Case Study: FedEx Overhauls its Diversity Communications Efforts, Turning Control of Magazine, and All Messaging, to PR

Diverse Appeal, FedEx’s custom publication covering the company’s diversity efforts, has been a staple of the delivery services giant since 1997. For years, the quarterly magazine was produced by the human-resources department and distributed to 18,000 FedEx employees across the U.S. However, in the fall of 2011 FedEx decided to change the editorial direction of the publication and expand its audience.
“We needed to focus the editorial more broadly and increase the focus on our nonprofit sponsorships, such as the NAACP and Dress for Success, as well as scholarships found throughout the entire organization,” said Pam Roberson, communications advisor, diversity programs for FedEx.

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