Reputation and representation: Study of Ontario public relations and its Black female practitioners

Abstract

This study investigated how and to what extent the reputation of public relations, as well as experiences of discrimination, could be deterrents or barriers for black women entering and advancing in public relations. It also explored the potential impact a lack of diversity may have on the effectiveness of the practice. Based on in-depth interviews with 21 black female practitioners in Ontario, Canada, participants described the reputation of practitioners as being mostly white females and white male leaders. Participants believed that the lack of black representation, lack of diverse mentors, and subtle yet existent experiences of discrimination could be barriers to advancement and deterrents for black women considering a career in public relations. The study uncovered a consistent opinion among participants about experiences of subtle discrimination, the importance of diversity, and led to several recommendations to increase diversity in the field.