DEI: A Checklist for Navigating Shifting Landscapes

Dale Weiss has 25 years of experience in crisis communications, media training and executive communications coaching. As a former journalist and political advisor, Dale provides expert counsel to clients in the public and private sector.

Andy Gilman has been a leading crisis communications counselor for 4 decades. He has counseled clients in the public and private sector on issues that include product recalls, litigation, investigations, and cyber and national security issues. He brings to PR counseling experience as a journalist and as a lawyer. 

What do Tractor Supply, Home Depot, Harley Davidson and Ford have in common?  All have done a public about face with their DEI policies. They aren’t alone. Conservative activist Robby Starbuck has targeted dozens of companies and organizations demanding they eliminate DEI initiatives and threatening retribution if they don’t comply. Starbuck’s efforts follow the 2023 Supreme Court decision that ruled against undergraduate admissions practices at U.S. universities.

We are not aware of any organization that has opted for a public fight with the self-appointed DEI challenger. Public pushback has come from many camps including prominent Black executives Ken Frazier, former CEO of Merck, and Kenneth Chenault, former CEO of American Express, who argue that DEI initiatives are good for the bottom line and attract diverse talent that’s necessary to stay competitive.  

If your organization hasn’t yet dealt with this issue, it’s a good idea to think through the position. Since we’re big fans of Atul Gawande’s Checklist Manifesto, here’s a start of a checklist: 

1. Connect with legal, HR, the C-suite, risk management, employee groups. 

2. Do scenario planning:

• Will your organization keep its current policies? 
• Are any changes warranted?
• Is it a question of how you implement policies or the policy itself and how it is communicated? 
• What happens if Starbuck or other groups make public statements in social media and other outlets?
• Will you be proactive in communicating a position or wait for questions or being put in the spotlight?
• How will any changes impact employees, customers and future hires?

3. Develop a Clear Message: Craft a clear, consistent message that explains your policy. 

4. Reaffirm Commitment to Core Values: reaffirm the organization’s commitment to its core values and how it plans to uphold them. 

5. Draft the FAQ document 

6. Prepare for Reactions: Anticipate the range of reactions from employees, customers and stakeholders.  Start communicating about the change as early as possible. This helps to build trust and keeps everyone informed throughout the transition.

7. Monitor and Adjust: Monitor the impact of the communications and be ready to adjust your strategy as needed based on feedback and the evolving situation.

The DEI discussions in all organizations cannot be ignored. Preparing for the evolving issue is better than when a crisis hits your front door.