An Investigation of the Career Progression of Women in Cape Town’s Public Relations Industry

The glass ceiling concept refers to invisible, systemic barriers that prevent individuals from advancing to senior leadership levels regardless of their qualifications or performance. International scholars have documented the persistence of the glass ceiling within the public relations (PR) industry. However, limited contemporary research has examined whether this framework adequately explains the experiences of women within the South African PR context. Although women dominate the industry globally and in South Africa, they are underrepresented in senior leadership roles. To explore whether the glass ceiling effect can be attributed to the PR industry in South Africa, this qualitative study investigates the experiences of women in PR and their career progression journeys. Given the limited empirical research on the glass ceiling in the South African PR context, it also explores whether emerging barriers are influencing women’s advancement. It is informed by gender-organisation- system (GOS) theory, which examines organisational systems and structures, and social cognitive career theory (SCCT), which considers leadership ambition, self-efficacy, and outcome expectations. Although limited to Cape Town and based on a small qualitative sample, the findings are transferable to similar contexts across broader South Africa and provide theoretical insights that contribute to reconceptualising gendered career barriers beyond the traditional glass ceiling framework.