Asian American Public Relations Practitioners' Perspectives on Diversity

Abstract

Shifting demographics in the United States imply growing diversity in the marketplace and create unprecedented demand for professionals capable of communicating strategically with diverse publics. In spite of diversity efforts in mass communication, public relations faces difficulties in attracting ethnic minorities. This study explores this lack of diversity through the lens of Asian American public relations practitioners in the United States, a population that is underrepresented in the field of public relations despite being the fastest growing ethnic group in the United States. In-depth interviews with Asian American practitioners reveal a perceived lack of diversity in public relations, attributed to lack of interest in public relations within Asian American communities, limited knowledge about the industry and opportunities for ethnic minorities, family influence to pursue other professions, and cultural expectations for Asian American professionals to attain leadership roles, which are scarce for ethnic minorities in public relations. Based on these findings, we recommend educating Asian American communities about the management function of public relations, framing it as a social science with emphasis on research and strategic planning, and increasing recruitment of Asian American students in public relations education to provide them with training and education necessary to succeed in the field.

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