Landmark Study Establishes First Comprehensive DEI Benchmark For Ireland’s PR Industry

The research*, initiated by the award winning agency Harris PR, and supported by the Public Relations Institute of Ireland (PRII), Public Relations Consultants Association (PRCA) and the Open Doors Initiative (ODI), establishes the first comprehensive benchmark for DEI within Ireland’s public relations industry. 

Providing a detailed snapshot of representation across PR agencies and in-house teams, as well as related sectors and broader service industries, the report sets out the status across businesses of all sizes. It includes expert analysis from industry leaders in addition to case studies outlining the lived experiences of several individuals from diverse backgrounds who have successfully sought opportunities in the PR sector.  

The report also introduces a practical toolkit designed to support PR and communications professionals and employers in embedding DEI principles tangibly into recruitment processes and workplace culture. 

Uneven Progress Across the Industry 

The research shows that while the majority of organisations across multiple industries recognise the importance of diversity, equity and inclusion, implementation remains inconsistent. 

Only 42% of small businesses report having a formal DEI policy in place, compared to 89% of large organisations. Within the PR sector, 75% of in-house teams have a DEI policy; while PR agencies lag behind at just 45%. The significant gap suggests that DEI is still widely perceived as a scale issue rather than a core business principle. 

Additional findings include: 

• While 66% of companies report having a DEI policy, only half review it annually 
• 30% of small businesses report having no employees from diverse backgrounds. 
• On average, just 17% of employees across all sectors come from a diverse background. 
• Within in-house PR and communications teams, this figure falls further to 15%. 

Barriers to Diverse Hiring 

The most commonly cited obstacles to hiring from diverse backgrounds relate to perceived candidate availability. Small businesses with no diverse employees identified lack of candidates, insufficient experience, unsuitable qualifications, and limited local cultural or media knowledge as key challenges. 

The research also found that 56% of respondents from diverse backgrounds who applied for roles were unsuccessful in securing a job offer. A perceived “lack of cultural fit” emerged as a standout reason for minority candidates not progressing. Of those who were unsuccessful, 84% said they did not receive any feedback, showing hiring feedback is a major blind spot.  

Uncertainty amongst employers also remains a major challenge, especially among larger employers with a notable proportion of organisations (28%) admitting they do not know what steps to take to become more inclusive. 

Practical Solutions and Industry Commitment 

Alongside the benchmark findings, a comprehensive DEI Toolkit for Employers has been released. The resource provides practical, step-by-step guidance for PR agencies and communications teams seeking to strengthen inclusive recruitment and workplace culture. 

Speaking on the report, Sonia Harris Pope, Managing Director and Founder of Harris PR says: “For the first time, we have real data on where Ireland’s PR industry stands on diversity, equity and inclusion, it feels like a very positive step forward. Having a clear benchmark gives us a starting point and a shared opportunity to improve.  There’s a clear business case to be more diverse and inclusive, and the Toolkit for Employers provides guidance for agencies and businesses with internal comms functions to be more inclusive in their hiring practises and to embed more cultural diversity within the workplace.  

Our Harris PR Diversity, Equity and Inclusion Bursary is developed in partnership with ODI and the PRII to create a pathway for people from under-represented groups in society to train in PR and communications. The bursary includes a nine-month fully paid internship with Harris PR and a paid-place on the PRII's Diploma in Public Relations. We are launching our third year of the DEI Bursary in the coming months, and have high hopes for further successful candidates.    

Laura Wall, CEO of the PRII, comments: “This report is an important milestone for our industry. Establishing a benchmark adds accountability to this very important conversation. 

On average, fewer than one in five employees come from a diverse background. We must recognise this gap, especially within smaller organisations, and we must make a conscious effort to further incorporate DEI into our policies and practises.” 

Brian Harrison, Chair of the PRCA, adds, “Public Relations is built on trust, credibility and influence. If our industry does not reflect the diversity of the communities we engage with, we weaken both that credibility and ultimately our impact. 

Within agencies, diversity is not just about representation; it is about diversity of experience, diversity of perspective and diversity of thinking. That mix sparks creativity, strengthens strategy and enables us to challenge clients with new perspectives. It makes our work sharper and more relevant.” 

Jeanne McDonagh, CEO of ODI concludes: “One of the key insights from the research is the perception that diverse talent can be hard to find. Our experience shows the talent is there and with the right outreach and inclusive recruitment practices, organisations can connect with talent more effectively. 

This toolkit offers practical, achievable steps to help employers widen access, remove barriers and build workplaces where people from all backgrounds can contribute and thrive.” 

The full report and accompanying DEI Toolkit for Employers are available at: www.harrispr.ie/Culture