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Black Business Month: How PR pros can move from awareness to action

Posted on Aug. 3, 2026  /  Diversity, Equity and Inclusion  /  0

Every August, organizations highlight Black-owned businesses through social media posts, profiles and recognition campaigns.

While media coverage, storytelling and social amplification matter and can build awareness, it’s not enough.

Black Americans owned just 3.4% of employer businesses yet made up 14.4% of the United States’ population in 2023, according to research from Brookings. Lack of visibility, though, isn’t the sole barrier. Black entrepreneurs and business owners continue to face challenges accessing capital, professional networks, procurement opportunities and pathways to growth. While traditional communications strategies alone cannot solve these systemic issues, we as public relations professionals are uniquely positioned to increase visibility, build connections and help create opportunities.

Here are three ways PR pros can move from performative recognition to action, and make a difference.

  1. Expand who gets seen and heard: Move beyond featuring Black business owners only during heritage and commemorative months. Expand to include them year-round as industry experts, panelists, speakers and thought leaders.

  2. Open doors, not just one-off spotlights: One introduction can be more valuable than a media hit. As PR professionals, we have access to extensive networks. We can connect Black business owners with potential partners including community and business leaders, and recommend Black-owned agencies, consultants and vendors.

  3. Use communications strategies for economic impact: Supporting Black-owned businesses can be brought to life beyond marketing or diversity, equity and inclusion (DEI) plans. Consider whether your organization is creating opportunities through supplier relationships, sponsorships, partnerships and community investments. Meaningful support requires shifting from temporary campaigns to ongoing investment and engagement.

PR professionals can do more than amplify stories. While many of the barriers facing Black-owned businesses require broader solutions, communicators can use their influence to expand and create opportunities. Recognition matters; relationships matter even more. Sustainable support happens year-round.

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