NEWS: New CIPR study finds ‘Missing Women’ in public relations management
Reading Time: 3minutes
Nearly two-thirds of women working in public relations have experienced gender-based discrimination or harassment, according to a new report exposing the systemic gender barriers in the public relations profession. Published ahead of International Women’s Day, the report explores the gap of nearly 4,000 female practitioners in England and Wales who have left public relations mid-career or failed to advance to senior positions. It finds female practitioners who succeed in senior roles do so despite these barriers, developing “creative workarounds” to sustain careers within public relations practice.
Sponsored by the Chartered Institute of Public Relations Research Fund, The Missing Women Study builds on the CIPR’s 2024 PR Population report findings. It reported that women make up two-thirds of practitioners working in public relations below director level but under half of those working in senior roles. This new report combines a literature review, survey data from more than 230 respondents, and interviews with 30 women to pinpoint interconnected cultural, structural, and societal barriers that impede women’s progress. The research identified:
Systemic Barriers: The study identifies a “boys’ club” mentality, devaluation of public relations work, limited development pathways, and societal caregiving expectations as key factors driving women out of the profession. Over half of survey respondents felt they did not have equal opportunities for advancement compared to male colleagues.
Work-Life Challenges: The unsustainable, “always on” culture and lack of flexible working arrangements disproportionately affect women with caring responsibilities. Burnout was highlighted as the biggest career challenge, identified by over half of survey respondents.
Strategic Career Choices: Women who succeed often employ “workarounds” by strategically managing their careers, choosing progressive employers, and investing in professional growth. However, these strategies often require significant compromises between career advancement and worklife balance.
A Rewarding Career: Despite these challenges, the majority of women surveyed see public relations as a rewarding career. Over 9 in 10 rate their job satisfaction as very good, good, or average.
The research emphasises that successful women are thriving despite systemic barriers, underscoring the urgent need for comprehensive change. Recommendations include the introduction of leadership development and progression programs and flexible working arrangements without career penalties.
The study was delivered by a team of Socially Mobile graduates, Rana Audah, Isobel Wilson-Cleary and Josie Shepherd, led by Stephen Waddington. The project was reviewed and project managed by Sarah Waddington and supervised by Ben Verinder.
Report author, Stephen Waddington commented; “We identified a culture within practice that exhausts women through constant pressure to prove their worth, manage impossible expectations, and navigate gendered double standards. It impacts not just individual careers but also shapes the entire industry’s approach to leadership, value and measures of success.”
Stephen is director, Wadds Inc and founder and director of Socially Mobile. He is a former CIPR President and PhD research student at Leeds Business School.
“There isn’t a single answer – if there was, the countless interventions over the past 50 years might have been more successful. Meaningful change requires cultural and organisational transformation in all areas: leadership, flexibility, life stage support, behaviour change, and structural and organisational reform,” he added.
CIPR President, Advita Patel added; “This groundbreaking research should be a wake-up call to industry leaders to ask what they are going to do to change the experience of women working in public relations for the better. In a profession built on its people, losing nearly 4,000 professionals isn’t coincidental, it’s a systemic failure. Every departure drains the industry of invaluable experience and weakens its future potential. This not only pushes experienced women out but also deters emerging talent. The time has come to dismantle these barriers and create a truly inclusive environment that benefits everyone in our field.”
The Missing Women Study, developed from an analysis of Socially Mobile applicants and CIPR PR Population Study of 2021 census data, investigates the reasons behind the underrepresentation of women in senior public relations roles. The study uses a five-phase approach, including a literature review, quantitative research, qualitative research, data analysis, and participant feedback. Data was collected via a survey distributed through channels such as the CIPR, PRCA E&I Group, and Women in PR, and included semi-structured interviews with 30 mid-career practitioners.
+++
About the Chartered Institute of Public Relations
Founded in 1948, the Chartered Institute of Public Relations (CIPR) is the world’s only Royal Chartered professional body for public relations practitioners with over 11,000 members.
The CIPR advances professionalism in public relations by making its members accountable to their employers and the public through a code of conduct and searchable public register, setting standards through training, qualifications, awards and the production of best practice and skills guidance, facilitating Continuing Professional Development (CPD), and awarding Chartered Public Relations Practitioner status (Chart.PR).
