Diversity in PR: A must for avoiding gaffes and reaching audiences
New research shows staffing in marketing and public relations lags that of the overall populace, and that can come at a cost. CEOs have the greatest clout—and opportunity—to make changes.
A lack of diversity can lead to image-damaging blunders and hurt the bottom line.
PR agency executives agree that more diversity satisfies client expectations, boosts creativity and reflects the changing demographics of multi-cultural markets. Such are the findings in new research from the City College of New York’s Branding and Integrated Communications Program, conducted in conjunction with the Holmes Report.
Those same conclusions apply to marketing and advertising agencies.
The Dove soap example
A recent Dove video clip appeared to show a black woman turning into a white woman after using its soap. The three-second video posted on its Facebook page showed three women of different ethnicities, each removing a T-shirt to reveal the next woman.
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