Navigating the world of PR as a young Black woman

As October ushers in Black History Month in the UK, I find myself compelled to reflect on my own career journey so far. Having spent half a decade in this industry, it’s clear that PR remains a predominantly white-dominated field, with women making up most of the industry. This month, I want to shed light on the experiences and challenges faced by young Black women, navigating this professional landscape, and share words of encouragement for others like me, who are looking to embark in a career in comms – but may find it daunting.

Historically, the biggest hurdle Black women encounter when entering the world of PR is the prevalence of biases, whether they are conscious or unconscious. The sector has carried biases rooted in race and gender, which have at times underestimated the talent and capabilities of women of colour, especially Black women. With the prevalence of misogynoir, it is not surprising to encounter an industry that does not readily embrace people who look like me; instead, it often feels like their best efforts are directed at exclusion. The unfortunate recurring reality in PR is Black women only find visibility when they are the owners and leaders of their own agencies - a reality that highlights the underrepresentation of Black women within the ranks of PR professionals.

Changing names

As a Black woman, I exist in a paradox between hypervisibility and invisibility and my time working in PR has taught me the importance of embracing my truth in the face of adversity. For me, and many others like me, getting a foot in the door ­– even with a master’s degree – wasn’t a walk in the park. In my case, I applied to various roles with my first name, Tani, and did not hear back from potential employers. I decided to change tact – use my middle name, Abigail – and the interview invitations picked up. 

Since landing my first role in corporate communications, fitting in and feeling comfortable while bringing my authentic self to work has not been an easy feat. The fear that being authentic might impact my progress has often loomed large. There have been moments when I've unintentionally minimised myself, not because I lacked the confidence or experience to navigate the rooms I found myself in, but because the unspoken implications about Black women who assert themselves can cast shadows on our path and compel us to prioritise the comfort of others over our own light.

Demographics and disconnect

The significance of diversity in PR cannot be overstated. It is an industry that wields a powerful influence on individuals; therefore, it is crucial that ideas and creative strategies reflect the diversity of the world we live in. When representation is limited to a single demographic, there can be a disconnect in the narratives presented to people of colour, who make up a significant portion of the global population. Authenticity is compromised when only one perspective is prioritised, and this skewed representation perpetuates an imbalance in influence.

Black women aspiring to pursue careers in PR should use the current statistics of the industry as fuel to push harder and continue to pave the way for younger generations, instead of feeling discouraged. For those considering a career in PR, especially young Black men and women, seeking out a mentor is invaluable. Mentors can provide guidance and support as you navigate your path. Join remarkable communities and platforms like The Taylor Bennett Foundation and BME PR Pros that offer resources and connections to help you find your footing within the industry, and consciously apply to companies that actively prioritise all types of diversity in the workplace.

As we celebrate Black History Month, let us remember that while the path may be challenging, it is illuminated by the resilience, strength, and determination of those who have come before us. Together, we can continue to shape the PR industry into a more inclusive and diverse space, where every voice is heard and every talent is recognised, regardless of the colour of their skin.

Tani Fatuga is a communications consultant at Hard Numbers.