Agency calls for increased diversity in arts marketing

Efforts need to be taken to address a lack of diversity within arts marketing, a PR agency has said after almost all respondents to a survey on the industry were found to be white.

The research, conducted by Mobius Industries, found that 90% of respondents were either White, or White British.

Although only 40 people responded to the survey, Emma Berge, Head of Press at Mobius, said inclusivity is an issue that needs to be addressed.

Looking ahead, it’s crucial that we address that arts communications, like the communications sector more broadly, faces a lack of diversity," she said.

"As an industry that champions diverse voices, that lack of diversity in communications needs to be addressed to achieve a more inclusive industry."

The survey also found the majority of PRs feel valued in their role, with 62% saying they felt either very or extremely valued and 85% saying they felt that their role is meaningful. 

Only 5% saying they didn’t feel valued. Despite this, 62% said they had either considered or strongly considered leaving the arts industry over the past year.

"Working in arts PR is changing year on year, and landing coverage with shrinking space is proving more challenging now than ever," Berge said. 

"However, it’s clear that practitioners know how important it is, and it’s encouraging to see that PR is valued amongst their arts professional colleagues too. 

"Challenges over the coming year are going to be felt keenly across the industry, with cuts to regional press and the ongoing cost of living crisis putting pressure on PRs and performers alike."