Diversity, Equity & Inclusion

The D. Parke Gibson Award is PRSA’s highest individual award presented to a public relations professional that has contributed to the increased awareness of public relations within multicultural communities and participated in the promotion of issues that meet the special informational and educational needs of these diverse communities.

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Co-Chairs

Kristelle Siarza Moon, APR 
Owner/CEO 
Siarza
Albuquerque, NM

Sabrina Browne
SVP, Personal Banking
Citi
Hoboken, NJ

Staff Liaison

Jeneen Garcia
SVP, Programs
Public Relations Society of America 
New York, N.Y.

At PRSA, we believe data is a powerful driver of change. As communicators, our ability to shape narratives, influence perception, and foster inclusion must be grounded in insights and intention. That’s why the PRSA Diversity, Equity & Inclusion Committee is committed to surfacing data that highlights the real, measurable impact of DEI in the workplace, in our profession, and in the communities we serve.

This newly dedicated section provides PRSA members with up-to-date research, industry benchmarks, and compelling statistics to support evidence-based DEI strategies. Whether you’re making the case to leadership, crafting inclusive campaigns, or amplifying diverse voices, this “DEI Data & Analytics” hub is designed to equip you with the insights needed to show the value of equity-focused action in practice.

Key Statistics on the Impact of DEI

1. Organizational leaders are increasingly leveraging inclusion to attract talent, retain employees, and motivate high creativity and excellence. Inclusive organizations are 73% more likely to reap innovation revenue, 70% more likely to capture new markets, up to 50% more likely to make better decisions, and up to 36% more likely to have above-average profitability. (Harvard Business Review)
2. 56% of U.S. workers say focusing on DEI is a good thing at work. (Pew Research Center)
3. More than half of workers (54%) say their company or organization pays about the right amount of attention to increasing DEI. (Pew Research Center)
4. 61% of organizations implement fair hiring, pay, or promotion policies, and a similar share offers DEI training. (Pew Research Center)
5. Companies with top-quartile gender-diverse exec teams are 25% more likely to outperform financially. (McKinsey & Co.)
6. Organizations in the top quartile for racial/ethnic diversity are 35% more likely to outperform financially. (McKinsey & Co.)
7. Firms with high ethnic & cultural diversity show 36% higher profitability. (McKinsey & Co.)
8. Diverse companies are 35–36% more likely to outperform competitors. (Instride)
9. Inclusive teams get 2.3× more cash flow per employee. (SAP)
10. Employees who feel belonging are 50% less likely to quit and show 56% performance boosts. (BetterUp)

1. Why is PRSA keeping the name "DEI Committee"?

PRSA remains committed to fostering a diverse, equitable, and inclusive public relations profession. Changing our name in response to external pressures would diminish our leadership in this space and signal a retreat from our values.

We believe DEI is not a trend and that it’s essential to the future of PR. Our name reflects our purpose, our mission, and the work we continue to do to support PR professionals and the industry at large.

2. How does the PRSA DEI Committee support members nationwide?

We provide PR professionals with resources, tools, and programs to help integrate DEI principles into their work. This includes:

• Educational webinars and workshops hosted by PRSA at the Chapter, Region, Section and National levels.
• DEI toolkits and best practices guides.
• Networking opportunities and thought leadership events.
• Chapter spotlights to highlight local DEI efforts.
• A platform to amplify diverse voices and perspectives.

Whether you are just beginning your DEI journey or are deeply engaged in this work, we are here to support you.

3. What should PRSA members in states with DEI restrictions (e.g., Texas, Florida) do?

We recognize the challenges faced by members in states where DEI efforts have been restricted or banned. To support these members, we are:

• Launching a new 2025 PRSA DEI Committee Toolkit with best practices, insights and key information to navigate the months ahead.
• Hosting virtual DEI programming by PRSA at the Chapter, Region, Section and National levels.
• Amplifying peer support networks to exchange strategies and insights via PRSA chapters, communities, and platforms.
• Offering continuous guidance on how to uphold inclusive values while navigating challenges.

If you are in a state facing these challenges and need specific support, please reach out to the PRSA Executive Committee directly and we will help you identify solutions.

4. How can PR professionals incorporate DEI in their work, even in challenging environments?

Even in environments where DEI efforts are under scrutiny, PR professionals can:

• Focus on universal values such as fairness, representation, and opportunity.
• Use inclusive storytelling to reflect diverse voices in campaigns, media relations and BAU (business as usual announcements), as possible.
• Engage in strategic partnerships with organizations that align with inclusive principles.
• Educate internally by sharing DEI best practices and industry research.

Remember DEI is not just about compliance. It’s about creating meaningful, authentic connections with the audiences we serve.

5. How does PRSA measure success in DEI efforts?

Our success is measured both qualitatively and quantitatively, including:

• Increased participation in PRSA DEI programs and events.
• Increased representation of diverse voices in chapter, region, and section leadership and programming.
• Member feedback and testimonials on the impact of our initiatives.
• Strategic partnerships with organizations advancing DEI in PR.
• Adapting current volunteer and staff practices.

We conduct ongoing checkpoints to ensure our initiatives align with member needs and industry trends.

6. How can PRSA members get involved with DEI?

There are multiple ways to engage:

• Become involved in your PRSA Chapter or Section’s DEI Committee.
• Attend DEI events and workshops hosted by PRSA at the Chapter, Region, Section and National levels.
• Share your expertise by submitting articles or speaking at PRSA events.
• Nominate your PRSA Chapter for our upcoming DEI Awards.
• Connect with PRSA’s DEI Committee via email or social media, and share DEI-related content.

If you’re interested in contributing more directly, reach out to PRSA’s DEI Committee to explore volunteer opportunities.

7. How can PR professionals respond to DEI backlash in their organizations?

DEI backlash can be difficult to navigate, but PR professionals can:

• Communicate the business case for DEI, citing research on how inclusive teams drive innovation and profitability.
• Focus on employee engagement, emphasizing the role of DEI in creating workplace cultures where all employees feel valued.
• Frame DEI as a strategic advantage, not just a social initiative.
• Encourage data-driven decision-making, leveraging analytics to show the impact DEI has on business outcomes.

We encourage members facing internal challenges to leverage PRSA DEI resources to craft strong, informed responses.

8. Where can I find PRSA’s DEI resources?

PRSA has a growing library of DEI resources available on the PRSA website. You are encouraged to visit the PRSA Professional Development section to learn more.

9. How does PRSA ensure diverse representation in leadership and programming?

PRSA is committed to:

• Diverse speaker lineups for events, conferences, and webinars.
• Equitable leadership opportunities across PRSA’s national and local chapters.
• Mentorship programs to support underrepresented PR professionals.
• Intentional outreach to ensure that all PR professionals feel seen, heard, and valued.

We continuously assess and improve our efforts to ensure equitable representation in everything we do.

10. Who can I contact for more information or support?

For any questions, concerns, or ideas, please reach out to this year’s PRSA DEI Committee Co-Chairs:

• Sabrina Browne, Co-Chair – sbrownepr@gmail.com
• Kristelle Siarza Moon, Co-Chair – kristelle@siarza.net

We are here to listen, support, and advocate for our members.