As the global emphasis on diversity, equity, and inclusion (DEI) grows, industries are stepping up their efforts to integrate these values into their operations. However, the manufacturing sector, long perceived as traditional, has been slower to embrace DEI compared to sectors like technology. This presents a critical opportunity for manufacturing companies to not only advance their DEI efforts but also leverage public relations (PR) to elevate their brand and reshape the industry’s reputation.

A 2021 Make UK survey of Manufacturers in the UK  revealed a significant gap in DEI efforts: only 67% of manufacturers have, or are planning, an ED&I strategy. Furthermore, just 2% of the manufacturers have an average workforce age below 30 and women make up 29% of manufacturing workforce and 18% of company board positions.

Take, for instance, the recent discussions around prominent leaders being labelled as ‘DEI hires’ illustrate the challenges that individuals from diverse backgrounds face in positions of power. This highlights the necessity for manufacturing companies to effectively communicate the value and merit of their DEI efforts. If even accomplished leaders can face such criticism, it underscores the importance of proactively managing the DEI narrative.

PR as a strategic tool

Public relations (PR) extends beyond image management—it’s about crafting stories that resonate with internal and external audiences. In the context of DEI, PR plays a crucial role in highlighting a company’s commitment to diversity and inclusion.

For instance, Ford’s “Diversity and Inclusion Report” demonstrates how transparent communication can strengthen a company’s reputation. By sharing successes and challenges openly, Ford has positioned itself as a leader in the manufacturing sector’s DEI journey.

Building the narrative – PR professionals excel at building narratives that align with company values and goals. These stories can be shared across various channels, including websites, LinkedIn, and industry publications. If manufacturing companies consistently communicate their DEI initiatives, they can shift the perception of their industry from one that is traditional and exclusionary to one that is progressive and inclusive.

Amplifying voices within the company – An effective strategy for making DEI a lived and visible reality is to amplify the voices of diverse employees within the company. This can be done through interviews, blog posts, or social media takeovers. This approach fosters a sense of belonging and showcases the company’s commitment to inclusivity.

Crisis management and proactive communication – In today’s polarised climate, where terms like ‘DEI hire’ can be weaponised, as seen with Kamala Harris, companies must be prepared for backlash. PR plays a vital role in both proactive and reactive communication, ensuring the company’s DEI stance is clear and well-articulated, helping to mitigate risks and reinforce their commitment.

Forging strategic partnerships – PR can also help manufacturing companies build partnerships with DEI-focused organisations. These collaborations enhance DEI efforts and provide opportunities for joint initiatives that further the DEI agenda, strengthening the company’s leadership position in this space.

Conclusion

DEI is not merely a moral imperative; it’s a business imperative. For manufacturing companies, traditionally lagging behind other sectors in DEI, now is the time to step up. This, in turn, can lead to a more inclusive industry and a stronger, more resilient business. After all, the future of the industry depends on its capacity to evolve and reflect the diversity of the world it serves.

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