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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