In a world increasingly defined by global interconnectivity, the role of public relations (PR) extends far beyond brand promotion. Today, PR has the power—and the responsibility—to shape global narratives, particularly around critical issues like race and identity. With media consumption at an all-time high and social platforms offering direct engagement with audiences, PR professionals are uniquely positioned to influence how people understand, discuss, and relate to these deeply personal and socially impactful topics.

This blog explores how PR can actively contribute to the global conversation on race and identity, and how communications professionals can move from reactive statements to proactive, inclusive leadership.

The Power of PR in Shaping Narratives

PR professionals are storytellers. They shape how brands present themselves, how organizations respond to crises, and how messages are delivered to the public. But beyond that, they also help mold societal narratives—whether consciously or not. When done right, PR campaigns have the potential to:

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• Challenge racial stereotypes

• Amplify marginalized voices

• Redefine cultural norms

• Encourage cross-cultural dialogue

• Promote equity and justice.

Because PR messages often reach millions, they can either reinforce bias or help dismantle it.

From Statements to Strategy: A New Era of Purpose

In recent years, especially following the global Black Lives Matter movement, many brands have issued public statements supporting racial justice. While these acknowledgments were a step forward, they often lacked depth or follow-through. Audiences today expect more than performative allyship—they want action.

This has shifted PR from being a reactive function to a strategic driver of social responsibility. Communications teams are now central to crafting diversity and inclusion strategies, guiding messaging, and ensuring authentic representation across all platforms.

Strategies PR Professionals Can Use to Drive Conversations on Race and Identity

1. Center Marginalized Voices in Storytelling

One of the most impactful ways to influence global conversation is to give space to people from marginalized communities to tell their own stories. PR teams can:

• Partner with activists, artists, and thought leaders of color.

• Feature diverse voices in campaigns, panels, and media outreach.

• Avoid speaking for communities—amplify their perspectives instead.

Authentic representation is not about showing diversity on the surface. It’s about ensuring those who’ve historically been silenced are heard on their terms.

2. Challenge Stereotypes Proactively

Many PR campaigns unintentionally reinforce racial and cultural stereotypes. Whether it’s through oversimplified messaging, outdated imagery, or insensitive humor, the impact is the same: marginalization.

Instead, PR teams can:

• Hire cultural consultants and DEI experts to review messaging.

• Push back on creative concepts that rely on clichés.

• Highlight narratives that showcase people of color in nuanced, empowered roles.

Challenging bias is not just a creative decision—it’s a moral imperative.

3. Use Platforms for Education and Dialogue

Modern audiences want brands to be socially engaged, not silent. PR professionals can facilitate meaningful conversations through:

• Social media campaigns that promote awareness of racial issues.

• Hosting online events or webinars with experts on identity and equity.

• Using crisis communication not just to defend, but to learn and grow.

Education should be built into communications, not treated as an afterthought.

4. Hold Leadership Accountable

External messaging must align with internal values. If a brand claims to support racial equity but lacks diversity in leadership or has a history of discrimination, the disconnect will hurt its credibility.

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PR professionals must:

• Ensure brand messaging reflects real company policies and actions.

• Encourage transparency in hiring, promotions, and pay equity.

• Address past missteps honestly and commit to improvement.

Reputation is built on consistency between what you say and what you do.

5. Tell Global Stories with Local Respect

Race and identity are culturally specific and context-dependent. A campaign that works in one country could be harmful in another if not localized correctly. PR teams managing international brands should:

• Adapt messages to reflect regional histories of race and colonization.

• Consult with local communities and leaders before launch.

• Understand how race and identity are viewed differently across societies.

Global influence must come with local responsibility.

Examples of PR Influencing the Conversation

✦ Ben & Jerry’s: From Ice Cream to Racial Justice

Ben & Jerry’s is one of the few brands that have consistently taken a strong stance on racial justice. Their PR team uses blogs, social media, and public statements not just to market products, but to educate on systemic racism, police brutality, and white supremacy.

Their approach works because it’s embedded into the brand’s identity—not just tied to trends or crises. This long-term commitment shows how consistent messaging can help normalize conversations about race.

✦ Nike’s “You Can’t Stop Us” Campaign

Nike’s 2020 campaign featuring Colin Kaepernick marked a turning point in brand activism. By publicly supporting an athlete who knelt for racial justice, Nike used its platform to stand against police brutality and racism, despite backlash.

The bold PR move aligned with younger audiences, especially those who expect brands to take stands. It also demonstrated that taking risks for equity can pay off when backed by conviction.

Avoiding Pitfalls: What Not to Do

1. Avoid Performative Activism: Don’t post #BlackLivesMatter without changing internal practices. Authenticity matters.

2. Don’t Tokenize: Including one person of color in a campaign is not representation—it’s optics.

3. Don’t Generalize Identities: Race and ethnicity are not monoliths. Celebrate complexity and individual experience.

4. Don’t Wait for a Crisis: Start building inclusive practices before a social uprising forces your hand.

Looking Ahead: The PR Professional as Change Agent

The future of public relations lies in ethical influence. As guardians of brand reputation and narrative builders, PR professionals are increasingly expected to lead on issues of race, identity, and equity. This responsibility is not optional—it’s essential.

To be effective, PR leaders must:

• Invest in cultural competency training.

• Stay current on global conversations around race.

• Build long-term relationships with diverse communities.

• Promote inclusion not just in messaging, but in hiring, leadership, and partnerships.

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Conclusion

PR can no longer afford to stay neutral on matters of race and identity. In an era where trust, transparency, and inclusion are core to audience engagement, PR must lead the way in shaping a global narrative that is just, honest, and reflective of our diverse world.

By amplifying marginalized voices, challenging stereotypes, and building inclusive platforms, PR professionals don’t just shape brand stories—they help shape a better future.

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