industry insufficiently prepared when trying to identify, and communicate with, certain minority groups.
'Unlike advertising, PR is extremely good at micro-targeting, so there is huge opportunity for growth in this area,' he added.
Genasi said he planned to commission research that would demonstrate how much the industry could benefit in commercial terms.
At the end of last year, a study by the Centre for Economics and Business Research showed that 6.5 per cent of PROs had an ethnic minority background (10.9 per cent in-house and 5.5 per cent agency) compared with eight per cent of the UK population.
However, almost half of all PROs work in London and the South-East, where the population is almost 30 per cent ethnic minority (PRWeek, 10 Nov 2005).
The CIPR launched the diversity group last summer (PRWeek, 22 July 2005). Last year's chair was Anne Gregory, director of PR Studies at Leeds Met University.