The Influence of Gender Composition in Powerful Positions on Public Relations Practitioners' Gender-Related Perceptions

Against the background of the high feminization of the German agency sector, this article investigates 2 specific factors that help explain women's careers in public relations agencies: gender stereotypes and the organizational context. We present parts of a recent German explorative study: Long interviews were conducted with 13 female public relations experts to explain their view on women's situation in public relations in general and to describe their own careers. Findings reveal the evolution of a “PR bunny” stereotype that adds a negative touch to the female image as “natural born communicators.” Furthermore, our results support the argument that women seem to prefer (a) the organizational culture of public relations agencies, (b) agency-specific job tasks, and (c) agency-specific work processes. Possible consequences for practitioners and the profession are discussed.