Differential gender orientation in public relations: Implications for career choices

Women have entered public relations at a much faster rate than men over the last two decades. Studies of the field show some gender segregation in PR, so it may not be accurate to generalize about the profession as a whole. This study surveyed PR students to determine whether specialty areas are perceived as gendered and the characteristics associated with male- and female-oriented areas. Findings indicated clear differences between "female" and "male" specialties, with their associated characteristics supporting values delineated in the feminist theory of public relations. Further, the study found that students consider gender orientation in selecting career paths. (C) 2004 Elsevier Inc. All rights reserved.