Colin Farrington explains why the Institute is focusing on diversity this year

It is no accident that one of the major themes being addressed within the newly Chartered Institute is that of diversity.

For years the profession in the UK, unlike the advertising industry, and except in our linked educational institutions – where there are national monitoring practices and standards – has largely paid lip-service to the issue. Of course many members, especially in the public sector, have worked on diversity and inclusivity campaigns. We also frequently trumpet the role of public relations in cementing relationships and enhancing democratic behaviour. But despite the commitment of individuals such as Ardi Kolah FCIPR, little has actually been done to identify what special offering the Institute can make. I am acutely aware, whenever I attend high level professional meetings, of a lack of diversity in our profession and membership.

Now, stimulated by exchanges with Government during the Charter process and by the manifesto and programme for the Trieste World Public Relations Festival (see www.wprf.org) our Diversity Steering group – chaired by Anne Gregory FCIPR and supported by our Public Affairs Officer Fabrizio Falzarano – has published a diversity policy for the Chartered Institute.

The CIPR diversity policy is aimed not only at issues of interest to ethnic minorities (8% of the UK population) but for example recognises that 20% of the population are disabled or have a long-term illness. Indeed by 2011, only 18% of the workforce will be white, male, non-disabled, under 35 and heterosexual. Yet how many PR campaigns begin by targeting that group exclusively?

This is not about categorising people, but about understanding the nature of society so as to make members more aware generally of the meaning, importance and value of diversity; to ensure that we all know what is meant by a ‘diverse work force' and encouraging best practice whether in the workplace or in our campaigning or strategic work.

It is exactly the sort of work which the Chartered Institute should lead. To do that we need your input and your action.

Colin Farrington is the Director General of the Chartered Institute of Public Relations. This piece originally appeared in Profile, the CIPR member magazine.