The feminization of the PR profession has been a worldwide trend for years. In most countries, the majority of PR experts are women. In many countries, however, women are more likely to work in the lower ranks of the profession than in higher-paying, more prestigious positions of authority. This chapter explores some significant differences between the countries using Hofstede’s cultural dimensions as a framework for analyzing PR feminization dynamics in different countries and groups of countries with similar scenarios. The chapter thus serves as an analysis of both the feminization of PR and the viability of using cultural dimensions to generate a deeper understanding of the public relations field, particularly with regard to gender.
Citation: Fröhlich R. (2023). “Doing gender”: Cultural differences in the feminization of PR in Europe. In P. J. Creedon, & L. A. Wackwitz (Hrsg.), Women in mass communication. Diversity, equity, and inclusion (S. 157-173). London, New York. Routledge. DOI: 10.4324/9781003316190-13