About this article

Read time:

4 minutes

Category:

Opinion, PR in the press, Sector knowledge

Flexible work policies, honesty, and inclusion – how the PR industry can better work conditions for all

Women have continuously dominated PR. According to a survey by the PR communications census 2018, women make up 66% of the PR workforce. This fabulous feminisation of PR has often been celebrated in fictional characters such as Sex and the City’s Samantha Jones and Absolutely Fabulous’ Edina Monsoon. Yet, as many try to hazard a guess as to the reasons behind the female dominance of the industry, traditional gender binaries are often reinforced: women are better listeners, women are better multitaskers, and women are more social. While these are all key attributes of the job, these arguments appear futile when we examine the positions women hold in PR leadership. A survey by PR Week in 2018 revealed that women occupy only 39% of PR leadership roles. The lack of women in directorial roles is not an issue isolated to the PR industry. The House of Commons Women in the Economy Briefing Paper 2021  reveals that, across the UK, 14% of men hold positions as managers, directors and senior officials compared to just 9% of women. It is vital that employers understand some of the key issues keeping women at bay from top-level positions and provide an accommodating work environment to help counter the gender imbalance.

Women’s entry to the office was a significant mobiliser in women’s liberation. As The Typewriter Revolution exhibition at the National Museum of Scotland reveals, women first entered the office space with the accompaniment of the typewriter, albeit to relieve men from menial tasks. Eventually, typewriters equipped women with the means to launch their own businesses, become financially independent and, fundamentally, gave them the means to campaign for the vote. However, women continue to make up the majority of employees in administrative and secretarial work in the UK, part-time workers in low-paid occupations and are statistically less likely to be in employment than men.

As we return to look at our PR industry, considerations must be made to what is keeping women from the top. Institutionally, we are not equipped with legislation that will help women achieve further success in the workplace. One key aspect to this is child-rearing responsibilities. Currently, the UK offers 52 weeks maternity leave for mothers yet just an optional one to two weeks for fathers. Naturally, women then take on more unpaid home labour and are often drawn to accept roles that offer flexibility rather than promotion.

If the pandemic has taught businesses anything, it is our ability to adapt. As we packed up the office last March and entered a world of uncertainty, flexible work was essential to ensure the well-being of staff and adapt to the added responsibilities of childcare and home-schooling. While the pandemic has had a catastrophic human and economic effect, it has nonetheless provided some lessons for the workplace. Just as the typewriter ignited a digital revolution that benefited women, more recent technological transformations have demonstrated that we are equipped with the resources to provide a more flexible environment for our workforce.

At Skout, a B2B PR agency , we have worked hard with our team to create an accommodating and inclusive work environment for everyone. We understand that flexibility is essential to well-being and, in-turn, has substantial benefits to work productivity. Our Flexible Work Policy allows staff to work from home and amend working hours to suit them when necessary. We are also keen to rid workplace taboos and create a space where staff feel listened to and provided for. As described by women across the globe in a BBC Business Daily podcast  , many women feel that the menopause is a workplace taboo and do not know how to initiate conversations around their needs when they go through such a transformational physical and mental experience. That’s why we have recently introduced our Menopause Policy. We commit to providing a workplace where women can articulate their needs openly and honestly. We commit to providing a work environment suitable for symptoms of the menopause such as cooled office space, private workspaces, and options to work remotely. As a team, we continuously hold discussions to ensure everyone’s needs are considered and help to contribute to a better working environment for all.

About this article

Read time:

4 minutes

Category:

Opinion, PR in the press, Sector knowledge

Are you in your measurement era?

Driving strategic storytelling with market trends reports

Browse more blog posts

Posted on
byClaire James
Have you ever been asked to demonstrate the value of your marketing budget to leaders within your business? You’re not alone. According to LinkedIn’s B2B Benchmark report, 76% of B2B marketers feel under pressure to prove return-on-investment in the short term while nearly half cite ROI as the most important metric when reporting to the CEO, CFO and other board...
Posted on
byHonor Williamson
Staying ahead of trends and understanding which stories are resonating with target audiences is integral to great PR. Given the volume of noise in today’s media, making use of tools can help reveal patterns, highlight relevant topics, and guide your content strategy. This is where the market trends report can be a real game-changer. Market trends reports provide insights into...
Posted on
byClaire Lamb
The Guardian announced last week that it will stop posting on X. According to the newspaper, the “benefits of being on X are now outweighed by the negatives.” It went onto say that “this is something we have been considering for a while given the often-disturbing content promoted or found on the platform.”  It’s clear that X has become a...
Posted on
byJack Snell
In today’s fast-paced business environment, every penny counts, especially whilst businesses are under immense pressure to justify every line of their balance sheets. This is where the important of measuring your PR activities comes into play. At Skout, we believe that effective measurement is the key to demonstrating a tangible return on investment in your PR efforts. We recently launched...
Posted on
byRebecca Brown
There are many brands out there that are typically associated with their consumer products, but their heritage actually lies within the B2B market. In most scenarios, the consumer side of the business has grown so big, that it can easily be forgotten that they also sell to a business audience too! GPS specialist and smart watch developer, Garmin, is a...
Posted on
byJack Snell
It’s evident that AI is becoming increasingly beneficial in the daily responsibilities of marketing and PR professionals. Whether it’s streamlining processes or eliminating mundane tasks, there seems to be an AI software tool for everything. But with advancements in AI seemingly happening every day when we log on to work, sometimes it can be hard to keep up, or even...
Posted on
byJack Snell
With summer in full swing, we thought this was the perfect opportunity to have a little fun! Take our quiz and test your knowledge – a perfect excuse to take a well-earned break (we know you marketers are very busy 😉). All answers are at the bottom (no cheating!) And please do let us know your score. PR & marketing...
Posted on
byClaire James
I recently attended a leadership training course where we were asked to define our leadership style and our core values. We were guided through this exercise during the course but it got me thinking about my core values – the things that, when challenged, can prompt a physical reaction and an emotional response. It didn’t take me long to work...
Posted on
byClaire James
The construction sector has long struggled with issues around insolvency. This could, in part, be due to the fact that there are so many sole traders and small firms out there sub-contracting that have struggled financially with the Covid-19 situation and then with the supply chain price increases. But the industry has been sitting at a rate of between 750...
Posted on
byJames Weaver
The fintech industry is renowned for its innovation. In a highly competitive and fiercely contested landscape, connecting with your target audience is crucial, especially when aiming to penetrate a market as dynamic as the UK’s. Therefore, leveraging the power of PR can be a game-changer for your fintech business. Here, we detail how B2B PR can help your fintech brand...

Get in touch

Skout
11 Market Place
Macclesfield
Cheshire
SK10 1EB
Send us a message
Name(Required)

Send us a message