The Public Relations Society of America (PRSA) recently revealed a new diversity initiative aimed at assisting and attracting ethnically diverse young people to the public relations profession and getting their careers started. It also helps future professional in the developing industry by making them familiar and giving them knowledge, relevant skills and a network of professional contacts.
Last month, the Virginia Center for Inclusive Communities held a presentation and discussion for the PRSA Richmond Chapter. Jonathan Zur (President & CEO) and Allison Conyers (Director of Education & Training) talked about how to achieve success in the workplace through inclusion.
“Diversity was one of my top priorities for the Society this year so I’m thrilled to announce this important initiative,” Mickey G. Nall, APR, Fellow PRSA, PRSA 2013 Chair and CEO, said in a press release.
Nall goes on to say that productivity, performance, and probability are positively changed when working with diverse groups.
Only 8.7 percent of African-Americans/Blacks, 7.3 percent of Asian-American/Pacific Islanders and 15 percent of Hispanics/Latinos possess a job in the field of advertising, marketing, or public relations. The Bureau of Labor Statistics reported these statistics in 2011.
To improve under-represented groups in the public relations profession, PRSA will be hosting a multi-year program, which focuses on recruitment, retention, mentoring, and other career development elements. The program will include a video series, a student guide, mentoring program, and “Ask the expert” section on the website.
VCIC’s program aligned with many of these priorities, exploring cultural stereotypes through the lens of “Cinderella.”
PRSA wants to arm future public relations professional with the tools necessary to make them successful. The organization will be assisted by the knowledge of college guidance and career counselors, as well as industry practitioners with multicultural backgrounds.