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• W142338686 abstract "Yale's Hazel Carby poses a provocative discussion point: Has the American experience of the last two decades taught South Africa the lesson that of the most important aspects of an apartheid system can be retained without having to maintain rigid apartheid legislation? Too cynical? Look at how fiercely so many Americans have come to oppose affirmative action at a time when racial minority entry into the mainstream (especially black) has been limited to so few people. Look at our segregated cities. Look especially at how minority public relations practitioners seem to get isolated and segregated into minority-owned firms. Look at the numbers employed in communications. The U.S. Bureau of Labor Statistics says that in 1992 only 2.9% of the managers or professionals in marketing, advertising and public relations were African-American. Only 3.4% were Hispanic. Asian-Americans weren't even reported. African-Americans and Hispanics each run about 10% of the civilian work force, so those numbers are rotten. They are up from 1991 (substantially for Hispanics), but I guarantee you that most of that increase is in marketing at PepsiCo and Coca-Cola and Miller Brewing, and that it is not in advertising or public relations. My firm did an informal survey recently on diversity hiring at public relations firms. went to white and non-white public relations folks, public relations firm and client-side managers. I'd like to share some of our results. Some clients actually do choose public relations firms at least partially because of racially diverse staffing. They feel that a diversified firm can help them communicate to wider audiences and to specific target audiences. Not long ago, for example, one major beer company turned down a top 10 public relations firm for a huge, huge project. Why? Because there wasn't enough minority mix at the firm. On the other hand, some corporations seem to be interested in working with diversified firms if and when it becomes an issue to their customers. In other words, when they want to look pretty. But looking pretty in itself can mean substantial business to a firm. A small shop in New York recently picked up a government tourism account worth about $300,000. The shop I thought would get the business has only 5% minority professionals. The shop that did win it had almost 50%. Not only are more clients responding positively when you have your own Little America in-house, but firms have an opportunity to improve the quality of their product. You might also start to compete where you didn't before--in the project-to-project world of minority marketing, or for business that's dependent upon government or its contractors. Not only might you deliver a quality counseling service that you couldn't deliver before, but you might find yourself with a better, more energized staff. As an added bonus, realize that with every minority professional you bring into and train in the business, you build a broader, less insular brand of public relations for public relations' own future. And that's critical! Aggressive action needed Some executives insist that you must always ignore race in pursuit of pure quality hiring. They insist they will happily--and passively--review all candidates who come to their attention without regard to race, age, gender, or whatever. But in a world where qualified minority public relations people are relatively scarce, you have to actively seek to meet them or you will not see them to judge them. You have to take affirmative action these days just to have the choice to take affirmative action. You have to invest time and money to do it. Otherwise you get quoted in a trade magazine saying, We get relatively few applications from |minorities~. If you're willing to act, how do you find qualified minority professionals or quality entry-level candidates? Let's look at the experienced black, Hispanic or Asian-American professionals first. …" @default.
• W142338686 created "2016-06-24" @default.
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• W142338686 date "1993-10-01" @default.
• W142338686 modified "2023-09-24" @default.
• W142338686 title "A Firm Diversity Hiring Action Plan" @default.
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