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The role of diversity in Corporate Communications — Current PR and Communications Research: Public Relations Journal: PRSA

Public relations includes the ability of an organization to communicate with many diverse publics.  This communication challenge requires special skills and competencies possessed by professionals who either received extensive training in these skills and competencies or have a combination of training and experience that exposed them to the requisite knowhow.   A collective deployment of these competencies through teamwork and organizational workforce development and leadership training initiatives can lead to the organization itself achieving a measure of competence in the area of effective public relations when dealing with diverse publics.  The following journal article addresses the current reality that diversity is no longer a choice organizations can consider but a fact of life they must learn to manage if they are going to be supreme.

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“In recent years, diversity has been one of the prominent issues that companies have addressed on their Web sites. Yet, few studies have investigated public relations efforts on diversity communication via corporate Web sites. Using S&P 500 companies as a sample, this study examined how corporate-level public relations efforts position diversity in Web communication with the public. The results of this study suggest that diversity communication on the S&P Web sites reflected a diversity management paradigm, positioning diversity as requisite variety and competitive advantage. Occasionally, diversity was linked to corporate social responsibility. Based on the results, this article argues that, beyond requisite variety or moral responsibility, diversity should be conceptualized as a core company value established through dialogue.”

MORE via Current PR and Communications Research: Public Relations Journal: PRSA.


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