Ethnic diversity in the public relations industry

The dramatic demographic changes in the United States forecasting an ethnically diverse American work force by the year 2000 have already begun. This study reports the findings of an attitudinal survey of public relations executives about the growing diversity within the marketplace and workplace. The survey confirmed the problem of underrepresentation of ethnic minorities within the field. The responses showed conflict toward cultural diversity. On one hand, firms responded favorably to the growing diversity within the marketplace. On the other hand, management appeared less accommodating to ethnic diversity within the industry itself. The survey found there was little awareness of and, thus, low responsiveness to the special needs of ethnically diverse employees. An overwhelming majority had no special programs for the retention of ethnically diverse employees, and more than half of the respondents had no recruitment program.