In a 2020 Marketing Week Career and Salary survey, it was revealed that 88% of the 3,883 respondents were white; only 2% of the respondents identified as Black. The lack of diversity in the communications field isn’t just about optics. An industry that’s responsible for communicating to the public should better represent that public. Though the journey toward a more inclusive industry is no quick fix, the industry must invite diverse backgrounds by hiring, promoting, recognizing, and celebrating people of color.
As we observe Black History Month, we are celebrating Black professionals among that 2%, both past and present, to not just honor their color, but also their contributions to advancing the communications field. By bridging the past to the present, we can look towards a promising future.
Tom Burrell: The Man Who Convinced Corporations That “Black People Are Not Dark-Skinned White People”
A marketing communications pioneer, Burrell forever changed the conversation about race in advertising and marketing. In the 1960s, most advertisers failed to acknowledge market segment differences in their mass marketing approach. Intent on addressing the lack of Black representation in advertising, Burrell created ads that spoke to nuanced needs and positive attributes of Black audiences, leading to a dramatic and lasting industry transformation.
As a young man, after studying advertising at Roosevelt University, Burrell worked at Wade Advertising where he first recognized a lack of representation and ignorance about Black history and culture in the industry. Determined to help brands speak with respect to Black Americans, Burrell opened Burrell McBain Advertising in 1971. Through his agency, he shared positive portrayals of the African American community in national television ads, including the iconic 1978 Coke commercial.
Shaswau Howell: Champion of Authentic Black Representation
Burrell’s visionary leadership was a driving force and inspiration for future groundbreakers, including Shaswau Howell, founder of the Federation of African American Advertisers and Marketers (FAAAM). The organization, formed in 2019, created a national network of Black marketing and advertising professionals to connect with each other and amplify Black voices within the industry.
As president and founder of FAAAM, Howell advocates for the representation of Blacks within the creative industry. Building a community of Black marketing and advertising professionals, FAAAM supports Black talent in navigating the industry.
Ofield Dukes: A Political PR Powerhouse
As a public relations guru and political savant, Ofield Dukes was a prominent figure in Washington D.C for more than four decades. An advisor, mentor and leader, Dukes championed Black voices throughout his life in politics, education and communication. After serving in advisory roles under President Lyndon B. Johnson and Vice President Hubert H. Humphrey, Dukes formed Ofield Dukes & Associates, leveraging his political background to specialize in communicating and advancing Black causes. He organized the first dinner of the Congressional Black Caucus and served on the boards of the Congressional Black Caucus Foundation and Martin Luther King Jr. Center for Nonviolent Change. Dukes consulted with every Democratic presidential candidate since 1968 until his death in 2011.
Dukes also led the Public Relations Society of America’s first National Diversity Task force and founded the Black Public Relations Society of Washington. He also taught as an adjunct professor at Howard University, empowering many students and budding Black professionals in public relations.
Symone Sanders: One of Today’s Leading Voices in Politics
In today’s political landscape, Symone Sanders has emerged as one of the top progressive voices. With a passion for juvenile justice reform, she is changing the language and communication around policy. At the age of 25, Sanders rose to prominence when she became the youngest national press secretary for Bernie Sanders during his 2016 presidential campaign. After her tenure as the presidential candidate’s press secretary, she then appeared on CNN as political commentator, and again made headlines when she became senior advisor to Joe Biden during his presidential campaign. Today, she now serves as the current senior advisor and chief spokesperson for Vice President Kamala Harris; her prominence and influence continue to rise.
Barbara Proctor: Pioneering Businesswoman of the 20th Century
A pioneering advertising executive, Proctor earned the praise of former President Ronald Regan during his 1984 State of the Union Speech as an example of the American ‘spirit of enterprise’. She broke barriers when she became the first Black woman in America to launch an ad agency, Proctor & Garden. Outsmarting her competitors, she dually named her agency using her married and maiden name to give the impression of a male partner.
With very little money and limited experience, she was able to turn her agency into a multi-billion-dollar company during a time when white men dominated the industry. Her clients included Kraft Foods, Sears, Jewel Foods, Roebuck and Company and Alberto-Culver. Proctor’s aim in helping brands communicate was to never participate in the negative portrayal of Blacks or women, but instead spearhead positive depictions for her clients across the board. Her decisive determination was applauded by colleagues like Tom Burrell.
Bozoma Saint John: C-Suite Trailblazer in Marketing
A modern-day groundbreaker, Bozoma Saint John has taken the marketing and advertising world by storm. At only the age of 44, she holds an impressive track record serving as a marketing executive at Endeavor, Uber, Apple Music and Pepsi-Cola North America, and currently serves as chief marketing officer at Netflix.
Saint John’s bold ideas and strong energy have earned her great recognition. She has used her platform to challenge companies to go beyond lip service in their Diversity, Equity and Inclusion initiatives. Though her career spans multiple industries, Saint John has remained resolute on knowing her worth and the value she brings to organizations, a mindset that has piloted her through her various industry shifts. In her various speaking engagements, she promotes this mindset for younger Black female professionals.
Kim L. Hunter: Leading the Future…
With more than 30 years of corporate and agency experience in advertising, marketing and public relations, Hunter is a key player in the communications industry. He’s been named one of PRWeek’s Top 20 Most Influential Communicators in the past 20 years.
As a communications leader, Kim’s efforts to advance the number of minorities in public relations, marketing and advertising have been tremendous. As founder of the LAGRANT Foundation, his organization has made great contributions to making the future workforce of the communications industry more inclusive.
Although there are leaders like Hunter actively working to solve the lack of diversity in the communications field, all organizations should seek ways to be a part of the solution. Some key takeaways in Hunter’s approach in fostering the upcoming generation of talent include offering scholarships, as well as providing career development opportunities and resources. These are actions that any organization can take to support the growth of Black professionals. Hoping for a more diverse and inclusive future workforce is not enough, action must be taken to create the change we envision.