Gender and Leadership in Public Relations: Exploring Female Leadership Styles in PR Practice and their Ripple Effects on Organisational Success

Abstract

The study explored female leadership styles in PR practice and their ripple effects on organisational success, using the qualitative research approach to understand the lived experiences of these female PR leaders in various organisations in Accra, Ghana, through the lens of the Gendered Theory of Organisations. Leveraging the purposive sampling strategy, the study interviewed six female PR leaders from government institutions, private, and PR agencies to gather in-depth and diverse perspectives from the study participants to contribute new insights to the literature. The study revealed that female PR leaders draw on participatory, relational, and supportive leadership styles characterised by empathy, inclusivity, emotional intelligence, and team nurturing. These leadership styles contribute to improving organisational success by fostering team empowerment, creativity, organisational results, and ethical conduct. The study also identified existing masculine norms, biases, and stereotypes that affect women PR leaders in their experience. The study concludes that while female PR leaders are leveraging their participatory and relational approaches to contribute to organisational success, they also advocate for the destabilisation of traditional masculine norms that hinder women's growth. The study was limited by its smaller sample size and focus on only female PR leaders in Accra, Ghana. As such, it recommends future research to expand the scope across different regions in Ghana to unearth new findings in the literature.