Diversity in the Workplace

As seen on the The Works

Despite the recent media coverage and research highlighting that the PR industry could be doing more to value background diversity, we admit, we were shocked by our survey findings. We were left wondering how to remedy this gross under-representation of BME candidates within the profession? Given that the combined spending power of BME groups is expected to exceed 300 billion in 2011, when it is estimated they will make up 15% of the UK's population, PR teams need to better understand how to engage with this audience.

We asked some of the leading diversity campaigners, Bieneosa Ebite, (Managing Director of Bright Star Public Relations and Chair of Ignite, a network that promotes cultural diversity) and Ashnoor Pardhan, (Consultant at Linstock Communications and currently leading the campaign to encourage BME audiences to respond to the 2011 Census) their advice.

The following is a summary of their key points. For a full, unedited version, please click here.

Q1. "Why is the PR industry lagging behind with ethnic diversity compared to other industries?"

BE: "The PR industry is one of many industries that have a lot of ground to cover to ensure that its workforce is reflective of the UK's demographic profile. I have been working in PR for over 10 years and during this time there has not been a genuine acknowledgement of the diversity gap that exits when it comes to ethnic diversity, or the desire to undertake long-lasting action to help improve the situation. Until something is acknowledged as an issue, it remains 'hidden' and does not have any place on the agenda of those that have the power to change the status quo...Since Ignite's inception in 2009, we have been campaigning to put cultural diversity on the agenda of those that have the power to influence and change things within the industry. We are now starting to see that PR industry bodies, agencies and some recruiters are acknowledging that there is issue. The next steps need to be about taking tangible action for long-term change".

AP: "PR has a reputation for being somewhat elitist and this certainly puts people from ethnic minority backgrounds off the industry - ironically we're suffering our own PR problem. As such the number of consultants from ethnic backgrounds is significantly underweight when compared to society as a whole".

Q2. "How should we combat it?"

AP: Both as a profession and as individual companies. As a profession we need to do more to break down the barriers, perceived or otherwise, and encourage people from ethnic backgrounds to consider PR as an attractive career option. The CIPR and PRCA are starting to do more work in this area on all of our behalf. Additionally, companies need to be proactive in this area; embrace the talent on offer and the commercial opportunity. At Linstock we engage with Universities and offer internships, as well as engaging with and supporting organisations such as Ignite.

BE: "There are a number of steps that we can take to enhance diversity in PR: through education and buy-in; recruitment; promotion of the industry; monitoring and policy setting and increasing the visibility of senior practitioners from diverse backgrounds."

Q3. "How effectively can an agency reach diverse audiences if their workforce isn't diverse?"

BE: "Having a diverse workforce, one that is incorporates all of the 'special characteristics', brings a number of benefits. Diversity enables agencies to enhance their ability to communicate effectively with a range of audiencesPR teams that reflect this diversity will have a better understanding of how to engage with this audience. As well as the increasing levels of diversity in the UK, we must not forget that top companies from rapidly developing economies are going global fast. PR agencies must understand their need for a PR strategy that takes account of multi-cultural sensitivities in different markets, which will be vital for their success".

AP: "I think that to reach this audience effectively you need to employ people from these communities. At Linstock we offer clients a real understanding of ethnic audiences and how to engage them - we can only do this because we employ and work with people from these communities who understand the culture and sensitivities. Consultancies need to recognise that a diverse workforce can bring a unique cultural intelligence and knowledge to an agency... The audience also represents a significant commercial opportunity, but only to those who know how to engage them".


Ashnoor Padharn - Linstock Consultant
Bieneosa Ebite - Linstock Associate
http://www.linstockcommunications.com/