As the war on DEI continues, we’re witnessing a troubling shift away from what should be standard practice in the corporate world. But in public relations, scrapping DEI isn’t just short-sighted; it’s self-destructive.

We're in the business of reputation, and nothing kills credibility faster than an organisation that doesn’t reflect the people it claims to represent.

Following the news earlier this month (10 April) that Transport for London has blocked Accenture from working on its advertising campaigns after the scrapping of its diversity policies, it’s a powerful reminder of how important DEI remains in practice, especially for institutions that serve diverse populations.

Mayor Sadiq Khan’s message was clear: DEI is not something you can simply remove and add to your repertoire as you see fit. It’s foundational to trust, representation and good business.

For those of us working in public relations, it should be a wake-up call. If DEI can no longer be taken seriously by the very firms trusted to shape public perception, what does that say about the values we’re upholding as communicators?

The wider DEI issue in the PR industry

The lack of diversity in PR is a hurdle that has remained persistent for years, long before I started my career in 2018. In fact, as of 2021, CIPR’s PR Population Report found that 87% of PR professionals in the UK identified as white, with only 3% identifying as Black, 5% as Asian, and 4% as mixed ethnicity.

But the deeper issue goes beyond these surface level statistics. True inclusion means having representation at senior levels and within decision-making spaces, something the industry continues to fall short on.

The PR industry still struggles to collect and share consistent, meaningful data on diversity. That lack of transparency alone speaks volumes about how seriously the problem is being addressed.

My career began during the “BAME” era, which in hindsight, did a lot more harm than good. It grouped multiple ethnicities when compared to the white population, which effectively skewed data points that can be manipulated to present an agency as diverse. It became clear that some companies were more interested in optics than real change.

Even now, with a broader push for more inclusive language, the legacy of that period lingers. You still see organisations lumping data together, or using vague terminology to avoid real accountability. Without disaggregated data, it becomes nearly impossible to identify which communities are underrepresented, let alone track real progress.

Currently, the ethnicity pay gap in the PR industry stands at 25.6%, yet many firms still aren’t transparent about how they’re addressing these inequalities. For some, abandoning DEI is simply an excuse to sidestep the work they’ve avoided all along.

Representation without retention is a dead end

It’s not just about who gets hired, it’s about what happens once you’re in the room and whether your voice is truly valued.

Without diverse talent in decision-making roles, campaigns risk missing the mark. PR professionals who aren’t from underrepresented communities may lack the cultural awareness or lived experience to effectively position ethnically diverse voices in media narratives.

Findings from the UK Black Comms Network’s One Step Forward, Two Steps Black report found that 68% of Black PR professionals have considered leaving the PR industry. With this data, it’s easy to see how Black voices can be misrepresented or overlooked, reinforcing the idea that the media landscape is difficult to navigate.

There are initiatives in place — such as The Blueprint, the Socially Mobile CIC and the Taylor Bennett Foundation — which are working on changing the landscape of the industry. Without sustained support and funding for organisations like these, DEI risks becoming a side project when it should be central to how the industry grows, evolves and survives.

The business imperative of DEI in public relations

Accenture’s decision to wind down its DEI policies has already had financial consequences. TfL’s decision to exclude them from a major contract shows that neglecting DEI isn’t just a reputational risk, it’s a business risk too.

Clients, especially public-facing brands and government bodies, are increasingly seeking partners who reflect the values of the people they serve. Having diverse teams means broader perspectives, richer storytelling and more meaningful connections with audiences.

Diverse agencies are also better equipped to anticipate cultural sensitivities and nuance. When people from different backgrounds collaborate, campaigns are not only more inclusive, but they’re also more creative, innovative and resonant.

DEI protects companies from making costly mistakes both in terms of money and credibility. It helps them build trust with the communities they serve and shows that they’re paying attention to the world around them.

DEI is a non-negotiable standard

It’s easy to reduce DEI to a policy on a website or a LinkedIn post during cultural awareness months. But for PR professionals, it must be seen as part of the foundation, the same way we value creativity, strategy and media contacts.

We are in the business of influence. Yet, currently, only 5% of PR professionals identify as disabled, compared to 19% of the general UK workforce. Gender inequality also persists, with women making up 60% of the industry but being underrepresented at leadership levels. These imbalances signal that the industry must go beyond surface-level commitments and embed equity into its structure.

That means we have a responsibility to reflect the society we serve, not shy away from its complexities. Scrapping DEI isn’t just lazy, it’s reckless. Without diverse voices, PR loses the very thing it trades on, which is connection. And in today’s world, connection without inclusion simply doesn’t land.