Scotland is the top home nation when it comes to gender representation in the PR industry, according to data from The Chartered Institute of Public Relations (CIPR).
The PR Population Report, published in partnership with AI platform Chalkstream, provides a comprehensive snapshot of the size and makeup of the UK’s PR population, using occupation data from censuses conducted in England, Wales and Northern Ireland in 2021 and Scotland in 2022. Overall, 2,493 respondents classified themselves as public relations professionals, while 1,133 opted for public relations and communication director.
Scotland is the only UK nation where women hold the majority of director-level roles in the PR sector – 51 per cent compared to 46-47 per cent elsewhere.
Across the UK in general, the analysis highlights an ongoing gender imbalance, with women making up 60 per cent of PR practitioners but only 47 per cent at director level.
As far as other DEI markers go, the picture is somewhat mixed. Scotland has a less ethnically diverse PR population than England and Wales (seven per cent non-white professionals versus 14 per cent).
Looking at disability, 17 per cent of Scotland’s PR practitioners report a disability that limits daily activities, compared with only eight per cent in England and Wales.
Almost 15 per cent of PR professionals in Scotland report fair, bad or very bad health, compared with six per cent in England and Wales.
More than 40 per cent of practitioners are aged between 16 and 34 UK-wide, while Scotland has a higher proportion of practitioners aged between 50 and 74 than anywhere else in the UK.
“Scotland’s results are particularly striking, and the differences we see between nations prompt important questions about what conditions allow practitioners to thrive and build long and rewarding careers in PR,” said Alastair McCapra, CIPR CEO.
“For the profession as a whole, this data provides a vital benchmark as we work to build a more representative and inclusive industry. The CIPR will continue working with researchers, employers and practitioners to better understand these findings and ensure our profession is one where talent can flourish regardless of background or location.”