IMC Professional Survey

Diversity & Inclusion Within Integrated Marketing Communications

Hello! Thank you for your time in answering this survey, which is part of a national student competition to understand a social issue and propose a solution to it. We attend UNL and are currently conducting primary research on behalf of a national foundation working to address diversity and inclusion in communications professions. The survey will take about 10 minutes. All of your answers and information will be confidential. If you include your email at the end of the survey, you will be entered into a gift card drawing.

Participation in this survey is voluntary and you can choose not to answer any individual question. We value your opinions and responses. Thank you.

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* 1. What is your age?

20 something

30 something

40 something

50 something

60 something

Other (please specify)

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* 2. What is your gender?

Male

Female

Other (please specify)

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* 3. How would you describe yourself? Check all that apply.

American Indian or Alaskan Native

Asian

Hawaiian or Pacific Islander

Black or African American

Hispanic or Latino

White or Caucasian

Other (please specify)

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* 4. What professional organizations are you a member of? Check all that apply.

American Advertising Federation

American Marketing Association

International Association of Business Communicators

National Agri-Marketing Association

Public Relations Society of America

Other (please specify)

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* 5. Are you aware of any diversity and inclusion initiatives within the professional organizations you are a part of?

Yes

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* 6. If yes, please include the name of the initiative and/or describe the initiative's goals.

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* 7. On a scale of 1 to 5, how likely would you find diverse groups of people working in the following career fields?

	1 - Very unlikely	2 - Somewhat unlikely	3 - Neither unlikely nor likely	4 - Somewhat likely	5 - Very likely
Advertising	Advertising 1 - Very unlikely	Advertising 2 - Somewhat unlikely	Advertising 3 - Neither unlikely nor likely	Advertising 4 - Somewhat likely	Advertising 5 - Very likely
Communications	Communications 1 - Very unlikely	Communications 2 - Somewhat unlikely	Communications 3 - Neither unlikely nor likely	Communications 4 - Somewhat likely	Communications 5 - Very likely
Marketing	Marketing 1 - Very unlikely	Marketing 2 - Somewhat unlikely	Marketing 3 - Neither unlikely nor likely	Marketing 4 - Somewhat likely	Marketing 5 - Very likely
Media	Media 1 - Very unlikely	Media 2 - Somewhat unlikely	Media 3 - Neither unlikely nor likely	Media 4 - Somewhat likely	Media 5 - Very likely
Public Relations	Public Relations 1 - Very unlikely	Public Relations 2 - Somewhat unlikely	Public Relations 3 - Neither unlikely nor likely	Public Relations 4 - Somewhat likely	Public Relations 5 - Very likely
Sales	Sales 1 - Very unlikely	Sales 2 - Somewhat unlikely	Sales 3 - Neither unlikely nor likely	Sales 4 - Somewhat likely	Sales 5 - Very likely

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* 8. In a sentence or two, explain why you feel it's important that diverse groups of people work in the IMC field?

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* 9. Which of the following best describes the type of organization where you work?

PR agency

Advertising agency

Integrated communications agency

Digital / new media agency

Corporation

Non-profit / NGO

Government

Other (please specify)

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* 10. Are you aware of any diversity and inclusion initiatives within the organization where you work?

Yes

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* 11. If yes, please include the name of the initiative and/or describe the initiative's goals.

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* 12. Which statement below is closest to the situation at your place of employment?

Fewer than 1 in 10 are of the same ethnic / racial identity as yourself

About one-quarter are of the same ethnic / racial identity as yourself

About half are of the same ethnic / racial identity as yourself

About three quarters or more are of the same ethnic / racial identity as yourself

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* 13. Which statement below best describes your immediate work group (the people with whom you have daily interactions)?

Most are a different race than yourself

Most are the same race as yourself

Other (please specify)

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* 14. Which statement below best describes your immediate work group (the people with whom you have daily interactions)?

Most are a different gender than yourself

Most are the same gender as yourself

Other (please specify)

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* 15. Which statement below describes your immediate work group (the people with whom you have daily interactions)?

Most are the same age as yourself

Most are older than yourself

Most are younger than yourself

Other (please specify)

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* 16. How would you describe your organization’s efforts to hire and retain a diverse workforce?

Great success

Some success

Some effort, but little success

No effort

I don't know

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* 17. Please indicate the degree to which you agree or disagree with each of the statements below, using a scale of 1 to 5.

	1 - Strongly disagree	2 - Somewhat disagree	3 - Neither disagree nor agree	4 - Somewhat agree	5- Strongly agree
I have had at least one mentor who I can identify with (they were similar to me - age, ethnicity, gender, race, sexual orientation, etc.) who has helped me navigate issues related to my identity (e.g., age, ethnicity, gender, race, sexual orientation, etc.)	I have had at least one mentor who I can identify with (they were similar to me - age, ethnicity, gender, race, sexual orientation, etc.) who has helped me navigate issues related to my identity (e.g., age, ethnicity, gender, race, sexual orientation, etc.) 1 - Strongly disagree	I have had at least one mentor who I can identify with (they were similar to me - age, ethnicity, gender, race, sexual orientation, etc.) who has helped me navigate issues related to my identity (e.g., age, ethnicity, gender, race, sexual orientation, etc.) 2 - Somewhat disagree	I have had at least one mentor who I can identify with (they were similar to me - age, ethnicity, gender, race, sexual orientation, etc.) who has helped me navigate issues related to my identity (e.g., age, ethnicity, gender, race, sexual orientation, etc.) 3 - Neither disagree nor agree	I have had at least one mentor who I can identify with (they were similar to me - age, ethnicity, gender, race, sexual orientation, etc.) who has helped me navigate issues related to my identity (e.g., age, ethnicity, gender, race, sexual orientation, etc.) 4 - Somewhat agree	I have had at least one mentor who I can identify with (they were similar to me - age, ethnicity, gender, race, sexual orientation, etc.) who has helped me navigate issues related to my identity (e.g., age, ethnicity, gender, race, sexual orientation, etc.) 5- Strongly agree
I network (inside or outside) my place of employment to meet other professionals I identify with (they are similar to me - age, ethnicity, gender, race, sexual orientation, etc.)	I network (inside or outside) my place of employment to meet other professionals I identify with (they are similar to me - age, ethnicity, gender, race, sexual orientation, etc.) 1 - Strongly disagree	I network (inside or outside) my place of employment to meet other professionals I identify with (they are similar to me - age, ethnicity, gender, race, sexual orientation, etc.) 2 - Somewhat disagree	I network (inside or outside) my place of employment to meet other professionals I identify with (they are similar to me - age, ethnicity, gender, race, sexual orientation, etc.) 3 - Neither disagree nor agree	I network (inside or outside) my place of employment to meet other professionals I identify with (they are similar to me - age, ethnicity, gender, race, sexual orientation, etc.) 4 - Somewhat agree	I network (inside or outside) my place of employment to meet other professionals I identify with (they are similar to me - age, ethnicity, gender, race, sexual orientation, etc.) 5- Strongly agree
The perspectives that I can bring to work projects are valued regardless of whether or not my personal identity (e.g., age, ethnicity, gender, race, sexual orientation, etc.) is similar to the target audience's demographics (e.g., age, ethnicity, gender, race, sexual orientation, etc.)	The perspectives that I can bring to work projects are valued regardless of whether or not my personal identity (e.g., age, ethnicity, gender, race, sexual orientation, etc.) is similar to the target audience's demographics (e.g., age, ethnicity, gender, race, sexual orientation, etc.) 1 - Strongly disagree	The perspectives that I can bring to work projects are valued regardless of whether or not my personal identity (e.g., age, ethnicity, gender, race, sexual orientation, etc.) is similar to the target audience's demographics (e.g., age, ethnicity, gender, race, sexual orientation, etc.) 2 - Somewhat disagree	The perspectives that I can bring to work projects are valued regardless of whether or not my personal identity (e.g., age, ethnicity, gender, race, sexual orientation, etc.) is similar to the target audience's demographics (e.g., age, ethnicity, gender, race, sexual orientation, etc.) 3 - Neither disagree nor agree	The perspectives that I can bring to work projects are valued regardless of whether or not my personal identity (e.g., age, ethnicity, gender, race, sexual orientation, etc.) is similar to the target audience's demographics (e.g., age, ethnicity, gender, race, sexual orientation, etc.) 4 - Somewhat agree	The perspectives that I can bring to work projects are valued regardless of whether or not my personal identity (e.g., age, ethnicity, gender, race, sexual orientation, etc.) is similar to the target audience's demographics (e.g., age, ethnicity, gender, race, sexual orientation, etc.) 5- Strongly agree
My employer is more concerned about reaching diverse groups of consumers with certain demographics (e.g., age, ethnicity, gender, race or sexual orientation, etc.) than hiring and retaining diverse groups of employees	My employer is more concerned about reaching diverse groups of consumers with certain demographics (e.g., age, ethnicity, gender, race or sexual orientation, etc.) than hiring and retaining diverse groups of employees 1 - Strongly disagree	My employer is more concerned about reaching diverse groups of consumers with certain demographics (e.g., age, ethnicity, gender, race or sexual orientation, etc.) than hiring and retaining diverse groups of employees 2 - Somewhat disagree	My employer is more concerned about reaching diverse groups of consumers with certain demographics (e.g., age, ethnicity, gender, race or sexual orientation, etc.) than hiring and retaining diverse groups of employees 3 - Neither disagree nor agree	My employer is more concerned about reaching diverse groups of consumers with certain demographics (e.g., age, ethnicity, gender, race or sexual orientation, etc.) than hiring and retaining diverse groups of employees 4 - Somewhat agree	My employer is more concerned about reaching diverse groups of consumers with certain demographics (e.g., age, ethnicity, gender, race or sexual orientation, etc.) than hiring and retaining diverse groups of employees 5- Strongly agree
My clients are more concerned about targeting consumers with certain demographics (e.g., age, ethnicity, gender, race or sexual orientation, etc.) than working with agencies/organizations that hire and retain diverse groups of employees	My clients are more concerned about targeting consumers with certain demographics (e.g., age, ethnicity, gender, race or sexual orientation, etc.) than working with agencies/organizations that hire and retain diverse groups of employees 1 - Strongly disagree	My clients are more concerned about targeting consumers with certain demographics (e.g., age, ethnicity, gender, race or sexual orientation, etc.) than working with agencies/organizations that hire and retain diverse groups of employees 2 - Somewhat disagree	My clients are more concerned about targeting consumers with certain demographics (e.g., age, ethnicity, gender, race or sexual orientation, etc.) than working with agencies/organizations that hire and retain diverse groups of employees 3 - Neither disagree nor agree	My clients are more concerned about targeting consumers with certain demographics (e.g., age, ethnicity, gender, race or sexual orientation, etc.) than working with agencies/organizations that hire and retain diverse groups of employees 4 - Somewhat agree	My clients are more concerned about targeting consumers with certain demographics (e.g., age, ethnicity, gender, race or sexual orientation, etc.) than working with agencies/organizations that hire and retain diverse groups of employees 5- Strongly agree

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* 18. Thinking about your career, how do you perceive your personal identity (e.g., age, ethnicity, gender, sexual orientation, etc.) has factored into the IMC ideas and recommendations you're able to offer to colleagues and/or clients?

	A positive factor	A neutral factor (made no difference)	A negative factor	Don't know
Identifying lapses (deficiencies) in IMC campaigns or tactics for failure to see opportunities or threats related to specific audiences	Identifying lapses (deficiencies) in IMC campaigns or tactics for failure to see opportunities or threats related to specific audiences A positive factor	Identifying lapses (deficiencies) in IMC campaigns or tactics for failure to see opportunities or threats related to specific audiences A neutral factor (made no difference)	Identifying lapses (deficiencies) in IMC campaigns or tactics for failure to see opportunities or threats related to specific audiences A negative factor	Identifying lapses (deficiencies) in IMC campaigns or tactics for failure to see opportunities or threats related to specific audiences Don't know
Being sensitive to how “outsiders” (of any kind) from mainstream audiences might be responsive to an IMC campaign or tactic	Being sensitive to how “outsiders” (of any kind) from mainstream audiences might be responsive to an IMC campaign or tactic A positive factor	Being sensitive to how “outsiders” (of any kind) from mainstream audiences might be responsive to an IMC campaign or tactic A neutral factor (made no difference)	Being sensitive to how “outsiders” (of any kind) from mainstream audiences might be responsive to an IMC campaign or tactic A negative factor	Being sensitive to how “outsiders” (of any kind) from mainstream audiences might be responsive to an IMC campaign or tactic Don't know
Contributing specific cultural knowledge (e.g., fashion, food, language, music) generally associated with groups you can identify with	Contributing specific cultural knowledge (e.g., fashion, food, language, music) generally associated with groups you can identify with A positive factor	Contributing specific cultural knowledge (e.g., fashion, food, language, music) generally associated with groups you can identify with A neutral factor (made no difference)	Contributing specific cultural knowledge (e.g., fashion, food, language, music) generally associated with groups you can identify with A negative factor	Contributing specific cultural knowledge (e.g., fashion, food, language, music) generally associated with groups you can identify with Don't know
Possessing first-hand experiences with different audience groups and communities relevant to an IMC campaign or tactic	Possessing first-hand experiences with different audience groups and communities relevant to an IMC campaign or tactic A positive factor	Possessing first-hand experiences with different audience groups and communities relevant to an IMC campaign or tactic A neutral factor (made no difference)	Possessing first-hand experiences with different audience groups and communities relevant to an IMC campaign or tactic A negative factor	Possessing first-hand experiences with different audience groups and communities relevant to an IMC campaign or tactic Don't know
Having familiarity with media (e.g., apps, publications, websites, blogs, social media, broadcast or cable channels) generally associated with groups you can identify with	Having familiarity with media (e.g., apps, publications, websites, blogs, social media, broadcast or cable channels) generally associated with groups you can identify with A positive factor	Having familiarity with media (e.g., apps, publications, websites, blogs, social media, broadcast or cable channels) generally associated with groups you can identify with A neutral factor (made no difference)	Having familiarity with media (e.g., apps, publications, websites, blogs, social media, broadcast or cable channels) generally associated with groups you can identify with A negative factor	Having familiarity with media (e.g., apps, publications, websites, blogs, social media, broadcast or cable channels) generally associated with groups you can identify with Don't know

Other (please specify)

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* 19. Thinking about your career as a whole, how has your personal identity (e.g., age, ethnicity, gender, race or sexual orientation, etc.) affected your career experience related to:

	1 - Not affected at all	2 - Little affect	3 - Unsure	4 - Moderate affect	5 - Strong affect
Equitable treatment by employers	Equitable treatment by employers 1 - Not affected at all	Equitable treatment by employers 2 - Little affect	Equitable treatment by employers 3 - Unsure	Equitable treatment by employers 4 - Moderate affect	Equitable treatment by employers 5 - Strong affect
Equitable treatment by supervisor	Equitable treatment by supervisor 1 - Not affected at all	Equitable treatment by supervisor 2 - Little affect	Equitable treatment by supervisor 3 - Unsure	Equitable treatment by supervisor 4 - Moderate affect	Equitable treatment by supervisor 5 - Strong affect
Opportunities for promotion	Opportunities for promotion 1 - Not affected at all	Opportunities for promotion 2 - Little affect	Opportunities for promotion 3 - Unsure	Opportunities for promotion 4 - Moderate affect	Opportunities for promotion 5 - Strong affect
Opportunities for a salary increase	Opportunities for a salary increase 1 - Not affected at all	Opportunities for a salary increase 2 - Little affect	Opportunities for a salary increase 3 - Unsure	Opportunities for a salary increase 4 - Moderate affect	Opportunities for a salary increase 5 - Strong affect
Extra training or professional development	Extra training or professional development 1 - Not affected at all	Extra training or professional development 2 - Little affect	Extra training or professional development 3 - Unsure	Extra training or professional development 4 - Moderate affect	Extra training or professional development 5 - Strong affect
Project work you find rewarding	Project work you find rewarding 1 - Not affected at all	Project work you find rewarding 2 - Little affect	Project work you find rewarding 3 - Unsure	Project work you find rewarding 4 - Moderate affect	Project work you find rewarding 5 - Strong affect
Respect from colleagues	Respect from colleagues 1 - Not affected at all	Respect from colleagues 2 - Little affect	Respect from colleagues 3 - Unsure	Respect from colleagues 4 - Moderate affect	Respect from colleagues 5 - Strong affect

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* 20. Have you ever felt you needed to disassociate yourself from how you identity yourself in order to fit in at work?

Yes

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* 21. In a sentence or two, please further explain your yes or no answer above.

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* 22. How would you answer if you were asked by a college student who is from an underrepresented or minority group whether or not they should pursue a career in integrated marketing communications? Choose the response that most closely matches your answer.

Unequivocally yes. "Go for it! IMC needs diverse groups of professionals to reach diverse groups of consumers."

Yes, with some reservations. "Yes, but you need to know diversity and inclusion challenges exist that I can help you navigate."

Indifferent. "I'm not sure you should pursue IMC because of diversity and inclusion challenges that I'm not sure how to help you navigate."

Strong no. "I wouldn't recommend IMC. The profession targets diverse groups of consumers but hasn't come far enough in becoming a field of diverse groups of professionals."

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* 23. How do you think professional organizations can advance diversity and inclusion across the IMC field? Please rank tactics from 1 (top choice) to 5 (lowest choice).

Mentorship

Published stories of professionals' career experiences

High school and college presentations

Advocacy to influence CEO support of diversity and inclusion efforts/initiatives

Advocacy to expand transparency and visibility of agencies/organizations' diversity and inclusion efforts/initiatives

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* 24. Would you like to be entered into the $25 Amazon gift card drawing?

No thanks.

Yes, count me in. My email address is:

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* 25. Would you be interested in participating in our student campaign that will be implemented from mid-February to mid-March?

No, I don't think so.

Yes, I'd like to participate. Here's my contact information (name/email).