The lack of diversity in the Public Relations and communications industry is shocking. According to the PRCA institution, their latest survey carried out in 2016 revealed over 91 per cent of industry professionals are white. That may not seem shocking as 91 percent of the population are white. However, this is problematic when it comes to representation of ethnic minorities. On the surface it may seem as though there is enough representation, but the population of ethnic groups are more concentrated in urban cities such as London, Manchester, and Birmingham, where the Public Relation and Communications industry are mostly based.
In London alone, 43.4 per cent of the population is white, which shows that these institutions are not representatives of the areas they’re situated in. This is a complex issue which cannot be solved overnight, but industry and government can start to implement changes. And, in five to ten years’ time hiring pool will hopefully be more diverse.
Getting to the crux of the problem is how we as a society can crack down on the lack of diversity. Very little is being done, Stacey Cockram, from the CIPR says the ‘State of the Profession Survey report revealed that little progress was being made to address the lack of ethnic diversity within the profession’ and she went on to add that ‘more than 9 in 10 PR professionals classifying themselves as white.’
This lack of representation means that the framing of the stories, campaigns, or materials we receive share a narrow perspective because there isn’t much consideration for groups that sit outside the majority. This allows a certain narrative to be pushed forward due to the lack of knowledge and cultural awareness because not everyone has the same shared experiences. It is more beneficial for companies to have a diverse team because it lessens the chance of putting offensive material out. The PR network says, ‘having a diverse workforce can not only increase creativity, but also help PR agencies to understand a more varied client base and cater campaigns for more people without being cultural insensitive.’ For instance, Pepsico’s advert with Kendall Jenner was extremely inappropriate, as it implied police brutality could be ended with a can of Pepsi. A campaign that bad was able to slip through the cracks all because of a shallow hiring pool, where diversity is concerned.
In my opinion, I think the problem is that BAME children do not know that working in PR or communications can be a career option. When they find out, they tend to think it’s too late. This needs to be presented to children as a career option. The government, PR and communication industry need to work together with schools and organisations. This can be done by providing workshops and working closely with ethnic people from disenfranchised backgrounds. More organisations such as the Taylor Bennett Foundation need to be created and be supported by the government and PR professionals. This should be the case in all industries where ethnic diversity is lacking.
Industry heads need to have a diversity and inclusion advocate who teaches people about unconscious bias, white privilege and how that can impact the hiring process. People are only hiring people that look like them which isn’t good enough. They need to make sure that the filtering systems for applications aren’t anti-ethnic. Employers need actively make conscious efforts to have a diversified workforce. Also, the saying your actions speak louder than words really applies here – companies need practice what they’re preaching. There is no point of them working closely with people from BAME backgrounds if they’re not even hiring people that are not white. It is almost like an empty promise.
With these steps, naturally in time the field will be reflective of not only the cities but society we live in today. According to research gate, in 2061, ethnic minorities will make up to 30% of the United Kingdom’s population. The UK is a melting pot with so many cultures and it will continue to become more diverse, so the industry needs to reflect that.
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