As public discourse around Diversity, Equity, Inclusion, and Accessibility (DEIA) becomes increasingly politicized, many communicators find themselves second-guessing their content. “Should I post this?” “Can I still talk about that?” “Will this highlight draw unwanted attention?” The uncertainty is real — especially as federal pressure intensifies and organizations grapple with the potential risks of continuing bold conversations around diversity. However, in these moments of hesitation, we must remember that communication shapes culture. Our role isn’t to retreat — it’s to reimagine how we speak up. Even in restrictive climates, there are still powerful, strategic ways to center diverse voices, stories, and values. The key is to be intentional, authentic, and audience-aware. Here are five tailored approaches for keeping DEIA principles alive in your messaging, regardless of your industry:

1. For Government Sector Communicators:

Tip: Anchor DEIA in service and access.
Use language that ties diversity to the agency’s mission of serving all constituents equitably. Showcase stories of community engagement, language access, or public outreach efforts that demonstrate inclusive governance without leaning on buzzwords that may trigger political scrutiny.

2. For Nonprofit Communicators:

Tip: Let lived experience lead.
Center voices of those directly impacted by your mission. Highlight stories, testimonials, and visuals that show the diverse communities you serve, and frame diversity as a fundamental part of solving systemic challenges, not just a value-add.

3. For Commercial Sector Communicators:

Tip: Link diversity to innovation and relevance.
Consumers want brands that reflect the world they live in. Utilize data and insights to demonstrate how inclusive marketing fosters loyalty and broadens reach. Frame DEIA not just as a moral imperative, but as a business one, and back it up with results.

4. For Private Sector/Corporate Communicators:

Tip: Frame DEIA as a talent and culture strategy.
Internally, emphasize that inclusive communications help attract, retain, and engage top talent. Externally, highlight how your company culture embraces diversity to create a sense of belonging, drive innovation, and reflect the global market.

5. For All Communicators, Across Industries:

Tip: Be consistent, not performative.
Freedom of speech still stands. Weave inclusive storytelling into your year-round strategy, not just during a culture holiday. Audit your visuals, your language, your platforms — and make sure they reflect the diversity of your audiences every day, not just when it’s trending.

Helpful Resources:

• https://www.snyderstrategies.me/post/making-dei-real-how-nonprofits-can-communicate-diversity-equity-and-inclusion-in-meaningful-and-a

• https://thestrategicfirm.com/blog/dei-communications-strategy/

• https://www.diversitycertification.org/navigating-uncertainty-idc-s-commitment-to-deia

Panelists at the Chapter's June 18 webinar, "CTRL + Communicate: AI’s Role in Modern PR," shared how comms pros are using AI and gave actionable steps to integrate this new technology into practice. Thank you to our distinguished speakers—Rosanna Turner, copywriter, communications specialist, and content strategist; Craig Petinak, director of public relations and communications services at the Riverside County Office of Education; Daniel Rhodes of Westbound Communications and an AI guru; Anne Murphy, founder of She Leads AI—for the timely information and sage advice.

1. Productivity and Time-Saving Tools

AI is already streamlining PR tasks like writing, summarizing, and synthesizing complex information. Tools like ChatGPT can draft press releases, talking points, and media briefs in a fraction of the time, especially when trained with custom instructions. AI also plays a major role in internal communications, helping to build team culture and communicate effectively at scale.

2. Shifting Roles and New Opportunities

While some traditional writing jobs may diminish, the panelists agree: AI creates room for new roles—like AI content editors, strategists, and communications advisors within tech environments. The need for professionals who can manage, edit, and refine AI-generated content is growing. The future belongs to those who understand how to blend human creativity with AI capability.

3. Storytelling, Strategy & the Human Element

Despite its capabilities, AI lacks context, nuance, and emotional intelligence. This opens an opportunity for communicators to lean more deeply into strategic storytelling, relationship-building, and ethical leadership. Empathy, curiosity, and critical thinking will become defining skills for the next generation of PR leaders.

4. Learning the Tools: Start with One

The panel recommends starting with the paid version of ChatGPT (4 or 4.5) to master core functions like writing, summarization, image generation, and even data analysis. Other tools mentioned include Midjourney (for images), Runway (for video), and Manus (for agent-based critical thinking). Prompt engineering—learning how to talk to AI effectively—is a crucial skill to develop.

5. Ethics, Copyright & Policy

PR pros must understand the legal and ethical boundaries of AI. For example, content solely created by AI (such as logos or taglines) cannot be copyrighted. Transparency with clients and stakeholders is essential. Every organization should have an AI policy—a living document outlining acceptable use, data privacy standards, and areas where AI should not be used.

6. The Next Frontier

In five to ten years, content creation will shift toward audio, video, and multimodal storytelling. Communicators will need to create messages across multiple formats—text, podcast, video, images—to remain relevant. The focus will also move from content-sharing to insight-sharing, where AI helps surface actionable intelligence that shapes decisions.

7. Final Advice: Stay Curious, Stay Human

AI is here to stay, and it’s evolving fast. The most successful communicators will be those who stay curious, use the tools regularly, and maintain their uniquely human touch. As Anne put it, “You’ll be doing the best work you’ve ever done—faster, smarter, and more meaningfully—if you add AI to your arsenal.”
 
In short: Don’t fear AI. Learn it, lead with it, and let it elevate your craft.

RESOURCES & information

Prompt Me, a newsletter that breaks down generative AI and content trends for busy professionals

Manus.im is an autonomous artificial intelligence agent designed to independently carry out complex online tasks without direct/continuous human guidance.

She Leads AI, Uniting accomplished women to advance AI for global prosperity; focused on people, process and culture in the AI revolution. Resources include courses, leadership bootcamps, AI readiness program, AI consultancy, public affairs and policy, She Leads Reads book club.

chatblackgpt.ai, Culturally informed AI

LXAI, global community of LatinX in AI professionals

Why AI uses so much energy—and what we can do about it, Penn State Institute of Energy and the Environment

Advanced AI Writing

Portions of this content were developed with assistance from Otter.ai, real-time transcription and note-taking, and ChatGPT, an AI language model developed by OpenAI.

 Written by: Arianna Murphy, Director of Diversity

 In honor of Women's History Month, PRSA highlights the theme "Women Who Advocate for Equity, Diversity, and Inclusion," recognizing the pivotal roles women have played in advocating for these values within the public relations industry. 

Established in 1947, PRSA has been significantly shaped by the contributions of pioneering women who have advanced the field of public relations. Notably, Betsy Plank stands out as a trailblazer among the organization's founders.​

Betsy Plank: A Trailblazer in Public Relations

Betsy Plank's career is marked by a series of groundbreaking achievements:​

·       First Female President of PRSA (1973): Plank shattered gender barriers by becoming the first woman to lead the Public Relations Society of America. ​

·       Co-Founder of PRSSA (1967): Recognizing the need to cultivate young talent, she co-founded the Public Relations Student Society of America, providing students with opportunities to engage with the profession. ​

·       Department Head at Illinois Bell (1974): In a historic move, Plank became the first woman to head a department at Illinois Bell Telephone Company, overseeing a 102-person team in external affairs.

·       Recipient of PRSA's Top Honors: She was the inaugural individual to receive three of PRSA's highest accolades, including the Gold Anvil Award in 1977. 

​

Plank's legacy continues through the Plank Center for Leadership in Public Relations at the University of Alabama, dedicated to fostering leadership and ethical practices in the field.​

Celebrating Women's Impact in PRSA Inland Empire

Highlighting the contributions of women in the PRSA Inland Empire Chapter not only acknowledges their invaluable impact but also inspires future generations of public relations professionals. While specific records of individual contributions may not be readily available, the chapter's leadership roster reflects the significant roles women have played:​

Notable Women Leaders of PRSA Inland Empire:

These leaders, among others, have significantly shaped the PRSA Inland Empire Chapter's trajectory, fostering a vibrant community of public relations professionals. Their collective efforts have not only enhanced the chapter's stature but have also left an indelible mark on the public relations landscape in Riverside and San Bernardino counties.​

One of our primary goals for 2024 was to grow our membership by 20%, and I’m proud to share that we surpassed expectations, growing from approximately 100 members to 123. This milestone reflects the value and sense of community our chapter offers to public relations professionals across the Inland Empire.

In marketing and branding, we refreshed our materials, ensuring the chapter’s identity is strong and cohesive. This was bolstered by the generous support of sponsors, namely Cardenas Markets and Westbound Communications, whose partnerships have been instrumental in elevating our programming and initiatives.

We proudly awarded two $1,000 student scholarships this year, assisting the next generation of PR professionals. Additionally, we welcomed a new APR recipient, Josue Reyna, into our fold, and he's joined us as a board member, further enriching our leadership team.

Event participation saw an incredible 60% increase compared to last year, with more than 450 attendees across webinars and in-person gatherings. This surge demonstrates the growing demand for our programs and the value they deliver. Our Polaris Awards entries also grew significantly, showcasing the exceptional work of our local PR practitioners.

Social media engagement played a pivotal role in amplifying our reach and deepening connections with our members and community. Our three successful regional events underscored our commitment to extending our impact across Southern California, providing valuable networking and professional development opportunities. And, the PRSA First Place DEI Chapter Diversity Award was icing on the cake and welcome national recognition for our Chapter and our members' exemplary commitment to advancing DEI initiatives within the public relations field and the local community.

These accomplishments wouldn’t have been possible without the unwavering support of our members, the tireless efforts of our dedicated board, and the generosity of our sponsors. Together, we’ve not only met but exceeded most of our ambitious goals for 2024.

As we look ahead to 2025, I’m excited for our 60th year celebrations and confident that our chapter will continue to thrive under the leadership of 2025 President CL Lopez. Thank you all for making this year one for the books. Here’s to building on our momentum and reaching even greater heights!

2024 Aaron Norris Spirit of PR Award was awarded to Charee Gillins, marketing and communications director at Inland Empire Community Foundation, who finds innovative strategies and tactics to lift up the stories of the nonprofits the foundation serves. She is an award-winning leader who oversees brand management, marketing, external communications, social media, community sponsorships and signature events for IECF, the region’s oldest and largest community foundation. She is also a respected member of PRSA-IE, as shown by her years of service as a longtime member, past president and current board member. A nominator noted, "Charee, is the embodiment of our Chapter: warm, kind, smart, innovative, a fierce advocate for our region and a dedicated practitioner."

The Aaron Norris Spirit of PR Award for a team or organization was presented to Eastern Municipal Water District Public and Governmental Affairs for its commitment to serving the community. EMWD’s Public and Governmental Affairs team is a 14-member department that is responsible for engaging, educating, and coordinating with the public, legislators, partner agencies and key stakeholders. Its core tenets are excellence, harmony, and adaptability. EMWD’s customer communications are forecasted and driven by an annual Strategic Communications Plan that engages its community through unique tactics ranging from career education programs to creative social media content.

The Chapter's individual and team awards were named for Aaron Michael Norris, APR, who died July 1, 2022. Norris was an inspirational leader and beloved friend to many and was a past president of PRSA-IE, as well as past chair of the PRSA Western District. He had a passion for philanthropy and giving back to organizations and causes that help make life better for others. His legacy lives on with these chapter awards as well as the Aaron Norris Creative Fund, which helps support Inland Empire arts programs.

The Chapter also debuted a new honor: the Young Professional of the Year Award, recognizing an exceptional young public relations professional who has shown great commitment to the profession and community and has the potential to be among the next generation of leaders. The Chapter's first recipient is Haley Munson, water efficiency coordinator for Elsinore Valley Municipal Water District. In addition to being a trusted and reliable spokesperson, Munson was recognized for her community impact, including building relationships with local officials and community members. She is also a volunteer for the PRSA-IE Chapter.

The PRSA Inland Empire Chapter, founded in 1965, is the premier public relations organization for Riverside and San Bernardino counties and serves more than 120 members across the region by providing professional development and networking opportunities.

The Polaris Awards represent the best in the industry within the Inland Empire. The 81 entries (a 28% increase over last year) were judged by the PRSA Sierra Nevada Chapter, who selected the top projects that successfully incorporate sound research, planning, implementation and evaluation. Based on final scoring, entries could receive a Polaris Award (score of 90 or higher) or a Capella Award (score of 75-89 points). The highest scoring entry received the coveted Best in Show award.

California Baptist University, was awarded Best in Show for its "A CBU Christmas" production. The university ushers in the Christmas season with a special performance in which over 400 students and faculty perform. Prior to 2023, "A CBU Christmas" had never sold out. But in 2023, the marketing and communication team (shown), in collaboration with Westbound Communications, developed a fully integrated campaign that resulted in phenomenal engagement with target audiences and three sold-out performances. They even came in under budget. There will be a fourth performance in 2024 to accommodate demand for the event.

Inland Empire PR and communications professionals, representing the following organizations, received 19 Polaris awards and 21 Capella awards: California Baptist University, County of Riverside Executive Office, DeGrave Communications, Eastern Municipal Water District, Elsinore Valley Municipal Water District, Harvey Mudd College, IEHP Foundation, Kleinfelder Construction Services, Loma Linda University, Loma Linda University (School of Pharmacy), Loma Linda University Faculty Medical Group, Loma Linda University Health, Loma Linda University School of Medicine, OPR Communications, Riverside County Department of Public Social Services, Riverside County District Attorney's Office, Riverside County Office of Economic Development, Riverside County Office of Education, Riverside County Transportation Commission, Santa Ana Watershed Project Authority, San Bernardino County Employees' Retirement Association, Visit Greater Palm Springs and Westbound Communications.

Two Aaron Norris Spirit of PR Awards were presented: PRSA-IE past president and Inland Empire Community Foundation Marketing and Communications Director Charee Gillins received the award for an individual, and Eastern Municipal Water District Public and Governmental Affairs received the team/organization award. Haley Munson, water efficiency coordinator for Elsinore Valley Municipal Water District, received the inaugural Young Professional of the Year Award.

Also recognized at the Gala were the Chapter's two recipients of the 2024 Rising Star Scholarship: Riverside City College graduate Joannah Clemente (shown right) and California State University, San Bernardino graduate Ramtin Ranjpour. The $1,000 scholarship recognizes the outstanding academic achievement of an undergraduate or graduate student seeking a degree in a public relations or communications.

Clemente, who was joined at the Gala by her parents, said, "I want to thank the PRSA-IE committee for believing in me and investing in my future. This scholarship gives me the confidence to keep pushing myself and exploring how I can merge my passion for storytelling with the strategic side of PR."

Supporting the 2024 Polaris Awards were Clubs Sponsor Westbound Communications; Dessert Sponsor Inland Empire Community Foundation; Table Sponsors Western Riverside Council of Governments, Harvey Mudd College, Santa Ana Watershed Project Authority, Elsinore Valley Municipal Water District and California Baptist University; and Friend of PRSA Sponsors Precision Services Group, Liselle DeGrave with DeGrave Communications, Mary Ann Pearson, PhD, APR, and KMC Social Impact Strategies.

The Public Relations Society of America (www.prsa.org), headquartered in New York City, is the world's largest professional organization for public relations professionals. With nearly 20,000 members, organized into 117 chapters nationwide, members represent business and industry, counseling firms, government, associations, hospitals, schools, professional services firms and nonprofit organizations. The PRSA Inland Empire Chapter, founded in 1965, is the premier public relations organization for Riverside and San Bernardino counties and serves more than 120 members across the region by providing professional development and networking opportunities.

At the ICON 2024 DEI Reception, Chris and I had the honor of accepting the first-place PRSA Chapter Diversity Award from National chapter leaders. PRSA-IE was recognized for demonstrating key values in diversity and advancing industry-wide diversity, equity, and inclusion (DEI) initiatives. This is a significant achievement, and congratulations are in order for all past and present board members, as well as Chapter members, for their role in this accomplishment. This award highlights the challenging yet rewarding work we do every day in the remarkable Inland Empire.

Looking ahead, we are in the final weeks of planning for our Polaris Awards Gala, where we'll celebrate the outstanding achievements of PR professionals in our region. The anticipation is building!

As we prepare to close out the year, plans for our last event of 2024, Mingle Bells, are coming together, and we’ll have more details to share soon. Stay tuned for a festive wrap-up to an incredible year.

PRSA-IE President Stephanie Graham, APR, accepted the award for the Chapter at the DEI Reception at PRSA 2024 ICON on Oct. 16 in Anaheim, California. Presenting the award was National Diversity, Equity and Inclusion Committee Immediate Past Co-chair Marsha R. Pitts-Phillips, APR.

The PRSA National DEI Awards are given to Chapters that demonstrate outstanding leadership in fostering diversity, equity, and inclusion through innovative programs, best practices, and case studies. PRSA-IE's proactive efforts to expand DEI awareness and engagement, as well as their implementation of impactful programs, were key factors in earning this top recognition. Second and third place DEI awards went to PRSA chapters in Minnesota and Miami, respectively.

Graham said, "This recognition is a testament to our Chapter’s unwavering commitment to creating an inclusive environment for public relations professionals across the Inland Empire. Our board and members have worked hard to ensure diversity, equity, and inclusion are woven into every aspect of our programming, recruitment, and professional development efforts. We’re proud to serve as a model for other chapters and will continue to prioritize these values in everything we do."

Since adopting its Diversity, Equity, and Inclusion Promise in May 2021, PRSA-IE has made DEI a central focus of its mission. The Chapter's board is diverse in both gender and ethnicity, reflecting the region's demographic landscape. Board members are involved in DEI-related initiatives in their own organizations and serve as advocates for diversity within the PR profession.

Some of the Chapter’s DEI Initiatives:

The Chapter serves over 100 members across Riverside and San Bernardino counties, where the population is predominantly Latino (51.6%) with growing African American, Asian American, and multiracial communities.

Graham added, “We’re incredibly proud of the work we’ve done to advance DEI within the profession and in our community. Winning this award reaffirms our belief that public relations should be a reflection of the diverse world we live in, and we’re honored to continue leading this important effort.”

About PRSA Inland Empire:

Established in 1965, the Public Relations Society of America Inland Empire Chapter (PRSA-IE) serves communications professionals across Riverside and San Bernardino counties. The Chapter provides professional development and networking opportunities for more than 100 members, working in agencies, corporations, healthcare, education, nonprofits, government, and tourism. PRSA-IE is committed to advancing the profession through diversity, equity, and inclusion initiatives.

Joannah Clemente – A Rising Star with a Passion for Journalism

Clemente, a 2024 graduate of Riverside City College (RCC) with an associate’s degree in journalism and current student at California State University, Long Beach, has shown remarkable dedication to the field of journalism. Inspired by her upbringing in the Philippines and motivated by the stories of historical figures fighting for freedom and justice, Clemente is determined to use journalism to amplify marginalized voices and challenge societal norms.

Reflecting on her scholarship award, Clemente said, "Winning the PRSA-IE 2024 Rising Star Scholarship is a tremendous honor and a pivotal moment in my journey. It fuels my passion for journalism and public relations, and I’m excited to continue growing in these fields."

During her time at RCC, Clemente thrived as a reporter for the student-run newspaper, Viewpoints, and excelled in both journalism and public relations courses. She was recognized earlier this year with the Community College Public Relations Organization scholarship. As she embarks on her next chapter at CSU Long Beach, Clemente remains committed to advocating for diverse narratives through journalism to effect meaningful change.

Ramtin Ranjpour – Bridging PR and Technology

Ranjpour, a 2024 graduate of California State University, San Bernardino (CSUSB) with a master’s in strategic communication and current graduate student at the University of Oregon, brings an interdisciplinary approach to public relations. With experience in strategic communication, marketing, and applied research, Ranjpour uses public relations to foster strong connections between organizations and the public.

"My passion for public relations stems from my love for stories," Ranjpour said. "This scholarship will help me continue telling stories that inspire others."

Ranjpour has been recognized for his academic achievements, including the Betsy Plank Award for the top graduate student paper at PRSA ICON in 2023 and the Outstanding Graduate Student of the Year award at CSUSB. His doctoral research at the University of Oregon will explore PR’s role in digital platforms and responsible AI to create unique cultures for small businesses and grassroots organizations. With a background in computer programming and web design, Ranjpour plans to bridge the gap between digital platforms and communication strategies.

He said, “My goal is to return to Southern California after receiving my PhD to work as a professional researcher at a major institution, such as a communication firm, while teaching public relations part-time at a university. I also have plans to earn the APR accreditation from PRSA.”

Celebrating Excellence

PRSAIE, the premier public relations organization for Riverside and San Bernardino counties, is honored to recognize the dedication and potential of both Clemente and Ranjpour. The Rising Star Scholarship is awarded to outstanding students pursuing careers in public relations and communications.

Learn more about the PRSA-IE Rising Star Scholarship.

While ICON is a highlight of the fall, our local calendar isn’t slowing down either. In fact, planning is in full swing for our Polaris Awards Gala, coming up on Nov. 8. This year, we’re going all in with a casino-themed celebration! Expect a night filled with laughter, excitement, and, of course, recognition (winning!). We’ll be celebrating the best projects of the year, applauding outstanding teams and individuals, and introducing the well-deserving recipients of our Rising Star Scholarships.

It’s shaping up to be an evening to remember, offering a unique chance to connect with peers and reflect on the great achievements within our Chapter. Whether you’ve been a seasoned professional for decades or are new to the field, the Polaris Awards Gala will provide an inspiring and celebratory atmosphere, perfect for closing out the year. It's also a special opportunity for your organization, or a favorite vendor, to support this important event while showcasing businesses and services important to communications professionals. Take a look at the Polaris Sponsor Opportunities, and sign up by Oct. 20.

But before the Polaris Gala, don’t forget—there’s still one more Chapter professional development event. On Sept. 26, we have our last event of the season, designed to provide valuable insights on collaboration and another opportunity to sharpen your skills before the end-of-year rush. 

Be sure to mark your calendars for Mingle Bells (details coming soon) in December! It’ll be another chance to gather with friends and colleagues to celebrate our community and toast to the incredible work we’ve accomplished together in 2024.

I hope to see you at the September webinar, ICON or the Polaris Awards Gala!

September is also Ethics Month for the Public Relations Society of America, which is dedicated to reinforcing the ethical standards that are fundamental to the public relations profession.

The intersection of Hispanic Heritage Month and Ethics Month provides a unique opportunity to explore how the core values of PRSA—advocacy, honesty, expertise, independence, loyalty, and fairness—align with the principles that guide the work of public relations professionals in the Inland Empire. These values are not only foundational to our profession but also resonate with the commitment to equity, representation, and integrity that is essential to serving diverse communities.

Advocacy and Representation

As public relations professionals, we serve the public interest by acting as responsible advocates for those we represent. In the context of Hispanic Heritage Month, advocacy takes on a critical role in ensuring that the voices of Hispanic communities in the Inland Empire are heard and respected. 

Honesty and Trust

Honesty is another cornerstone of the PRSA Code of Ethics. In public relations, maintaining the highest standards of accuracy and truth is paramount. The stories we tell and the messages we disseminate about diverse communities must be truthful, respectful, and free from stereotypes. Honesty helps build trust with the communities we serve, which is essential for effective communication and meaningful engagement.

Expertise and Cultural Competency

Understanding the unique cultural nuances, histories, and challenges faced by Hispanic populations enables public relations professionals to craft messages and campaigns that resonate authentically and effectively. By committing to continuous professional development, we can stay informed and educated about the communities we serve.

Objective Counsel

Effective and ethical strategies involve offering unbiased advice to our clients and organizations. 

Loyalty and Fairness

Loyalty and fairness are integral to building and maintaining relationships with clients, peers, and the public. Public relations professionals demonstrate loyalty by honoring the contributions of diverse communities, ensuring fair representation in all communications, respecting diverse opinions, and supporting the right of free expression.

As we observe both Hispanic Heritage Month and Ethics Month, let us reaffirm our commitment to PRSA’s core values so we not only uphold the standards of our profession but also contribute to a more just, inclusive, and ethical society.

An Ethics Month special from PRSA

Sign up for this Sept. 17 Noon (PT) webinar—free for members: Overcoming Common but Difficult Ethical Challenges in PR and Comms

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Credit: ChatGPT provided the framework for this article.