Women in Public Relations Larissa A. Grunig Professor Department of Communication University of Maryland
Rapid Feminization of the Field Professionals Students Change is unsettling Brings both opportunities and threats Women offer professionalism and expertise in two-way communication Nevertheless, women often face a “glass ceiling”
Advantages Gain in numbers Opportunity for women to enter a management field
Issues The “feminist fallacy” Men have become an “endangered species” The “velvet ghetto” The “imposter syndrome” Tokenism
More issues The salary gap Different roles Diminished status The gap in job satisfaction Sublimation of the function Encroachment Stress
Benefits of overcoming sexism in public relations Diversity Human resources Salary Prestige Avoiding sublimation & encroachment
Explaining gender bias in public relations Little overt bias Subtle processes operating on women –Socialization –Risk taking –Lack of support from home –Ambivalence toward career –Stereotyping
How can the organization help? Flexibility Overcome marginalization of the public relations function Prohibit sexual harassment, age discrimination, and “lookism”
Solutions for women Work with counterparts in other organizational functions Know the business or industry “Push” Develop a network Rely on external contacts Longevity
More solutions Envision yourself as a manager –Understand how what you’re doing fits into the organization’s mission & goals –Think holistically –Develop managerial skills –Counsel from below
Still more solutions Environmental scanning Document your effectiveness Increase your expertise –Writing –Interpersonal communication –Strategic management –Negotiation & conflict resolution –Research
Final thoughts Overcoming sexism requires transformation of society, institutions, and organizations Individuals alone cannot overcome sexism Change comes slowly and incrementally Without change, public relations risks losing the talent of effective professionals