Framing diversity: A qualitative content analysis of public relations industry publications

Abstract

This qualitative content analysis used framing theory to examine how gender and diversity have been framed over the past decade in modern public relations industry publications. Findings revealed that diversity is most often set aside in its own issue or column and not integrated throughout the whole of the publications. Most articles about diverse populations mentioned primarily Hispanic or Latino populations and Blacks or African Americans. Diversity is framed as different, a journey or process, a language problem, a responsibility, inclusion, transforming workplace culture, enhancing the profession, resource intensive, power driven, needing to be justified, and impacting the bottom line. Disparities in public relations still exist among gender, racial, and ethnic groups with less power and must be addressed more fully in public relations professional publications.