Feminization, But How? The Role of Women in the Polish Public Relations Industry Based on Quantitative Research
Feminization, But How? The Role of Women in the Polish Public Relations Industry Based on Quantitative Research

Summary/Abstract: The article, besides offering a literature search of the current situation of women in the labor market, covers research topics on gender structure in the public relations sector in Poland. It covers the demographic and employment data of 1,789 PR professionals, aggregated and statistically analyzed. The data come from several research projects conducted by the authors between 2017 and 2023. Women constituted nearly 2/3 of the respondents. The article proves that women are the dominant gender when it comes to employment in PR. As to the overall employment structure, the sector is subject to feminization. However, its high level is not reflected in the management structure, where women play a much lower role than men (22% vs. 33%). This, in turn, raises questions about the applicable principles of gender equality, diversity and inclusion, and contributes to an analysis of the level of experience of the PR professional community. The article develops a mediation model with which the authors try to clarify the relationship between position, work experience, and gender.

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