The cultural diversity preparedness of public relations students for the public relations industry

Abstract

Public relations practitioners (PRPs) operate in a globalised and multicultural environment and have the responsibility to engage with diverse audiences. As such, cultural diversity knowledge has become a crucial component of success in the public relations (PR) industry. PRPs should typically understand various cultures and the implications of cultural differences on industry practice. However, what is not clear is the extent to which tertiary institutions equip PR students with cultural diversity knowledge to meet industry needs and help practitioners thrive in the workplace. This article explores to what extent PR students are equipped with cultural diversity knowledge. The research examined the structure of the PR programme at the Cape Peninsula University of Technology (CPUT) to assess the level of cultural diversity. This was achieved through face-to-face interviews and focus group discussions with students and lecturers as well as a review of the curriculum. The findings reveal that PR students at the CPUT have significant theoretical knowledge of PR systems and cultural diversity. However, they lack the practical knowhow to apply this in the professional environment.