Gender effect in Russian public relations: A perfect storm of obstacles for women

Elina Erzikova, Bruce K. Berger

Research output: Contribution to journalArticlepeer-review

10 Scopus citations


This study uses a model of excellent public relations leadership to examine gender differences in perceptions of professional leadership among Russian public relations practitioners. Analysis of a quantitative survey and qualitative interviews indicate that Russian women place greater importance on leadership than Russian men. However, female practitioners seem hesitant or unable to take a leadership role due to a perfect storm of gender effects: existing societal and professional gender stereotypes, male-dominated societal and organizational culture, and lack of support from educational programs and professional associations, among others. While experiencing this perfect storm, female professionals assumed a traditional gender role rather than a professional leadership role. In addition, those women who were top leaders in organizations did not necessarily desire leadership nor saw themselves as leaders in the communication field.

Original languageEnglish
Pages (from-to)28-36
Number of pages9
JournalWomen's Studies International Forum
StatePublished - May 1 2016


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