Title: Feminist values in public relations
Journal / Publication: Journal of Public Relations Research
Pages: 49 – 68
Grunig, Larissa A.
Toth, Elizabeth L.
Hon, Linda Childers
This article explores the parallels between feminist values and the effective, ethical practice of public relations. It begins by establishing a link between feminine gender and feminist values, which include cooperation, respect, caring, nurturance, interconnection, justice, equity, honesty, sensitivity, perceptiveness, intuition, altruism, fairness, morality, and commitment. The article provides conceptual definitions for such central terms as gender, sex and sex roles, femininity and masculinity, feminists and feminism, and women. Throughout, the values associated with the feminine gender are juxtaposed with the norms of public relations practice. The goal is to help establish the field as a vital and ethical organizational function. The article concludes with the suggestion that teaching values is a critical precursor to teaching ethics along the way to incorporating feminist values into professional practice.