Abstract or Introduction
Back in the 1960s, women formed only 10 per cent of the American PR field. Only 20 years later, in the mid-80s, this percentage had increased to 50 per cent. This phenomenon, called the “Gender Switch”, initialized the quantitative feminization of public relations (Dozier, 1988, p.8). In 1986 Mathews wrote: “A women`s place is no longer in the home. It seems to be in the communication department.” (Matthews, 1986, p.28). At the end of the 1990s, according to the US Department of Labor, two thirds of PR specialists were women (Grunig, Toth & Hon, 2001, p.5).
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- Marlena Bräu (Author), 2010, Feminization in Public Relations, Munich, GRIN Verlag, https://www.grin.com/document/213048
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