I asked our PR and growth experts: How can we be able to use the media to further the message of diversity and inclusion? What advice can be given to make the moves possible in order to prevent racial and gender discrimination?

Here is the insight from our experts.

• We need to own our narratives
• PR to advocate for diverse stories
• Show and endorse real, authentic diversity
• Developing a diverse creator network
• People from different perspectives need decision-making power
• The need to push for transparency and accountability
• Businesses should show diverse people doing solid work
• Campaigns need to let real people narrate real workflows
• Commission content creators from and for underrepresented communities
• Media producers need to actively diversify commentators
• Give independent creators the space
• Slipping anti-discrimination themes into entertainment content
• Editorial practices that actively challenge stereotypes
• Expand your network outreach to underrepresented groups
• Need to fund and actively promote under-represented creators

We need to own our narratives

Dr Trenice Brinkley, Publicist at Two Queens Media

"Let’s talk about race and gender diversity in media, because too many folks still don’t get it. First off, diversity isn’t a trend. Too often, the media treats it like a box to check, one Black woman on a panel, one LGBTQ+ character in a show, one Latina news anchor, and they swear they’ve revolutionized the game. No. Diversity isn’t just about presence; it’s about power. That means hiring more Black and Brown decision-makers, not just sprinkling us in when it’s convenient.

Media isn’t just about who’s on camera; it’s about who’s writing the scripts, who’s funding the projects, and who's making the final call. If we want real inclusion, we have to own our narratives. Because let’s be honest, who tells the story determines how it’s being told. And let’s talk about accountability. The best way to prevent racial and gender discrimination? CALL IT OUT. When Black women are labeled aggressive instead of assertive, when “diversity” means everything except hiring more women of color, and when our stories are only centered around trauma, we need to speak up and demand better. But here’s the kicker: we need to stop waiting for permission.

Build your own platforms, support Black-owned media, amplify diverse voices, and refuse to beg for a seat at tables that were never built for us. Because we ARE the culture, so it’s time we own it."

PR to advocate for diverse stories

Emily Reynolds-Bergh, Owner at R Public Relations

"Some stories are rarely told in mainstream media. PR professionals can use their skills and powers of persuasion to advocate for diverse stories in mainstream publications and podcasts. I highly recommend PR agencies that can afford to do so develop a pro bono program so a wider range of voices and stories can be heard by all."

Show and endorse real, authentic diversity

Danilo Coviello, Founding Partner at Espresso Translations

"Using media to push the message of diversity and inclusion is a big deal, but it takes more than just talking about it. It is about showing real, authentic diversity, not just in front of the camera but behind it, too. I have worked on projects where we highlighted diverse teams, and it was eye-opening. For example, a campaign we ran focusing on multicultural translators led to a solid 25% increase in engagement within a month. People need to see their identities properly represented by media content across leadership and creative responsibilities as well as authentic story presentations.

The media must face responsibility in this aspect. Only true action behind diversity displays will demonstrate progress in diversity initiatives. One campaign might be about gender equality, but if the women leading that campaign are not also the ones making decisions behind the scenes, then it does not quite hit the mark. Consumers have to demand better, too. We should endorse companies when they show positive action but we should report objectionable content that we detect. Participating in the solution requires more than discussing problems because being part of the solution represents the essential goal."

Developing a diverse creator network

Jasmine Charbonier, Content Marketing Strategist

"Through my content creation work, I've learned that consistent representation matters more than one-off diversity campaigns. Based on running countless campaigns, I've developed a solid framework for inclusive content. First, I established clear guidelines for my team about appropriate language & representation. Then I created a diverse creator network — bringing in perspectives from different communities.

I restructured our entire content calendar to ensure diverse voices were featured year-round, not just during heritage months or special occasions. The results: 40% higher engagement & more meaningful audience connections.

Something I've noticed — micro-influencers from diverse backgrounds often create the most impactful content. I worked with this group of creators (15-20K followers each) who shared genuine stories about their experiences. Their authentic approach generated 2x more engagement than our polished corporate content."

People from different perspectives need decision-making power

Samuel Huang, CEO at TeleAdsAgency.com

"Media is still one of the most powerful tools we have to normalize diversity — not by making it a “special feature,” but by embedding it into the everyday. One way we do this in advertising is by casting and showcasing people of different races, genders, and backgrounds as the default, not the exception. Representation doesn’t have to be a headline — it should be the baseline.

To move the message forward, media creators need to go beyond tokenism. That means hiring diverse voices behind the scenes — in writing, editing, strategy, and production. Real inclusion happens when people from different perspectives have decision-making power.

Don’t wait for a “diversity moment.” Bake it into your process. Question who's being left out at every stage — from concept to final cut. That mindfulness, repeated consistently, leads to real culture shift."

The need to push for transparency and accountability

Roy L. Kaufmann, President, Attorney & Civil Litigator at Servicemembers Civil Relief Act Centralized Verification Service

"Media holds an incredible amount of influence, especially when it comes to shaping public perception and driving awareness. From where I stand as a civil litigator working closely with servicemembers, I’ve seen how meaningful representation can shift conversations and push long-overdue changes. To use media in a way that supports diversity and inclusion, we need to be intentional about who gets a platform and how their stories are told. It starts with including people from different backgrounds at every level — not just on camera, but behind it, in the writers’ rooms, editorial meetings, and decision-making roles.

Highlighting voices that have historically been left out, particularly those of women and communities of color, brings balance and perspective to narratives that have often been one-sided. Media can spotlight the realities people live every day, not in a way that simplifies or tokenizes them, but with honesty and depth. That kind of visibility does something powerful — it helps break down stereotypes and opens up room for understanding.

As far as advice on preventing racial and gender discrimination, it begins with looking inward. Institutions — whether law firms, businesses, or media outlets — need to do the work to examine their own systems. Who gets hired? Who gets promoted? Who feels safe speaking up? It’s not just about having policies in place, but making sure those policies are actually respected and enforced. Leadership has to be part of the conversation. You can’t address discrimination if the people at the top don’t see it or don’t act on it.

We also need to keep pushing for transparency and accountability. That could mean regular equity reviews, open reporting structures for discrimination complaints, or stronger partnerships with advocacy groups. But the common thread is always consistency. Inclusion isn’t something you check off once. It takes persistence, listening, and a willingness to correct course.

If the media can reflect and reinforce that mindset — showing what’s possible when diversity is embraced not as a statement, but as a practice — then it becomes a tool for real progress. And as someone who’s spent years fighting for servicemembers who’ve been overlooked or mistreated, I can tell you that representation matters more than people realize. Giving space to those who’ve been shut out of the conversation can change the direction of that conversation entirely."

Businesses should show diverse people doing solid work

Caleb John, Director at Exceed Plumbing and Aircon

"To be honest, I think media should stop showing diversity like it is some special event. Just represent people doing their jobs—simple as that. Show a woman fixing a leaky pipe or a bloke with a different accent running a site team. You put those visuals in mainstream media, and you normalize it. If you show it once in a while like it is rare, then people treat it like a novelty.

I mean, we need to be real with it. If you show a tradesperson ad and everyone in it looks like they walked out of a toothpaste commercial, you are doing it wrong. We have people from eight countries on our crew. One’s a mum with two kids, another is a guy who fixes evaporative coolers like a magician. That should be standard media—diverse people doing solid work, not ticking a box."

Campaigns need to let real people narrate real workflows

Benjamin Tom, Editor & Marketer at Electricity Monster

"I think media has a responsibility to show diversity in action, not in theory. Like, do not just say you care, show who you work with. In the energy space, I work with a lot of Filipino, Indian, and Indigenous Australians. They are some of the best technicians and advisors I know, yet when I see media portrayals of "green energy pros," they always look like Silicon Valley expats with yoga mats. That creates a skewed expectation of who belongs.

What would really move the needle is normalizing different accents, body types, skin tones, and work styles in explainer videos, ads, and educational content. Instead of generic stock footage, let real people narrate real workflows. Make the work accessible to all, and the industry will become accessible too."

Commission content creators from and for underrepresented communities

Nathan Mathews, CEO at Roofer

"Media platforms could start treating diversity like product features. They have to highlight what’s actually functional, not just pretty. A woman drone operator in West Texas taught me more about thermal leakage patterns than any course I ever took. Why do we never see her on a YouTube spotlight? When tech content shows only white dudes testing gear, it teaches viewers that expertise has a look. Which is false and lazy.

What I would say is: get out of your usual creator loop. We once paid a DEI roofer $150 to film an inspection with our software. That video still brings traffic from Spanish-speaking homeowners every month. You want diversity in media? Pay underrepresented folks to create, not just appear. Share the mic and cut them a check."

Media producers need to actively diversify commentators

Barbara Robinson, Marketing Manager at Weather Solve

"I believe media has to stop defaulting to tokenism when representing race or gender. We do business on every continent, and every region has its own strength narrative. If you are highlighting a project in Papua New Guinea or Bolivia, put those engineers and site leads at the forefront. Do not insert someone for visual balance—show the actual people doing the real work. Authenticity drives representation deeper than lip service.

To carry this forward, producers and editors need to actively widen their pipeline. If your shortlist of commentators, experts, or contributors looks the same year-round, something is off. Find specialists in regions where you're not currently sourcing stories. There are women leading cold climate design in Mongolia and Black engineers rebuilding windbreaks in Dominica. If media platforms engage with more of these voices upfront, diversity will show up organically on-screen."

Give independent creators the space

Sanju Zachariah, Owner & President at Portiva

"Think of media as a big, loud, constant conversation. And too many voices too many valuable perspectives are getting drowned out because of the race or gender or sexuality or religion of the person behind that perspective. We need to change that. We need to take the entire damn script, put it in front of a mirror, and twist it until it sees the reflection it deserves: not just one where the faces look different, but where those faces aren’t held to the same tired narratives.

Think about it; we're used to seeing marginalised groups as supporting characters, as obstacles or helpers to the main hero's story. We desperately need to show these people as humans, as the protagonists, as people who do and say and think and are complicated and funny and interesting and difficult and bad and good and real. That means hiring writers that have experience with this. That means hiring directors that know it from the inside.

And it's not just about representation on our screens. We need to break free from our Internet echo chambers. Social media is a cesspool of hate, yes, but it's also one of the most powerful tools we have at our disposal. We need to uplift the creators and activists who are speaking out against the status quo, we need to support the artists who are creating work that can actually create social change.

And heck, let's be real, so many of these old media gatekeepers are outdated fossils. You've got to give it to the independent creators, the ones breaking through the old paradigms and doing what's right, and give them the resources, the platforms, the space.

This isn't about being politically correct. It's about reflecting the world as it really is, in all of it's messy, beautiful, diverse glory. It's about using the power of media to build bridges, not wall. It's about creating a world where everyone feels seen, heard and valued."

Slipping anti-discrimination themes into entertainment content

Johannes Hock, President at Artificial Grass Pros

"I believe the best way to further the message of diversity and inclusion is through subtle messaging woven into the media people already engage with. That means slipping anti-discrimination themes into places like memes, gaming content, or music. These formats don’t come across as lectures. They work because they meet people where they are, whether they’re scrolling, watching, or playing, without asking them to change their behavior first.

A meme that flips a racial stereotype or a game that quietly features diverse characters without explanation is more likely to stick than a campaign that preaches. As those moments get shared and revisited, they become familiar through repetition. That repetition matters. People stop seeing those identities as the exception and begin to absorb them as part of the everyday. Over time, those messages start to shift how audiences define normal representation. The goal isn’t to spotlight fairness with fanfare, but to make it unremarkable because it’s already woven into what people see and engage with constantly."

Editorial practices that actively challenge stereotypes

Deepak Shukla, CEO at Pearl Lemon PR

"The media’s role in advancing diversity starts with intentional storytelling. Elevate voices are often sidelined by partnering directly with creators from diverse backgrounds. This ensures authenticity and broadens perspectives.

Next, adopt editorial practices that actively challenge stereotypes. Regular bias training for teams can uncover blind spots, fostering content that reflects true inclusivity. Transparency matters: Share progress on representation metrics to build trust and accountability."

Expand your network outreach to underrepresented groups

Derek Pankaew, Founder at Listening.com

"The media can either echo the status quo or fracture it. The trick is letting messy voices through. Too often, media platforms only elevate the “palatable” versions of marginalized voices—the ones that are polished, brand-safe, digestible to the mainstream. But real change happens when you give a mic to folks who don’t fit neatly into a marketing campaign. Platforms need to get more comfortable with discomfort. A story that makes people squirm a little? That’s where the truth usually lives.

If you’re building a company or creating content, here’s something people don’t talk about enough: diversity isn’t just a moral issue—it’s an input problem. If your content or hiring funnel starts with the same 5 networks, of course it ends up homogeneous. Expand the top of the funnel. Don’t just post jobs on LinkedIn—go to cultural orgs, niche job boards, even TikTok creators in underrepresented groups. Same with media coverage: the more you vary who you ask for stories, the more representative your output becomes."

Need to fund and actively promote under-represented creators

Kyle Sobko, CEO at SonderCare

"In my opinion, the best way to push the message of diversity and inclusion through media is to fund and actively promote creators who have lived those experiences. Not just feature them in panels or quote them in passing, but give them full creative control to shape the story from start to finish. That means supporting filmmakers, journalists, and writers from underrepresented backgrounds with actual budgets, distribution channels, and production resources. Without that, you’re asking people to reshape an industry with no tools in hand.

Suppose a young Black filmmaker wants to create a documentary about medical discrimination in long-term care. In that case, they shouldn’t be limited to half-funded ideas or scripts altered to meet sponsor expectations. Their full vision should be supported from the ground up, with the same resources and creative freedom given to any established creator. Let them lead the storytelling without compromise, without pressure to soften the message for audiences who haven’t lived that reality."

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