This document outlines a plan to increase diversity in the public relations industry. It notes that women, minorities, and other groups are underrepresented. Research shows millennials and PR students want more diversity. The goal is to increase diversity among PR professionals through three objectives: 1) Increase awareness of PR to diverse high school students through career fairs. 2) Increase college student engagement through internships specifically for multicultural students. 3) Increase awareness of agencies' diversity efforts through social media campaigns. The document provides strategies and tactics for each objective and discusses measuring the results.

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”

7. Increase diversity among
public relations professionals
Goal

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

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

18. Strategy:
Rebrand current diversity
inclusion efforts in order to
increase audience visibility.
Tactic:
Rename Ketchum University to
Ketchum Global University.

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

21. Thank You!
Questions?