I worked at Redfin previously and the CEO Glen was amazing at PR. He said "You don't get to position yourself in the market. The market positions you." Then he made a joke about how he wished he could make himself tall and good looking just by claiming so. It's a self deprecating joke because he's not tall.

If someone writes they value diversity then it does not prove they do. It's a persuasion tactic. The most obvious example is "I'm not racist, but..." Pay attention to what comes after the "but".