Are the CIPR doing their bit to encourage more people from ethnic minorities to join the profession?

The Chartered Institute of Public Relations only recently commissioned a study, which focuses on the size and nature of the PR industry today. The findings shoed that 6.5% of PR professionals are from ethnic minority backgrounds compared with the UK workforce average of 8%. These figures are representative of he UK’s ethnic minorities, imagine just how many of the few are British Born South Asians.

There were two distinctive parts to this study. One of which as the number of ethnic minorities and the second was of the size of the PR industry. According the results, the PR industry is ‘growing in size, status and professionalism’. So the question that arises here is that why there are not more practitioners from ethnic minority backgrounds choosing to work in PR.

From reading your posted comments through-out this blog, it has been identified that PR does have ‘an image problem’. This is due to the very reason that issues such as stunts, spin and the fact that PR people are paid to lie for example, is putting people off pursuing a career within this field. Previous research has shown that over the past years, PR has developed significantly. By many, PR is perceived as being a profession due to the ‘skills and knowledge that has been acquired through specific training, qualifications and experience. Furthermore, with the industry now having its own qualifications (CIPR Advanced Certificate & the CIPR Diploma), admission into the career is extremely competitive and a degree is now a necessity.

Every business, today, is becoming more and more competitive. With the emergence of new media, reputation of these businesses is at the core of the strategies. Therefore, PR is accomplishing mounting respect for the vital role that it plays in the world of business. It is no longer all about media relations, as it used to be, but it is more about ‘managing complex relationships on which an organisations reputation is based’.

So, we have been debating about how Asian parents still do not perceive the PR industry as a profession. However, having looked at the research conducted by the CIPR, it can clearly be seen that the CIPR are looking into this issue.

By looking at related articles, for example, ‘diversity matters’ it can clearly be seen that the ‘CIPR are working t increase awareness of the importance of diversity to the communications industry. In July 2005 the institute launched its diversity policy. In addition to this, the policy was supported by institutions dedicated to diversity issues such as the Commission for Racial Equality. This was aimed at raising member’s awareness of diversity issues and to encourage people from diverse backgrounds to join the industry.

The Institute has developed an online resource centre devoted to diversity matters. This draws together case studies from employers who have introduced successful diversity policies; guides and case studies on how to reach diverse audiences; recruitment and legal advice; as well as information about news and events relating to diversity topics. It has integrated diversity issues into its own communications and events programme, and has participated in relevant external events. The CIPR also has a dedicated Diversity Officer and Group responsible for driving these initiatives’.

For more information on this please visit the CIPR website. The link is on this page.

Diversifying PR through Club Asia

Im not too sure how many of you of the a radio station called Club Asia. But it is a station which is dedicated to voicing the views of British born Asians. It is very well know amongst our community and gives Asians an opportunity to express their views on certain issues. Mainstream media is turning once again to Club Asia 963+972AM to find out the current atmosphere within the younger Asian community. The station is the only platform for contemporary Asian Londoners to talk and has become the focal point for debate among Asians in the city.

The point i would like to make is within the last 3 years Club Asia has come to define young Asian London and has become a common name within Asian households, people are becoming aware of key aspects of Asian life. It has a dedicate press centre and PR office, which was formerly run by a young lady named Kiran Natt.

With the emergence of such media, PR has been heightened and has been given some value within our community. Please click on the link and have a browse through the site.

http://www.clubasiaonline.com/press.php

Let me have your thoughts

Cultural Change - Should mentality start changing with time?

I have always had a passion to explore how well British Born South Asians are doing in career moves and aspirations in other areas such as sport in Britain. During my under-graduate study, my dissertation was based on how the media plays a signifcant role in promoting westernisation to British Born South Asians. I found that the 1st and 2nd generation Asians are now becoming much more western in their thinking and allowing their children persue their desired careers etc. Suprisingly enough, even though children have a chance to persue their desired careers, there still seems to be a demand for professions such as Law and Medicine. If people are becoming more western, why hasn't this had an effect on the rise of ethnic minorities working within the PR idustry?

The need for cultural change is necessary for the PR industry, if it wants to reflect a wider audience.

Do feel that there should be a change in the way in which parents and children use tradition to base their decisions on when it comes to their careers?

PR should strive for more publicity and expusure

I had a brian wave, all of a sudden today. An issue that cropped up whilst looking into this particular issue, is that fact that PR should strive for more publicity and exposure.

In order for the PR industry to become more diverse, it should really be working on increasing its level of publicity and exposure. Should they do this, maybe we would see an increase in parents and children, who come from different ethnic backgrounds more conscious of the profession and will ultimately, encourage people to start getting involved.

Does PR need to PR itself to a more diverse audience?

I was talking to a few people about this and the majority of them said that there is a genuine lack of awareness in our culture, of the profession itself.

The complexity in defining what the PR industry is all about and what it actually does, and the fact that it often seems like a unexplained, unsolvable secret society, reinforces its obscure status. For those of us who have studied the nature of PR and what it entails, we are all aware of the fact that there is no straightforward definition when describing what the PR industry involves. It is generally perceived as more of an activity, in its easiest terms. Nevertheless, this lack of awareness is more evident within minority groups, which additionally expresses why Asians are under-represented.

I feel that the PR industry needs to do more to expose and 'PR' itself within a wider, multi-cultural society.