Australia is one of the most culturally diverse countries in the world. Yet while the communications profession prides itself on understanding audiences, amplifying voices and shaping public dialogue, many practitioners still don’t see that diversity reflected in the industry’s leadership ranks, argues Helen Hutchings, managing director of Phillips Group and chair of CPRA.
This is important for the communication profession because we shape public dialogue every day. We influence how organisations engage communities, how stories are told, and whose voices are amplified.
But if our profession is helping tell the story of modern Australia, we must ask whether our own leadership reflects the diversity of the nation we communicate with.
New research from Communication and Public Relations Australia’s Diversity, Equity and Inclusion Special Interest Group suggests we still have work to do.
Our inaugural Creating and Sustaining Safe Spaces report found that 51 per cent of PR and communication professionals want more diverse representation in leadership teams. More than anything else, that was the change people most wanted to see in their workplaces.
At the same time, 62 per cent of respondents said they had experienced discriminatory behaviour in the workplace, while 81 per cent had witnessed it. The most common experiences were microaggressions, stereotyping and being overlooked for opportunities or advancement.
Importantly, this is not a story about people being unwilling to speak up. Most respondents said they felt comfortable raising concerns related to diversity, equity and inclusion. The challenge is what happens next.
Only one in five respondents said concerns raised about discrimination or inclusion resulted in a supportive response with clear action.
That finding should give our industry pause.
The communication sector has become increasingly confident talking about inclusion. But there is still a significant gap between discussing inclusion and embedding it into leadership, culture and decision-making.
This is not simply an HR issue. It goes directly to the credibility and effectiveness of our profession.
Communication professionals are expected to understand audiences, navigate cultural nuance and help organisations engage authentically with increasingly diverse communities. That becomes much harder when leadership teams do not reflect a diversity of backgrounds, perspectives and lived experiences.
Diverse leadership is not about optics. It strengthens judgement. It broadens perspective. It improves communication.
Importantly, the research does not suggest industry leaders are indifferent to these issues. In many workplaces, respondents reported the existence of anti-discrimination policies, flexible work arrangements and wellbeing support.
But good intentions are not enough.
Many respondents identified barriers including fear of saying or doing the wrong thing, lack of leadership accountability, and uncertainty about how to respond appropriately to concerns when they arise.
That tells us the industry does not simply need more conversation about diversity. It needs greater capability, accountability and representation.
Like many organisations across our profession, CPRA recognises there is still more work to do to ensure leadership better reflects the diversity of contemporary Australia. Progress does not happen by accident. It requires deliberate pathways, broader networks and a willingness to examine who is missing from decision-making tables.
In 2024, CPRA introduced constitutional changes that moved the organisation away from a federated board model, where directors were drawn from state presidencies, to a structure designed to create broader and more accessible pathways to Board participation. We also established a Nominations and Remuneration Subcommittee to support a more deliberate approach to board composition, succession and capability.
These changes will not transform representation overnight, but they mark an important shift: leadership diversity does not happen by chance. It must be built intentionally.
So where does our industry go from here?
First, organisations need to focus on representation at the leadership level. When leadership continues to look the same, talented people stop seeing a future for themselves in the industry.
Second, workplaces need reporting processes that lead to meaningful outcomes. Employees will only continue speaking up if they trust concerns will be addressed fairly and consistently.
Third, leaders and managers need practical support and training. Creating inclusive workplaces is not instinctive. It requires skill, confidence and ongoing commitment.
Finally, the industry needs to think beyond recruitment and focus on retention. Inclusion is not measured by who enters the profession. It is measured by who stays, progresses and leads.
Australia is one of the most culturally diverse societies in the world. Our communication industry should reflect that reality, not lag behind it and we have an opportunity to lead by example. Not through statements or slogans, but through visible action, representative leadership and workplaces where people genuinely feel heard, respected and able to contribute.
Because authentic dialogue starts with representation.
