"Balkanization" of the PR Field by Women?

Meghan and Alexis made some interesting points today about some sectors of the public relations field being dominated by women, even though men still fill the most senior leadership positions (what some refer to as "Balkanization" of the field). I thought I would chip in another post and offer some more food for thought from Robert Heath's (2001) Public Relations Handbook.

Consider what scholar Elizabeth Toth wrote about the growth and influence of women in public relations:

o During the early 1960s, women made up only 25% of the PR field.
o During the early 1980s, men and women reached parity. Each represented roughly 50% of the field.
o In the late 1990s, women accounted for more than 65% of the PR field ... and that number is growing.

So how has this trend impacted the PR profession? Well, here's some views that should stir some controversy.

o PR practitioner and scholar Philip Lesly (1996) wrote that the growth of women in the PR field could have "consequences" that include creating a "soft" image of a technical public relations profession (rather than a masculine, "heavy-hitting," management image).

o A demographer (Reskin, 1989), observed that the flight of men from the PR field and flocking of women to the field could be seen as a sign that men no longer see the PR industry as a masculine field and instead, see PR, as "women's work." Therefore, they seek employment in more masculine fields. Also, many may relate the increase of women in the field to a lowering of overall salaries and loss of "perks."

Ironically, Lesly (1996) warned of the negative consequences of a PR field "labeled" as feminine, even though "women are able  and in some ways more skillful" at public relations than men.

Click here to read more from Heath's (2001) Handbook of Public Relations chapter on feminist research in public relations.

Professors Frank Wylie and Tamara Gillis seemed to support Lesly's notion when they wrote, "Indeed, many educators would agree that not only are most [public relations] students women, but also the best students are women. They communicate, observe, listen and write better" (click here for more).

After you think about this, tell us what you think ... and is it fair?

Mark