Bite Size Comms

Public relations in the UK faces a fundamental challenge that goes beyond traditional diversity metrics: the industry’s accent and dialect homogeneity is failing the very audiences it claims to represent. With almost 40 distinct British accents and dialects across the UK, the current landscape reveals a troubling disconnect between PR practitioners and the communities they serve.

First, let’s dive into some of the main British accents and dialects by region. Oh, and let’s clear up one thing. Accent refers to how words are pronounced. Dialect is broader, as it encompasses not only pronunciation but also differences in vocabulary, grammar, and the way the language is used.

• Received Pronunciation: London (Royal Family and aristocracy, former BBC preference)
• Standard Southern British English: South East England
• Cockney: London (my childhood dialect)
• Scouse: Liverpool
• Geordie: Newcastle
• Brummie: Birmingham
• West Country English: South West England
• Scottish: Scotland (accent rather than Gaelic language)
• Welsh: Wales (accent rather than Welsh language)
• Northern Irish: Northern Ireland (accent rather than Irish).

Research by Cambridge University and Nottingham Trent University demonstrated that the UK operates on a clear “hierarchy of accents,” with working-class dialects from industrialised urban areas, such as Birmingham and Glasgow, often perceived as low-status. Perhaps most concerning, children as young as five already associate “middle-class” accents with intelligence, viewing Standard Southern British English (SSBE) as inherently clever. The veteran broadcaster, Kate Adie, from Whitley Bay, said that the BBC used to keep a league table of the most liked and hated accents. Geordie was fine. The most disliked, apparently, was Brummie. Cambridge University researchers found that Britons regard the Geordie accent as the country’s least friendly, least kind, least trustworthy and least confident. Birmingham residents, meanwhile, scored highly for honesty – a category in which they were second only to Glaswegians – and also ranked highly for intelligence, wealth and trustworthiness.

Whatever research shows about people’s perceptions, accent bias creates real barriers, with mockery common in some social or professional settings.

Now, let’s examine the social mobility crisis in PR. The numbers tell a stark story. A 2023 CIPR Research Report by Stuart Baird and Elizabeth Bridgen reveals that 28% of PR practitioners attended fee-paying schools, compared to just 7% of the general population. When the industry talks about diversity, it often gravitates toward race, gender, and sexuality while ignoring geography, social class, and accent.

The consequences extend beyond representation. Another CIPR Research Report, by Caitlin Plunkett-Reilly, found that practitioners from working-class backgrounds earn an average of £12,000 less per year than their privately educated counterparts. This “privilege gap” perpetuates what researchers refer to as a “middle-class bubble”, which limits the industry’s ability to communicate effectively with diverse audiences.

For PR practitioners, this represents both an ethical imperative and a strategic opportunity. Language reflects culture, and authentic communication requires understanding not just what audiences think, but how they express themselves. I’m glad to see and hear that many of my PR apprentices come from different parts of the UK. Including quite a few Geordies, Scousers and Brummies! Perhaps outside of the London-based PR agencies, the social mobility picture isn’t quite as bad.

The BBC is also slowly acknowledging this challenge. Amol Rajan, the first Today programme presenter with a strong south London accent, has confronted the corporation about “accent bias”. His research found that 70% of newsreaders across major UK broadcasters speak with received pronunciation (RP), despite this accent being used by only 10% of the general population. 

The path forward requires intentional change. As one researcher noted, “you can’t really claim to represent the organisations or the public that we serve unless this imbalance is addressed”. Stephen and Sarah Waddington’s Socially Mobile programme of management training for practitioners from lower socio-economic backgrounds, as well as underrepresented groups including ethnic minorities, the LGBTQ+ community, women returners, and those with disabilities, is paving the way forward. 

The industry must move beyond understanding audiences to genuinely representing them, including the rich tapestry of voices that make Britain diverse. Only then can PR truly serve as an authentic bridge between organisations and the communities they aim to reach. North Tyneside District Council writes many of its Facebook posts in phonetic Geordie. These get high reach and engagement rates, even for important but dull posts about fixing potholes or road closures!

We can embrace all that is great about the UK to communicate more effectively.

[Image of map with a pin in the UK, from Pexels]