Why Representation Matters

Representation in media isn’t just about optics—it shapes how people see themselves and each other. When certain groups are underrepresented or misrepresented in mainstream media, it perpetuates stereotypes, reinforces systemic biases, and erases lived experiences. Conversely, positive and accurate representation affirms identity, fosters empathy, and broadens societal understanding.

For brands and organizations, inclusive media representation is essential for connecting with diverse audiences. Consumers today are not only attuned to how brands communicate but also to who they choose to elevate in their campaigns and press coverage. In this environment, PR professionals must act as advocates for balanced narratives and representation across all media channels.

The Influence of PR on Media Narratives

PR professionals are the primary liaison between organizations and the media. They pitch stories, provide spokespersons, arrange interviews, and craft the messaging that journalists often use as source material. This gives PR an outsized role in influencing which voices are amplified.

Too often, PR defaults to highlighting individuals who already have visibility—CEOs, influencers, or celebrities—while ignoring the everyday employees, customers, or community members whose voices could lend richness and authenticity. PR has the power to change that.

By proactively including diverse spokespeople, advocating for lesser-heard perspectives, and challenging newsroom biases, PR professionals can shift the narrative landscape. This means considering race, gender identity, sexual orientation, disability, age, class, and geographic background in every aspect of a communications strategy.

Tokenism vs. True Inclusion

One of the pitfalls in addressing representation is the risk of tokenism—featuring individuals from marginalized backgrounds purely for appearance’s sake, without giving them real power or voice. Tokenism may check a diversity box but often reinforces the very inequalities it seeks to address.

True inclusion in PR means:

• 
  

Empowering diverse individuals to speak in their own voices.

• 
  

Giving them central roles in storytelling, not just supporting ones.

• 
  

Ensuring representation isn’t limited to one-time campaigns but integrated across long-term communications.

• 
  

Vetting content for stereotypes, cultural insensitivity, and harmful tropes.

This level of intentionality requires internal shifts, including diverse PR teams, inclusive decision-making structures, and ongoing cultural competency training.

Expanding Media Access

A major component of PR’s responsibility is expanding access to media opportunities. This means not just telling new stories, but also ensuring more people have access to tell their own stories.

Here are a few ways PR can democratize media access:

1. Diversify Your Media List

Build relationships with journalists from underrepresented backgrounds and pitch to outlets serving specific communities. These platforms are often overlooked by mainstream PR but reach loyal and engaged audiences.

2. Include Nontraditional Voices

When preparing media kits or choosing spokespersons, look beyond the C-suite. Community leaders, frontline workers, and grassroots organizers often have more compelling, human stories to tell.

3. Invest in Media Training

Offer media training to individuals who may not be media-savvy but bring essential perspectives. Helping them prepare for interviews can build confidence and ensure they are set up for success.

4. Support Independent Media

Support media outlets that prioritize underrepresented voices—through advertising, collaborations, or sponsorships. These publications often work on shoestring budgets but deliver powerful content that mainstream outlets miss.

Real-World Examples of Impact

Numerous brands have succeeded in using PR to center underrepresented voices in meaningful ways. For instance, Dove’s "Real Beauty" campaign challenged conventional beauty standards by showcasing women of different ages, sizes, and ethnicities. This campaign not only won awards but also shifted industry-wide norms about who is considered "media-worthy."

Similarly, Microsoft’s campaign spotlighting adaptive gaming technology featured children with disabilities—not as props but as central heroes of their own stories. These efforts resonated because they were rooted in authenticity, not performative inclusion.

Accountability in the PR Process

Representation isn’t a one-and-done effort. It requires systems of accountability within the PR process. Here’s how teams can ensure they’re staying on track:

• 
  

Audit your outputs: Regularly review who is being represented in press releases, media appearances, and campaigns. Is there equitable coverage across gender, race, and other identifiers?

• 
  

Seek feedback: Engage with internal and external stakeholders to understand whether your efforts are resonating or falling short.

• 
  

Measure impact: Go beyond vanity metrics. Track whether your representation efforts are leading to media pickups, brand trust, and audience engagement from the communities you’re trying to reach.

• 
  

Collaborate with DEI teams: Work cross-functionally to align representation goals with broader diversity, equity, and inclusion initiatives.

The Risk of Not Evolving

Failing to prioritize representation in media coverage carries real risks. Consumers are increasingly vocal and vigilant. One misstep—or a pattern of exclusion—can lead to backlash, loss of trust, and diminished brand equity.

Moreover, young professionals entering the PR field are looking for purpose-driven careers. Agencies and brands that fail to embrace inclusive practices may struggle to attract and retain top talent.

Looking Ahead: A New Era for PR

The future of PR lies in ethical, inclusive storytelling. It’s no longer enough to control the narrative—today’s audiences demand that you co-create it with them. That means uplifting stories that have long been pushed to the margins and recognizing that representation is not charity; it’s strategy, ethics, and impact rolled into one.

PR professionals have both the tools and the opportunity to shape a media environment that truly reflects the richness and complexity of our world. The question isn’t whether representation belongs in media coverage—it’s whether your brand will lead or lag behind.

Conclusion

PR is not just about messaging—it’s about meaning. By embracing the responsibility of fair and diverse representation in media, PR professionals can drive societal progress while delivering measurable value to their clients and audiences. In a media world hungry for authenticity, there’s never been a more important time to ensure that everyone sees themselves reflected in the stories we tell.