A renowned PR agency faced significant reputational damage after an event was criticized for lacking diversity. The reaction was swift and harsh: the agency had failed in representation, leading to public outrage and internal uncertainty about how to prevent this from happening again. The question posed to us wasn't just "how do we fix this?" but something deeper: "how do we transform our way of working so that inclusivity isn't just a checklist item, but a standard?"
Together with the agency, we undertook a three-phase journey focused on structural change rather than cosmetic repairs.
Phase 1: Situation analysis and reflection
Instead of immediately offering solutions, we started with a thorough analysis. Through facilitated workshops with the owners and PR managers, we uncovered the root causes:
* Blind spots in selection processes
* Lack of diverse databases and networks
* Insufficient awareness of 'bias' in algorithms and search behavior
* Communication failures when addressing criticism
This gave us a clear picture of where the bottlenecks lay, both operationally and culturally.
Phase 2: Developing tools and frameworks
Based on these insights, we built practical instruments that could be directly applied in daily work:
* An inclusive selection framework: A step-by-step guide for target group analysis, creator selection, and evaluation, with specific attention to authenticity versus tokenism.
* A D&I Code of Conduct: Concise behavioral guidelines for internal team conduct and external collaborations, including communication guidelines (from boardroom to lunch table).
* SMART Goals: Measurable KPIs to monitor progress, such as diversity percentages per project and satisfaction scores from diverse creators.
Phase 3: training and implementation
Knowledge is power, but only when it's applied. We organised an interactive workshop where employees learned:
* To train their own 'inclusive algorithm' through deliberate search strategies.
* To work with diverse databases and community networks.
* To handle criticism constructively and translate it into improvement points.
D&I isn’t a one-time project; it’s an ongoing process that needs to be ingrained in your day-to-day operations. Every organization faces unique challenges regarding diversity and inclusion, which is why our approach is never one-size-fits-all. Our offerings are modular and highly tailored to specific context, culture, and goals. Whether you need a quick audit, a full framework development, or long-term coaching, we provide the tools to move from reactive fixes to proactive standards.
Want to know how you can transform your organization from reactive to proactive on D&I? Contact us for a no-obligation conversation at cheyenne@red.amsterdam.
