In celebration of Black History Month, PRSA has invited prominent black leaders in the public relations profession to offer their views on race and public relations and their ideas for achieving greater racial and ethnic diversity in the industry. This is the fourth in that series. 

Reflecting on the many contributions of African Americans during Black History Month, it is with shameless abandon that I place the spotlight on the public relations profession. I imagine I’d receive no argument from my peers by saying “embracing diversity represents a way of life for an organization, company or individual to ensure long-term success.” My life is enriched, my community is enriched and our nation is enriched when we view our world through the unique prism of diversity.

When I entered this profession in the early 1980s, I was struck by the lack of diversity across all sectors of the public relations arena. Among organizations created to generate a sense of community and elevate the value of my chosen profession, I found no safe haven. Determined to become an insider and grow as a professional, I sampled several groups, finally choosing the Public Relations Society of America (PRSA) for its rich resources. In my early twenties, I wasn’t quite sure how to carve out a career path, network with peers or bring more diversity to the profession.

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In celebration of Black History Month, PRSA has invited prominent black leaders in the public relations profession to offer their views on race and public relations and their ideas for achieving greater racial and ethnic diversity in the industry. This is the third in that series.My grandmother use to say, “There’s nothing new under the sun.” Today’s social, political and economic dilemmas are eerily similar to times past, when people were passionate about changing the world through social cause groups. Their strategies included using the newest, most powerful media to get their messages out, influence public opinion and change society.

As PRSA celebrates Black History Month 2010, we pause to reflect, examine and thank the African-American pioneers who enabled today’s practitioners to excel.

Continue reading " A Salute to Public Relations’ African-American Pioneers "

In celebration of Black History Month, PRSA has invited prominent black leaders in the public relations profession to offer their views on race and public relations and their ideas for achieving greater racial and ethnic diversity in the industry. This is the second in that series.

I say it all the time: Diversity can be a significant “game changer” in the public relations field. Sure, the same could be said for many other professions; however, this statement’s relevance to public relations becomes more and more apparent each day I spend working in the industry.

As we celebrate the Black History Month, it’s apropos to acknowledge that race and ethnicity are two major factors in the diversity equation. But other dimensions, such as diversity of gender, thought and work and life experiences, are equally important. These characteristics collectively influence how we see the world and, ultimately, how we do our job.

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Most agency practitioners have been in business pitches they thought they aced, only to learn they came in second place — everyone who didn’t win comes in “second.” To add insult to injury, we’ve seen our best creative output “echoed” in the prospect’s promotional campaign.

It’s not only money lost and a source of professional and personal frustration, it’s also unethical to expropriate someone else’s ideas from a speculative presentation. It also can lead to serious legal and reputational complications.

Public relations professionals are not alone in facing this issue. The American Association of Advertising Agencies (4A’s) sent a letter last week to agency search consultants recommending that they stipulate in contracts that agencies’ intellectual property remains theirs until hired or paid. According to the 4A’s, intellectual property protection is a growing concern for advertising agencies.

The 4A’s letter reflects frustration about the all-too-common practice of request for proposal (RFP) issuers co-opting content, protected by small print in blanket confidentiality agreements. Primarily a business practice issue for each agency, the custom also raises a larger ethical debate about rights to intellectual property that extend to all consulting fields, including public relations.

Addressing the issue for public relations professionals, PRSA has issued a new professional standards advisory (PSA) —  PS-14, Expropriation of the Intellectual Property of Others — which clarifies how the practice conflicts with the PRSA Code of Ethics and cautions practitioners against expropriating intellectual property in new business pitches. In a larger sense, it means practitioners need to think carefully about the ethical implications involved in using an agency’s speculative ideas following new business presentations.

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 In celebration of Black History Month, PRSA has invited prominent black leaders in the public relations profession to offer their views on race and public relations and their ideas for achieving greater racial and ethnic diversity in the industry. This is the first in that series.

As a public relations educator, my role is to produce graduates with the skills and knowledge necessary to succeed in a profession that is multicultural, multifaceted, global and technologically advanced. College classrooms like mine serve as incubators for future leaders, who harbor myriad ideas, opinions and beliefs that — as study abroad and international exchange opportunities continue to grow — are increasingly shaped by the cultures and geographies from which they come.

To succeed and compete, graduates today must learn to see connections among disparate ideas and factors, and to identify new knowledge. Mainstream concepts and practices in many parts of the world — such as integrated planning and management, cross-industrial collaboration and multi-channeling — are making their way into American curricula and business, as our institutions and workplaces are globalized.

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