Chapter Diversity Awards

Up to three Chapters may be recognized:

• By being featured on the PRSA DEI web page
• By participating in PRSA National Diversity, Equity and Inclusion Committee initiatives (presentations, webinars, social media chats, social media events, etc.)
• Through monetary awards ($300 for first place, $200 for second and $100 for third)

The application includes responses that outline:

1. Your Chapter's definition of diversity, equity and inclusion
2. Your Chapter’s achievements in supporting and promoting diversity, equity and inclusion

Entries MUST include:

• Research: Summarize the primary and secondary research used to identify the opportunities to promote DEI by and within the Chapter.
• Planning: Describe the program’s overall goal, purpose, and/or intended result. Identify the target audience(s), measurable objective(s) and the specific time period. Describe the strategies, tactics and budget and its application to the program. Entries are not judged on budget size, but on the best use of the available budget.
• Implementation: Describe the elements or components, the techniques used, the strategies or tactics undertaken, how the program meets the objectives and how it addresses the audience(s).
• Evaluation/Results: Demonstrate how the program met or exceeded its original measurement methods when available and appropriate to the entry. Media impression figures are not recommended as the sole quantitative measurement.

Chapters are encouraged to include supporting documentation/best practice details that further highlight your Chapter's diversity, equity and inclusion programming in support of your submission.

Criteria:
To apply for this award, your Chapter must have:

• Initiated and/or maintained a diversity, equity and inclusion program between July 1, 2024, and June 30, 2025.
• Demonstrated a significant contribution toward diversity, equity and inclusion.

Award entries are due by 5 p.m. Eastern on Friday, August 29, 2025.
Award recipients will be notified in early September.

Best Practices for Submission

• Think big. Highlight comprehensive DEI efforts; big picture is better than a singular program. Demonstrate how your Chapter focused on DEI throughout the eligibility period.
• Focus on RPIE. Research – Planning – Implementation – Evaluation (aka Results). Be prepared to summarize your information for these sections.
• Be clear with research for a stronger entry. What quantitative or qualitative research guided your DEI work?
• Include specific metrics. Demonstrate how you met your objectives.
• Make it informative and engaging. Make the content interesting. Include challenges, successes and lessons learned.
• Highlight innovative approaches. This could be unique partnerships, technological integrations or novel programs that set your efforts apart.
• Demonstrate DEI commitment from Chapter leaders. Show that your Chapter’s top leaders from the Board and/or Past Presidents are involved with your DEI initiatives. This could include a brief quote or a note on the specific actions taken by leaders as a result of the DEI work.
• Demonstrate engagement beyond the Chapter. Did you collaborate with local groups or PRSSA students on your DEI work? Show how the work extended beyond the Chapter to engage others.
• Include attachments to guide your narrative. Do you have photos or designs from an event? Include several on a PDF so judges can literally see what you’re referring to in your entry.
• Proofread! Proof your entry thoroughly for clarity, grammar and adherence to submission guidelines. A sloppy entry or one missing the basic criteria can result in a lower score for what might otherwise be a stellar entry.

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.