement and contribute to Advancing Diversity as seen by submissions of their best practices and/or case studies. These awards will recognize their local efforts as well as provide further support for continued achievements at the chapter level.

Nominations must be received by Tuesday, September 19, 2008

Winners will be announced at the Assembly Luncheon in Detroit, Michigan on Saturday, October 25, 2008. For information, please contact Donna Jonas, PRSA executive assistant/leadership project manager at 212-460-1403 or by  email. 

To download a Chapter Diversity Awards application click here.

2008 Multicultural PR & Marketing Strategies Tour - Coming to a Chapter Near You!

PRSA and Hispanic PR Wire, a service of PR Newswire has joined forces again to launch a eight-city nationwide program of professional development seminars called the "2008 Multicultural Public Relations and Marketing Strategies Tour."  The tour comes on the heels of a successful "2007 Hispanic Public Relations and Marketing Strategies Tour," which visited 17 U.S. cities.  The nationwide tour consists of presentations or panels educating PR pros on diversity-related topics and initiatives.  The 2008 tour, which kicked off on February 21 in North Carolina with the PRSA North Carolina Chapter, will visit various PRSA chapter cities throughout the U.S. this year.

For more information on the 2008 Multicultural Public Relations and Marketing Strategies Tour, contact Mariechelle Bonifacio or Malia Moore..

Local Chapter Diversity Initiatives and Best Practices:

Greater Cleveland, New York and Orange County Chapters Recognized for Their Outstanding Efforts in Advancing PRSA’s National Diversity Initiative

Buffalo Niagara Chapter's Diversity Initiatives
Tips for Communicating with Diverse Publics

National Capital Chapter's Diversity/Multicultural Programs

Other Resources:

Diversity in Advertising PR Career Fair PDF
Thursday, April 24, 2008 in New York City

2005 PR Coalition Diversity Tracking Survey

PR Coalition Focus on Diversity Summit
Lowering the Barriers, Raising the Bar

Mentoring young PR practitioners of color
Helping to shape the future leaders of an increasingly diverse profession

Do You Really Need a Diverse Staff to Provide Media or Community Outreach to Specific Racial Ethnic Groups?
Courtesy of Victoria Sanchez-De Alba, President of De Alba Communications (www.dealba.net)

Heineken USA Case Study

South Florida Avenue Coalition Case Study

Member Press Release
Gloria Rodriguez Wins PRSA’s 2007 D. Parke Gibson Multicultural Award

Op Ed Article
If You Build an Environment for Diversity, Numbers Take Care of Themselves

PR Seeks Diversity to Provide Diversity
Article Courtesy of MiBiz.com

NCC Multicultural PR Planning Toolkit - Reach Diverse/Multicultural Audiences

Diversity Dimensions columns from PR Tactics:

• The United Negro College Fund’s new branding strategy (March 2008)
• Top issues for multicultural marketing (February 2008)
• Diversity preview: Don't hesitate in 2008 (January 2008)
• Recognizing diversity achievements in 2007 (December 2007)
• Study: Simplistic segmentation hampers multicultural marketing (November  2007)
• A Nation of "haves" and "have-nots?" (October 2007
• The power of Black radio (August 2007)
• What we've learned about diversity so far in 2007 (July 2007)
• Getting middle management involved in diversity (June 2007)
• For your consideration: Addressing Diversity challenges (March 2007)
• Pitching and supporting ethnic media (February 2007)
• Reflections on a new year (January 2007)
• Face of the nation (December 2006)
• PR firms urged to be proactive, follow through on diversity goals (November 2006)
• When an ad buy becomes PR's business (October 2006)
• Becoming a practitioner of progress (September 2006)
• Reaching professional Latinos (August 2006)
• Duke and diversity (July 2006)
• Immigration spurs discussion (June 2006)
• Associations recognize student achievement, incite success (April 2006)
• Research shows why race and ethnicity matter (March 2006)
• Understanding the implications of multiculturalism is critical for PR programming (February 2006)
• Study examines improving diversity in public relations (July 2005)
• Summer enrichment for PR pros (June 2005)
• Public affairs pioneer Mike Masaoka (May 2005)
• The "multi-minding" generation:The challenge of reaching women 25 to 54 (April 2005)
• PR summit encourages partnerships (March 2005)
• Asian-Americans: A diverse public (February 2005)
• Get involved in the Lunar New Year (January 2005)