Public Relations and Planning Strategically | Cynthia Breen

Public Relations experts do much more than respond to negative press. While PR teams are responsible for maintaining the public image of their company, they also take on a strategic leadership role in ensuring their workplace upholds company values internally and externally — including commitments to diversity, equity and inclusion.

Successful business communications stem from how well companies consider their audiences when crafting their messaging. It is important for employers to update their communications strategies today so their marketing deliverables accurately represent and reflect their workplace values. It’s also important to plan for crises ahead of time to avoid potential issues later down the line.

Cynthia Breen is a Professor of Public Relations at Conestoga College. As an accomplished and passionate communicator and educator, Cynthia takes great pride in finding opportunities to integrate business practice and academic theory for communications success.

Cynthia notes employers need to prioritize inclusive PR strategies because:

• Public Relations teams have a unique, thorough understanding of their company’s target audiences and stakeholders
• Communicating a commitment to DEI is no longer optional — internal and external stakeholders have come to expect it 
• Inclusive communications have an important impact on business margins

Company values should be consistently expressed across all departments and messaging. Now more than ever, consumers and organizations are looking to invest in businesses that authentically prioritize diversity, equity and inclusion.