Shaping career paths in public relations: How cultural, ethic and family influences affect decisions to pursue public relations as a career

Abstract

Career decisions are often shaped by personal interests, educational opportunities, financial concerns, and societal experiences. For some people of colour, their ethnic, cultural, and racial backgrounds, and parental expectations also play a significant role. This research explored how these influences impact career choices, particularly in entering the public relations profession for first- and second-generation Canadians. It examined the pressures to pursue prestigious careers like law or medicine and how PR is increasingly seen as a viable option. Through interviews, surveys, literature review, and autoethnography, the findings revealed a shift in family attitudes toward PR, with growing support as parents recognize its opportunities and stability. The research highlighted the importance of mentorship, networking, and diverse role models for BIPOC students and practitioners in PR, emphasizing that a more inclusive industry fosters professional growth and organizational success, reflecting a cultural shift toward valuing personal fulfillment.