The experiences of black and minority ethnic practitioners in the UK public relations industry

This research examined understandings and experiences of diversity in the PR profession, given the increasingly diverse societies in which practitioners work and the consequences for their role as communicators. The professional experiences of 50 Black and Minority Ethnicity (BME) PR practitioners were explored and their lived experience of being ‘different’ were compared with professional discourses about diversity. 34 face-to-face interviews were conducted (33 transcribed and deposited) along with 7 focus groups. The researcher also employed 8 diarists to write about their day-to-day experiences being a BME in the PR industry. 11 practitioner profiles from PR Week were also analysed.

10 PR/Communications companies' websites were also used for analysis in this dataset, however not all copyright access could be achieved. Documentation by CIPR and PRCA describing the PR industry were also analysed. <p>Diversity in the public relations (PR) profession is generally regarded as desirable because it enables practitioners and organisations to understand and communicate effectively with their increasingly varied audiences. Recognising the potential contribution of diverse individuals also ensures the profession can access the best possible talent from all available sources, rather than drawing from a limited pool.

However, the level of diversity in public relations in the UK is very low and little is known about the professional experiences of diverse PR practitioners. This research fills this knowledge gap by exploring the experiences of BME PR practitioners through interviews, focus groups and diaries. In particular, the focus is on the manner in which 'difference' is constructed through their work experiences and the professional environment. The factors that contribute to those constructions and the effects they have on the practitioners' power, knowledge and identity will be explored. The analysis will compare these findings with notions of diversity and difference that are presented by the profession and explore the implications of commonalities and difference between the two for increasing diversity in public relations in the UK. Finally, the research will develop new avenues for continuing research in this area.</p>