Overcoming systemic barriers and diversifying the communications industry
By Vanessa Tolentino, Class of Spring 21
April 8, 2021
When I was in undergrad, I was often asked what I was planning on doing with my degree. A communication studies degree could take me anywhere, but I had always said that I was going into public relations. In all honesty, this was more of a placeholder than anything. There were so many options. I even did a year of marketing at a different college. Little did I know that I was basically manifesting my own future the whole time. Having completed Corporate Communications and Public Relations at Centennial College, I can easily say that this is an industry that I am passionate about. It is an industry that I want to create change in. It is an industry that I want to see transform.
However, we cannot initiate the change process until we get rid of the systemic issues that act as barriers to communication. As someone who crosses many different intersectionalities, I know from experience that everyone perceives the world around them differently. Two people can grow up as neighbours, go to the same schools and work at the same jobs, and yet their outlooks on society and culture can be completely different. Systemic barriers play a huge role in where people end up in life. As a communicator it is integral to understand this concept when trying to reach out to the public. Instead of seeing the world in black and white, we should instead see things as different spectrums that are constantly changing.
Public relations is a unique industry in that it truly breeds a space where discussion can occur. Gone are the days of one way communication, where an organization or institution shouts into the void about what they want the public to know. Now, audiences are more empowered than ever to voice their opinions. Instead of shying away from this, public relations practitioners should grab these opportunities by the horns. Our ultimate goal should be creating an environment of mutual understanding and trust. Instead of categorizing audiences into neat little demographics, we should be reaching out and starting a dialogue.
This year, I have seen amazing work done in encouraging diversity in PR. My cohort was incredibly diverse and in turn created a learning environment where honesty and authenticity was key. What attracted me to the industry was not the opportunity to be close to power or fame. Instead, it was the opportunity to create change through my mere existence. I chose to become my own role model when I saw none. Tattoos, piercings, coloured hair. I am not the person that most people picture when they think of PR — — but that idea only empowers me further. Embracing my individuality and realizing my own self-worth was my first step in becoming a change maker in this industry. Instead of demonizing people who go against the norm, we should be rallying them to join us.
Creating safe and inclusive workplaces is an integral step to attracting a more diverse PR workforce. Now, more than ever, we are seeing high profile figures getting “canceled” for things said in the past. The debate over the effectiveness of cancel culture can be addressed in an entirely different blog post, but what is important to learn from such cases is that people must be held accountable for their actions. In workplaces, instances of racism, sexism and similar bigotry often come and go with only so much as a slap on the wrist, perpetuating a culture in which these actions are more or less acceptable. Organizations need to address issues such as these in order to ensure that every employee, regardless of their intersectionalities, feels safe in voicing their opinions. Holding everyone equally accountable displays the willingness to understand and change and will in turn encourage employees to be more engaged with their management.
From personal experience, I understand the pressure to fit in, but I also understand the value of being myself and I know what I can bring to the table. I believe that to become an effective communicator, one must find the perfect balance of ego and self-introspection. Understanding your strengths but simultaneously being open to criticism and change is key to presenting oneself fully. My individuality is a weapon that can be used to dismantle the systemic barriers that prevent people like me from rising to the top. I want to inspire and empower more LGBTQ+ and BIPOC individuals to enter the industry.
As communicators and humans, it is imperative that we remember that although we are looking at the same sky, we may see different shapes in the clouds. Communication is what links us all together as individuals on this planet but our differences are what bring harmony to the world around us.
