This abstract is summarized by IPR from the original journal article published in the International Journal of Business and Social Science.

Dr. Lucinda Austin examined how gender and diversity have been framed over the past decade in modern public relations industry publications.

A content analysis of PRSA trade publications was conducted. Articles from the January 2000 through April 2009 issues of Public Relations Tactics were included, as well as articles from the Spring 2004 to Winter 2009 The Public Relations Strategist issues.

Key Findings
–       Diversity is most often set aside in its own issue or column, rather than being integrated throughout the whole publication.
–       Of the different racial and ethnic groups, the most mentioned group was Hispanics or Latinos in 41 articles, followed by 35 articles mentioning Black or African American groups.
–       Generally, diversity was framed as encompassing gender, race, and ethnicity.
o   Some articles described diversity as diversity of thought.
o   Most articles focused on diversity because of the “bottom line.”

Implications for the Industry
Disparities in public relations still exist among gender, racial, and ethnic groups. Moving forward, these issues should be addressed more fully in public relations professional publications. Industry professional publications should also focus on integrating the topic of diversity throughout the whole publication, rather than setting it aside.

Read more to learn about the framing of diversity in public relations trade publications.


Austin, L. L. (2010). Framing diversity: A qualitative content analysis of public relations industry publications. Public Relations Review, 36(3), 298-301. doi:10.1016/j.pubrev.2010.04.008

Heidy Modarelli handles Growth & Marketing for IPR. She has previously written for Entrepreneur, TechCrunch, The Next Web, and VentureBeat.
Follow on Twitter

Leave a Reply