Trayvon’s Legacy: The Lessons & Takeaways

By SHAWN JONES

Over the last few months, the nation was captivated over the story of a boy and neighborhood watchmen.

This tragedy had everything; it divided the nation, caused outrage, celebrity involvement, even the President of the United States weighed in. From the 9-1-1 call, to the verdict, we were glued to the TV.

After all the dust has settled; what did we learn from this tragedy; what is the ever-lasting imprint of Trayvon’s story on this nation?

This is Trayvon’s Legacy.

Media Miss

We all watched and read, hours and hours of coverage, from every media outlet in the nation on this story. 

My problem with the media; they place the tragedy in the context of race (preferably the issues of black and white in America). Trayvon was not a victim of racism, or the history of blacks and whites in this country.  He was a victim of bias, something we all have, and does make an individual racist. But, can be just as negative, and a breeding ground for racism. 

To frame this story as a white man killing a black boy was tasteless and a cheap narration - beside Zimmerman is Hispanic. By the media not taking this opportunity to educate the public on the difference (Bias and Racism) is a huge disservice to Trayvon’s memory.

CNN's “Anderson Cooper 360” featured a segment on bias, in the after-math of the verdict, but this was a little-to-late. The narrative of “black and white” had already dominated the story-line.

Check Yourself, Your’re Bias

A study done by Psychologists at Harvard, University of Virginia and Washington define bias as a “exaggerated belief”.

“Image or distorted truth about a person or group — a generalization that allows for little or no individual differences or social variation.”

Can we say Zimmerman is racist, because of his actions?  Or, did he allow his bias of young African-Americans to place him in a nightmare.

In the “Project Implicit” study, physiologists believe, if people are aware of their hidden biases, they can monitor, and change attitudes over time. That is the challenge Trayvon’s story leave with us, the second phase of Civil Rights and King’s dream; to see individuals as individuals. 

Just because it’s Law, Doesn't make it Right

Beside the killing, what took center-stage in this story was the "Stand Your Ground" law.  Before this case, most Floridian – let alone a nation, knew about this law. At face value it sounds good; given citizens power to stand up to criminals, but the results tell another story.

The Tampa Bay Times reviewed nearly 200 “stand your ground” cases in the state of Florida. Their finding can be described as “shocking”:

• Those who invoke "stand your ground" to avoid prosecution have been extremely successful. Nearly 70 percent have gone free
•  Defendants claiming "stand your ground" are more likely to prevail if the victim is black (73 percent of those who killed a black person faced no penalty compared to 59 percent of those who killed a white.)

According to the Huffington Post, “Since the law was enacted, justifiable homicides in Florida have risen from an annual average of 13.2 between 2001 and 2005 to an average of 42 between 2006 and 2012, including a record 66 in 2012.”

The FBI reported similar increases in other states that ratified similar laws.

I’m guessing, it comes to no surprise the NRA (National Rifle Association) help construct, and lobby to get the bill passed that carried the stand your ground clause.

I understand the “explanation” for the law, but you can clearly see why people (Especially minorities) are outrage.  The law – unintended or not, created a license to kill in neighborhood around America. All-anyone has to do is create a situation that is plausible and rational to kill.

Anyone can create the conditions to kill - can you imagine a place like Chicago, if it had “stand your ground”?

As citizens, we must hold our elected officials accountable and be aware of what is being done -  not only on our behalf, but the interest of big business, and being masked has the public good.

A Black Problem

The President of the United States, Barack Obama spoke on the black experience in America, why people were outraged at the verdict, and why he relates to Trayvon.

It was a nice gesture by the president, but for all the outrage and marches that occur in the name Trayvon Martin. The African-American community needs to come to this realization;

AFRICAN-AMERICANS ARE ONE OF REASONS TRAYVON MARTIN IS DEAD!

Now - before you get ready to email me some not-so-nice messages. Lets go back, to why Zimmerman felt and thought – the way he did, moments leading up to Trayvon's death.

It was reported, a number of burglaries and crimes occurred a few weeks prior to the altercation, most of these crimes were committed by young black males, Whoever those kids are, along with their parents, contributed to Trayvon's death that night.

I watch so-called “leaders” of the black community criticize the media for the way black people are portrayed. But, it is the responsibility of the black community to control the content, don’t attack the messenger for reporting your message.

It is hypocritical of the African-American community to tell America, “You must value black life” – when we (The black community) don’t value our own lives.

According to the Tampa Times, defendants claiming "stand your ground" are more likely to prevail if the victim is black; most of those defendants were black.

In a Bureau of Justice Statistics report, approximately 8,000 to 9,000 African-Americans are murdered annually in the United States. What is more shocking about that statistics, 93 percent of these murders are committed by other black people!

African-Americans must look inward to change their current narrative in modern society.  Provide more support and resources to our communities, youth, and parents. Establish morals and ethics in the household, and don't allow injustice to go unpunished in the community, these are small things everyone can do, and it doesn't take money.

If we – as black people don’t change the current state in our community, all the marching and support for Trayvon will be perceived as shallow, and his death would have been for nothing. 



(Email Me: Shawn.JonesPR@gmail.com | Connect with me on LinkedIn | Follow me on Twitter)

PR’s Diversity and Skill Problem: The Road Forward

By SHAWN JONES

In part one; I identify some of the reasons for the extreme lack of diversity and skill in the public relations industry.

A combination of lack of resources, skills development, and self-identification among minorities are just some of the reasons the profession is searching for answers.

Though, it took years for the industry to trend in its’ current direction. I believe steps can be taken in the immediate future (2-5 years) to form a strategic plan to reach PR’s diversity goals and objectives.

Creating a Farm System

The first step, professional communicators, educators (on the university and junior college level), and special interest group (PRSA) must come together and asset all the variables effecting the diversity mission, and skill development.

Community colleges around the country hold the most opportunity to introduce the field to minorities and development of fundamental skills.

According to a study, minorities make up 60 percent of all students attending community colleges around the country, and are more likely to attend two-year institution compare to a four-year school after high school. Community college can service as an introductory doorway for minorities into the profession.

Public relations biggest selling point and challenge, it flexibility and vastness (A profession that service everyone, needs everyone).

At major universities, minorities can make up sometimes less than 20 percent of the student body. In a field that is so dominate by one group, anxiety and a feeling of isolation can occur (remember, the ability to self-identify is very important).

Also, professors that teach PR should be mindful of individuals taking up other majors in their classes, and try to use examples of how PR is used in their field of study. You never know, a sociology or psychology student may not know how important their background can service in consumer or behavioral analysis.

I stated earlier, community colleges can provide the biggest opportunity in terms of industry introduction and fundamental skill development among minorities. But, universities as a whole, are grossly under-performing in its’ ability and potential to create an atmosphere for constant, basic skill and advance skill development.

At the top, professionals and special interest groups should always have an open-line of communication with educators, always providing feedback on talent entering the work force, and how well-rounded the talent is culturally and intellectually.

More than PRSA

Have you ever heard of NBPRS or HPRA? If not, that OK. I didn't either before writing this piece. NBPRS stand for, The National Black Public Relations Society, HPRA is, The Hispanic Public Relations Association. (The fact, I went through four years of college, without even hearing a rumor of these organizations, is an issue I won’t even elaborate on at this time.)

Along with PRSA, these three groups working together can create the grassroots effort needed to uplift the industry profile. In order for this to happen, NBPRS and HPRA profile need to be uplifted first.

Maybe, because I went to a majority white public university, they had no ties with these groups. They may be more common on the campuses of HBCUs (Historical Black Colleges & Universities), but the important thing is, they exist and must be utilize everywhere.

Though, these groups can greatly assist the PR industry’s diversity problem in terms of, self-identification, talent acquisition, and networking opportunity. I would hope they work through a len of integration (PR deal with everyone, so you will work with everyone).

Groups like NBPRS and HPRA can also help in terms of the economic isolation that many minorities have, in comparison to their white peers.

In undergrad, I wanted to join PRSSA, and go to the national and regional conferences. Because of my economic situation, I was never able to join. Now. I understand, many students miss out these opportunities every year, for whatever reason, but understand the message this may send to minorities interested in the field.

To be denied an opportunity to grow and develop in any form; because you are too poor financially, is one of the most disheartening things a person can deal with. It can create a sense of doubt and rejection

If we provide more resources to groups like NBPRS and HPRA, no student regardless of color or background should feel isolated.

Welcome! To Agency U!

Earlier, I stated, “Universities as a whole, are grossly under-performing in its’ ability and potential to create an atmosphere for constant, basic skill and advance skill development.”

Here are the reasons, why I made that statement.

Universities have multiply components, different schools and fields of study, sports, and industries. A university has an alumni network; outreach program for enrollment, and the list goes on. All these groups are producing thousands of pieces of content every year, content students could be gaining experience with.

With that realization in mind, I would like to welcome everyone, to Agency U!

Agency U, a full-services agency provided by schools to meet all of the school’s strategic communication and image needs, and provide the constant skill development needed, for the PR industry.

Students will experience every component of agency life (from RFPs to writing press releases) before stepping foot into the workplace. It will give a whole new meaning to, “Hit the ground running.”

Each component of the university will represent an “account”, and that account will command a team.The firm should be open to all majors, for diversity of ideas and prespectives.

The universities able to successfully provide this simulation for students, will hands-down, graduate some of the best skilled young talent in the country, if not the world. 

Power in Mentoring

To keep an industry healthy long term, its greatest performers must, at some point, replace themselves. And hope their replacements reach achievements, they could not.

Personally, I have three mentors in the communication industry, who influences, have laid a foundation and framework for my career. I hope this narrative gives you an idea of what I mean by, the power of mentoring.

My mentors are:

• Teddy Greenstein, Sports Writer, Chicago Tribune
• Pilar Ellis, Co-Founder, 4^th and Long, LLC (PR agency for Sports & Entertainment)
• John Digles, Executive Vice President & GM, MWW Group

My first interest was journalism. I was an athlete in my younger years - got to see what they did from the outside and it appealed to me. I met Teddy Greenstein through a friend, we always talk about sports, and the reasons for current state of athletes in modern society.

When I express my interest in journalism, Teddy, without hesitation, arranged for me to accompany him to Comcast SportsNet in Chicago, for a live show. I got to see a full production, and how vast the communication industry was. Being a kid from Chicago’s South side  I really didn't go downtown or enter any of the buildings; I always felt a sense of rejection, I was not good enough to be there. Everyone seem to be everything, I was not.

Teddy showed me the power of kindness and helping others, and I could be successful in something other than sports. He didn't have to take me to the studio, or call me to see how I was doing. He taught me, place value in myself, and no matter how far you get in life, you’re not above helping others.

As my college years progress, I figure out - I liked the story telling component of journalism, but it lack a challenge of critical thinking to me. I like getting to know people, and I always liked helping others. So, I needed a field of study that had all those components (Public Relations).  

I had a few friends playing college football, so to gain some experiences, I operated their Twitter and Facebook pages to engage with the fans, just to improve and increase their image. In the off-season of one of my friend’s last year in college, I arrange some interviews for him, places like Clear Channel in Chicago.

He later signed with an up-start firm called, 4^th and Long (Introduce, Pilar Ellis). He told the owner about me and how I helped him with his image in college; she gave me a call and offered me a job. Since, she was in Las Vegas; she needed a representative to act on her behalf on the other side of the country.

On word can to describe Ellis, “Workaholic”, she taught me to be good in any profession, a time allocation must be met. If you are not willing to put the time in, you don’t love what you do. Every basic skill I learned in class, she broke it down, reassemble it, and magnify it.

My time with Mrs. Ellis made me interested in agency life. I told her about it, and she introduce me to John Digles

The first time I met John, he was the Executive Vice President at Edelman. He told me to meet him at the Edelman office in Chicago, we sat down and just talk about my interest. Unknown to him, I was beyond nervous. I couldn't believe a kid from Chicago’s South side was sitting with one of the brightest minds in the field, at the biggest company.

During our talk, John told me of his background, and how he got into public relations. We later, talked about the Blackberry account he looks over for Edelman. At the time, I was a Blackberry user, and we talk about that extensively.

I wanted to repay John for the time he shared with me, but I really had nothing to offer. Then I remember, for my senior project at Illinois State University, one of my classes require  me to design a full six month to a year marketing campaign for a brand, I am interested in. In our sit down, John told me about Blackberry’s effort to create content that appeals to Millennials. 
So, I emailed him, and told him about the project and my brand selection.

Over the semester, John provided me with great insight and knowledge, not just Blackberry, but the mobile industry as a whole.

In all honesty, John gave me more than just knowledge on an industry; he left me with an ideal to work for. I had a chance to see his desire, work ethic, intelligence, preparation, and his willingness to put in the extra hours to be great. His intellect was only surpassed by hard work.

He let it be known, if you were going to beat John, it was not going to be it easy. It was almost like watching a professional athlete get ready for a season.

When I see John, I see the example, the standard of excellence in the profession. He took the illusion of what life is like - to work in the agency business, and left me with the reality. This sparked inspiration and more importantly, drive.

This is what I mean by, there is power in mentoring. If they could do this for a kid from the bottom, we can all grad someone and inspire them to reach the top.

Diversity does not have to be a problem, but an opportunity to better our profession - provide clients and employers with the necessary worldview needed for the modern age. As society continues to trend toward the idea of a "global community".

(Email Me: Shawn.JonesPR@gmail.com | Connect with me on LinkedIn | Follow me on Twitter)

PR’s Diversity and Skill Problem: The Reasons Why

By SHAWN JONES

Recently, I have read a lot of articles, case studies, and heard discussions on the issues of “Diversity in PR”.

I feel, everyone has an opinion, with many valid points, but no real solutions to the problem. To solve this issue, we must understand the reasons “why”, and from that understanding, design a real strategic plan for the long-term health of the profession.

The two-part series will provide reasons for the issue and recommend methods moving forward.

Here are some statistical points to keep in mind:

• 85 percent of public relations’ (PR) professionals are women.
• 70 percent of PR professionals are Caucasian women
• 15 percent of PR professionals self-identify as Hispanics/Latinos
•  Almost nine percent of PR professionals are African-American
• Seven percent of  PR professionals are Asian-American/ Pacific Islanders

To make a change in these numbers, we must understand the trend; here are some issues in the debate and the reasons for them.

The Education, Opportunity, and Resource Gap

According to the US Census Bureau, there are currently, almost 44 million African Americans in the United States.  Almost 28 percent live at, or under the poverty line; the average household income in the black community is a little over $33,000 (The national average is $50,000). More than half, of African-American household make $50,000 or less. The numbers for the Hispanic population are better, but not by much.

First question asked, “How do these numbers affect our profession’s diversity issue?”

Because, of the social economic status (SEC) of the African-American and Hispanic communities, it’s becoming nearly impossible for youth to develop the necessary fundamental skills to blossom in the profession.  With so many minority communities experiencing high unemployment, lose in business and enterprise, and resources, the talent pool will only lessen.

Many of these communities’ educational institutions (schools and out-of schools programs) continue to become victims of budget cuts, denying potential young talent a road to develop their skills and vision for themselves.

According to data from the Department of Education, there exist a widening “achievement gap” between African-American and Hispanic students in comparison to their white peers.

Since the 1960s, the gap between African-American and Hispanics students increased by 40 percent in core skills (math, science, reading, and comprehension) compare to white students, according to Sean F. Reardon, a Stanford University sociologist.  

This can be seen visibly, go to any major university in America, and count how many black or Latino freshman are in classes like, Math 099 or an under-performing, developmental writing and English courses , in comparison to their white peers. The discrepancy is undeniable.

Now historically, education has always been considered the great equalizer in American society, but we have to be honest with yourself and say, “All education is not equal."

Lack of Skill…. Not Talent

I talk with veteran PR professionals all the time, and always ask, “What do you look for in young public relations professional interested in joining your team?” The most common response is “talent”; this vague answer often upsets me. So I ask, “How do you define talent?”

In a Public Affairs Council debate, President and CEO Bill Heyman, of Heyman Associates see talent as a set of skills.

“Our clients complain about the lack of basic writing skills.” says Heyman. “The issue of the intangibles such as presentation skills comes up, and the understanding of business.”

Now, I believe. Talent is something you do naturally, students around America would not be allowed into their selected programs without a naturally ability to perform the task asked of them.

Skill is something developed through constant repetition, not in a three to four month internship, or four years (well really two years) of school. If a lack of skills is the universal consensus among the leaders in PR, in regards to young inspiring professionals across the board, add on to the fact, that minorities already enter college behind their white peers. The probability of them developing properly is slim to none.

The status of the economy over the last several years is also a contributing factor to the loss of skills development. Of the 19.7 million college student in the U.S., 72 percent of them work at least a part-time job, according to the U.S. Census Bureau.

Let me be clear, there is nothing wrong with kids working while in school (I did it too), but understand, there is a trade-off for this large number of students working - their ability to improve their skill while in school.      

With the growing demands of modern business, we must ask, “Are institutions of mid (high school and junior college) and higher learning, creating an atmosphere for constant skill development?"

I Don’t See Me… So I will not Come

It’s a universal, physiological truth that people tend to gravitate, or are attracted to things they self-identify with and see regularly. A lot of African-American youth gravitate towards sports and entertainment, and a significant number of Latinos move towards landscaping, construction, and other blue-collar laboring jobs.

Now, African-Americans are not attracted to sports and entertainment, because of some natural genetic trait or gift they have, and others groups lack. They identify with the likes of LeBron James, Derrick Rose, Ray Lewis, Lil Wayne, or Jay-Z.  African-American youth see themselves, as these individuals, and know (through numerous examples), there is a realist path to get where they are, through the limited resources available to them.

It is relatively cheap to develop the fundamental skills to play a sport or become an entertainer. Also, there is a farm system in place for them to see the opportunities and rewards of putting the hard work and time in.

Many Latinos, have family members working blue-collar jobs, and often work with their parents or family members at an early age. According to the U.S. Hispanic Chamber of Commerce, Latinos make up 35 percent of all workers in the landscaping and lawn care industry.

With that being said, the public relations industry must answer the question, ‘Do we have practitioners that minorities can self-identify with, and speak on the opportunities and rewards of the profession?”

If that answer is yes, the follow-up question should be, “Are these individuals being seen by potential prospects?”

In part two, I will recommend some long-term solutions to the problems identify




(Email Me; Shawn.JonesPR@gmail.com | Connect with me on LinkedIn | Follow me on Twitter)

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