Women Influence on The Practical Role of Public Relations in Iskandar Malaysia Region

Abstract

The role of Public Relations (PR) practitioners is often associated with the extent to which a person is able to carry out his/her responsibilities effectively. Previous studies have often linked the field of PR stereotypically to a career of women rather than men (Niel, 2016; Place, 2015). Public seldom give a negative perception towards the role of women's PR. Therefore, the aim of this study is to find out recent development of the role of women's PR, especially in Iskandar Malaysia. The effort is to learn the real phenomenon of women carries out their duties as PR practitioner. This qualitative study will further explore the issue by phenomenological approach using in-depth interviews among PR practitioners in Iskandar Malaysia. The results of the study has discovered that the importance of the attitude of women’s PR is very important in implementing their relationship with society. They were found remains tightly knotted to their role as technicians rather than managers although without gender competitions. This study is expected to contribute to future improvements in the field of public relations (PR).

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Women Influence on The Practical Role of Public Relations
in Iskandar Malaysia Region
Shahrul Amir A. Rahim, Mohd Nasir Markom, Syed Agil Alsagoff
To Link this Article: http://dx.doi.org/10.6007/IJARBSS/v11-i12/11520 DOI:10.6007/IJARBSS/v11-i12/11520
Received: 20 October 2021, Revised: 22 November 2021, Accepted: 01 December 2021
Published Online: 18 December 2021
In-Text Citation: (Rahim et al., 2021)
To Cite this Article: Rahim, S. A. A., Markom, M. N., & Alsagoff, S. A. (2021). Women Influence on The Practical
Role of Public Relations in Iskandar Malaysia Region. International Journal of Academic Research in
Business and Social Sciences, 11(12), 160–180.
Copyright: © 2021 The Author(s)
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Women Influence on The Practical Role of Public
Relations in Iskandar Malaysia Region
Shahrul Amir A. Rahima, Mohd Nasir Markomb, Syed Agil
Alsagoffc
a,bAzman Hashim International Business School, Universiti Teknologi Malaysia,
81310 Johor Bahru, Johor, Malaysia, cDepartment of Communication, Faculty of Modern
Language and Communication, 40450 Serdang, Selangor, Malaysia
Corresponding Author Email: yayajehan@yahoo.com.my, nash7546@gmail.com,
agilsa@hotmail.com
Abstract
The role of Public Relations (PR) practitioners is often associated with the extent to which a
person is able to carry out his/her responsibilities effectively. Previous studies have often
linked the field of PR stereotypically to a career of women rather than men (Niel, 2016; Place,
2015). Public seldom give a negative perception towards the role of women's PR. Therefore,
the aim of this study is to find out recent development of the role of women's PR, especially
in Iskandar Malaysia. The effort is to learn the real phenomenon of women carries out their
duties as PR practitioner. This qualitative study will further explore the issue by
phenomenological approach using in-depth interviews among PR practitioners in Iskandar
Malaysia. The results of the study has discovered that the importance of the attitude of
women’s PR is very important in implementing their relationship with society. They were
found remains tightly knotted to their role as technicians rather than managers although
without gender competitions. This study is expected to contribute to future improvements in
the field of public relations (PR).
Keywords: Public Relations, Job Roles, Gender, Feminist Theory
Research Background
This study discusses the involvement of women in Public Relations (PR) industry in which
the professionals are basically quite skeptical about gender issue to give a deeper
knowledge of one complexity to form understanding. However, there is no denying that
there is still confusion about the definition of gender which is still debated to this day
although many pro-feminist researchers often criticize the issue of discrimination in
social relationship when practicing gender especially in the PR structure (Place, 2015;
Daymon & Demetrious, 2014; Aldoory, 2005).
Focusing on the consideration of women practitioners in the PR industry, the practice of
community relations is a female activity as it is estimated that about 70% of PR
practitioners in most western countries are women (Petrovici, 2016; Edwards, 2009). For

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countries like Indonesia, the PR industry is mostly dominated by women. While in
Taiwan, 78% of PR practitioners are women and in Australia, women PR covered 73% of
the industry (Pheung 2018; Simorangkir, 2011; Fitch & Third, 2010; Wu, 2009). The PR
profession will continue to be the field of "white lily" women (Brown, 2019; Vardeman-
Winter & Place, 2017) because for more than two decades, there have been more
women than men whereas more than 80% of students in most PR programs are women
(Brown, 2019; Daughtery, 2014; Bardaro, 2009). This field is generally dominated by 2/3
women, and it is still seen as part of the 'pink' industry. Overall, it can be said that the
dominance of women in this field has long existed (Ertem, 2019). However, so far no
figures have been mentioned for the number of male and female PR practitioners in
Malaysia (Pheung, 2018). In order to get the real figure, it needs to be done in
collaboration with PR professional bodies in Malaysia and internationally (Ahmad & Idid,
2020).
Future research should look into the trend of equality of women in the PR industry more
closely and explore why there is a continuing inequality of women in the PR industry
(Topić et al., 2020). Gender is not only a statement of social differences between men
and women, but also related to groups of subjects whose social roles are more
determined by their sexual or biological differences. That is why gender stereotyping
problems need to be solved (Place, 2015; Shields, 2008; Yuval-Davis, 2006). The issue of
gender socialization of PR practitioners also influences the role and opportunities of
career enhancement as well as perceptions of women's ability to integrate between
work responsibilities and household duties (Place, 2015; Jiang and Shen, 2013; Aldoory
et al., 2008; Aldoory and Toth, 2002; Grunig et al., 2001; O'Neil, 2003).
However in Malaysia, the number of women participating in this profession has
gradually increased. Women working in the PR industry are always striving to improve
themselves by gaining important qualifications. The entry of women in the PR industry
has risen for decades even though men still dominate the management positions
(Manickam, Chin & Ayub, 2016; Wu, 2009). This notable change can be seen as female
PR practitioners are increasingly being promoted to lead the PR department, it seems
that the glass ceiling seems to be break (Pheung, 2018).
Research Question
•
RQ1: Why are the characteristic plays an important factor to develop women’s PR
practitioner of Iskandar Malaysia?
•
RQ2: How is the real phenomenon of the role of women's PR in Iskandar Malaysia
on the social relations?
•
RQ3: To what extent is the role of women’s PR in the organization between
management and technical tasks?
Objective of the Study
•
Objective 1: To identify the characteristic that plays an important factor to develop
women’s
PR practitioner of Iskandar Malaysia

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•
Objective 2: To understand the phenomenon of the role of women’s PR in Iskandar
Malaysia that is closely related to social relations
•
Objective
3: To study the role of women’s PR the organization between the
management and technical tasks
Purpose of The Study
The aim of this study is to find out recent development of the role of women's PR,
especially in Iskandar Malaysia. The effort is to learn the real phenomenon of women
carries out their duties as PR practitioner. This qualitative study will further explore the
issue by phenomenological approach using semi structured in-depth interviews among
10 PR practitioners from the agencies in Iskandar Malaysia.
T
his study applies Grunig’s theoretical framework of excellence theory. A study from a
feminist perspective and a theoretical model of public relations practice that reveals the
experiences of PR practitioners in the field. Using a two-way symmetrical model as the most
ethical and most successfully implemented by women. Therefore, the interview questions
have been integrated with the theory to construct the findings.
Literature Review
Basically, the majority of PR industry comprises of women practitioners (Pheung, 2018).
This PR issue involves quite a lengthy discussion in generating real meaning. It plays a
role in influencing power, hierarchy and requiring agreement between individuals in
society (Place, 2015; Daymon and Demetrious, 2013; Demetrious, 2008; Weaver,
Motion & Roper, 2006).
According to Topic et al. (2020), if we can review the development from 1980 to 2020
Salary (Van Slyke, 1983; Cline, Toth, Turk, Walters, Johnson & Smith, 1986; Miller, 1988;
Toth, 1988; Dozier, 1988; Singh & Smyth, 2000) and glass ceilings (Broom, 1982;
VanSlyke, 1983; Scrimger, 1985; Cline et al , 1986; Pratt, 1986; Dozier, 1988), it turns
out that many changes occur to gender discrimination. Previous studies have focused
more on biological-gender differences (women and men). The study of women in the
field of PR began in 1980 where the issue of gender discrimination became a priority.
Since then, there has been an expansion of the theory and study of women as a sub-
discipline of PR scholars especially the existence of conflict between liberal
and radical
feminists.
During 1990s, women’s studies have begun to tend to use symmetrical
communication over
men and more considerate practices, negotiation styles and community relations if we
look at it from a non-technical management role perspective. This has to do with radical
feminist theory, which traditionally argues that men and women are different
and that
women’s privileges should be praised rather than used to affect women’s prospects
(Topic et
al., 2020; Rakow & Nastasia, 2009; Grunig, 2001; Daly, 1973).
The liberal feminist perspective further analyzes issues such as glass ceilings and pay
gaps, job discrimination where in fact most women in organizations are in technical
positions, lack coaching and lack of strength. Radical feminist perspective is more likely

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to analyze the diversity in PR, direction, opportunities for women, the unique woman
who has different ways to do things and criticism of liberal feminism that does not solve
the problem of women. Theoretical development is involved with PR organizations and
analyzes the position of women in the organization. This is clearly related to the liberal
feminist perspective as it is closely related to women advancing in their careers. In
addition, scholars involved in the development of feminist society relationship theory
and professionalization of the field are often associated with the position of women
(Topic et al., 2020). One of the main ideas behind liberal feminism is that it will be
successful politically and socially when the same thing is done either both genders to
the public (Krugler, 2017). Much of the research done on women in PR comes from
perspective liberal feminists who focus heavily on glass ceilings, salary gaps, career
opportunities and career barriers for women. Radical feminism argues that women and
men are fundamentally different and these differences are then translated as examples
of differences in communication styles, leadership styles and even influencing
interactions within organizations (Topic et al., 2020; Rakow and Nastasia, 2009).
According to feminist theories on the exploration of constructing social gender in PR,
feminist PR scholars have criticized research, policies and practices showing that women
do not follow the masculine norms of society. Instead they have promoted the
empowerment of women by ‘challenging the status quo, social norms that have
degraded women, and calling for action towards equality’ (Place, 2015; Toth & Cline,
2007). Men are often perceived as more dominant, strong, and powerful while women
are more stereotypical or ‘feminist’ and caring (Place, 2015; Aldoory & Toth, 2002; Hon,
1995). Over time, women's socialization has eroded appreciation of femininity such as
the loss of caring, undervalued and inappropriate role in the role of 'technician' and
subsequently discrimination (Place, 2015; Aldoory & Toth, 2002; Grunig et al., 2001; O '
Neil, 2003; Aldoory & Toth, 2002; Hon, 1995). Various researches have based the basis of
the study on feminist theory to revise the situation of women PR. Based on the
perspective of feminist theory, it investigates the reasons behind the stereotypes of
women's practitioners' organizations because of their low potential in management and
only suitable for low-level technical jobs. It also explores the application of masculine
traits among women practitioners striving to advance and rise in the corporate hierarchy
of organizations (Pheung, 2018; Aldoory, et al., 2008; Golombisky, 2015; O'Neil, 2003;
Umeogu & Ifeoma, 2012; Vardeman Winter & Place, 2017).
Gender and racial or ethnic diversity in the PR profession actually depends on proactive
strategies and tactics that will further enhance this career diversity (Brown, 2019). Studies
on gender and leadership in PR have found that in theory, both sexes are equally capable
of being leaders in the field of PR. There is a perception that women are unable to lead
or are not important even though the majority of professionals are women. A female
leader must demonstrate masculine leadership. Their difficulty may be in response to a
patriarchal culture that tends to men who regard technical (subordinate) roles as normal or
“natural.” Instead men should take action and communication requires a lot of
flexibility. They have a tendency to work with the same gender and dominate initiatives
in PR (Erzikova, 2016).
Traditionally, women are more likely to take on management and technical
responsibilities even as they advance in their careers. Women meet “secondary or direct

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management activities combined with counselling roles and more senior policy makers".
The role of PR managers and communication technicians has been supported through
factor analysis by many studies, however this typology fails to fully reflect the experience
of women in PR (Neill & Lee, 2016). PR is not a" neutral gender job, and women can
capitalize their beauty”. The field of PR is dichotomy whereas men in vocal minorities,
working with women whose majority is silent. Women are suitable to act as technicians,
not as PR managers. The media has fostered a gender image as a community relations
leader by focusing on conflicts within and outside the organization. Using the metaphor
of war, women as soldiers are unable to organize combat strategies like male officers,
there is a strong belief that men lead this industry (Erzikova, 2016).
Women in terms of social relations are not advanced towards management positions
even when women do some management tasks, they also perform more technical roles
than men. Gender differences are significant as more women participate in strategic and
tactical activities in the social sphere. Women are more likely to participate in active
social media communication although there is no difference between men and women
in terms of how often they engage in management activities related to social media.
These findings are in line with previous studies on the role of social relations showing
that women “do it all” (Neill, 2016). However, there is an issue of whether PR women
need to behave like men (masculine) to get attention and progress (Pheung, 2018). In
fact, women claim that the practice of discrimination by men causes a weak desire of
women to lead in this profession. They believe that successful professional women are
stuck between career and family happiness because they do not have a personal life and
receive a low salary especially the conflict of perceptions about the role between
husband and wife to build a family. They will be ‘victims’ of conflict between male
colleagues, bosses and related to issues of pride and efficiency (Erzikova, 2016). Women
who return to work as PR after childbirth, are often offered lower positions or ranks.
Women with a degree need to remain in the organization for an average of five years if
they want to be promoted to senior management (Muturi, 2019; Dozier, Sha & Okura,
2007).
In contrast to male PR practitioners, they often placed in more prominent positions of
responsibility in monitoring management, formulating organizational strategies and
being a consultant to top management. Meanwhile, the role of women is less important
such as data collection, media calls, news release writing and event management
(Pheung, 2018). Significant differences between the female-majority PR industry and
the male-dominated management trend have been proven by PR researchers for years.
Significant differences between women and men can be seen in the PR department of
organizations, PR manager positions are given to men, and even management positions
are mostly handled by men (Pheung, 2018; Aldoory, 2005; Fröhlich & Peters, 2007;
Dozier & Broom, 1995). Given the diversity of the workforce is considered the
responsibility of PR then it is important to study how employers need to look at diversity,
the possibilities they support it and what is the role of PR in the organization (Muturi,
2019). The question arises as to what employers' perceptions of the most important field
of competence especially in social media for university graduates entering the workforce
(Sutherland, 2020).

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As in contrast, the majority of men in the field of PR consider the field to be feminine
and men working in the field need to adapt their behaviour to suit women. With the
increasing number of women in PR, it is important to look at the number of women in
leadership positions in the field (Krugler, 2017; Pompper & Jung, 2013). However, on
the other hand women think that gender factors have greatly influenced the challenges
and career success that they specifically face. Including their challenges to promotion
barriers as well as salary and representation inequalities in leadership roles (Krugler,
2017). Compared to men, it was found that women are more likely to experience more
satisfaction especially their experience, education and social. Studies show that female
students typically gain more classroom experience and gain more valuable leadership
experience (Brown, 2019). However, there are still many female PR graduates and
practitioners who do not reflect on their position in the management and leadership
positions of the organization, most of which are still held by men (Pheung, 2018).
Overview of the Development of Women's PR Study Issues among Countries
In the United States, studies on "PR feminization" have shown that the increasing
percentage of women in the activity sector indicates that gender inequality exists in the
PR sector, resulting in lower wages as well as declining professional status as a result of
men with drawing from this activity (Petrovici, 2016; Mogel, 2002; Verhoeven & Aarts,
2010; Choi & Hon, 2002; Daymon & Demetrious, 2013; Rotman, 2001). The role of
women began in the 1800s and 1900s in an effort to diversify their roles and expand
their rights. Among them is the National Organization for Women (NOW), which is a
struggle for the right to vote in the United States. This was the effort of dedicated
women who dared to oppose injustice in society at that time. This movement
encouraged women to take and preserve the responsibilities of men who were far from
their homes on duty in the war. The public sees PR efforts in the work of women activists
who work tirelessly to bring about social change. Women are considered pioneers of
community relations as their job to expand their reach
on voting rights and other
equality issues involving publicity campaigns, funds and advocacy. These women
pioneers fought for their right to be fair wives, mothers, and active members of society.
Although the lifestyle they lead has not yet been normalized in our society until the
women's suffrage movement, large coverage of their stories in history books will
motivate women in the pursuit of this career and lifestyle (Waters, 2019; Crawford,
2001).
In the United Kingdom, the feminist movement reflects the growth of feminist practices
in the PR industry. Feminism in popular media and culture, a new feminist awareness
emerged among the generation of senior women in the PR industry in the UK. This
question is relevant now because historically, the PR industry in the UK has been
characterized by the rejection of sex discrimination and gender employment and the
lack of feminist awareness among female PR practitioners. This literature is useful in
examining the complex relationship between neoliberalism and feminism, as well as
neoliberalism and post feminism, and offers a way to analyze women's discourse. PR
practitioners in the UK in the 1970s and 1980s, demonstrated a level of self-confidence
and ‘hard’ self-efficacy in overcoming career barriers such as misogynistic counterparts
and gender inequality (Yeomans, 2019; Yaxley, 2013; L’Etang, 2015).

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In Bahrain, the increasing number of educated women in PR raises questions about
practice, stereotypes and professionalism. Although the majority of PR graduates are
women, there are no studies analyzing the impact of education on stereotypes and the
role
of Bahraini women’s leadership in Arab culture. It is found that women face several types
of
challenges in their work in Bahrain such as cultural problems, corporate environment,
relationships with colleagues, personal life, and social dominance (Ertem et al., 2019;
AlSaqer, 2008). The main challenges faced by PR women in Bahrain are from a cultural
perspective, corporate environment, relationships with colleagues, organizations as
social dominance and marginalization of community relations functions. Bahrain has
significant implications for the theoretical understanding of “power” in PR literature
because it looks at PR theory from a cultural standpoint (AlSaqer, 2018; AlSaqer, 2008).
In Turkey, around 1970s most foreign companies had PR departments in Turkey, in the
late 1980s and especially in the 1990s, most Turkish private companies also had PR
departments. Meanwhile, only a few studies conducted in Turkey on the situation and
importance of women in the field of PR, should be made a recent assessment of the role
and place of Turkish women in the field of PR. The fact that women work more as
technicians while men work as executives in this sector and salaries are two major
problems (Ertem et al., 2019).
In Russia, public relations is best described as women's work (Alsaqer, 2018; Tsetsura,
2011). In studying gender differences on the perception of professional leadership
among Russian PR practitioners, it was found that Russian women were more concerned
with leadership than Russian men. However, there is still evidence of gender inequality
in the division of powers in the PR profession in Russia. Russia is actually still a traditional
society that equates power or leadership with men while giving women roles as
household managers (Erzikova, 2016; Ochirova, 2011).
In Croatia, many research studies show that women face many obstacles in their jobs
(lack of professional and private support, the effect of glass ceilings, unequal pay, etc.).
However, the need for exploration of the attitudes and opinions of women in the PR
industry on work culture especially networking, workplace interaction, dress code,
gender 'bias', as well as their ability to see other senior women as role models is needed.
It is impossible to work and thrive in the PR sector and have time to raise a family (Polić,
2020).
In Romania, the study focuses on the PR dimension and the perspective of women to
identify what is meant by community relations for women working in this sector.
Managing problems, supporting managers to obtain good information and responding to
public opinion demands, defining and highlighting management responsibilities to
anticipate environmental tendencies and using research and communication based on
ethical principles as the main tool of employment. Women's orientation towards the PR
sector is a consequence from the increase in community relations in recent years which
continues to show the highest position. PR practices are ultimately recognized as
feminine activities because PR is a propaganda domain that offers a variety of
challenges, such as building strategic relationships and the spirit of initiative (Petrovici,
2016; Harlow, 1976).

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A study on the PR profession among African Americans found out that Caucasian women
have strong strengths that make African American men in a dilemma. This factor is due
to the fact that they do not have many African American male friends to provide support
and friendship. Barriers are due to the fact that they do not have role models successful
and mentors in the field and no leaders can help advance their careers (Wallington,
2020).
In some countries like China and Thailand, public relations is seen pejoratively
(degrading) only as a female profession in some countries, or unwanted. The perception
problem of "Miss Public Relations" in China refers to equating public relations with
young and beautiful women who lack training and professional skills and these women
work in PR agencies to maintain "guest relations" organize activities and take care of
customers and guests. In some specific contexts of conversation, "the title 'Miss' is
subject to a subtext implicit prostitution" in Chinese (Sommerfeldt & Kent, 2020). PR
practitioners play a specific role in their organization because they are more motivated
by the inspiration of others to fulfill their responsibilities than their own desires. The
majority of society is still influenced by traditional gender stereotypes. This role has
existed for a long time based on the notion that social behaviour is adopted (Pheung,
2018; Choi & Hon, 2002).
If we highlight the developments from 1980 to 2020, it turns out that many changes
have taken place on gender discrimination. Previous studies have focused more on
biological-gender differences (women and men). Issues of priority such as gender
discrimination, salary issues, glass ceilings and technical assignments (Krugler, 2017).
Women are actually still tied to technical tasks such as data collection, media calls,
writing news releases and event management. Since then, there has been a theoretical
conflict between liberal and radical feminists. While in the 1990s era there was an issue
on symmetrical communication between the sexes (Topic et al., 2020).
As in other countries, the issue of women's PR is also affected by the polemic that women
do not need to be at the forefront of management. Women are often victims of conflicts
between male and female assignments (Erzikova, 2016). Countries that are still strong
with culture and tradition as in the Arab countries still practice this culture. There is only
a little relaxation in some countries that gives women freedom. However, women still
hold on to technical tasks (Ertem, 2019; Alsaqer, 2018).
However in Malaysia, the issue of gender as debated by scholars is almost invisible. The
results of this study proved that there are similarities in terms of promotion
opportunities and other remuneration between men and women. In fact, in the field of
PR in the Iskandar Malaysia Region has shown that women are more dominant in this
field. Corporate culture in the organization plays an important role in shaping the
personality and characteristics of a PR practitioner. Educational background, skills,
experience and attitude are the basis for the selection of PR practitioners in
organizations in the Iskandar Malaysia Region. Indirectly, this study also supports
Pheung (2018) view, issues on feminism theory, ceiling glass and discrimination are no
longer the main topic because the role of women's PR in Malaysia has reached its
equilibrium level. Competition is now seen to be more open and educational;

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management and income opportunities are no longer the focus of the problem.
In fact,
the phenomenon of women's PR in Iskandar Malaysia is more described as competitive,
experienced and has characteristics. PR practitioners should do a lot of consulting
activities but in Iskandar Malaysia the role of women PR is qualified to take over the
position of men and they are able to perform the task. However, there are still those
who are still skeptical among employers about the ability of women as managers
because the stereotypical view that puts women only qualified to perform technical
tasks. Therefore, the position of PR manager is still dominated by men.
From the results of research on the development of women's PR around the world can
be concluded in some of the following study issues:
The Role of Women's PR between Feminine and Masculine
Organizations have always been a masculine world where women are expected to be
feminine (Waters, 2019; Saval, 2015; Bourdieu, 2007). Often there is a conflict between
the male-dominated work culture and the prevalence of women in the issue of
managing and caring for the family. PR jobs need a feminine nature to soften mutual
tension and resolve tight situations. But management tasks involve external
relationships and employee
interactions, where the nature of assertiveness, confidence
and masculine courage are paramount. This trait increases the chances of progress
because being in management requires firm consideration to lead the team better
(Pheung, 2018).
The PR Role of Women as Technicians
Velvet Ghetto study reports that women choose themselves to be technicians and thus
expect payment lower than the men mentioned in the second report ‘Beyond the Velvet
Ghetto’ (Waters, 2019; Toth and Cline, 1989). In addition, public relations is conducted to
provide information to the public, the press attention to the organization, and not as a
management function which requires the construction of problem-solving skills
(Petrovici, 2016).
The Role of PR Women in Society Relations
The main role is the society relations as a “responsible function for establishing and
maintaining relationships with society” (Petrovici 2016; Grunig, Toth & Hon, 2001). The
dominance of women has long been a situation in this sector and this leads to the perception
that community relations are women’s work. University’s scholars have conducted a specific
study on PR and considered it as female occupation (Ertem, 2019). Public relations is an
emotional job and more appropriate for women. Another reason is the fact that women are
better at jobs that require social skills (Ertem, 2019). The stereotypical view of women as
‘natural birth communicators’ is often defended. While women assert their superior
communication, skills compared to their male counterparts, by doing so they ‘simplify’
communication and other PR skills such as the organization and time management inherent
in women’s biology, thus potentially placing themselves as limited in other ways (Yeomans,
2019; Fröhlich, 2008). Personal branding may be one of the methods used by women to
isolate themselves in the workplace, as the brand gives the impression of a superior woman
or prospective employer as a professional woman (Armstead, 2015).

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Developments on Women's PR in Malaysia
PR has been recognized as a formal field in Malaysia. Its main function is to provide
information to the public and assist the country's development strategy. This makes the
organization in Malaysia need professional communicators. As in other countries, more
women have entered the PR profession. Although 30 percent of women joined the
industry in 1977, in 2018 the percentage has increased to 60 percent. Women entering
the field of PR is a manifestation of women to their presence in other field e.g medicine,
engineering or banking in Malaysia. More and more undergraduate students are now
choosing PR careers and are also a trend in other countries. Studies show that an
increasing number of graduates and women make PR their career. However, the
percentage of professional PR practitioners who are members of local or international
PR bodies is still low (Ahmad & Idid, 2020; Kaur & Shaari, 2006; Kaur, 2002; Taylor, 2000).
Significant progress has been made in gender equality and women's empowerment in
Malaysia. Gender inequality in the country has decreased with improvements in health,
education, economic activities, and women's empowerment. The increase in social
infrastructure, accompanied by rapid economic growth, also provides a possible
environment for the reduction of gender gaps. One challenge, however, is to increase the
share of women in higher professional positions. Others are related to the increasing
participation of Malaysian women in political life at all levels that a challenge still faced
by the most mature democracies (Pheung, 2018). The view that Malaysian women PR
facing bias in their daily work, and there is no shortage of promotion opportunities in
workplaces, generally they are not stereotyped, weak communication efficiency is
unsupported. In their study of Malaysian PR practitioners, sought to examine the
comparison of job-roles between the sexes: male and female practitioners, as well as
whether their salaries and career prospects differ as a result of organizational bias. On
the other hand, for gender-feminine differences based on gender, there is little study
from the Asian context; one that features a study of Taiwanese PR practitioner
leadership styles, in which the masculine gender traits significantly predict the
management style of PR and male and female organizations (Pheung, 2018; Manickam
et al., 2009).
In Malaysia, gender bias does not occur due to cultural diversity and company policies.
Women working in the PR industry strive to improve themselves by gaining important
qualifications in the hope of getting a better job. Any female PR practitioner with similar
abilities can get equal opportunities in the organization. Men are more likely to make
important decisions where most female PR practitioners have better skills in
communication, planning, and implementation but not in decision making (Manickam et
al., 2016). Studies show that in the feminist Malaysian PR industry, women practitioners
now lead management positions in most PR departments of the organization. However,
the 'echelon' which is a characteristic of leadership in the organization continues to
favor men for senior management positions. These leadership characteristics include
age, work experience, educational background, socio-economic background, and
others. There are similar opportunities that are balanced and beneficial to PR
practitioners. However, women continue to be neglected for senior management
positions as they face work-family burdens. This reflects the fact that female
practitioners are burdened twice when career choices and family facts collide.

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Coordinating family life and motherhood is a complex issue between commitment to
the company and customers (Pheung, 2018).
Methodology
This phenomenological approach based on in-depth interviews among 5 women and 5
men PR practitioners, using a semi-structured interview protocol. The target group of
the study consists of PR practitioners from agencies in the Iskandar Malaysia Region. The
aim of the study is to find out specific views in the field about the real phenomenon of
the aspects of women’s PR in the organization in Iskandar Malaysia.
Data collection techniques and procedures as well as data analysis are among the
important processes in conducting research such as through interviews, observations
and analysis of documents (public records, personal documents and physical materials).
Identifying the types of research problems and decide on the tools that used to collect
data of an individual nature. Data will undergo a transcription process to describe
meanings. The study of data is a critical aspect of a scientific methods (Othman, 2015).
Research Findings
The study participants were asked with 3 major research questions related to the most
important criteria that make up a female PR practitioner in Iskandar Malaysia Region,
the phenomenon of the role of female PR closely related to the relationship with society
and the role of female PR in management and technical function in the organization.
The initial survey is to study the reasons why many PR practitioners hold by women
rather than men in Iskandar Region. The results shown that most PR practitioners in
Iskandar Region are mostly monopolized by women. The position of head of department
is dominated by women while only a handful of organizations are found by men. This is
based on its role in the organization or priority of communication methods or
management style of a person that influences management tendencies. From the
results of a survey of members of the Iskandar Malaysia Corporate Communications
(IMCC) affiliate, out of a total of 62 PR practitioners, 42 were women or 68% while only
20 were men or 32%. This shows that women are more dominant in PR careers in
Iskandar Malaysia. When asked for the views of participants from different demographic
backgrounds, each has a different opinion. Among the views on why there are more
women in Iskandar Malaysia, is due to the superior nature of women who are seen as
more diplomatic in communication.
Among the feedback of the interview participants stated that the reason is because the
PR profession is still tied to the real role as a 'technician' which is related to media
relations, preparing media statements and public complaints. Only a small part involves
the role of management. About the most important criteria that shape the role of
women's PR is attitude. The average clearly explains the importance of the attitude of
PR practitioners.

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RQ1: What are the most important criteria that make up a PR female practitioner in
Iskandar Malaysia Region
?
Professionalism is often associated with the more general principles and standards of
professional life that are between occupational or organizational professionalism
(Asunta, 2016; Evetts, 2009; Noordegraaf, 2007; Evetts 2003). Moral responsibility is a
symbol of the behaviour or attitude of professionals and what suits their position in
society. They formally need to state what professional moral obligations are and what
behaviours are appropriate
and what are inappropriate (Asunta, 2016; Lee, 2012).
There is a clear differences between the form of attitude and nature of a PR candidate
that is between extrinsic values that can be seen through the attitude and intrinsic
values that can be detected through its nature. Not only is it judged through its exterior
but also internally. This reflects an employer's priority over the selection criteria of a PR
candidate in their organization.
“..I do not feel that gender selection is a priority because both have a balanced quality.
What is important is that the behaviour of a candidate is more valuable as long as there
is a desire to learn and improve their work… " (Participant A1, PR General Manager, 53
years old, male)
The behaviour of PR practitioner does reflect the professionalism that is according to
standards of professional conduct. The employer is more concerned about behaviour
rather than other factors. Motivational and ability balance are very important during the
learning process.
"
.. PR career is often described as a field dominated by women because some
employers do not understand what the real PR role is. That does not lie in appearance
but in fact it is behaviour. As employers, they need to study the character of a PR
candidate.." (Participant A2, Government Strategic Communications Officer, 32 years
old, male)
Some employers overlook the importance of one’s skills and consider women easier to
deal
with. PR ethics is consider as one accepted standards and principles of behaviour. It is
important for employers to weigh between candidate's abilities and attitudes compared
to its gender.
“..I think PR selection is not related to a person's gender, but more to his character and
general knowledge. In addition to writing skills and specialized knowledge in
communication.." (Participant A5, Communication Executive, 40 years old, female)
Good character comprise of communication skill and ability to develop connection to
gain audience responsiveness. Employers appreciate someone who knows how to
diversify their skills to meet the needs of their job.
It turns out that the most important criteria that make up PR practitioner in Iskandar
Malaysia Region is about attitude. Despite having good skills and knowledge, the
attitude criteria of an individual is more priority in the organization. The question of

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whether women need to be masculine to compete with men is also not a major issue
because women do get equal opportunities with men due to the relatively low number
of men in the field of PR in Iskandar Malaysia. In reality, it is found that many women
hold high positions in the corporate sector.
RQ2: How is the real phenomenon of the role of women's PR in Iskandar Malaysia on
the social relations?
PR is considered as a career of women because of the nature of its relationship with
society and there are about 70% of PR practitioners in most western countries are
women. The fact that female dominance in PR has defined the social relations code as
“feminine”. (Pertroveci, 2016; Fitch & Third, 2010; Edwards, 2009).
However, the competition between women and men in fulfilling their role as PR
managers in Iskandar Malaysia is quite subjective because their respective advantages
depend on the organizational goals of the role that PR practitioners need to play.
Therefore, there is no question of discrimination between the sexes in the selection of
PR practitioners.
“… PR careers are dominated by women because they are attractive, more diplomatic
and have more convincing strength than men. If the level of appearance is used as a
measure, then that does not meet the actual conditions of PR and it is better for them to
be TV news readers ..." (Participant A2, Government Strategic Communications Officer,
32 years old, male)
PR practitioner normally practice their influence power to develop their social
relationship. Women can react as good influencer even though they didn’t hold any
managerial position. Good looking appearance do not guarantee one to be good PR.
"
..PR according to gender is important because it affects character and the nature of
a person. For example if we work with women, the way of associating is not the same as
men due to religious and ethical limitations.." (Participant A3, Communication Executive,
36 years, female).
PR practitioner often changes the way they communicate each other due to respect for
different genders, religion and ethics usually control their behaviour especially during
working hours.
"
.. I admit that PR careers in Malaysia are mostly accompanied by women compared
to men. Their way of communicating is more convincing (pleasing).." (Participant A4,
Communication Manager, 35 years old, male)
Women builds relationships through their communication style. As compared to men,
they are seems to have dominating conversation style especially when they play their role
as managers in which they are more comfortable dominating relationships.
"
..the selection based on gender is feared to be a discrimination against this group.
This field of PR is one of the relatively open fields for both groups.." (Participant A5,

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Communications Executive, 40 years old, female)
Gender imbalance in public relations will lead to conflicts over differences in the
workplace such as salary, title, years of experience and other social matters.
“..My opinion is...women are more dominant as PR because most employers believe that
women is more 'gentle', more 'pleasant to people' and socially easy to build networking
or more friendly than men who can attract male and female audiences…”(Participant A6,
Assistant General Manager Corporate, 45 years, female)
The appearance can be seen through the face, and non-verbal means of communication
are very prominent among women and people more easily attracted with gentle
character.
Phenomenon of women's PR role in Iskandar Malaysia is in fact closely related to the
relationship with the community. However, most organizations are still unclear about
the real role of a PR because they consider the PR career as a stereotype or perform the
duties of a technician.
RQ3: To what extent is the role of women’s PR in the organization between
management and technical tasks?
Biased views on women have increased and incorporated stereotypes into women with
better communication skills and therefore they should remain in a technical position
(Topic et al., 2020).
Results of analysis among PR practitioners in Iskandar Region also shows that only a
small part of women hold the role of Senior Manager. They head the Communications
Department or hold key positions in the organization. Includes making
recommendations to management before making a big decision and also arranging the
organization's external relations (engagement). The rest are holding Executive level who
still carry out the technical affairs of the Communications Department and implement
all the planning or specialization according to their respective skills.
“..This PR job is not only work in the office, but also outside the office. Especially when
dealing with customers until late night and on weekends, sometimes even involved a
long travelling abroad. Security factors and challenges are among the reasons why gender
greatly influences the selection of PR candidates.." (Participant A3, Communications
Executive, 36 years old, female)
There are many obstacles that women PR have to face, especially when forced to work
beyond the time and location of duty. Their willingness to sacrifice is one of the reasons
they are being hired.
"
..As a woman I do not feel that the field of PR is only dominated by women. Some of
them are still men, especially as the head of the PR department elsewhere. " (A4
Participant, Communication Manager, 35 years old, male)

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Even though women dominate PR positions, but men still get the opportunity to be
managers. Thus, perceptions still affect that women good on technical skills and
creativity, but in contrast men is good in planning, making decisions and handle crisis.
"
..I think that women become PR because they have high persuasive power not
because of appearance and most of them are the head of the PR department.. "
(Participant A6, Assistant General Manager, 45 years old, female)
Women are said to have better persuasive power than men. The advantage of PR lies in
their abilities and attitudes but not their appearance. In fact, PR is about winning the
negotiation.
As a result of researching the role of PR, most of the role of PR in Iskandar Region, namely
most women PR practitioners are involved as technicians which performing traditional
media relations tasks, preparing speech texts and media statements. In general, they are
still tied to the real task and are not directly involved in the decision-making process.
This is based on the number of PR practitioners who on average are executive or
intermediate level. The role of women PR in organizations in Iskandar Malaysia is clearly
on average still performing technical tasks compared to management due to the
perception of top management towards women in the organization as executors of
communication tasks that have become a stereotypical form of view towards this group.
Discussions and Conclusion
In this study, the questions about the true characteristics of PR women, women's
attitudes in building community relations and how the technical tasks and management
of PR women in Iskandar Malaysia have been discussed. Thus, the role of PR Women in
Iskandar Malaysia has its uniqueness and gives a new dimension in the field of PR.
There are four main factors have been identified in contributing to the issue of gender
equality in PR practitioners among women in Iskandar Malaysia. First, the attitude of PR
practitioners is the most important criterion from the perspective of employers in
Iskandar Malaysia even though they have good skills and knowledge. Secondly, there is
no evidence of discrimination against women in the field of PR in Iskandar Malaysia and
they have the same opportunities as men instead many women hold high positions in
the corporate sector. Thirdly, employers are still unclear about the true role of PR
because they assume a PR career as stereotyping or performing the duties of a
technician for instance traditional media relations, preparing speech texts and media
statements and they are exempted in the decision-making process. Fourth, the role of
women's PR in Iskandar Malaysia on social relations in Iskandar Malaysia is actually
closely related with the community.
As a conclusion, it is generally found that women are said to be more dominant in the
field of PR in Iskandar Region because the persuasive factor exceeds the ability of men.
This scenario refers to the nature and character compared to the level of appearance.
This research focuses more on the role of PR and how it becomes the backbone of the
organization. However, men are more likely to be leaders in the organization even if they
do not master this career field.

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Theoretically, the theory of excellence has stated that there is indeed a value of public
relations in the quality of symmetrical communication with the public in the strategic
planning of the organization but in fact this study proves not many women PR are
actually involved in the decision-making process.
The contributions of these studies will clarify the gender contradiction elements
influencing PR career. Therefore, to improve the perception of the employers on the
issue of gender of PR practitioners in Malaysia in particular, then future research needs
to be done to examine the real scenario on the composition of PR practitioners among
organizations and the actual role of PR practitioners. It will help to reduce imbalance
issue of PR practitioners in organization and both genders are eligible to show their
actual talents.
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