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).
Table of Contents
1. What has happened so far: The quantitative feminization of PR
2. What is happening right now: Natural born communicators, good ol` boys networks and a feminist theory of PR.
3. What might happen in the future: PR bunnies caught in the agency ghetto?
Objectives and Themes
This paper examines the evolution and current state of the feminization of the public relations field, specifically focusing on the persistence of the "glass ceiling," salary disparities, and the impact of organizational structures on women's career advancement.
- The historical shift from male dominance to female-majority in public relations.
- Structural discrimination and the persistence of the "glass ceiling."
- The role of "good ol' boys networks" in limiting female upward mobility.
- The "feminist model of leadership" and the debate surrounding "natural born communicators."
- The development of the PR agency sector and its potential as an "agency ghetto."
Excerpt from the Book
What is happening right now: Natural born communicators, good ol` boys networks and a feminist theory of PR.
So what happened to the perceived decline of status and credibility of PR? In “The Velvet Ghetto” study in 1985, 50 per cent of respondents stated they report directly to the CEO, in the IABC Profile 2002, it is only 35 per cent. In 1985, 80 percent said they always had direct access to senior management, in 2002, this percentage declined to 53 per cent (Taff, 2003, p.11). But although access to senior management has declined over the past 20 years, that does not necessarily have to be connected with PR´s status or prestige. In fact, there has been an increase of wages: “PR ranks higher in real wage growth than management consultants, a profession traditionally considered strategically orientated and dominated by men.” (Taff, 2003, p.11). So the concerns raised in the 1980s about the whole field of PR suffering from the feminization have not come true so far, but the salary gap between men and women, as well as the glass ceiling still exist.
It is a fact that women are pushed aside by men while climbing the job ladder. In education, women dominate the field by far: an estimated 80 per cent of public relations majors are female (Grunig et al., 2001, p.6). But as age and years of work experience increase, the percentage of women decreases. The main reason for this diminution can is probably the problematic connection of family and job. Similar to many other professions, women have problems with coming back to a job after having a baby and experience not being as “valued” anymore, especially when working set hours. This explanation is part of the structionalist perspective of discrimination. This model suggests explanations for gender disparities that lie in the structural demands of organizations and society (Aldoory&Toth, 2002, p.108).
Summary of Chapters
1. What has happened so far: The quantitative feminization of PR: This chapter reviews the historical shift in the gender composition of the PR industry, tracking the transition from a male-dominated field to one dominated by women and the resulting fears regarding professional status.
2. What is happening right now: Natural born communicators, good ol` boys networks and a feminist theory of PR.: This section explores current challenges, including the persistence of the glass ceiling, wage gaps, and how gender stereotypes and organizational structures continue to disadvantage women.
3. What might happen in the future: PR bunnies caught in the agency ghetto?: This chapter analyzes the trend of women gravitating toward PR agencies and discusses the risk that this sector might become an "agency ghetto" with limited power and prestige.
Keywords
Public Relations, Feminization, Glass Ceiling, Gender Stereotypes, Velvet Ghetto, Agency Ghetto, Career Advancement, Organizational Culture, Discrimination, Wage Gap, Feminist Theory, Professionalism, Natural Born Communicators, Structuralism, Gender Disparities.
Frequently Asked Questions
What is the core focus of this research?
The paper investigates the phenomenon of the "feminization" of the public relations field, specifically looking at how the increasing number of women in the industry has influenced professional status, career opportunities, and gender-based discrimination.
What are the primary themes discussed?
Key themes include historical gender shifts, the existence of the "glass ceiling," structural discrimination, the "feminist model of leadership," and the evolution of the agency sector.
What is the main objective of this study?
The objective is to analyze to what extent early fears regarding the professional decline of PR due to feminization have materialized and to assess the current structural barriers women face in the industry.
Which methodology is applied?
The paper utilizes a literature-based analysis, synthesizing previous research, surveys, and theories from scholars like Grunig, Toth, Fröhlich, and others to evaluate gender-related developments in PR.
What topics are covered in the main body?
The body covers historical statistics, the impact of family-job balance, the "structionalist" perspective on discrimination, the role of informal "boys networks," and the potential risks of the agency environment.
Which keywords define this work?
The work is defined by terms such as feminization, velvet ghetto, glass ceiling, gender stereotypes, and organizational culture.
What is the "friendliness trap" mentioned in the text?
The "friendliness trap," developed by Romy Fröhlich, describes a vicious circle where female attributes like dialogue and consensus are valued at entry levels but later recoded as a "lack of management skills" when promotion opportunities arise.
Why do women increasingly work in PR agencies?
Research indicates that women often choose agencies because they perceive fewer barriers to entry, enjoy flatter hierarchies, and find the work environment more compatible with their professional motives compared to traditional corporate structures.
Is there a risk of an "agency ghetto"?
Yes, the author notes concerns that the high concentration of women in agencies, combined with societal perceptions, could potentially lead to an "agency ghetto" that suffers from lower power and reduced professional status.
- Arbeit zitieren
- Marlena Bräu (Autor:in), 2010, Feminization in Public Relations, München, GRIN Verlag, https://www.grin.com/document/213048
