"Diversity" is an evolving concept. Fifty years ago, it scarcely factored into how organizations positioned themselves. Then, in the aftermath of the modern civil rights and women's rights movements, companies learned to weave the idea into their narrative. Even then, diversity too often meant tokenism - an obligatory nod to values that seemed in wide acceptance but were in actuality in scant practice.

1. CRISIS COMMUNICATIONS EXPERTISE
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MWW CAPABILITIES
DIVERSITY &
INCLUSION

2. CRISIS COMMUNICATIONS EXPERTISE
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POINT OF VIEW
For diversity to become real, it must be built into an organization’s DNA: It needs to be lived by each and every individual and
needs to be supported at the highest levels of the organization. Considering that perception is reality, there’s hardly anything
as effective and as important as a well-devised communications strategy in bringing diversity to life. That’s why we counsel a
proactive approach that engages constituents in a variety of ways:
Times have changed. Today’s Millennial generation is the most racially and ethnically diverse in American history. They are not
simply more accepting of pluralism; they demand it, because it aligns with their experience and understanding. It’s no longer
sufficient to talk about diversity; it’s no longer enough even to embrace it. Diversity is the new normal, and organizations that
don’t learn how to thrive within its framework will founder in the years to come.
“Diversity” is an evolving concept. Fifty years ago, it scarcely factored into how
organizations positioned themselves. Then, in the aftermath of the modern civil rights
and women’s rights movements, companies learned to weave the idea into their
narrative. Even then, diversity too often meant tokenism—an obligatory nod to values
that seemed in wide acceptance but were in actuality in scant practice.
1.THECEOMUSTCHAMPIONTHEMESSAGE:
You have to have your CEO on board for diversity communications to
be real, to have an impact and to be taken seriously. This is true in
terms of engaging both internal and external audiences. CEOs and
members of the senior leadership team must be your staunchest
advocates and lead by example, otherwise your program risks
losing credibility.
2.TURNEMPLOYEESINTOAMBASSADORS:
There’s no better way to create excitement around your diversity
initiatives than having your own employees become ambassadors
of your programs. Use your ambassadors to engage with a broad
range of employees, have them become your eyes and ears as
to what’s happening on the ground and what kind of impact the
programs are having. This group is instrumental in pivoting and
enhancing your programs in a way that will increase their impact
and acceptance across the organization. Realizing the importance
of ambassadors, organizations across Fortune 500 companies
continue to expand efforts around Employee Resource Groups
(ERGs), which have grown to include segments representing
Women, Hispanics, African-Americans, LGBTs, and Asian-
Americans. ERGs are proving to be successful ambassadors to
their respective segments.

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THE PROCESS
With any successful communications effort, there must be a strategic, approachable and repeatable process for success. MWW’s six-point
process for building awareness and increasing engagement for your diversity and inclusion efforts is outlined below:
ABOUT MWW MWW, a full-service public relations, public affairs
and marketing firm, has more than 28 years of experience helping
companies build eminence, strengthen employee engagement
and build, manage and protect their reputations. Whether the
goal is increasing the quality and diversity of your talent pipeline,
encouraging greater employee engagement, or navigating a labor
lawsuit or advocating for a specific legislation on labor/employee
rights, we apply a mix of traditional and digital strategies that are
culturally appropriate to your company and industry.
Our total stakeholder approach ensures that we are reaching
your key influencers with the right messages across digital, social
and traditional channels. As an independent agency, we have the
freedom and flexibility to deploy the right teams—regardless of
their location or discipline—that provide you with the right mix of
talent to realize your objectives. Because we’re the largest of the
mid-size agencies, we have the ability to combine the resources
and comprehensive services of a major national agency with the
entrepreneurial spirit, agility and senior-level engagement of a
boutique firm. As an example of MWW’s forward-thinking approach,
we recently added an LGBT practice, which focuses on one of the
most highly coveted and emerging segments in the U.S.
Audit Assets Analyze Findings Develop Communications Strategy
Measure Impact ExecuteThen Do It Again
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3.MAKEDIVERSITYMORETHANANUMBER:
Change the conversation about diversity from a numbers game to more
of a mindset to be lived. Do this by constantly demonstrating the value
of diversity—not just in terms of race or gender, but also diversity of
background, sexual orientation and thought. Display and promote the
instances where diversity has made a real, positive difference for your
organization and make that the hallmark of your organization’s culture.
Once you’ve achieved that, the numbers will follow.
4.SOCIALMEDIAISYOURFRIEND;USEIT:
Leverage social media to interact and engage with both current and
future employees and to broaden the penetration of your diversity
programs. Feature your diverse workforce on these channels,
highlighting their accomplishments and the value of diversity programs
for their professional development. Create social communities where
your employees can freely share experiences, exchange ideas and learn
from each other. Make it useful, playful and interactive, and then watch
your social channels take on a life of their own.

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EMPLOYEE COMMUNICATIONS
Employees are the universal touchpoint for all of your other
constituencies. Their attitudes, actions and activism can have more of
a direct impact on your reputation than any other group, particularly
with the rise of peer-to-peer influence via social media. MWW takes a
methodical approach to managing your reputation among employees.
Using our proprietary tool, Employee IQ, we identify the perceptions
and needs of your workforce and its divergent subgroups, then create
customized communications strategies based on company culture and
structure.
EXECUTIVE EMINENCE
Stakeholders trust people, not companies. Although it is no longer
required to have an “rock star” CEO, the value of executive eminence
and thought leadership is not to be underestimated. Our proprietary,
research-based CEO EquityBuilder methodology positions executives
in the marketplace to advance the overall brand and reputation of an
organization.
CEO EquityBuilder does this by identifying issues in corporate reputation
management and customizing programs for all phases of the CEO
“life cycle” (pre-CEO, new CEO and established CEO). This proven
approach enables us to strategically elevate the reputations of CEOs
and their leadership teams through platforms that resonate with
employees, investors, customers, shareholders, influencers, regulators
and community partners. We also train leaders so their messages are
delivered effectively, are understood, heard and shared.
LGBT PRACTICE
MWW’s experienced LGBT practice works with Fortune 500 companies
to navigate diversity issues specific to LGBTs. Our marketing and
communications programs are tailored to our clients’ specific needs
and address issues such as talent acquisition strategies, crisis
communications, revamping existing diversity strategies to expand
scope, and exposing the country’s top tastemakers, media outlets and
thought-leaders to your company’s expansion into the labor force and
marketplace.
MEDIA RELATIONS
At MWW, we maintain deep, personal relationships with the outlets
and reporters that matter most to our clients. Our team develops and
cultivates extensive partnerships with top-tier business, consumer and
trade media and leverages these contacts for our clients to further their
communications objectives.
INFLUENCER RELATIONS
We provide an unmatched network of influencers and stakeholders—
from analysts, professional associations and academia, to politicians,
bloggers, diversity organizations and strategic industry partners—across
all of our practice areas. We have the leverage to tap into the audiences
our clients want to engage most, when they need it most.
DIGITAL PRACTICE
MWW’s award-winning digital practice expertly influences conversation
through emerging media and social networking technologies. Our team
is made up of digital specialists, including social media and marketing
strategists, creative digital designers, media planners, producers,
programmers, and analysts. We place a high premium on analytics
and have developed proprietary programming and listening tools that
measure not just your share of voice, but your trust and relevance to
current and potential stakeholders. Our point of view is simple: it’s not
important to be loud, it’s important to be heard.
PUBLIC AFFAIRS
Government is not simply a remote entity that regulates and procures
goods from you; it is a nerve center of national dialogue and influence.
Because many of our professionals have worked on the other side of the
equation, they understand how to matter more in Washington, DC and in
the communities where government operates.
ISSUES MANAGEMENT & CRISIS COMMUNICATIONS
When it comes to crisis communications, the best defense is a good
offense, which is why MWW developed the Crisis Action Protocol
(CAP), a proactive crisis management methodology that encompasses
vulnerability assessment, crisis planning and crisis management. We
have also pioneered proprietary digital apps and social media tools to
help clients manage a crisis across all communications channels.
OURCAPABILITIES

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01CASE STUDIES

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CASE STUDY
SOLUTION
+ To deliver the message about the importance of immunizations, the team created three distinct campaigns
and designed advertising and other communication materials that were compelling by focusing on cultural
and emotional triggers that motivated parents to seek healthier lives for their children.
+ The “Vaccines: Build Your Child’s Health” campaign used a building blocks theme that portrayed childhood
vaccinations as a life stepping stone needed to create a better life for children. The Spanish language
campaign—“Las Vacunas: Un Angel de la Guarda”—took a slightly different approach. Rather than simply
translating the building blocks theme, our team trans-created the same message theme using strong
spiritual imagery and messaging that portrayed childhood vaccinations as part of a parent’s responsibility to
their children.
+ Additionally, our team secured five partnerships resulting in more than 20 in-store events at retailers such as
Wal-Mart, H-E-B and Albertsons over the course of eight weeks. At these events, more than 10,000 creative
pieces, including t-shirts, brochures, magnets and posters, were developed and distributed to Texas families.
RESULTS
According to the Texas Department of Health, the 2008 National Immunization Survey reported an 11%
increase in Texas vaccinations. The state of Texas also has moved in the rankings from 41st to 24th in the
nation. Because of the success of the program, it is now being funded for delivery to regions with lower-
than-average vaccination rates in an effort to raise awareness there.
CHALLENGE
Leading up to 2007, infant immunization in the state of
Texas sat at mediocre rates for several consecutive years,
increasing the risk of infectious diseases for the state’s general
population. Our team was engaged to execute a bilingual,
comprehensive campaign in major Texas markets that aimed
to increase awareness about the importance of immunizations.
The campaign was over a three-month period that included
creative advertising production, media relations, a multi-
million dollar media buy and community partnerships.

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CASE STUDY
SOLUTION
+ Developed an executive visibility program that drew on Ms. Allen’s learnings as a female leader, as well as
her focus on ethics and work life balance.
+ Conceptualized an annual thought leadership survey, which become the core platform for our
communications program...any and all internal and external engagements would be aligned under the
survey theme around ethics and work/life balance.
+ Developed a speaking and awards program that supported our overarching goal of establishing
Ms. Allen as one of the most powerful women in professional services.
RESULTS
+ More than 500 million media impressions in national print and broadcast media, i.e., NBC affiliates,
The Financial Times, BusinessWeek.com and NPR, to name a few.
+ Our efforts led to Ms. Allen being ranked among Forbes’ “100 Most Powerful Women in the World” for
four consecutive years.
+ Received a number of PR awards and accolades, including PRWeek’s Business-to-Business
Campaign of the Year, SABRE, Big Apple awards, and more.
CHALLENGE
Establishing Sharon Allen’s eminence as the first female
chairman of the Big Four professional services firms and
furthering Deloitte’s market positioning as these organizations
committed to the advancement of female leaders.

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RESULTS
Thousands of Pfizer colleagues provided feedback on the value the channel—and the content on
the channel—had to them personally and how they felt they were part of something bigger than just
carrying out their specific job function.
The channel created a stronger workplace culture than in years past and won several internal
accolades.
MWW secured placements in prominent trades and mainstream media
Bloomberg BusinessWeek, DiversityInc, PINK magazine, Diversity Executive, Profiles in Diversity
Journal, Working Mother, The Star-Ledger and The New York Times.
Outreach earned the company spots on several reputable lists.
Corporate Equality Index, DiversityInc’s “Top 25 Noteworthy Companies,” and Working Mother
magazine’s “100 Best Companies to Work For” list.
CASE STUDY
SOLUTION
+ Created the Pfizer “Diversity Matters” Channel—a web-based, interactive channel where Pfizer colleagues
could share their own stories about how diversity helped their business unit become more profitable and/
or positively impacted their own careers.
+ We created video reels and colleague testimonials to make it authentic and real.
CHALLENGE
MWW worked with Pfizer to mobilize its global
workforce and to break down barriers between
business divisions to allow for greater collaboration,
business decision-making and innovation.
+
+
+
+

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CASE STUDY
SOLUTION
+ Develop a new master narrative and key messages that focused more on entrepreneurial advice, practical
guidance, and career counsel to promising young executives and business leaders, and less on his success
despite humble beginnings and seven-year tenure as CEO of Def Jam.
+ Strengthen Liles’ presence in African-American media to heighten his current relevance with core
audiences and longtime fans.
+ Utilize this renewed relevance to leverage Liles’ perspective on entrepreneurship to key business and
influencer publications.
+ Build a social media presence that aligns with content focus and is appropriate for his stature to establish a
direct pipeline to younger, diverse key audiences.
RESULTS
+ Outreach to African-American press resulted in major profiles in key publications across the spectrum
of African-American, media including Ebony, Black Enterprise, XXL, and The Grio, as well as in Liles
sharing the stage at BET’s SXSW panel with Kendrick Lamar.
+ From a more traditional business media context, Kevin was profiled in the New York Times “Corner
Office” column; was profiled and frequently interviewed/quoted by Forbes in many stories regarding
the music industry; conducted relationship-building meetings with the EIC of Fast Company, key
reporters at AP and Reuters, and producers at MSNBC; and he did on-air interviews with Bloomberg
Radio.
+ Despite already using Twitter for three years and accumulating just over 105,000 followers, within 12
months of consistent content development and regular posting, Liles built his audience of followers to
over 225,000.
+ New master narrative and key messages resulted in improved pull-through and retention of value
proposition with key audiences, with messages cited in outlets ranging from the New York Times and
Forbes to XXL and Black Enterprise.
CHALLENGE
Legendary urban music executive Kevin Liles sought
to transform his reputation from hip-hop guru to serial
entrepreneur following the launch of his own talent
management firm.
.

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For more information, please contact:
Carreen Winters
EVP, Corporate Reputation
201.507.9500 | cwinters@mww.com
Cecilia Coakley
SVP, Corporate Reputation
201.964.2395 ccoakley@mww.com
www.mww.com