Gender differences in public relations students' career attitudes: A benchmark study

Abstract

Numerous articles have examined differences in men's and women's experiences in public relations, but few studies have explored students' perceptions of gender issues. This study fills that gap. A two-page survey instrument was completed during April/May 1997 by 430 students studying public relations at 17 different schools across the United States. There were no statistically significant differences in male and female students' desires to perform managerial activities, but there were statistically significant differences in several areas. Female students reported they expect to earn less money starting out and to be promoted more slowly than their male counterparts expect. Female students were more likely to believe that they will need to postpone having a family in order to advance in their careers. Additionally, female students reported they want to “do it all” — both managerial and technical activities. These findings have both positive and negative implications for the profession. Dr. Betty Farmer is an assistant professor of communication and public relations, and Ms. Lisa Waugh was a senior majoring in public relations at Western Carolina University at the time of this study. This research was funded by an Undergraduate Research Grant from Western. The findings from this study have both positive and negative implications for the profession. The data seem to support the need for continued focus on women's advancement issues, particularly in the area of young women's career expectations and young men's attitudes toward women in managerial positions.