Public Relations and Sports: Work Force Demographics in the Intersection of Two Gendered Industries

Abstract

Sports, largely considered the domain of men, and public relations, recently associated with women, intersect in college sports public relations, known as sports information. This study examines that intersection by using an online survey to explore the demographics, division of labor, earnings, career longevity and satisfaction among sports information practitioners and comparing results to data for public relations and sports journalists. The findings suggest that sports information is, unlike other areas of public relations, a staunchly masculine profession. Women are largely excluded from high-status positions and more often report less job satisfaction and shorter tenures than men. This study also provided the opportunity for exploratory research on racial minorities in sports information, with the findings showing sports information as a racially homogonous profession.

Industry Gender Imprinting and New Venture Creation: The Liabilities of Women’s Leagues in the Sports Industry

“…Our starting argument is that sports have traditionally been the “terrain” of men, and the dominance of masculinity importantly shapes behaviors and practices of the industry (Dashper, 2012; Messner, 2012; Whiteside & Hardin, 2010). In addition to defining the organizational form of leagues, masculinity influences work practices and resource acquisition processes.…”

“…In addition to defining the organizational form of leagues, masculinity influences work practices and resource acquisition processes. For example, prestigious professional career paths—athletes, coaches, athletic directors, sport anchors, and sport reporters—are assumed to require masculine traits, and therefore are preferentially available to men (Carpenter & Acosta, 2008; Whiteside & Hardin, 2010).…”

“…2014 ), the sports industry is a gendered industry, characterized by “masculinist hegemony” (Schell & Rodriguez, 2000, p. 15). The dominance of masculinity importantly shapes organizational forms and industry practices (Dashper, 2012; Messner, 2012; Whiteside & Hardin, 2010). This is evident, for example, in the development of the industry, which has revolved around male sport leagues .…”

“I Don’t Feel Like I’m up against aWallof Men”: Negotiating Difference, Identity and the Glass Ceiling in Sports Information

“…A similar process happens in athletic departments where female sports information directors routinely work with what Suggs (2005) calls lower-tier sports, including women's teams. The hyper-commercialized "big-time" sports of football and men's basketball are reserved nearly exclusively for men, which is particularly problematic given such valuable experience is often parlayed into advancement opportunities (Whiteside & Hardin, 2010).…”

“…In (nonsports related) public relations, although women make up the large majority of the industry, they hold 36% of management positions (Toth & Cline, 2007). Similarly, women in sports information compose about 14% of director positions (Whiteside & Hardin, 2010). Thus, women in both professions deal with a classic glass ceiling, which has been defined as an invisible barrier that prevents qualified individuals from reaching management positions (U. S. Department of Labor, 1991).…”