Our lecturer participated in conducting the first research on the position of women in public relations in Croatia, which is part of a European project.
The head of three graduate studies , Assistant Professor Mirela Holy, PhD, from VERN' University, has recently made an academic contribution through her professional work to eliminating gender stereotypes and improving the position of women in the public relations sector in Croatia.
Our lecturer, together with communications advisor and expert Mirela Polić, conducted the first research on the position of women in public relations in Croatia, which was part of the "Women in Public Relations" project of EUPRERA, a European association that brings together scholars working in public relations.
The research results indicated the continued existence of gender stereotypes and the difficulty in realizing career prospects for women, but also the existence of different leadership patterns among women in managerial positions.
Research highlights:
- Research has shown that there are two leadership patterns: (1) male leadership patterns and a direct communication style, (2) female leadership patterns and a combination of male and female communication styles.
- women are often exposed to gender discrimination (they are exposed to negative comments and actions and often have to behave differently to be taken seriously)
- most participants do not recognize women in higher positions as role models
- Women in the Croatian PR industry have long working hours, are more often exposed to work-life imbalance, and do not have equal opportunities for career advancement.
The complete research results are available at this link, in PDF format .
