There is a saying that asserts this: “You can’t manage what you don’t measure.” The message here is that you cannot know whether you are successful in your efforts – whatever they may be – unless success is defined, tracked, and measured.
The Public Relations Society of America (PRSA) set out to measure diversity and inclusion (D&I) efforts in the field. In 2019, the organization began a year-long effort to better understand PRSA members’ thoughts, behaviors, and attitudes in the areas of D&I. To obtain this information, PRSA executed a comprehensive, three-phased study to assess D&I perceptions.
This article analyzes PRSA’s process and goes into detail regarding the 2019 study findings. It examines details on the discoveries uncovered and concludes with insights on how PRSA can best utilize the data to build programs that will be meaningful in the organization’s long-term D&I strategies.