Date of Award
Master of Arts (MA)
In public relations, minority public relations practitioners are feeling left behind by the profession (Ford & Appelbaum, 2005). Where do top executives stand on employment diversity within their organizations? An online survey of 20 top executives of small-sized public relations agencies explored how top executives’ perceptions of and normative beliefs about diversity practices were related to their future engagement in diversity practices at work. Based on the theory of reasoned action, this explanatory study found that executives’ perceptions of peer endorsement of diversity were associated with greater intention of organizational engagement in diversity practices. Neither perceived benefits of nor perceived concerns about diversity were related to future engagement. Recommendations for contacting this hard-to-reach audience, as well as suggestions for promoting diversity practices among top executives, were discussed.
Irizarry, Amber H., "Understanding Diversity: Top Executives' Perceptions of Racial and Ethnic Diversity in Public Relations" (2012). Communication Theses. Paper 92.