One in five PR agencies in Ireland has no employees from a diverse background. On average, just 17% of workers across the sector come from a diverse background, despite a quarter of people living in Ireland having been born elsewhere. As the industry’s own research lays bare the scale of the challenge, Sonia Harris, founder of Sonia Harris PR, sits down to discuss what the data really means, why good intentions are no longer enough, and what it will actually take to move the dial.

1. Let’s start at the beginning. Why did you start on this journey of doing the report? Why did you think this was necessary?

Two decades ago, I was a young woman entering an industry where I often found myself the only woman at the table, a position I fought hard to earn despite lacking traditional qualifications. Whilst I readily acknowledge the significant privileges I held, my path was far from straightforward. Over 25 years, I have drawn deeply on the experiences of my colleagues and peers, building something far greater than myself. Looking back at what we have created together, an environment rooted in inclusion and collaboration, it is that collective achievement which stands as the true measure of my journey. Today, I channel all of that hard-won wisdom into running Sonia Harris PR.

3. What surprised you most in the data?

What surprised me most was discovering how many agencies and companies still fail to review their policies on a regular basis. On a more positive note, the reaction at the launch genuinely exceeded expectations. Having 70 people in the room, alongside those who joined live on stream, was wonderful to see. The enthusiasm and desire to do better were palpable, which is enormously encouraging.

4. One in five PR agencies in Ireland has no employees from a diverse background. What does that tell us about the industry?

That statistic is deeply disappointing. The data also shows that 30% of small businesses report having no employees from diverse backgrounds, and on average, just 17% of employees across all sectors come from a diverse background, falling further to 15% within in-house PR and communications teams.

The barriers are well documented. Small businesses with no diverse employees most commonly cited a lack of candidates, insufficient experience, unsuitable qualifications, and limited local cultural or media knowledge as their key challenges. But when you consider the true scale of diversity within Irish society, those excuses become harder to sustain. A quarter of people living in Ireland were not born here. Approximately 15 to 20% of the population identify as neurodiverse, around 15% have experienced poverty, 22% live with a disability, between 6 and 10% identify as LGBT+, and 14% have a mental health condition. The talent exists. The problem is that we are not finding it, not reaching it, and in many cases not creating the conditions to attract it. PR should be representative of the total population it seeks to communicate with, and there is a compelling business case for making that a reality.

5. 66% of companies say they have a DEI policy, but only half review it annually. Why do you think this is?

The gap between having a DEI policy and actually maintaining it is telling. 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, whilst PR agencies lag behind at just 45%. This gap suggests that DEI is still widely perceived as a scale issue rather than a core business principle.

Perhaps most striking is that 28% of organisations admit they simply do not know what steps to take to become more inclusive. That is not indifference; that is a knowledge gap, and it is one that the industry has a responsibility to close. For many, the policy has become a box-ticking exercise rather than a living commitment to change. Writing a policy is the easy part; embedding it into the culture is where organisations tend to fall short. The resources are there for those willing to look, through initiatives such as Work and Access, but ultimately the organisations doing this well are those where leaders take personal ownership of it.

6. 84% of unsuccessful diverse candidates received no feedback after interviews. Would you support legislation to make feedback mandatory?

The wider data paints a concerning picture: 56% of respondents from diverse backgrounds who applied for roles were unsuccessful, and a perceived lack of cultural fit emerged as a standout reason for minority candidates not progressing. Add to that the fact that 84% received no feedback, and it is clear that hiring feedback is a major blind spot in our industry.

On the surface, mandatory feedback sounds reasonable, but the reality is more complicated. There is a real risk that legislation would produce formulaic, defensive feedback that protects the organisation legally but offers little genuine value. What I would rather see is constructive, personalised guidance and proper mentorship signposting. A recent role I hired for attracted 80 candidates. You cannot meet everyone, but you should respond to everyone, and we did. I had a first-year candidate who was not ready at the time, but two years later, I became her mentor. That relationship came from a conversation, not a form. Genuine human engagement makes the difference.

The response has been enormously encouraging, with over 1,100 downloads. Accessibility was a genuine priority throughout; the toolkit is available in an alt-text version and is designed with colour blindness in mind. We wanted to make sure it works for everyone, because that is rather the point.

8. The bursary programme is entering its third year. What have the first two cohorts taught you?

In 2024, we launched a bursary for people from underrepresented groups in PR: a nine-month paid internship placed and supported by the PRII, with a genuine view to progression. We have had two successful candidates so far and there is absolutely more to come.

We go into each round looking for cultural adds, specific skill sets, and process-driven candidates, and we have been blown away by the calibre of applicants. The more we do this, the more clearly I see the business case for it. Diverse teams think differently, serve clients better, and reflect the world more accurately. That is what is going to move the dial.

9. What impact do you think external forces, such as political influences from America, are having on DEI in Ireland?

This is a genuinely tough one. The rollback from some major companies is deeply concerning, but my view is this: the more big organisations push back, the more the rest of us need to push forward. I put this question to DCU: What would a world without DEI actually look like? DEI is now part of the fabric of how we operate, how we educate, and how we build organisations. Our job is to protect it, champion it, and continue making the business case for it.

What concerns me most is not that people within businesses have fundamentally changed their views; they have not. But many now feel incredibly vulnerable, and that vulnerability can lead to silence at exactly the moment when we need voices. That is precisely where leaders must step up.

10. What press are you doing to promote the report?

We are pushing the report as much as we can, but it is worth being candid about the complexities of promoting a DEI report through traditional media. The media industry faces many of the same challenges we are highlighting, so there is a fine line between securing coverage and having a genuine conversation. What we really want is for the media to come on this journey with us, not simply report on it from a distance.

In terms of coverage already secured, we recently joined the ThinkBusiness podcast, which is well worth a listen. We will continue to update as further coverage comes through.