Defining Diversity

Public relations scholars and practitioners have offered several definitions of diversity. They also have broken diversity down into dimensions and identities.

Damion Waymer (2012) defines diversity as “the means of celebrating, appreciating and synergistically incorporating different subcultures into a larger organizational framework for the purposes of individual, subcultural, and organizational advancement” (p. 3).

Waymer describes diversity as a subsidiary of culture, which is learned and passed on through generations.

Elizabeth Toth (2009) offers a sampling of six definitions that include those provided by Sha and Ford (2007). Those authors note that diversity falls into two categories: Primary dimensions that cannot be altered and secondary dimensions that can be altered. Sha and Ford base this premise on the 1991 work of Marilyn Loden and Judy Rosener.

Primary Dimensions

Primary, unalterable identities are age, race, sexual orientation, gender, ethnicity, and physical abilities/qualities.

Secondary Dimensions

Secondary, alterable dimensions are class, language, income, marital status, parental status, hobbies, interests, geography, values, religion, military experience, and living arrangements related to types of families (p. 386).

Additional Dimensions

Additional dimensions of diversity include two cultural identities, avowed and ascribed, Sha and Ford (2007) point out. Avowed identities refer to how we see ourselves, while ascribed identities refer to how others perceive us. The authors note that these two cultural identities could help communicate with publics to avoid ascribing identities that they would not avow to themselves.

“For example, a chemical factory located in a primarily Hispanic neighborhood might try to communicate with local residents in Spanish; yet, this effort would backfire if residents are in fact second- or third-generation Hispanics with both a strong command of the English language and a sore spot for being perceived as Spanish-only speakers” (p. 386).

The Public Relations Society of America Diversity and Inclusion Committee expounded on the concept of diversity by noting the importance of "diverse skill sets, mindsets and cultures.” The committee also noted that the definition of diversity could relate to “professional life and length of experience, type of job, and job classification” (p. 4).

Furthermore, the committee listed diversity of thought as a best practice and defined it as “the significance of differences in perspective and approach rooted in diverse identity and experience” (p. 12).