African-American students’ perceptions of public relations education and practice: Implications for minority recruitment

In-depth interviews were conducted with African-American public relations students to explore their perceptions of public relations and the role race may play in their career success. The motivations for pursuing public relations and perceptions of the field are not different than those of other groups of students found in previous studies. However, the findings provide insights that are helpful in recruiting African-American students, and also in retaining them in the major. Central themes that emerged from the data are that it is important to have African-American role models, and that students’ view race as a fact of life that can be both a barrier and an asset.

► Interviews were conducted across three universities to explore African-American's motivations to enter the public relations field and perceptions of the profession before and after entering the major.
► Participants were specifically asked how they perceived race as a factor in their collegiate career and future profession.
► Findings suggested that participants felt that having African-American role models are essential to success in the field.
► Participants felt overall that their race is both an advantage and a disadvantage in their future careers.
► Findings also discovered a “third-person effect” when participants discussed the impact of race in their profession.