Power may be more common among women, yet their influence often remains minimal.
It's the year 2025, and while progress has been made, the representation of women in leadership roles in the political communication sector remains low relative to men. This is according to a recent report by the Quadriga Hochschule, commissioned by politik&kommunikation.
The report not only asks about women in top positions but also explores who influences politics from behind the scenes, who represents interests, writes speeches, and shapes messages. The findings reveal that women hold approximately 31% of corporate representation positions, but this number drops to around 12% for public affairs agencies.
Barriers persist such as gender bias, limited access to networks, and systemic discrimination that constrain women's advancement. A 2025 study focused on Ghana shows that tailored political marketing strategies can enhance female political candidate visibility and electoral success, but significant socio-demographic hurdles remain. Similarly, a global survey reveals that women in the tech and communication fields related to political information face pervasive gender bias, lack of mentorship, and transparency issues in promotions, all affecting leadership opportunities.
The report suggests the need for networks that are more than empowerment, spaces where it's not just about solidarity but about influence. The author emphasizes the opportunity presented by the fact that there are many women in the industry. However, the author questions the assumption that organizational measures can work all the way to the top of the industry, especially where power isn't given up voluntarily.
The communication profession is diverse, including press and media work, interest representation, and public affairs. Interestingly, women outnumber men in the German PR industry, a phenomenon known as feminization, which was proven in 2005. However, horizontal and vertical segmentation exist in the PR industry, with women often working in less prestigious areas and holding lower positions.
In the age cohort up to 39 years, there are almost three women for every man in the PR and communication profession. However, reliable numbers on the representation of women in political communication are hard to come by. The proportion of women in PR and communication has remained constant for the first time in 19 years.
The author suggests the need for creating additional spaces where women can consciously negotiate, promote, and advance. The author argues that an additional solution could be self-determined and doesn't have to involve adopting a typically male approach. The author closes the article by suggesting a need to sharpen our gaze, for what's there and for what it could become.
References:
- 2025 Study on Ghanaian Political Marketing Strategies
- 2025 Global Survey on Women in Tech and Communication
- Reports on Black Women's Political Leadership in the U.S.
- UN Sustainable Development Goals, 2025
- Women in Politics Report by the Quadriga Hochschule, 2023
- In the field of public affairs, the representation of women in leadership roles within political communication agencies is notably constrained, with only approximately 12% of positions held by women.
- To facilitate career advancement and influence, the report advocates for creating additional spaces for women to negotiate, promote, and advocate for themselves, potentially avoiding the need to adopt a traditionally male approach.
- The communication industry, including sectors such as science, health-and-wellness, and business, is experiencing a significant shift in gender balance, with women outnumbering men in some areas like the German PR industry, a phenomenon known as feminization.
- Despite this feminization, persistent challenges like gender bias, limited access to networks, and systemic discrimination continue to hinder women's progress in the workplace-wellness and leadership domains, as evidenced by a 2025 global survey on women in tech and communication fields related to political information.
- As a means of enhancing female political candidate visibility and electoral success, tailored political marketing strategies were found to be effective in a 2025 study focused on Ghana, yet significant socio-demographic hurdles remain, underscoring the importance of diversity-and-inclusion and careers initiatives in promoting gender parity in politics and the workplace.
