PR and racial identity: a study of black people in the public relations profession in Brazil

Abstract

This work maps the market, social, and racial landscape in which black PR professionals are situated, aiming to identify the main interconnections and challenges they face in Brazil, a country where racism remains a deeply ingrained issue. The research was conducted using an exploratory method with both qualitative and quantitative approaches. The research techniques employed included documentary research, bibliographical research, and the administration of a semi-structured questionnaire to black individuals working in the field of public relations across various regions of the country. The analysis reveals the media's influence on identity construction and underscores the significance of ethnic diversity in communication.  The primary findings indicate a lack of representation and the perpetuation of stereotypes concerning black professionals in the media, which contrasts with the reality of the industry. The research underscores the necessity of promoting ethnic diversity in PR and communication at large, while also addressing stereotypes and access barriers. It emphasizes the importance of inclusive policies to combat racial inequality in all its forms. Regarding the questionnaire, respondents reside in 12 of Brazil's 27 states, with the highest participation observed in São Paulo and Goiás. The majority of respondents were female (81%) and fell within the age group of 26 to 35. Of the respondents, 78.5% self-identified as black, while 21.5% identified as brown. Concerning monthly income, most professionals earn between 3 and 5 minimum wages, and 84.8% live on an income below the ideal threshold for a good quality of life, despite holding a higher education degree. The survey also revealed that a majority of black PR professionals graduated from private universities through affirmative action programs. In terms of their professional field, participants predominantly work in the private sector, specializing in areas such as content production, communications consultancy, digital marketing, institutional communications, and customer relations. However, they face challenges related to racial discrimination, with 56.4% reporting missed job opportunities due to their skin color. Furthermore, only 25.3% officially hold or have held leadership positions. Regarding the perception of racism, 82.4% believe it is present or very present in the communications market, and 57.7% reported experiencing some form of racial discrimination at work. Participants' accounts indicated that racism manifests through discrimination based on appearance and ethnic characteristics, racial stereotypes, invisibility, difficulties in gaining recognition as leaders, and unequal compensation. In conclusion, despite the advancements resulting from affirmative action and social movements, black PR professionals in Brazil still encounter inequalities and racial discrimination in the job market. This study underscores the importance of acknowledging and addressing these issues while promoting ethnic diversity within organizations and the field of Public Relations. Failing to discuss the racial challenges faced by PR professionals limits their opportunities and development. It is essential for black PR professionals, organizations, and universities to take a stand and raise awareness about this reality. To be heard, understood, and drive practical change, we must first identify the existing problems. The coming together, discussion, and advocacy for visibility, respect, and opportunities among black PR professionals, in a conscious and political manner, are also crucial for strengthening and recognizing this group of professionals. Collectives, organizations, personal connections, and academic relationships can serve as instruments to challenge the prevailing whitewashed narrative and contribute to building a genuinely diverse and socially responsible field of Public Relations.