The public relations industry is charged with establishing relationships with a cross-section of groups particularly in areas with diverse populations. Despite the multi-ethnic nature of its audiences, the PR sector displays a predominantly Caucasian makeup and efforts to embrace diversity are limited and painstakingly slow.
It seems fairly obvious and good business sense to embrace employees who reflect the target groups of campaigns and promotions. How can a PR practitioner confidently understand an audience if there is no genuine insight into how such groups think, communicate and interact? ‘The environment will not be understood in the same way by everyone who considers it’. (Grunig et al, 2001, p. 135) It seems that previous faux pas committed in various PR campaigns could have been avoided if a multicultural employee base were incorporated.
So what is the underlying cause for this lack of culturally varied workers in the PR sector?
Image plays an important role in shaping perceptions of who is an ‘ideal PR specialist’. Again popular portrayals of PR practitioners are always Caucasian men and women, from Sliding Doors to the West Wing, the gender may change but the race does not.
Additionally, prominent practitioners are almost always white. Lord Bell and Max Clifford as well as past and current directors of the CIPR and PRSA are all from the same racial profile. Who then do ethnic minorities have as a role model when deciding on a career path? As it currently stands, PR is not being presented as a viable career option for individuals of ethnic minority descent and the problem begins before people even decide on the college course they’re going to embark on.
It’s great that the CIPR is shedding some light on this issue by creating a diversity site but more still needs to be done. More proactive steps need to be taken in order to challenge prevailing stereotypes about the industry through mentoring programmes, career talks and job workshops.
It seems fairly obvious and good business sense to embrace employees who reflect the target groups of campaigns and promotions. How can a PR practitioner confidently understand an audience if there is no genuine insight into how such groups think, communicate and interact? ‘The environment will not be understood in the same way by everyone who considers it’. (Grunig et al, 2001, p. 135) It seems that previous faux pas committed in various PR campaigns could have been avoided if a multicultural employee base were incorporated.
So what is the underlying cause for this lack of culturally varied workers in the PR sector?
Image plays an important role in shaping perceptions of who is an ‘ideal PR specialist’. Again popular portrayals of PR practitioners are always Caucasian men and women, from Sliding Doors to the West Wing, the gender may change but the race does not.
Additionally, prominent practitioners are almost always white. Lord Bell and Max Clifford as well as past and current directors of the CIPR and PRSA are all from the same racial profile. Who then do ethnic minorities have as a role model when deciding on a career path? As it currently stands, PR is not being presented as a viable career option for individuals of ethnic minority descent and the problem begins before people even decide on the college course they’re going to embark on.
It’s great that the CIPR is shedding some light on this issue by creating a diversity site but more still needs to be done. More proactive steps need to be taken in order to challenge prevailing stereotypes about the industry through mentoring programmes, career talks and job workshops.
References
Chartered Institute of Public Relations, (2000). Diversity Matters [online] Available from:
<http://www.cipr.co.uk/diversity/> [Accessed 29 March 2009].Grunig, L., Toth, E., Hon L., (2001). Women in Public Relations: How Gender Influences Practice. New York, NY: The Gilford Press.
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