Challenging gender stereotypes through powerful PR storytelling

The battle for gender equality is not about politics and quotas, it’s about changing perceptions, deciphering unconscious biases, and encouraging inclusivity. Individuals can create narratives that challenge stereotypes, promote women’s voices, and initiate meaningful change. However, storytelling via strategic public relations (PR) campaigns for brands and organisations is a highly influential tool in this fight.

Being a woman entrepreneur in an industry conventionally dominated by men, I have a first-hand experience of the impact of storytelling in shaping perspectives and influencing decision makers. It’s time to integrate PR and explore the opportunities it offers toward gender equality, wreck barriers, and form alliances that surpass conventional boundaries.

Role of authentic narratives

PR has the potential to mould ethnic narratives, but genuineness is key. Superficial campaigns that merely depict hollow words toward gender equality are dismissed easily. Let’s examine what brands should focus on. Brands, organisations, and individuals should highlight the journey of women who have overcome challenges in their respective fields that would result in inspiring and educating others.

Nike addressed the bias women face in sports with Serena Williams’ campaign by expressing how female athletes are often penalised for articulating passion and determination. The campaign resonated with a global audience, proving the fact that storytelling can challenge stereotypes efficiently. However, there can be failures, too. For instance, Pepsi’s provocative ad featuring Kendall Jenner attempted to underestimate social justice movements and gender equality. The campaign lacked genuineness, resulting in a backlash.

Gender equality is not the only major issue—it coexists with race, class, ability, and much more. PR campaigns must address these nuances. Dove’s ‘Real Beauty’ campaign has constantly embraced diversity, presenting women from various national backgrounds, body types, and capabilities, making the conversation around beauty comprehensive.

Facts and statistics contribute credibility to narratives. For example, a McKinsey study discovered that companies in the top quad for gender diversity are capable of achieving above average profitability—more likely by 25%. However, some companies, such as Google, have been called out for gender disparity in pay and faced legal scrutiny for alleged wage discrimination.

Redefining industry norms

Several industries continue to be dominated by men, making it difficult for women to break through the stereotype. PR storytelling can lend a hand in redefining these industry norms. PR campaigns can highlight women excelling in roles that are usually demonstrated by men, such as female pilots, engineers, or distillers in the spirits industry, helping normalise women’s presence. For instance, Johnnie Walker’s ‘Jane Walker’ campaign shed light on female distillers and their contribution to the whiskey industry, leading to a break in the stereotype that whiskey is a ‘man’s drink'.

Instead of portraying women as needing to prove themselves, campaigns should position them as leaders, innovators, and changemakers. Barbie’s campaign on ‘You Can Be Anything’ challenged career limitations by portraying young girls in male-dominated fields, from astronauts to CEOs, breaking the career stereotype.

Men that proactively participate in gender equality foster inclusivity. Research from the Harvard Business Review indicates that men who actively involve themselves in gender diversity initiatives or organisations see faster progress. HeForShe, organised by UN Women and supported by actor Emma Watson, mobilised male allies globally, exhibiting the ways in which men can participate to gender equity.

Building unlikely coalitions

True change requires collective action and PR can play a crucial role in bringing diverse stakeholders to create influential coalitions. When companies from diverse sectors join forces, their message tends to gain more traction. For instance, a fintech company partnering with a women-led distillery emphasises financial inclusion for women entrepreneurs.

NGOs, corporations and government working together can amplify the impact. Campaigns that focus on gender equality are likely to attract greater support. However, the people involved must be convinced and committed. Hollywood’s gender diversity initiative in 2019 aimed at increasing the number of female directors in films. However, the initiative failed due to a lack of enforcement and commitment from major studios.

Initiatives that empower women at the local level are capable of providing powerful and relatable stories that resonate with a broader audience and are more authentic. For instance, the industry body, Self-Employed Women’s Association (SEWA) in India, has elevated the voices of female workers, resulting in policy changes and improved working conditions via storytelling.

Beyond Women’s Day

While Women’s Day serves as a focal annual milestone, true gender equality requires consistent efforts. Brands must switch their strategy beyond one-off campaigns and integrate gender equality into their long-term PR strategy, committing to year-round advocacy. Brands that support women-led businesses only on Women’s Day lack credibility, and consistency is key when it comes to building trust.

Investing in mentorship, leadership, and funding programmes that encourage women to rise up the ranks can strengthen a company’s commitment to change. Goldman Sachs’ ‘10,000 Women’ programme provides female entrepreneurs with business training, capital and networking opportunities, portraying a sustained commitment to gender equity. PR professionals should accelerate conversations around gender biases and workplace equality, ensuring these issues are on top of everyone’s mind. The #MeToo movement’s global impact transformed corporate policies on workplace harassment, manifesting the power of sustained and candid conversations.

Gender equality is no longer a moral compulsion but an economic and social necessity. PR storytelling has the power to shift perceptions, challenge stereotypes and build alliances that fuel change. As we celebrate Women’s Day, let’s harness the power to create narratives that motivate action, break barriers and forge new routes toward an equitable world. Let’s change mindsets, speak our story, and convert gender equality from a mere conversation to reality.

— Gurvinder Kaur, founder and director, Key Communications, Delhi.