Why Are There So Few Black Men in Public Relations?
The field of public relations is booming, yet there are few Black men in the industry. As we dissect this issue, it’s essential to recognize the historical and ongoing barriers that keep many Black men from entering and thriving in public relations roles. It is also essential to highlight the opportunities for those who do make a career in the field. From a lack of mentorship to being the only person of color in the room, navigating the world of public relations can be a challenge for Black men. Still, it’s also a profession with potential for storytelling, connection and impact.
Take Marcus Walton, the director of communications and special projects at the Contra Costa County Office of Education, for example. Walton didn’t exactly set out to be a public relations pro — he “sort of fell into it.” After quitting his journalism job in a “fit of ego” and taking an overnight gig at a newspaper, he landed a role as a public strategist in a local school district. Fast forward 21 years, and Walton is a seasoned public relations veteran navigating the complexities of communications in K-12 education.
Barriers to Entry
The statistics on Black men in public relations paint a bleak picture, and the experiences of professionals like Walton offer some insight into why. As Walton mentioned, “Several of my peers from journalism school are in PR now, but none of them are Black men.” The absence of Black men in the field isn’t just anecdotal — it’s systemic. According to research by Chuck Wallington, Ph.D., executive vice president and chief marketing and communications officer at Cone Health, a significant portion of Black professionals in communications either leave the field or never even get the chance to enter it.
Why? The reasons are numerous. A lack of mentorship stands out as a barrier. “There’s a lack of opportunity. There aren’t many people who look like us who are in positions to hire,” Walton shared. In an industry where networking is key, Black men often find themselves isolated, with few role models or advocates who can help guide them. This is compounded with racial microaggressions. Walton recounted a situation where he was criticized for his attire after being called into work on a family day. It’s the kind of double standard that many Black men face daily, and it chips away at both their confidence and their sense of belonging in the workplace.
Then, there’s the elephant in the room: representation. Public relations, by its very nature, is about crafting narratives and shaping public perceptions. However, when the majority of public relations professionals are white, it becomes challenging to ensure that the stories of Black communities are told accurately and fairly. Black voices are essential in public relations, especially in fields like education, where racial disparities often go unchecked. As Walton points out, when you’re a person of color or a Black man in those spaces, some of the things you hear and see can be disheartening.
The Emotional Labor of Public Relations
Working in public relations is not for the faint of heart. As Walton points out, emotional intelligence is crucial for success in the field. “You need to have an emotional intelligence about yourself and understand that things can get challenging,” he said, referring to the pressure public relations professionals face, particularly during crises like the COVID-19 pandemic. We lost a lot of colleagues who couldn’t handle the stress.
For Black men, the emotional labor can be even more taxing. Public relations professionals are expected to be polished, articulate and composed at all times, but when you add the layer of racial bias and microaggressions, the stakes are higher. “What happens when we ask for help?” Wallington asked during a recent panel on Black public relations history. There’s a cultural expectation, deeply rooted in Black masculinity, that asking for help is a sign of weakness. This mindset, coupled with the professional pressures of PR, can create the perfect storm of isolation and burnout.
Why Public Relations Is Still Worth It
Despite the challenges, public relations offers significant opportunities for Black men to make a lasting impact. As Walton said, “We have a role to play in telling the story and crafting the narrative.” In a world where media representation of Black communities is often skewed, public relations professionals have the power to change the narrative from the inside out.
And it’s not just about controlling the message. Public relations allows you to connect across various industries, like schools, government and human resources. “The communications function has to touch all of those areas,” Walton said, pointing to the breadth of the profession.
The Future of Black Men in Public Relations
The future of Black men in public relations hinges on two things: opportunity and representation. Organizations must actively seek to diversify their teams, and Black professionals must be given the support and mentorship they need to thrive. But more than that, Black men in public relations must continue to tell their stories, both within their organizations and to the wider world.
As Walton said, “Most people have stories to tell, and that’s something we can do in a way that others may not be able to.” And that, in itself, is a superpower.
Jarvis Coleman is a senior public relations scholar attending Florida A&M University. Jarvis currently serves as the treasurer for his PRSSA Chapter and is a soldier in the US Army Reserves.
