Prsa verso la diversificazione etnica

Prsa ha dichiarato di voler essere più rappresentativa delle diverse etnie che compongono la popolazione statunitense. L'idea è quella di aprirsi ulteriormente - oltre le parnership già strette con hispanic pr wire e black pr wire - ai professionisti della comunicazione provenienti dalla realtà afroamericana e ispanica.
Sept. 14, 2004 PRSA LAUNCHES DIVERSITY EFFORT   PRSA is launching a one-year effort aimed at diversifying its membership so that it reflects the ethnic, racial and sexual-orientation of the American population.Rosanna Fiske, chair of the National Diversity Committee, said that Hispanic-Americans are 11% of the U.S. population and African-Americans 10% but only 4% of members are Hispanic and 5% are African-American.She said employers of all types should strive to match the ethnic and racial make-ups of their respective geographical areas.The committee has come up with a number of programs and initiatives:–Diversity PRos, a new area in the Job Center of the PRSA website (prsa.org), will help employers to identify PR pros with experience and training in multicultural communications and diversity.–Members with diverse backgroundswill be given visible roles throughout the Society.–Chapter assistance will include a diversity tool kit, a teleconference to guide chapters, and a continuing dialogue with external sources.–PRSA will work closely with ethnic media. Agreements have been signed with HispanicPRWire and BlackPRWire to provide news feeds onto PRSA's website. Other alliances are under discussion.–Diverse speakers and topics are to be part of at least 20% of the professional development programs.–Media exposure will be sought to establish PRSA as the source for diversity knowledge in PR.Del Galloway, PRSA president, said, "Through the efforts of the National Diversity Committee and the new Advancing Diversity Initiative, PRSA will become a stronger, more culturally rich organization that better reflects the diversity of our society and our profession."PRSA Has Unique OfferingsAsked why members of Black PR Societies in New York, Chicago, Los Angeles and Washington, D.C., would join PRSA when the dues of PRSA are $225 yearly and only $50-$60 in the other groups, Fiske said that PRSA presents professional development and other opportunities that the black groups don't have.She said she talked to members of the groups and found they would like to take part in the programs offered by PRSA."As a national group with 20,000 members, chapters throughout the U.S., and an extensive professional development program, we can offer what no other PR organization can," she said.Fiske was also asked whether PRSA should be working to obtain more male PR pros since PRSA's membership is about 70% female, according to last year's ethnicity and gender study.She said that the committee this year is concentrating on ethnic, racial and sexual-orientation diversity.As an example of PRSA's commitment to encouraging membership by people of varied sexual orientation, one of the "networking dinner events" of the 2004 national conference in New York Oct. 25 will be a "Cozy Meet and Greet" dinner at the East of Eighth restaurant at 254 W. 23rd st.It is presented by the Gay/Lesbian prospective Affinity Group.Fiske is principal and managing partner of Communique Group, Coral Gables, Fla. She was elected to the national PRSA board last year.