The inversion of Black fatigue and the challenges of DEI in the PR industry

I recently met an editor friend in a Mayfair cafe to discuss a new client offering and, as is inevitably the case during a long overdue catch-up, the conversation moved on from story angles to the latest happenings within our circles. 

Having been in the sector – specifically travel and hospitality – for close to 20 years we’ve seen a lot of trends, publications and people come and go, and as we sat there figuratively (and literally) stirring the pot, we mulled over what the changes meant for the industry at large. 

We couldn’t help but note how one aspect of our profession hadn’t evolved at all: the monocultural and socioeconomic make up of PR practitioners. Sadly, we had both seen a regression in recent years. So why had enthusiasm for more diverse teams dwindled? What happened to the progress we were making?

Black fatigue and a wider push back

This got me thinking of a new term I started to see on social media at the beginning of summer: Black fatigue. Well, not a new term entirely. The phrase was originally coined to describe the exhausting knock-on effect many Black people experience at work and in wider society through a constant need to prove their worth all while absorbing daily microaggressions, but today the meaning is somewhat inverted. 

Now it describes an exasperation around discussion of Black communities, a feeling of bombardment around the platforming of racial injustices, the celebration of Afrocentric culture or behaviours that are subsequently deemed ‘ghetto’. While the term in its new guise doesn’t malign other ethnic minorities, it does perhaps serve as an indicator of a wider push back on championing others, including the backlash against DEI initiatives and a growing resentment for inclusive frameworks in society and the workplace.

The PR workforce

The PR Population Report published by the CIPR last year found that 87% of the UK’s PR workforce identifies as White with the combined percentage of Black, Asian and Mixed Ethnicity practitioners making up 9%. From this breakdown they found that 90% of all senior practitioners (director level or above) are White with just 2% identifying as Black. Along socio-economic lines, the profession continues to favour recruiting from the middle and upper middle-class who are largely White British with 25% of all surveyed receiving a private education in contrast to 7% of the general population. 

Perhaps the clearest sign of a reverse in sentiment towards a more equitable playing field was revealed in the 2024 PR and Communications Census, which noted that the profession’s diversity is in decline with 50% of practitioners surveyed agreeing that their workplace was ‘good’ or ‘very good’ in this area compared to 67% when the census was conducted in 2021. Reasons cited for this included racism, unconscious bias and inflexible working cultures that denied opportunities for career advancement.

Lagging behind

While there isn’t much data on travel and hospitality public relations, in 2019 PwC collaborated with TTG Media on the Diversity & Inclusion in Travel study that revealed the travel industry at large lags behind most industries for DEI initiatives, leadership and related HR processes, with a workforce that doesn’t reflect the general population or the global communities they engage with. As a specialist in this industry – one that promotes the exploration of different countries and cultures - its lack of diversity is something I have always found illogical. It would be naïve to think that the recent return to gatekeeping comes from a place of objectivity rather than fear.   

Outside of data-driven and anecdotal evidence, these studies and other DEI-forward initiatives are examples of the investment and commitment to combating the issues in recent years, but the groundswell of these and other efforts have unwittingly prompted hostile opposition, the latest being Black fatigue. As discouraging as this is, it is counterproductive to try to assuage irrational fears by withdrawing inclusivity efforts and rowing back on progress made – something that companies and public organisations globally are increasingly doing.

Finding smarter solutions

The data itself is not in question; this is clear when listening to those claiming Black fatigue. It’s the perception that minority groups are receiving preferential treatment or more opportunities than the White majority, so our current approach to creating equity in our profession is not landing. Instead, it's being met with resistance and a desire to maintain the status quo. If we are ever to overcome the inequities, we need to stay the course but find smarter solutions that visibly serve everyone. Wherever possible we should be demonstrating that merit is always prioritised, irrespective of race or class.

One idea my editor friend had was for the hotel groups we represent to allocate room nights in London so that more internships and entry level roles can be accessed by qualified candidates from all backgrounds without the resources. 

Another would be to roll out cultural intelligence (CQ) training, offering employees a valuable toolkit to better communicate with diverse teams and to consider different perspectives and behaviours across global organisations. CQ is particularly compelling for travel and hospitality PR practitioners, empowering them to engage more effectively with their clients and the communities in the destinations they promote. 

Collectively, we must continue to challenge any push back however it manifests and whoever it targets, allaying but not pandering to fears to insist on a new normal that platforms everyone but ensures that those who have been sidelined are equally supported and equipped to reach their PR career goals.

• Terri McCollin is an award-winning publicist with 20 years of progressive, multi-sector experience in the United Kingdom, United States and French-speaking Europe. She specialises in media relations, corporate and multi-channel communications across luxury, travel, hospitality, and real estate sectors.
   
• Also for National Inclusion Week: Why future-ready leaders must lead with cultural intelligence and fluency

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