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How public relations agencies communicate diversity and inclusion practices on their websites

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dc.contributorDaniels, George
dc.contributorWaymer, Damion
dc.contributor.advisorKi, Eyun-Jung
dc.contributor.authorTrujillo, Gloris
dc.contributor.otherUniversity of Alabama Tuscaloosa
dc.date.accessioned2020-09-30T17:25:02Z
dc.date.available2020-09-30T17:25:02Z
dc.date.issued2020
dc.descriptionElectronic Thesis or Dissertationen_US
dc.description.abstractThe public relations industry is making an effort to attain a more diverse workforce that can better represent the society that we live in and achieve the best results for clients. Using the “Leveraging variety” model (Ravazzani, 2015) as a theoretical framework, this research explores how public relations agencies are addressing and communicating their diversity and inclusion efforts through their websites. The purpose of this study is to evaluate the status of diversity and inclusion in public relations and describe how agencies are communicating those diversity and inclusion organizational practices as a way that could attract more diverse talent and improve organizational reputation. This study conducted a content analysis of 236 public relations agencies’ websites and photographs on those websites. Findings show that diversity is portrayed as a broader spectrum, as diversity of perspectives and backgrounds, not as a specific dimension. Gender and disability were found to be the most frequently mentioned dimensions of diversity. Additionally, the present study found that photographs on the websites do not reflect a diverse workforce in terms of race. In terms of gender, photographs that portrayed female and male employees together were the most frequent on the websites. According to the different approaches of diversity, this study found that most of the agencies fall into the “Assimilating minorities” approach, which has been considered the most basic approach to diversity (Uysal, 2013).en_US
dc.format.extent98 p.
dc.format.mediumelectronic
dc.format.mimetypeapplication/pdf
dc.identifier.otheru0015_0000001_0003631
dc.identifier.otherTrujillo_alatus_0004M_14146
dc.identifier.urihttp://ir.ua.edu/handle/123456789/7030
dc.languageEnglish
dc.language.isoen_US
dc.publisherUniversity of Alabama Libraries
dc.relation.hasversionborn digital
dc.relation.ispartofThe University of Alabama Electronic Theses and Dissertations
dc.relation.ispartofThe University of Alabama Libraries Digital Collections
dc.rightsAll rights reserved by the author unless otherwise indicated.en_US
dc.subjectCommunication
dc.titleHow public relations agencies communicate diversity and inclusion practices on their websitesen_US
dc.typethesis
dc.typetext
etdms.degree.departmentUniversity of Alabama. Department of Advertising and Public Relations
etdms.degree.disciplineAdvertising Public Relations
etdms.degree.grantorThe University of Alabama
etdms.degree.levelmaster's
etdms.degree.nameM.A.

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