Both candidates standing in the CIPR President-Elect 2013 elections (who will become President in 2014) are white, 40+ years old and male. As men comprise a minority of PR practitioners, perhaps it is time to throw into the debate, a question about how appealing Stephen Waddington and Dr Jon White are to women?
It is a relevant consideration given that the UK PR Week-PRCA 2011 PR Census, revealed the occupation is dominated by the young and female. Also, CIPR “aims to develop an inclusive culture, raise general awareness of diversity within the public relations industry and to increase the number of public relations practitioners from all backgrounds”.
What are some of the issues that face women working in PR that the candidates should address?
1. Salary disparity – women in PR are paid less than men at all levels according to the data from the PR Census study. Nearly 30 years ago, US researchers released the Velvet Ghetto study noting a million dollar income penalty over the course of a woman’s career in PR. It isn’t difficult to argue that things haven’t changed much.
2. Mid-career chasm - there also appears to be a black hole with women leaving PR in mid-career, possibly as a result of a lack of flexible options for combining family and work commitments.
3. Friendliness trap – academics have claimed that women working in PR are expected (particularly at the start of their careers, and specifically in agencies) to adopt overtly feminine behaviour, which serves as a trap to their subsequent credibility and career progression.
4. Female dominated education – the majority of PR undergraduates are women, with men often less than 10 per cent of a class. A gender imbalance is frequently notable among cohorts studying the CIPR’s professional qualifications. The willingness of women to seek qualifications (perhaps buying into the professional agenda of career development) does not seem to be generating them greater career rewards.
5. Marginalisation of women as communicators – women have traditionally occupied technician roles in PR, with claims made that they have softer skills best suited for a communications-dominated position and function. In the past, women were employed to target female-oriented media and organise parties. This continues today, but additionally, they dominate specialist areas such as internal communications and lay claim to relationship building.
Of course, these issues do not affect all women and most apply beyond public relations. We can also argue that with self-efficacy and personal agency, women are as capable as men of building successful careers. The current CIPR President is female, as was the one before. There have been a total of eleven women Presidents compared to 52 men. The first was Margaret Nally in 1975, followed by Norah Owen in 1981 and then Carol Friend in 1986. In the 1990s, two of the ten Presidents were women; in the last decade they accounted for three out of ten. This decade, so far it is three out of four, with Jane Wilson holding the role of CEO since 2010 as well.
So let’s cut the male candidates some slack – but invite them to comment here whether they believe there are specific considerations relating to women, and other sectors of society, in building careers in public relations. And how their year in office could help address some of the issues that I’ve mentioned above.
Over to you guys… how do you appeal to women in PR?