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)