“Underpaid, undervalued, undermined”: Examining the cultural identities, challenges, and coping strategies of U.S. Latinas in public relations

Abstract

Despite being one of the fastest growing and highly influential segments of the U.S. population, Latino/a/xs have been largely underrepresented in the public relations field. In response to the scarcity of research examining the role and influence of Latinas in public relations, this study contributes a unique perspective by providing new insights into the challenges U.S. Latinas face in the public relations industry, their coping strategies, and how those may vary based on cultural identities (immigrant, first-generation, and non-immigrant Latinas). Through 24 in-depth interviews with Latinas working in mid-management and senior-executive level roles, this study reveals inclusion, intersectionality, isolation, language, pay equity, and pigeonholing as key challenges to career advancement; and identifies action, rational thinking, avoidance, emotional support, instrumental support, and personal advocacy as main coping strategies used to address these challenges. Findings also provide recommendations and a timely call for greater cultural sensitivities, accountability, and DEIB in public relations.