Gender regime in pr agencies: The gap between the expectations and experiences of graduates of communication faculties

As the scope of the public relations profession has expanded, the need for gender equality has become more important. Considering the impact of public relations on shaping social norms, a more egalitarian gender regime in the sector can both enhance the reputation of the profession and contribute to positive changes at the social level. This study aims to examine the overlaps and differences between the experiences and expectations of recent communication faculty graduates in public relations agencies and to understand how these experiences and expectations are shaped by gender. In the study, qualitative in-depth interviews were conducted with 10 recent graduates (five women and five men) working in public relations agencies in Istanbul. The research findings show that there are significant differences between gendered expectations and experiences in the public relations industry. Despite their large numbers in the sector, female respondents experience difficulties in accessing leadership positions and are subjected to forms of discrimination such as invisibilization, mansplaining, dress code pressures, and subordinate positioning in client relations. Male participants, on the other hand, think that individual competencies are effective in career advancement, but they think that male employees face heavier physical workload and a harsher management approach. Views on positive discrimination differ among the participants, with women seeing these practices as both empowering and reinforcing traditional roles, while some men say they create disadvantages for them. Moreover, while women are more likely to question the inadequacy of mechanisms to combat gender-based discrimination, men have limited knowledge of these mechanisms. This suggests that despite the feminization of the sector, women still face more obstacles than men in reaching managerial positions and that more inclusive policies are needed. Keywords: Public relations, Public relations agencies, Public relations professionals, Gender regime, Gender equality