FAIR Report: Communications Industry Aware Of Inclusion But Lacking Knowledge

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Sofia Geraghty
By Sofia Geraghty



The latest FAIR Report showed that while experts working in the communications industry are ready to become more culturally inclusive, there is a “major gap” between perception and practice.

To download the FAIR Report, go here. 

The 2022 Framework for Agency Inclusion and Representation (FAIR) Report maps the state of cultural inclusion across Australia’s communication sector. 

It  was compiled by RMIT University Honorary Fellow Dr Marianne Sison with the support of Agency Partner Think HQ.  A total of nine senior communication leaders and 156 survey respondents participated in the study.

Dr Sison said FAIR has revealed major gaps between perceptions and practice.

“The overwhelming majority – 97 percent – of respondents believe organisations should prioritise cultural diversity and that cultural diversity in the industry is extremely or very important,” she said.

“But, when asked to provide some best practice examples of cultural diversity and inclusion initiatives, almost 68 percent could not provide a single example.”

“So, while there is a high awareness of diversity and the barriers to it within the communication industry, it’s not translating into action. Moreover, despite a growing number of practitioners from culturally diverse backgrounds, we’re still predominantly white, especially if we look at those in leadership roles.”

Notably, 11 percent of respondents self-identified to be of Aboriginal and/or Torres Strait islander background. Given the 2021 census report that First Nations people comprise 3.8% of the Australian population, this finding is worth exploring in future research. 

The Report also found that multicultural communication is still viewed as an add-on to ‘mainstream’ campaigns and budgets, and that communicators lack the agency to drive change within their organisations.

It recommends a range of actions to drive practical change, including investment in authentic community engagement, initiatives to empower staff and build more diverse workforces, and inclusion audits of organisations.

The work is endorsed by both PRIA (Public Relations Institute of Australia) and IABC (International Association of Business Communications) and seeks to chart a course towards more inclusive communication.

With the communication industry playing such a vital role in shaping the stories our country tells about itself, it’s vital that it reflects contemporary Australia.

 

 




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