April of this year saw the latest publication of the CIPR’s annual ‘State of the Profession Report, 2019’. Regrettably, the report highlighted some serious issues within the Public Relations
Sector. Specifically its inability to reflect ‘the changing nature of the society it seeks to engage’.
At this time of year, as final year undergraduates and post graduates research and identify suitable positions within which to start their career, the report makes for disturbing reading. Avril Lee, chair of the CIPR Diversity and Inclusion Forum, commented that whilst
‘The PR industry agrees that diversity is important for attracting the best talent to bring fresh thinking, creativity and insights into new audiences, but our actions speak louder than our words. Our actions are building a profession of white, ex-public-school professionals; we are less diverse than in previous years’ (Vuelio.com)
Data gathered within the report detects that Public Relations as a profession either ‘consciously or unconsciously disadvantages people based on who they are rather than what they do’, highlighting a proliferation of the ‘male, pale and stale’ stereotype, whilst failing to support and retain diverse talent.
More than 92% of respondents, who took part in the research, identified themselves as white, (showing an increase from 88% in 2018). More than a quarter of respondents in the research clarified that, they had attended a ‘fee-paying school’ (7% higher than the national average).
Reflected both at junior and senior level, there is an emphasis placed on practitioners being focused and concerned with tactical rather than strategic objectives. The majority of time being spent on activities such as copywriting and editing. At a senior level there exists a skills and knowledge gap in regards to ‘research, evaluation and measurement, PR and corporate governance and people management’. Whilst this is the case Public Relations will continue to fail to be represented and acknowledged at Board Level, this is perceived as the second biggest challenge facing the profession.
Issues in regards to ‘heavy workloads’, unrealistic expectations from work colleagues unsociable hours, along with the expectations of ‘being constantly available’, prevent achievement of an acceptable working life balance. Factors which directly contribute to the fact that 44% of senior positions within Public Relations are held by men, despite two thirds of the sector being comprised of females
Research developed in collaboration with the Mental Health Charity Mind, reported significant issues in regards to the Mental Well-being of those employed within Public Relations. More than 21% of participants of the research ‘live with, or have previously lived with a diagnosed mental health condition’ with more than half identifying that, ‘ntheir work contributes highly to their diagnosis….. 23% stated that they had taken sickness absence from work due to stress, anxiety or depression’. The recent openness in regards to discussing mental needs, may have lead to an increase in report such health issues, this can only be a step in the right direction, as
‘A happier and healthier workforce will be more productive, have reduced sickness and retain skilled talent’ Rachel Royall, Chart. PR MCIPR, Chair of CIPR Health.
Despite this for Public Relation students and professionals, there are signs of positive developments, with growth in the profession continuing, against an on-going unstable political and economic background.
Figures from 2016, reveal that there were approximately 71, 000 Public Relation practitioners, it is assumed that this statistic, has and will continue to increase. Only 7% of those who responded to the research stated that they do not have higher education qualification, with 14% possessing an undergraduate degree and 13% a Masters qualification in either Public Relations or Communications (Those with a professional qualification earn on average £18,000 more than those who do not).
The annual CIPR report on ‘The State of the Profession’ is essential in identifying the issues and challenges that affect the profession. Yet it is better to be aware, than oblivious, to the issues and challenges that need to be faced, recognising that action needs to be taken. Chair of the CIPR Diversity and Inclusion Forum, Avril Lee MCIPR takes the lead, calling all within the industry to act:
Every manager, every employee, every agency leader- we all need to challenge outdated and bias recruitment and retention policies…..without those inside changing the status quo, those outside will remain locked out and our profession , will be the poorer for it.