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Honors Thesis

Women Working in the Public Relations Industry in Hong Kong

By: Wan, Hoi Nga (Tiffany)

Anticipated Completion of Thesis: Spring 2016

University of Oregon

School of Journalism and Communication

Approved by adviser: Professor Kathryn Kuttis

Approved by second Reader: Professor David Remund

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Table of contents

Introduction………………………………………………………………………………..3

Acknowledgment……………………………………………………………………......... 5

Objective of research……………………………………………………………………... 5

Literature Review………………………………………………………………………… 6

Approach/Methodology………………………………………………………………..... 10

Results………………………………………………………………………………….... 12

Discussion……………………………………………………………………………….. 17

Conclusion………………………………………………………………………………. 19

Tables and Charts……………………………………………………………………….. 21

References………………………………………………………………………………. 25

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Introduction:

Public relations plays a significant and effective role in the communication world.

Many companies have started to focus on the public relations industry for communication

and branding instead of the advertising industry. One reason is public relations methods tend

to be less expensive than advertising methods. Furthermore, in the 21st Century,

communications play a key role in everyday life. Therefore, it is important for us to have a

better and deeper understanding of all aspects of communication, specifically, changes in the

public relations industry.

This project will focus on women working in public relations in Hong Kong. To

examine why, we should look at the three main themes which include communication skills,

gender ratio, and education. In today’s society, there is a feminization pattern in the public

relations industry, or a large number of females relative to men in the industry. This pattern

of feminization impacts the public relations industry. It not only creates the issue of gender

imbalance but also impacts the work environment and education. Moreover, these impacts

are becoming a threat to the public relations industry. Since to more females and fewer males

are entering the public relations industry, the public also started to stereotype that public

relations is a feminine career. This concept not only misleads the public audiences but also

leads to bias in the society that males should not go into the public relations industry. Thus, it

is important to investigate and understand why there are many women working in the public

relations industry in Hong Kong.

My goal in this project is to find out why the public relations industry in Hong Kong

is becoming feminized. It is important to understand this topic because Hong Kong has a

unique culture compared to other Western countries. Therefore, due to the culture

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differences, it would be meaningful to examine Hong Kong public relations industry in this

research. However, due to the limitations of the academic articles, this project will use

research articles that are from Taiwan and Indonesia. These two Asian countries are close to

Hong Kong; therefore, these countries will have a similar culture compared to Hong Kong.

Moreover, the pattern of feminization is also happening commonly in other big cities, such as

New York, London, and Sydney. Most importantly, the pattern of feminization is also

significantly emerging in the communications industry, such as advertising, journalism. At

some levels, this pattern can influence the public attitudes and feelings towards any careers in

the communications industry. Therefore, I hope to learn and find out the factors that cause a

feminization pattern in Hong Kong public relations industry.

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Acknowledgments

My sincere thanks go to Professor Kathryn Kuttis, Professor David Remund, and

Professor Kim Sheehan at the University of Oregon School of Journalism and

Communication. Thanks for guiding, assisting and inspiring me through the whole research

process. I also want to thank Dr. Tina McCorkindale, the CEO of the Institute for Public

Relations (IPR). I am grateful to have an opportunity to do an interview with her. Dr.

McCorkindale’s opinions allow this research to have more valuable and insightful

perspectives.

Objective of research:

Research question: “Why are there many women working in the public relations

industry in Hong Kong”?

The topic is salient because there is a significant and worldwide pattern of

feminization in the public relations industry. Hence, further understanding is needed to guide

public’s opinions and attitudes toward this issue. If there are no reasons or explanations

provided to the public, then it may lead to stereotyping. In other words, the public may start

to believe that public relations is a feminine career in Hong Kong. Ultimately, it will

influence males’ feelings who want to work in the public relations industry. For these

reasons, it is valuable and necessary to face the issue and provide solutions to avoid

stereotyping in the public relations industry in Hong Kong.

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Literature Review:

The literature reviewed has divided into three aspects: feminization pattern, reasons why

there are more females in the public relations, and education.

1. Feminization Pattern

The public relations industry has emerged a feminization pattern not only in Hong Kong

but also in other countries. To define feminization pattern, which means that more and more

women are involved in the process. Fitch and Third (2010) pointed out that the public

relations industry has sustained the pattern of feminization over the last 30 years, and women

have significantly dominated the industry. In other words, more females and fewer males are

going into the public relations industry. Furthermore, according to Melgin, “The membership

structure of all central PR unions conducted in Finland in autumn 2013, out of 89.2% of the

operators in the industry are female.” (Melgin, 2013). In Sweden, the number of female

members in their organization was around 80% (Melgin, 2013). Even Fitch and Third (2010)

argued that in Australia, up to 73 % of the members in the Public Relations Institute of

Australia [PRIA] are women. Unsurprisingly, this similar pattern of feminization can also

apply in the United States. In 2011, the number of female members in the Public Relations

Society of America (PRSA) was around 71% (Melgin, 2013). These numbers point out that

women dominating the public relations industry is a significant phenomenon in Western

countries. Thus, as one can see, the feminization pattern not only emerges in Hong Kong

public relations industry but also emerges globally.

Although the public relations industry is dominated by women, men still tend to hold the

leadership positions even though females do apply for different leadership positions (Melgin,

2013). According to Geyer, men are currently found in the industry at senior levels, and also

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in other media professional areas, such as digital, business-to-business, and technology

sectors of public relations. (Geyer, 2009). Furthermore, Geyer (2009) also suggested that it is

necessary to include more men representatives in the industry in order to have diverse

perspectives to public relations.

2. Reasons why there are more females in public relations

To examine the reasons why there are more females but not males in the public relations

industry, Chen (2012) pointed out that Hong Kong’s ratio of men is 876 for every 1,000

women. This situation did not get better; in fact, it is getting worse. Hong Kong’s unbalanced

gender ratio has gone up over these years. According to Chen, in 2011, there were 209,000

women living alone in Hong Kong. The number is more than a doubled since 1996. (Chen,

2012). As a result, the shortage of men is becoming a serious issue in Hong Kong. 50 years

ago, Hong Kong’s gender ratio remained at a balanced level. Cox (2013) pointed out that in

the past decade, a steady flow of female migrants from the Philippines and Indonesia,

seeking work as domestic helpers, have arrived in the territory, and there are now 300,000 of

these women registered in Hong Kong. Therefore, migrant women are one factor that leads to

unbalanced gender ratio in Hong Kong. By contrast, Chen (2012) further argued that the

gender ratio in mainland China is more men and fewer women. Thanks to the one-child

policy and China’s traditional preference for sons. The sex ratio is around 110 men per 100

women. Thus, one can assume that China may not have a similar feminization pattern in the

public relations industry compared to Hong Kong because the gender ratio in China is more

men and fewer women.

Moreover, Wu (2010) discussed that another factor that leads to more females working in

the public relations industry is because women tend to emphasize a humanist approach to

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staff. She further explained in her study, according to Wu, “Although the difference is not

very dramatic, the significant finding of this study is that female participants score higher on

both transformational leadership and transactional leadership styles than male participants

do.” (Wu, 2010). That is to say, another reason that leads to more females working in the

public relations industry is because women tend to have better transformational and

transactional leadership styles compared to men. Peters and Romy (2006) also indicated that

women tend to have psychological characteristics and specific personality traits, they are

more suitable than men to take jobs in communications. They argued that the public has the

new stereotypes of women as the ‘natural born communicators’, therefore, women turn out to

be the ‘career killer’ in the public relations industry. Wu (2006) also discussed that women

tend to be more detail-oriented and pay more attention to interpersonal relationships. For

instance, according to Wu, “If women have a business or entertainment travel in another

country, they will often bring souvenirs to all subordinates. On the other hand, men rarely do

this. (Wu, 2006). As a result, these various reasons show us that why are there many women

but not men working in the public relations industry.

3. Education

To examine how education can link to the feminization pattern in the public relations

industry, various research articles have discussed the issue of education. Martin (2008)

indicated the issue of lacking male students major in communication. The field is becoming

increasingly difficult to recruit male students. According to Martin, “I have spoken on a half

dozen campuses in addition to my own in the last year, and the gender ratio I'm seeing is

about 70% female; some of the classes I taught didn't have a single male student.” (Martin,

2008). He further talked about that how he feels the gender imbalance is a trouble in the

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education, just as troubling as it would be if males dominated the student populations

(Martin, 2008). He also suggests that colleges need to think of a better and creative way to

attract young men on the college campuses, and remind them that of there are various

different types of careers offer in the communications field. (Martin, 2008). Moreover,

Melgin (2013) also mentioned the issue of lacking male students in the communication field.

According to Melgin, “We have a separate student division, with over 300 student-only

chapters across America. The demographics of that group seems to have even more female –

I sometimes speak to student chapters that are 100% female.” (Melgin, 2013). Again, this

statistic tells us that female plays a significant part in the communication field. Furthermore,

according to Khazan, “An analysis of the American Community Survey, Philip N. Cohen, a

professor of sociology at the University of Maryland College Park, found that 47 percent of

women and 35 percent of men who are public relations specialists or managers majored in

communications, journalism, English, advertising/PR, business, and mass media—all majors

that would lead naturally to a PR career.” (Khazan, 2014). Furthermore, Shaa and Elizabeth

(2005) indicated that male and female students do see things differently regard to work, life,

and gender issues in public relations. Due to male and female students have a different

perspective on public relations, it can lead to more female and fewer male students major in

the communication field. Shaa and Elizabeth (2005) also argued that this is a wake-up call

for colleges to start to think an innovative way to recruit more male students. They have also

suggested that colleges should do their bests to help the students to avoid the gender issue in

the public relations field. According to Shaa and Elizabeth, “A cursory introduction to gender

issues in the first public relations course also would mean that students would be better

prepared to deal with these concerns should they arise in an internship situation.” (Shaa and

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Elizabeth, 2005). Based on this information from the Western countries, one can see that

education is facing the issue of unbalanced gender ratio. Moreover, looking into Asian

country, Simorangkir (2011) also indicated that the same unbalanced gender issue has

emerged in Indonesia. According to Simorangkir, “The majority of the professors and

students are women in most of the Indonesian universities, which offer public relations

major.” (Simorangkir, 2011). Due to the significant numbers of female students majoring in

communication, Simorangkir (2011) explained that many women are trying to build up their

public relations agencies after they graduated. Ultimately, it leads to more females working

in the public relations industry globally.

Approach/ Methodology:

In this research, both quantitative and qualitative methods are used to collect

information and data. In other words, the online survey was not only restricted to those who

work or study in communication field but also opened to any participants who are Hong

Kong residents. I conducted an online survey with students and employees to study Hong

Kong residents’ opinions and perspectives in terms of women working in the public relations

industry in Hong Kong. I used the purposive and snowball non-probability sampling methods

to select the research subjects. The purposive method provided benefits to this research

because these targeted participants can provide useful perspectives on this research’s topic.

These targeted participants were students, employees, and employers who live in Hong

Kong. The purposive method also, provided great opportunities to target participants who

would be good for the research. Good examples include a student who majors in

communication and employees who work in the communication industry. Furthermore, the

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snowball method helped this research to reach more participants and recruit the hard-to-reach

audiences. By using this method, it provided a wider perspective and opinion to this research.

This online survey was sent by email and used Facebook to recruit the participants.

Due to this research being related to the overseas country, it was more effective to use the

social media to reach out to participants. Different types of questions were used for the

survey, such as open-ended questions, multiple choices, and Likert scale. By using different

types of questions, it helps us to understand the participants’ perspectives in a deeper way.

As a result, a total of 80 anonymous participants were invited to respond to this online survey

between February and March 2016. Of the 80 participants, 52 (65%) completed this online

survey.

In the qualitative section, I interviewed Dr. Tina McCorkindale, the CEO of the

Institute for Public Relations (IPR). She focuses on social media research, especially the area

of public relations. Prior, Dr. McCorkindale worked as the chair of Public Relations Society

of America (PRSA), and served professionally in different organizations, such as the Arthur

W. Page Society, the PRSA MBA Program committee, the Commission for Public Relations

Education, the International Public Relations Research Conference Advisory Committee and

the Universal Accreditation Board.

Dr. McCorkindale’s years of experiences and professional work allowed this research

to have more valuable and insightful perspectives. The interview was conducted by phone

and used primarily open-ended questions to gain more detailed responses. By using this

channel of communication it allowed me to collect information that was difficult to observe.

However, due to Dr. McCorkindale is a woman; therefore, at some levels, there may be some

inherent gender bias in her responses. Also, Dr. McCorkindale does not have any experience

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related to Hong Kong public relations industry; therefore, her responses may only have

limited merit in this study.

Results:

Although women tend to have better communication skills, this one factor may not be

sufficient to cause many women working in the public relations industry in Hong Kong.

Indeed, results have shown that gender ratio and education are also the significant factors that

lead to more females going in to the public relations field in Hong Kong. Therefore, in order

to fully understand why there are more females going in to the public relations industry in

Hong Kong, we should look at the three main themes which include communication skills,

gender ratio, and education.

Special evidences for each of these themes are discussed below.

1. Better Communication Skills

To answer why there are many women working in the public relations industry in

Hong Kong, the first factor may be women tend to have better communication skills. This

assumption becomes a common tendency not only in Hong Kong but also in other countries.

However, there are no specific or significant evidence to prove that women are a better

communicator than men. According to Sonja, and Froehlich (2006), “The new stereotypes of

women as the ‘natural born communicators’ could, therefore, turn out to be a ‘career killer’

and hinder any real innovation of women’s self-concepts.” In other words, women tend to

have better communication skills and it becomes a stereotype in the public. Ultimately, this

stereotyping can mislead others’ understanding on the topic of public relations.

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Moreover, surprisingly, the survey has shown that only small percentages of

respondents agree that women tend to have stronger communication skills. When asked “Do

you think women tend to have better communication skills, or not?” Out of 49 respondents,

23% stated that women tend to have better communication skills, 55% said maybe, and 16%

stated that women do not have better communication skills. (See Appendix A for the graph)

This tells us that the majority of respondents are not sure whether women are a better

communicator or not. Moreover, of respondents who agree that women tend to have stronger

communication skills, their reasons are mostly because women are emotional, attentive,

sensitive, and know how to express themselves. (See Appendix A for details) As a result, it

also proves that this is not the most influential factor that leads to many women working in

the public relations industry in Hong Kong.

2. The Gender Ratio

In Hong Kong, the gender ratio has become a serious issue over these years. 50 years

ago, Hong Kong’s gender ratio remained at a balanced level. However, Cox (2013) pointed

out that in the past decade, a steady flow of female migrants from the Philippines and

Indonesia, seeking work as domestic helpers, have arrived in the territory, and there are now

300,000 of these women registered in Hong Kong. Therefore, as one can see, there is a big

different of the gender ratio compared to the past. Furthermore, according to Chen, “The

city’s gender imbalance is currently the worst on record: Hong Kong’s ratio of men is 876 for

every 1,000 women.” (Chen, 2012). In other words, the gender ratio has emerged a gap since

2012. This gap showed that Hong Kong was facing the issue of shortage of men.

Furthermore, Chen (2012) also made an assumption to predict that the sex ratio would be 788

men for every 1,000 women by 2026, and 712 men for every 1,000 women by 2041 in Hong

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Kong. If the assumption is correct, then there would be a dramatic decline in the numbers of

men in Hong Kong. Ultimately, this situation can create influences in the work field. That is

to say, more women and fewer men would go in to the public relations industry because the

shortage of men is becoming a serious issue in Hong Kong.

Moreover, the survey has shown and supported that the gender ratio is an influential

factor that leads to women working in public relations industry in Hong Kong. When asked

about “Does Hong Kong gender ratio have influences on leading women working in public

relations industry?” Out of 49 respondents, 78% agree that gender ratio is a factor that can

affect women going in to the public relation industry (M=2.92, SD=1.10, measured on a 7

point scale from “Strongly disagree” to “Strongly agree”). (See Appendix B for the graph)

This shows that the majority of respondents agree that Hong Kong gender ratio is a factor

that can lead to more women working in the public relations industry. As a result, this

information tells us that women tend to have better communication skills is not the only

factor that leads to more females working in the public relations industry. Indeed, the gender

ratio is a potential factor.

Another significant finding in the survey is when asked “How influential is gender

ratio in terms of women working in the public relations industry in Hong Kong?” Out of 49

respondents, 82% stated that gender ratio is an influential factor (M=2.78, SD=0.87,

measured on a 5 point scale from “Not influential at all” to “Extremely influential”). (See

Appendix B for the graph) This indicates that the majority of respondents not only agree that

gender ratio is a factor that leads to women working in the public relations industry but also

agree that this factor has a high level of influence. Once again, this information points out

that gender ratio has the power to influence, and creates impacts on the public relations field.

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Ultimately, this factor can lead to more females working in the public relations field because

of the shortage male issue.

3. Education

Besides the gender ratio, education is another crucial factor that can help us

understand why there are many women working in the public relations industry in Hong

Kong. One reason is because students’ major can have some levels of influences when they

are making their decisions for the job that they want to apply. For instance, sometimes, when

a student who majors in music would be more likely to go in to the music industry to work.

However, this is not an absolute situation, and there can be various factors to influence the

student’s decision. To understand how education becomes a significant factor in this

research, it is important to know the percentages of a student who major in the

communication field. According to Melgin, “We have a separate student division, with over

300 student-only chapters across America. If anything, the demographics of that group seems

to be even more female – I sometimes speak to student chapters that are 100% female.”

(Melgin, 2013). In other words, the majority students who major in communication are

females. As a result, this shows that there is a big gap between the numbers of female and

male students. Perhaps, one can assume that this situation is related to the previous gender

ratio factor. Due to the unbalanced gender ratio in Hong Kong, it also negatively impacting

the gender ratio in classrooms. Unsurprisingly, this pattern started to emerge in many

universities, and not just in Hong Kong. Therefore, a solution is necessary needed in order to

balance the gender ratio in the communication majors.

Furthermore, the survey has shown some significant data to point out that education is

a factor that leads to more females working in the public relations industry in Hong Kong.

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When asked about “Do you think education is a factor that leads to more females working in

PR field in Hong Kong?” Out of 52 respondents, 56% agreed that education is a factor that

can influence more females working in PR field (M=2.50, SD=0.85, measured on a 5 point

scale from “Definitely not” to “Definitely yes”). (See Appendix C for the graph) This shows

that half of the respondents agree that education is a potential factor. As a result, this tells us

that education is one of the solutions that we use to rebalance the gender ratio in Hong Kong.

Moreover, another crucial finding in the survey when asked: “How influential is

education in terms of females working in the public relations industry in Hong Kong?” Out

of 49 respondents, 87% stated that education is an influential factor (M=2.4, SD=0.9,

measured on a 5 point scale from “Not influential at all” to “Extremely influential”). (See

Appendix C for the graph) This points out significantly that the majority of the respondents

think education can have a high level of influence in the public relations industry. Therefore,

as one can see, if less male students major in communication, then it can cause effects in the

public relations industry. This also explains why there are more females but not males going

in to Hong Kong’s public relations industry.

Furthermore, while interviewing with Dr. McCorkindale, she agrees that education is

an influential factor. She also indicates, “It is true that there is a significant number of female

students majoring in the communication area; on the other hand, male students often major in

business and technology areas. One consequence is there would be more females applying

jobs in the public relations industry.”

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Discussion:

This qualitative and quantitative research allow us to have a deeper understanding of

the topic. Moreover, the online survey provided significant and useful data to guide us to

answer why there are more females working in the public relations field in Hong Kong. One

may assume that women tend to have better communication skills than men; however, results

have shown us more than that. Indeed, Hong Kong’s gender ratio and education both are

important and influential factors. As a result, these factors are causing more females to apply

jobs in the public relations industry.

Based on the results, an unbalanced gender ratio can lead to problems in the public.

For instance, Hong Kong has an unbalanced gender ratio that creates negative impacts on

education. That is to say, more females and fewer male students will study in colleges. As

one can see, there is a connection between gender ratio and education. Therefore, it makes

senses that there would be more female students major in communication area instead of

male students. Ultimately, this leads to a problem which is lacking male students in the

communication department.

While reaching a reasonable conclusion, one new research question appeared “Why

the top public relations leaders in Hong Kong are males, not females?” To find out the

answers for this question deeper research is necessary and needed. While doing the interview

with Dr. McCorkindale, she mentions that most public relations entry level employees are

mostly females, and the leaders are usually males. She explains that one reason is because

men continue to hold power in the public relations leadership and they tend to have stronger

experiences and skills in these positions. For instance, according to MacAfee (Ruiz et al,

2008), men are currently found in the industry at senior levels, and in the new media or

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digital, and business-to-business technology sectors of public relations.” (Geyer, 2009).

Indeed, this pattern often emerges in many worldwide public relations companies in Hong

Kong, such as Edelman, The Hoffman Agency, Ketchum… These well-known companies

are led by males; therefore, as one can imagine, males play a significant role in the leadership

positions in the Hong Kong public relations field.

Limitations and future research:

One limitation of this research is lack of access to the scholarly articles related to

Hong Kong because there are not enough academic articles published. Therefore, this

research can only examine other Asian countries’ scholarly articles. Moreover, due to this

research is related to the overseas country, it also limits the channels to communicate with

other participants who are in Hong Kong. Social media is a great way to reach out the

participants; however, in this case, face-to-face communication would be more effective. As

a result, it leads to a small sample size of the survey. The disadvantage of using small survey

sample size tends to be less representative when it compared to the large survey sample size.

If the survey sample size is bigger, then the research may have unique answers.

Another limitation of this research is lack of interviews. In this study, I only

interviewed Dr. McCorkindale. Therefore, it is necessary to conduct multiple interviews with

similar leaders of both genders. In this way, it will help reducing the opportunity for gender

bias. Thus, this should be considered for further research on this topic.

Overall, the online survey has provided some significant information in this research.

The scholarly articles also be applied to this research. However, in the future, one should

consider conducting a bigger sample size of the survey. In this way, the researcher may have

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a higher opportunity to receive more special point of views. Last but not least, one should

consider how to get access to overseas scholarly articles in order to have a better

understanding of the research. Ultimately, these would be the benefit for both readers and

researchers.

Conclusion:

Based on research, we can see the idea that women have better communication skills

is not the most influential factor in the feminization of public relations in Hong Kong.

Indeed, Hong Kong’s unbalanced gender ratio is negatively and significantly impacting the

public relations industry. Moreover, the unbalanced gender ratio also further limits the

number of males who want to major in the communications area. Ultimately, it leads to a

feminization pattern emerging in the public relations industry.

How will the feminization pattern changes Hong Kong public relations industry in the

next few years? To understand the changes in Hong Kong public relations industry, further

and continued research are required. At least, we now understand that Hong Kong’s

unbalanced gender ratio is one of the most influential factors that leads to more females

going in to the public relations industry. Compared to other cities, gender ratio may not be

the most influential factor; however, it is no doubt that the feminization pattern is happening

in the public relations industry globally.

Most importantly, according to Ember, Sandra Sims-Williams points out: “We can sit

in rooms and talk to ourselves, but that does not change anything when you do not have men

in the room.”(Ember, 2016). Again, this is something that we should all think about. If the

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public relations field only has women perspectives, can you imagine what will happen in this

industry?

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Tables and Charts

Appendix A

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Respondents who agree women have better communication skills

1.

Women is more likely to express themselves

2.

Women is more involved in emotions and more caring in someways,

therefore, they might a better ability to communicate with others.

3.

Women attrack people that everyone won’t refuse

4.

Women are more sensitive

5.

They are more sensitive and love to use both verbal and nonverbal

communication when they communicate to others.

6.

Their 6 senses are stronger than men

7.

Since female are more attentive and emotional, they may have a

better skills for cope with emotional problems.

8.

More patience

9.

Genetic reasons

10.

From my experience

11.

Female tended to give a kind and polite impression.

12.

Because women is attentive

13.

As they are emotional and concern about the feelings of others

Note: Out of 49 respondents

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Appendix B

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Appendix C

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References:

[1] Chen, Te-Ping. "Hong Kong’s Gender Gap Grows." China Real Time 31 July 2012. Web.

[2] Cox, David. "Hong Kong's Troubling Shortage of Men." The Atlantic. 2 Dec. 2013. Web.

[3] Ember, Sydney. "For Women in Advertising, It’s Still a ‘Mad Men’ World." The New York

Times. 1 May 2016. Web.

[4] Fitch, K. & Third, A. (2010). Working girls: Revisiting the gendering of public relations. PRism

7(4):http://www.prismjournal.org.

[5] Geyer, Victoria (2009) "Public Relations: A role for women?," Proceedings of the New York

State Communication Association: Vol. 2008, Article 2.

[6] Khazan, O. “Why Are There So Many Women in Public Relations?” The Atlantic. 8 Aug. 2014.

Web.

[7] Martin, Tom. "With a Lack of Men Entering PR, We Need New Ideas for Recruiting." With a

Lack of Men Entering PR, We Need New Ideas for Recruiting. 21 July 2008. Web.

<http://www.prweek.com/article/1251779/lack-men-entering-pr-need-new-ideas-recruiting>.

[8] Melgin, Elina. "Gender Imbalance: Why Is the Female-dominated PR Industry Still Led by

Men?" IPRA. 23 Oct. 2013. Web. <http://www.ipra.org/itl/10/2013/gender-imbalance-why-

is-the-female-dominated-pr- industry-still- led-by-men>.

[9] Peters Sonja and Romy Froehlich. "Women’S Surge Towards PR Agencies: The Role Of ‘New’

Gender Stereotypes And The Organizational Context." Conference Papers -- International

Communication Association (2006): 1-28. Communication & Mass Media Complete. Web.

31 May. 2016.

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[10] Shaa, Bey-ling, and Elizabeth L. Toth. "Future Professionals' Perceptions Of Work, Life, And

Gender Issues In Public Relations." Public Relations Review 31.1 (2005): 93-99.

Communication & Mass Media Complete. Web. 31 May. 2016.

[11] Simorangkir, Deborah. "The Impact Of The Feminization Of The Public Relations Industry In

Indonesia On Communication Practice." International Journal Of Strategic Communication

5.1 (2011): 26-48. Communication & Mass Media Complete. Web. 31 May. 2016.

[12] Wu, Ming-Yi. "Gender And Cultural Influences On Expected Leadership Styles In The

Taiwanese Public Relations Field: Transformational And Transactional Leadership Styles."

China Media Research 6.1 (2010): 37-46. Communication & Mass Media Complete. Web.

31 May. 2016.

[13] Wu, Ming-Yi. "Perceptions About Male And Female Managers In The Taiwanese Public

Relations Field: Stereotypes And Strategies For Change." Public Relations Quarterly 51.3

(2006): 36-42. Communication & Mass Media Complete. Web. 31 May. 2016.