Toxic Elitism. The Ugly Truth About PR

Updated: Oct 3, 2021

PR Industry: Anti Working Class Ugly Truth Revealed


I feel sad.

We have compelling evidence that class discrimination and a damaging “snob” culture is endemic in the UK PR sector.

Developing our business relaunch strategy, we engaged in market research with creative communities in Liverpool and London.


The consistency of stories and lived experiences of working class creatives were impossible to miss. Verbatim revealed multiple barriers to accessing good PR - and ultimately, fulfillment, rightful remuneration and recognition of fantastic talent.

The same ugly words cropped up in both the North and the South of England.

PR is full of “elitist“ attitudes, cliquey “jargon”, and has a cost barrier meaning professional services are “completely out of reach” for many.

According to a 2018 study, the percentage of people working in PR, with working-class backgrounds was given as 12.6%. In film, TV and radio it was 12.4%, and in music, performing and visual arts, 18.2%. “Aside from crafts, no creative occupation comes close to having a third of its workforce from working-class origins, which is the average for the population as a whole,” the report said.

David Loumgair, Creative Director of COMMON said he “could spend hours listing the challenges, which would make a pretty depressing read”.

We need to ask ourselves… is it right that only the Ed Sheeran and James Blunts of this world seem to get that “lucky“ break?

This is cultural oppression, discrimination and censorship... plain and simple.

Liverpool - my home town - full of gifted kids who bravely dare to write, to play, do sing, to paint.

Working in the music industry for year, I saw the same story; the fresh faced optimism, doing the rounds, getting a name.

And then the money runs out. Defeated, resigned to minimum wage in a warehouse while their talent slips through the cracks, along with their youthful and last 20 quid.

The original working class band. Scousers!

So, what are we all going to do about it?

i will start

GLOW’s 3 year business plan is underpinned by our values of inclusivity, and actively seeking opportunities to level the PR playing field.

Our values will be clearly defined, collaborative and transparent, and will shape ever decision we make as a business.

We also pledge to donate a monthly percentage of our working hours to provide free and heavily reduced PR support for people of working class origin, women and minorities.

With just a few weeks until our launch, we are now looking to our peers and asking what can you do?

Let’s form a collective. I open my inbox to you all!

Get in touch and get on board
I will leave you with a taster of our business plan
Our values are the drumbeat of our business. We choose to prioritise clients with unpredictable budgets by offering flexi-rates and payment plans. We especially love working with creatives, start-ups and not-for-profits!
Glow aim to make great PR accessible to all, regardless of brand, budget or background
We want to level the PR playing field. Not only are we super accessible, but we pride ourselves on offering jargon free support. Our policy is to assume our clients have no prior knowledge of PR practices, unless we are told otherwise.
There is always room to improve! Tell us if we can make any changes for the better

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