A presentation on diversity in PR.

1. Diversity in Public Relations: What’s
Happening Now and What’s Next?
Rowena L. Briones, PhD
Assistant Professor
Public Relations
@RLBriones
rlbriones@vcu.edu

2. A Little About Me
• NJ Native
• UMD grad
• PR
• Health Comm
• Social Media
• Singer
• Dancer
• Activist

3. • The Current Status
• Definitions
Today’s Agenda
• Potential Future Directions
• Q&A

4. • What are some examples of
successful public relations practice?
• How would you define public
relations?
Let’s Start Off With Some Context…
• What about diversity in public
relations?

5. • Although women occupy 75% of all
positions in the PR industry, they only
occupy 20% of top management
positions (Fitzpatrick, 2013)
• Men in PR with 5+ years of experience
were paid on average $137,000
compared to women’s annual salary of
$95,000 (Fidelzeid, 2015; PR Week, 2015)
• Only FOUR women led PR agencies
with more than $100 million in global
revenue (Lee, 2011)
The Current Status: Gender

6. • Why is there a gender gap?
• The media’s fault?
• PR as a gendered profession – why?
The Current Status: Gender
 Years of experience
 Career interruptions
 Presence/absence of APR
 Number of hours worked
 Type of employing organization
 Job Title
 Miss Representation
 #HowMediaWritesWOC

7. • In 2015 only 10.5% of PR professionals
were Black, 5.2% were Asian, and 5.6%
were Hispanic/Latino (Bureau of Labor
Statistics)
• Although almost 80% of PR employers
perceive their diverse workforce
efforts as successful, only two-thirds
of their minority employees agree (PR
Week, 2015)
• While it is common to see minorities
in junior PR roles, the same level of
diversity is not found at the VP level
and above (PR Week, 2015)
The Current Status: Race

8. • Other issues to contend with (Nique,
2016):
• Perceived biases (PR Week, 2015):
The Current Status: Race
 Feel disrespected (43%)
 Put on the “slow track” (44%)
 Feel they have to prove they are more
qualified than white counterparts (45%)
 Not afforded same opportunities (56%)
 Lack of familial support due to lack of
understanding
 Career goals in conflict with cultural
expectations (PR vs. finance, law,
medicine)

9. • Millennials
• LGTBQ
• Religion
• People with Disabilities
• Socioeconomic Status
• Political Affiliation
• …Others?
Additional Subgroups to Consider

10. • Your employer needs to demonstrate
that they are investing in YOU
• Commitment and support is needed at
ALL levels
• Solid mentorship is necessary (formal
vs. informal; supervisor vs. peer;
internal vs. external)
• Employers should be called out on
unconscious bias and double
standards in a non-defensive way
• TRANSPARENCY + RESPECT IS KEY
Future Considerations

11. • Get a variety of internships
• Learn how to write for a variety of
audiences through different
internships
• Be aware of your personal brand,
both online and offline
• Be a role model for others – you reap
what you sow
• NETWORK NETWORK NETWORK
And Remember:
YOU can be an influencer! You
can spark change!
Now What?

12. Final Thought: PR Makes a Difference!
“Strategic communications is three things: a blueprint for
creating visibility for our work; a manifestation of our goals
and vision; and our approach to maintaining dialogue
about what ending state-sanctioned violence against black
people looks like.
Our strategy is to organize and mobilize people, actively
working to broaden international conversation about the
impact of state violence on black people and communities,
drive critical conversations from the ’hood to the White
House about authentic transformation of American
democracy, and ensure policies reflect and prioritize the
needs of black people.”
- Shanelle Matthews, lead communications strategist for
Black Lives Matter

13. Thank you!
https://www.pinterest.com/rbriones/diversity-and-inclusion/
Dr. Rowena L. Briones
@RLBriones
Soon to be R.B. Winkler
rbwinkler16@gmail.com