Interactive Catalogue

Women in PR in Croatia

Literature Item

Author Information:

• Name: Mirela Polić & Mirela Holy
• Email: [email protected]
• Website: https://www.linkedin.com/in/mirela-holy-018b7b84/?original_referer=https%3A%2F%2Fwww%2Egoogle%2Ecom%2F&originalSubdomain=hr

Abstract:

This 2020 study delves into the experiences of women in Croatia's public relations industry, based on 21 interviews with both managers and non-managerial employees. With an average age of 36 for employees and 43.5 for managers, the study covers various work settings, including in-house PR, PR agencies, higher education, civil service, and professional associations. Despite a female-dominated workforce (76.84%), traditional masculine norms persist, impacting work-life balance, career advancement, and exposure to gender discrimination. The study notes some cultural shifts towards less patriarchal norms, yet many women still feel sidelined from key business decisions. It also explores leadership styles, finding that women's leadership approaches are influenced by their upbringing, with those raised closer to fathers or blockish mothers adopting more direct, 'masculine' styles, while those closer to mothers or both parents equally show a blend of 'masculine' and 'feminine' traits. Effective leadership is seen as requiring a mix of these characteristics. However, few participants view senior women as role models, highlighting persistent gender stereotypes and the valuation of gender-specific traits.

Keywords:

public relations, media, leadership, gender-bias, gender stereotypes

Publication Date:

Jan. 1, 2020

Source Specificity:

Initiative/Practice/Project/Programme/Case Studies

Website:

https://www.researchgate.net/publication/344257816_Women_in_PR_in_Croatia_MTopic_ed

Power Domains:

Social

Methods Tools:

Gender Training, Awareness-raising

Country:

Croatia

City:

unspecified

Implementation Scale:

National

Language:

English

Other Links:

https://www.researchgate.net/publication/344257816_Women_in_PR_in_Croatia_MTopic_ed
ISSN 2633-2353 (Online)