Anyone who has attended an event in Austria’s public affairs sector knows that the field is male-dominated. While female lobbyists do exist, they often stand out in a sea of dark suits with a pop of color. But how can we transform these small pops of color into a vibrant mosaic? And not just by asking men to leave their dark suits in the closet?
Feminist Leadership Positioning
In the age of LinkedIn, “Leadership Positioning” or “Executive Positioning” is becoming increasingly important. Modern public affairs work now extends beyond traditional lobbying to include building a personal brand in the digital space. At its core, this means using consistent messaging and content to showcase the values, goals, and leadership style one represents. More and more public affairs professionals are aligning their digital presence with their organization’s approach to DEIB (Diversity, Equity, Inclusion & Belonging).
One encouraging trend is that women in public affairs management increasingly see it as a norm to engage with women-focused networks—some of which are industry-specific—and share their involvement online. This visibility alone can inspire ambitious young women to apply for similar roles, thereby increasing the representation of women in public affairs.
Women’s Networks – What Do They Achieve?
Women’s networks and “female-only” events are often criticized for being “nice” but removed from real power and influence. While this critique may hold true in quantitative terms in a male-dominated field like public affairs, it doesn’t mean these networks lack value. On the contrary, they can serve as feminist sub-communities where experiences are shared, alliances are formed, and business relationships are cultivated.
For this to work, event organizers and network leaders must actively involve women in genuinely influential positions. Additionally, a sense of genuine solidarity is essential to drive meaningful change. Women who embrace feminist values and “female empowerment” in their leadership positioning can inspire others even more effectively by acting as role models in their on-the-ground activities.
Women Must Learn to Market Their Skills and Achievements
Anyone who has attended these events knows how challenging it can be for women to speak affirmatively about their achievements, ideas, or business ventures. But courage and authenticity, confidence and openness are essential for genuine exchange and building lasting impressions. These authentic relationships can later lay the groundwork for women to support each other in breaking glass ceilings and making inroads into male-dominated fields like public affairs.
Public affairs agencies can also contribute to the integration of “feminist public affairs” into corporate culture. This can happen in two ways: first, by creating top-down awareness and encouraging network participation, and second, through hiring decisions. For example, at communication matters, the public affairs team has been led by three consecutive women, with the current leader being Franciska Göweil (filling in for Anna Jonas on maternity leave). The team consistently maintains a near-equal gender balance, which, while seemingly unremarkable in 2024, stands out in comparison to the staffing structures of some other lobbying agencies in Austria.
Written by Rita Korunka
