under-representation of BME communities in the field of public relations is a deep rooted and complex one, but with such few BME public relations practitioners entering the field, the question of how accessible PR is perceived to be is most worthy of exploration.


With a range of existing studies focusing on the experiences of established BME practitioners


After speaking with fellow BME PR graduates, the concept of a ‘culturally-rooted’ field was brought to my attention - a theory posited by Falconi. He suggests that PR is considered to be a formulation of fixed cultural and organisational practices, and individuals innately or secondarily different, will fall outside this existing PR community; after-all PR does have a lot to do with who you know. Whether or not diversity schemes implemented to counteract these effects are indeed successful, raises further questions which can only be answered by those aspiring BME practitioners. Does it feel as though potential employers will view this as an opportunity granted for the sake of political correctness – simply as a result of being different? Or do diversity schemes genuinely equip aspiring BME professionals with enough credibility and confidence to enter the public relations domain, and the competitive edge needed to succeed.


within PR, frequently cited causes for a lack of ‘cultural cohesion’ in the work place range from internal cultural barriers within organisations, to subtle discrimination. However, in an attempt for a greater understanding of the industry’s demographic breakdown, public relations itself must gain an understanding of how it is perceived amongst aspiring BME professionals in the first instance, could it be that diversity is stifled through exclusion at an early stage?


Though I feel diversity in the practice of PR is an issue in urgent need of attention, I have never questioned my passion for the industry, and it remains to serve the ideal career destination I have long been working towards. I have learnt how such a domain can significantly impact wider knowledge of organisational, societal, and even global affairs. PR is a powerful tool – able to advance a brand, a business, or the most pressing social issues to the forefront of the media and public knowledge, and this something I will always want to be a part of. For this reason I will push practitioners to understand that PR serves audiences of a wide range of diverse attributes, including gender, age, ethnicity, and social class. They must reassess existing communication strategies, such as preferred rhetorical styles, tone, language, and the spokespersons


delivering these key messages. So this begs the question: what can the industry do to secure BME applicants? And are diversity schemes the answer to securing BME students and graduates across the UK with enduring roles in PR? Only if aspiring BME practitioners put forward their suggestions, can we pinpoint the strengths and weaknesses of PR’s endeavour to promote open-armed diversity, and create a more inclusive, enriched public relations profession.


About the writer: Rabia Raza is 23 years old and is from Birmingham. She studied for a BA (Hons) degree in Public Relations and graduated with a first this summer. Rabia is currently working at a social media marketing agency, JC Social Media in Birmingham, and is also a very active blogger.


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