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What are the academic experiences of senior professors in the field of public relations (PR) at the Brazilian universities? This chapter proposes the advance of knowledge on the theoretical framework of contemporary liberal feminism by refining the previous theoretical and methodological publications. This theoretical lens prevails in earlier works, with empirical studies grounded in industry and corporate environments – mainly done by researchers from the United Kingdom, North America and Scandinavia, while PR feminist postmodernism appears in European literature – all scarce in Brazil and Global South (Latin America and African nations). Moreover, studies applying female or male PR scholars in university settings are rare in national and international literature. Hence, we gathered data and analysed narratives from seven senior female PR professors from Brazil, using an interpretative qualitative approach. Thus, this chapter about the female PR academic experiences and everyday practices highlights the starting point for an onto-epistemological discussion to understand the liberal feminist educational-based context in a Latin American country. Henceforth, two conceptual-practical dimensions – feminist PR competence and feminist PR performance – along with three methodological recommendations are presented for enhancing the contemporary liberal feminism theme as a robust research domain in PR and Strategic Communication agenda.

The foreword to Women's Work in Public Relations discusses the multitude of ways that women experience public relations (PR) work. Each women's experience depends on, for instance, location, culture, the presence (or otherwise) of a union or professional association, the support of colleagues, the practitioner's domestic circumstances and more. There is not just one female experience of PR.

This foreword reviews the chapters in Women's Work in Public Relations and points to the parallels, contradictions, and struggles faced by women working in the little-understood occupation of PR where the everyday work of women is largely invisible. It explains how women working in PR carry out tasks which can at once be necessary, unnecessary, the whim of a client or management, performative, or exploitative – such is the varied and unstructured occupation of PR.

Women face barriers and discrimination at work but past research has not always explained the form that this takes. The foreword notes that much discrimination takes place in plain sight (for instance in terms of erratically applied flexible working policies, unpredictable workloads, or language in professional documents that accepts inequality) and observes that unless we recognise discrimination it's difficult to vocalise opposition to it.

The foreword's discussion of methodology shows that there is no one way to study women working in PR and this book represents a small but rich range of largely qualitative research methodology. It demonstrates that, just as there are many experiences of women in PR, there are also many ways to research them.