Cultural diversity preparedness of public relations students for the public relations industry

Abstract

Public Relations Practitioners (PRPs) today operate in a globalised and multicultural environment and have the responsibility to engage with diverse audiences, regularly. As such, cultural diversity knowledge has become an immensely crucial component to succeed in the PR-industry. However, what is not clear is the extent to which universities equip PR students with cultural diversity knowledge - to satisfy industry expectations and thrive in the workplace. This study aimed to establish the magnitude of equipment, of Public Relations students in cultural diversity knowledge, to meet the ’industry’s expectations. This research helped determine the significant role played by cultural diversity knowledge as part of the learning process for PR students. In an era of globalisation, PRPs should typically understand various cultures and the implications on industry practice. The methodology used to conduct the research is qualitative. The method presented the opportunity to look at the structure of the PR programme at CPUT to assess the level of cultural diversity. This was achieved through interaction with students and lecturers, as well as a review of the curriculum and an overview of the measures put in place. The research methods utilised for collecting data are interviews, with the help of focus group discussions, and an in-depth analysis of the research documents. The research helps to measure whether students require practical training on cultural diversity before entering the PR field. The data analysis and findings of the study suggest that PR students at CPUT have significant knowledge regarding PR systems on a theoretical basis. However, the data revealed that while students do receive knowledge on cultural diversity, they lack the practical know-how on how to apply this information provided to them, in the professional environment. The research revealed various traits, challenges, benefits, attributes, and importance of cultural diversity in organisations. Tertiary institutions can use the results obtained in this study to adapt the PR curriculum for students to be more equipped in the area of cultural diversity preparedness.