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.
