Tokyo, November 11, 2021 – PR Consulting Dentsu Inc. (PRCD), Japan’s leading public relations agency, has been awarded the Silver recognition in PRIDE Index 2021, this year’s evaluation of efforts being made by Japanese businesses and organizations for respecting LGBTQ and other sexual minorities (LGBTQ+) in the workplace.
First formulated in 2016 by ‘work with PRIDE’, a collaboration between Japanese profit and non-profit entities, the annual PRIDE Index appraises the performance of companies and organizations at creating a working environment where everyone can be themselves, regardless of sexual orientation or gender identity.
Participating organizations are assessed according to five key criteria and awarded points for each indicator successfully met, with those meeting all five evaluation items granted gold recognition, those accruing four points awarded silver and those garnering three points, bronze.
“This year marks the first occasion for PRCD to apply to have our initiatives for promoting diversity within our company benchmarked, and I’m delighted that our efforts have been highly appraised,” said Masahiro Makiguchi, President and CEO of PRCD.
“PRCD will continue to strive to build a comfortable workspace where each individual can make the most of their abilities,” he said.
The five key metrics – whose first letters spell ‘PRIDE’ – are Policy, Representation, Inspiration, Development and Engagement/Empowerment, and were chosen to realize a workplace where LGBTQ+ people can work with pride.
Policy ranks an organization’s declaration of action; Representation rates efforts toward establishing internal community and consultation conduits; Inspiration assesses awareness-raising efforts; Development focusses on an organization’s HR systems and programs to ensure LGBTQ+ and non-LGBTQ+ staff enjoy equal benefits; and Engagement/Empowerment assesses efforts at communicating acceptance to wider society.
The silver recognition awarded to PRCD by the PRIDE Index acknowledges the company’s commitment to broaden understanding of the various forms that families take, including same-sex marriage, its holding of LGBTQ+ study sessions for employees, the provision of HR management training, the holding of employee awareness surveys, its consultation service run by legal experts, its support for the activities of Famiee (an organization that certifies family relationships) and its provision of pro bono services to it, among other activities.
About PR Consulting Dentsu Inc.
Since its founding in 1961, PR Consulting Dentsu has served as strategic partner to a diverse range of companies, governmental bodies and other organizations. Some 300 employees provide clients with comprehensive reputation management solutions, creating new value and building advocacy through approaches including data analysis, insight-driven content design, and targeted information delivery. PR Consulting Dentsu was recognized by the PRovoke Media as Japan Consultancy of the Year in both 2009 and 2015, and as North Asia PR Consultancy of the Year in 2018. In 2019, PR Consulting Dentsu was awarded the Grand Prix at the Golden World Awards for Excellence in Public Relations held by the International Public Relations Association.