Female empowerment in PR is no longer an option but a necessity: here’s how to change that

In today’s Public Relations (PR) domain, women play a fundamental role in the growth of the industry, but only 30% of C-suites in the global PR industry feature a woman[1]. In fact, a recent study[2] found that seven out of ten women working in the UAE aspire to occupy leadership roles within their organization.

As a woman in the PR industry with experience across various agencies and organizations, I strongly believe we can and should see more female role models in upper management positions. What I really wanted to understand is, why are women so misrepresented in senior roles and what can we do to break the glass ceiling?

Tackling gender inequality

It’s no secret that gender inequality has been an issue for centuries. Edelman released a special edition of its Trust Barometer[3] addressing this very topic showing that globally, the largest trust gap between men and women globally is in business, with one of the biggest trust deficits in the UAE. The results show women trusting businesses less, placing a lot of importance on the employer-employee relationship. But there is good news; more than seven in ten women say they trust their employer.

This is an opportunity for employers to empower women through trust by investing in developing their skillsets and preparing them to take on senior roles. Edelman has already begun leading the way with this, announcing their first female head of Saudi Arabia operations[4], the only PR agency in the region of its caliber to do so. Additionally, the CEO of Edelman USA is a woman, with the agency’s overall global objective to occupy half of its leadership positions with women. Edelman has also reached its commitment to gender parity within the agency’s most senior levels in 2020.

Women are movers and shakers of media

Women in PR aren’t just good at shifting the communications industry as employees, but they are also movers and shakers with their use of social media. Edelman’s Trust Barometer[5] also reported that more than one-in-three women actively engage in insightful conversations online. This, combined with equally strong male contributions, shows the extent to which these conversations can truly be catalysts for positive change in the industry.

It’s in the company’s benefit to have female leaders too

Research by McKinsey[6] shows that companies’ profits and share performance can be close to 50% higher when women are well represented at senior levels. Women also strongly impact company culture with their strategy of embracing employee-friendly policies and programs. In fact, 38% of women in influential positions mentor or sponsor one or more women of minority groups.

What does this mean for women in the industry?

There is always room for more women. When seeking employment, apply to an organization that drives diversity and inclusion. This is where you will have room for growth, the opportunity to be the best boss you can be, and most importantly, uplift your team (both men and women) to be the best they can be, too. You can also speak to your manager about expanding your horizons and being involved in projects that you may not have come across before – remember to put yourself in the shoes of the job description above yours to see what you should be aiming for.

Women should also participate in industry events and initiatives, particularly those hosted by Middle East Public Relations Association (MEPRA), to increase their visibility in the network and showcase the power of their PR.

We can achieve this by working together

The bottom line is that women at all levels can contribute so much to the industry, and we need to collectively do everything in our power to help women reach their full potential. Whether man or woman, don’t rest on your laurels and wait for change to happen. Speak to your management, make your voice heard and show them the impact women can make as well as the positive, long-term results that will follow if given the chance.