Introduction to Diversity in Public Relations

Objectives

As a result of Lesson 1, students should be able to:

Key concepts

Objectives

As a result of Lesson 2, students should be able to:

Key concepts

Resources

Module Overview

Amid outcries of racism and accusations of tone-deafness among well-known brands in recent years, some public relations industry leaders, academicians, and others have emphasized the dire need to increase the level of diversity in the public relations profession.

Fashion, beauty, and beverage brands — such as H&M, Dove, Pepsi, and Starbucks — are among the corporations that have faced backlash because of how they depicted Blacks, or issues relevant to the Black community, in their campaigns.

Because of these incidents and evolving demographics that will include even more people of color, the public relations industry has been working toward more diversity among its staff and leaders. Employing people with more diverse backgrounds — such as race, sexual orientation, disabilities, age, and socioeconomic status — could help improve communication with diverse publics.

Lesson 1

Lesson 1 gives an overview of the origins of diversity in the public relations profession, defines diversity, and provides some fundamental theories linked to essential aspects of diversity.

Lesson 2

Lesson 2 delves into key demographics that will shape the nation. It also includes a discussion of recruitment and retention issues, experiences of some diverse practitioners in the United States and United Kingdom, ways to reach diverse stakeholders, and the business case for diversity in public relations.

Citations & Resources

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Tindall, N. T., & Waters, R. D. (2012). Coming out to tell our stories: Using queer theory to understand the career experiences of gay men in public relations. Journal of Public Relations Research, 24(5), 451-475. https://doi.org/10.1080/1062726x.2012.723279

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Module Developer

Riva Brown

Dr. Riva Brown

Associate Professor in Public Relations, University of Central Arkansas

Riva Brown, Ph.D., is an associate professor of public relations in the School of Communication at the University of Central Arkansas in Conway. In 2018, she participated in the Plank Center Educator Fellowship Program. She is a founding co-chair of the Diversity and Inclusion Committee of the Arkansas Chapter of the Public Relations Society of America. She serves as the faculty adviser for the UCA NAACP and the UCA Chapter of the Public Relations Student Society of America. Her research interests include diversity in public relations.

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