3. The PR industry is currently falling behind in their diversity efforts
Situation Analysis
Women are
underrepresented in higher
management positions.
Men are underrepresented
in assistants coordinator
positions.
African American, Asian,
Native American and Pacific
Islander, and more are
grossly underrepresented in
the industry.
3
1
2
4. Insights - What Millennials Want
According to Plank Center Research Millennials look for:
● Relationships
● Diversity
● Development
● Technology
● Social Responsibility
5. Research: Peer Survey Results What Millenn
● 43 respondents
● 18-22 years old
● PR students
Diversity was ranked third in the most attractive
components in a PR agency job
6. “Not very diverse”
“Diversity is scarce”
“Diversity has and continues to be an issue”
“Not much diversity in the office. Very hard to advance professionally”
“Lack of diversity in senior management, limited diversity in employee pool”
Glassdoor Reviews: Diversity in Ketchum
“Diverse and interesting clients”
“Diverse clients and learning opportunities”
8. Objective #1:
Increase the awareness of the public relations field to diverse
groups of students ages 15-18 by 10% within one year.
Strategy:
Work with high schools to create opportunities for students to
collaborate with PR professionals and engage in the industry.
9. Tactic:
1. Partner with individuals and organizations in various
industries to host an annual career fair nationwide
2. Work with school counselors to disseminate information
about PR industry opportunities and connect students with
PR professionals
10.
11. Objective #2: .
Increase diverse college student engagement in the PR
industry by 10% within 1 year.
Strategy:
Create immersive learning experiences limited specifically to
multicultural students to promote multicultural ideals.
12. Tactic: Create and implement a semester-long internship
program, which allows for potential employment
opportunities.
13. Objective #3:
Increase awareness of agency’s diversity efforts by 10%
within 1 year
Strategy:
Create a social media campaign promoting emerging and
pre-existing multicultural programs and efforts.
Tactic:
14. Tactic:
Post on the agency’s popular social media platforms such as
LinkedIn, Twitter and Instagram about diversity efforts
19. ● Record the number of high school career fair
participants and follow up with guidance counselors
● Record the number of applicants from across the nation
for the fellowship program
● Implement Google and Twitter Analytics in order to track
social media activity and success
Measurements
20. ● Increase the awareness of the public relations field to
diverse groups of students
● Provide hands on PR industry experience specifically
to diverse college students.
● Increase awareness of agency’s current and emerging
diversity efforts
Wrap up