In this class we had a lecture on Diversity in Public Relations and we had a guest speaker sharing her views about diversity.The guest speaker was Zena Martin from Acknowledge Communications, who worked in the US industry came to UK to share her muti-cultural communications. She defined Diversity communications as an External and Internal Communications programme that targeted specialist group such as
- Ethic Minorities
- Gays and Lesbians
- Seniors
It differs by industry
She was very passionate about diversity in Public Relations and wanted to change the perceptions of the people in the UK towards these groups.
A lot of companies are being aware about these diverse groups and making huge efforts in planning and creating campaigns fo diverse groups.
The 2001 Census showed that 7.9% of the population classified themselves a non-white. It predicts that by 2010, 30% of the population in metropolitan cities will be from ethnic communities. In his CIPR Guide to Ethnic Marketing and Public Relations, Ardi Kolah FCIPR points out that increasing ethnic and cultural diversity – like other forms of societal change – represents both a threat and an opportunity to marketers. (source: http://www.cipr.co.uk/)
Chris Genasi FCIPR, Chair CIPR Diversity Programme, believes that PR has a crucial role to play: "It makes clear business sense to engage with our changing society - and that means understanding, and being sensitive to, cultural beliefs, disability, sexual orientation, age, ethnicity, gender and so on.
(source: http://www.cipr.co.uk/diversity/resources/news/report_181006.asp)
In the US, there is an abundance of these specialist agencies, including four, award-winning ones, which are part of WPP as well as a separate, Diversity Practice, within Hill & Knowlton. In the UK, there are only a handful of very small, under-resourced specialist agencies. This is partially due to the large amount and variety of diversity media available in the US.
Also in the UK, the argument has been presented that Diversity Marketing is some form of positive discrimination, but is has been proven on both sides of the Atlantic that recognising these communities' significant contribution to the economy shows a respect that leads to unprecedented, brand loyalty. (Source: Zena Martin, in CIPR)
Economic Potential:
The ‘Brown Pound' (Blacks and Asians) currently contributes £32bn to the UK economy, the ‘Pink Pound' (Gays and Lesbians) contributes £5bn and the ‘Grey Pound' (Aged 50+) is worth more than £280bn, comprising 80% of the UK's wealth.
This statistics show that the ethnic groups contribute alot to the UK economy so the cpmanies should not ignore these groups. The UK industry should understand these groups and put in efforts to encourage more ethic minorities into professions.
Being an ethnic minority (asian indian) myself i understand the importance and neccessity of diverse PR in the industry.
A lot of companies are being aware about these diverse groups and making huge efforts in planning and creating campaigns fo diverse groups.
The 2001 Census showed that 7.9% of the population classified themselves a non-white. It predicts that by 2010, 30% of the population in metropolitan cities will be from ethnic communities. In his CIPR Guide to Ethnic Marketing and Public Relations, Ardi Kolah FCIPR points out that increasing ethnic and cultural diversity – like other forms of societal change – represents both a threat and an opportunity to marketers. (source: http://www.cipr.co.uk/)
Chris Genasi FCIPR, Chair CIPR Diversity Programme, believes that PR has a crucial role to play: "It makes clear business sense to engage with our changing society - and that means understanding, and being sensitive to, cultural beliefs, disability, sexual orientation, age, ethnicity, gender and so on.
(source: http://www.cipr.co.uk/diversity/resources/news/report_181006.asp)
In the US, there is an abundance of these specialist agencies, including four, award-winning ones, which are part of WPP as well as a separate, Diversity Practice, within Hill & Knowlton. In the UK, there are only a handful of very small, under-resourced specialist agencies. This is partially due to the large amount and variety of diversity media available in the US.
Also in the UK, the argument has been presented that Diversity Marketing is some form of positive discrimination, but is has been proven on both sides of the Atlantic that recognising these communities' significant contribution to the economy shows a respect that leads to unprecedented, brand loyalty. (Source: Zena Martin, in CIPR)
Economic Potential:
The ‘Brown Pound' (Blacks and Asians) currently contributes £32bn to the UK economy, the ‘Pink Pound' (Gays and Lesbians) contributes £5bn and the ‘Grey Pound' (Aged 50+) is worth more than £280bn, comprising 80% of the UK's wealth.
This statistics show that the ethnic groups contribute alot to the UK economy so the cpmanies should not ignore these groups. The UK industry should understand these groups and put in efforts to encourage more ethic minorities into professions.
Being an ethnic minority (asian indian) myself i understand the importance and neccessity of diverse PR in the industry.
Source: Zena Martin's presentation, Acknowledge Communications
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