Through its Diversity Strategy the CIPR aims to develop an inclusive culture, raise general awareness of diversity within the PR industry and to increase the number of PR practitioners from all backgrounds.
In June 2011, in light of work undertook by the CIPR Diversity Working Group, the Institute underlined its commitment to developing an inclusive culture, raise general awareness within the PR industry to diversity issues and to increase the number of PR practitioners from all backgrounds. Additionally, Dr Jon White's Future of PR 2020 research, published in December 2011, highlighted that for PR to be successful by the year 2020 there is a requirement for the profession to reflect the diverse nature of wider society.
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Diversity Strategy
The CIPR intends to tackle these external issues by leadership through five key areas of work:
- Improve understanding of PR in communities in which it is not a visible career option
- A best practice approach to internships
- A competence-based approach to recruitment
- A best practice approach to re-employmentand return to work
- Take steps to tackle glass ceiling issues.
Improve understanding of PR in communities in which PR is not a visible career option
- The Institute will work with others across the industry to achieve this, asking agencies and employers to lend support and expertise and to work with us to make this happen
- The Institute will seek to embed this into its work as an ongoing benefit to the profession
A best practice approach to internships
- The Institute will establish minimum expected standards for a best practice internship
- The Institute will aim to balance out the need to ensure that internships are at the same time ethical and open to the widest possible number of people, without seeking to make it harder for employers to offer valuable opportunities to people seeking to gain access and experience.
Update:
A competence-based approach to recruitment
The CIPR wishes to help establish recruitment criteria for entry level jobs in the profession based on ability and potential and to work with employers and recruiters to establish a competence-based approach to employment in public relations
- The Institute will engage experts and provide employers with guidance on how best to deliver this approach in practical terms.
A best practice approach to re-employment and return to work
The CIPR will examine its training programmes to see what they are providing and how it could better assist practitioners returning to work after an extended absence:
- The Institute will establish a mentoring scheme aimed at members who are returning to work
- The Institute will provide better guidance for both the returning practitioner and the employer will be made available.
Take steps to tackle glass ceiling issues
- The Institute will clarify the position on glass ceiling issues relating to under-represented groups in senior management through further research
- The Institute will engage with employers and members and will seek guidance from beyond the industry in developing a best practice approach to addressing glass ceiling issues.
The CIPR also intends to tackle these internal issues by leadership through three key areas of work:
- To work towards an inclusive industry-wide approach to improving diversity in PR
- To look at enshrining the principles of Diversity into both CIPR policy and practice
- Investigating what resources are available in order to champion diversity
Diversity Working Group
In 2010, the CIPR established the Diversity Working Group as part of the Institute's commitment of addressing the major diversity challenges facing the PR profession, whilst advising and overseeing the delivery of the CIPR's Diversity Strategy. The group aims to identify existing evidence of diversity, raise awareness of the value of a diverse profession and work alongside other key bodies to drive this work forward. The group also makes recommendations and feed into the resources developed by the Institute, such as advisory guidelines for employers and how to communicate with a multicultural audience.
Resources
- 'PRSA Committed to Increasing Diversity in Public Relations' - Rosanna M. Fiske, PRSA Chair and CEO
- 'Equally Professional: Like minds on different journeys' – Equality and Human Rights Commission (EHRC) and Professional Associations Research Network (PARN)
Partnerships
- Edelman
- Equally Professional network, facilitated by the Equality and Human Rights Commission
- Ignite
- Public Relations Society of America
Contact
If you would like to learn more about the CIPR's commitment to tackling diversity issues in the public relations profession please contact Andrew Ross, CIPR Policy & Communications officer at AndrewR@cipr.co.uk or 020 7631 6915.
