Prevailing stereotypes of women and men have contributed to the unequal stratification of genders within the PR industry. Popular media has fed into the notion that jobs carried out by women are somehow less important than those traditionally done by their male counterparts. As an industry primarily dominated by females, TV and movies mainly present the PR sector as glamorous, metropolitan, young, trendsetting and exhilarating. Authors Trevor Morris and Simon Goldsworthy agree that ‘PR is portrayed on the big and small screen as a sexy, fast moving, well-paid, exciting job’ (2008, p.16). Popular shows such as Sex and the City and Absolutely Fabulous have helped to perpetuate this myth of endless party planning and thrilling lifestyles but have also presented PR activities as ditzy and frivolous. After all, the programmes are looking to entertain and somehow writing press releases and developing campaign plans doesn’t quite seem possess the wow factor.
On the other hand, men are portrayed as being assertive, decision makers, often occupying powerful positions in corporate communications and politics. The party planning component doesn’t transfer to the men, understandably so, as they’re barely capable of getting together dinner plans for two. And yet again the pervasive stereotype rears its head!!
Although the entertainment world has misrepresented and exaggerated what public relations entails, it has accurately presented gender inequalities within the sector. So why then are female PR practitioners unable to advance to senior management positions in the real world practice of PR?
Author Larissa Grunig has pointed out a number of key factors, which she believes are fuelling the segregation of men and women within the public relations practice. She asserts that although women have made significant advancements within the world of work, they are still primarily viewed as caregivers (2001, p. 306). Additionally, women are faced with other obstacles such as sexual harassment, some are penalized for being young and attractive, and females also suffer because ‘men have become a rarity in public relations [and they] are increasingly prized at the expense of qualified women’. (2001, p.314).
Essentially, PR is like a polygamous marriage, there are tons of women around but it’s ultimately the man running the show.
It will take some time before women really begin to make inroads into leading the PR industry as stereotypes have and will continue to hold back progression. It is comforting to recall, however, that an African American was recently elected as US President in spite of prevailing negative assumptions about Blacks; a powerful reminder that with hard work and perseverance anything is achievable.
References
Morris, T. and Goldsworthy, S., (2008). PR: A Persuasive Industry? Spin, Public Relations, and the Shaping of the Modern Media. Basingstoke, Hampshire: Palgrave Macmillan.
Grunig, L., Toth, E., Hon L., (2001). Women in Public Relations: How Gender Influences Practice. New York, New York: The Gilford Press.
Hello Joni,
ReplyDeleteI absolutely agree with you about stereotyping. As I was discussing this issue in my previous blog Women in PR (http://gauharm.blogspot.com/), many people see PR as a glamorous and attractive profession with lots of excitements and creative tasks. I partially agree with them at some point. If you compare PR with jobs like Accounting or Law, PR would look like to you as a ‘sexy’ profession. However, very few people understand that behind all this campaigns and events, so many hard works need to be done.
Regarding the negative reputation of PR, I blame all these movies, where PR practitioners are shown as ‘silly, pink girls, faffing around with press releases’. Perhaps this is why PR is perceived as ‘girly’ profession for some men.