New agency diversity mark launched as CIPR publishes damning report
The UK PR industry needs an estimated 5,000 additional BAME practitioners if it is to be representative of the public that it serves. The Blueprint sets out a practical pathway to tackling the issue.
BME PR Pros has published a framework for organisations to improve BAME diversity and recognise best practice.
It is much needed. There is an estimated shortfall of 4,750 BAME practitioners in the UK according to data cross referenced from the CIPR, ONS and PRCA. It’s a situation that is getting worse rather than better.
The Blueprint sets out action and commitments in 23 areas across recruitment, nurturing talent, commitment, culture, work, disclosure, and reporting. It rewards best practice with the Blueprint mark so others can recognise workplaces that are making a difference.
BME PR Pros is a campaign group founded by Elizabeth Bananuka to promote BAME diversity in PR and communications. Bananuka assembled an industry wide group of practitioners to define The Blueprint framework.
“We are a sector full of people that want to talk about diversity but don’t ever want to discuss or engage with racism or racial inequality. [The Blueprint is for people] that want to do something about diversity,” said Elizabeth Bananuka, Founder BME PR Pros and The Blueprint.
The Blueprint is initially targeted at communications agencies and will expand to include in-house teams in 2021.
Applications are submitted to a panel of Blueprint consultants and advisory board members. Applicants must receive more than 70 points to receive Blueprint Ally status and more than 101 pints to receive Blueprint status.
Blurred and InFusion have been awarded Blueprint Ally status and Manifest has been awarded Blueprint status. The mark must be renewed every two years and will be removed if an organisation fails to make the grade.
CIPR Race in PR report
The need for the Blueprint initiative is highlighted by a depressing report published by the CIPR called Race in PR. It finds an industry that pays lip service to the issue of ethnic diversity. Follow this link to download a copy of the report.
BAME practitioners tell of racism, microaggressions and unconscious bias and having to work within an inflexible culture that denies them opportunities and fair progression.
The research follows the career journey of 17 BAME practitioners and highlights a set of common experiences.
BAME practitioners speak of being afraid to make mistakes, of being unable to be their true selves, of having to work harder for fewer opportunities and of the racism they experience. They speak of being judged to a different standard to their white colleagues and of a lack of support when they speak up.
ONS data from the most recent Census in 2011 reported that the BME or mixed ethnicity population in the UK was 13%.
Data from CIPR’s annual State of the Profession survey over the last few years tells the story of a profession that is becoming less diverse despite claims in the industry to support a more diverse PR workforce. BAME practitioners accounted for 11% of the profession in 2015, falling to 8% in 2019.
There are 95,000 practitioners in the UK according to the 2019 PRCA Census. If you believe as I do that our profession should be representative of the public, it equates to an under representation of 4,750 BAME practitioners.
The CIPR report goes some way to explaining why retention of BAME professionals is challenging with many practitioners choosing to leave the profession or become independent or freelance practitioners.
