Public Relations (PR) has long been regarded as an industry with better gender representation than others. Yet, even in a sector dominated by women, achieving gender equity, especially at leadership levels, remains a challenge.

Based in Singapore, Isabelle Demaude, Director of International Communications at The Hoffman Agency and a member of the Public Relations and Communications Association’s (PRCA) Diversity, Equity, and Inclusion (DEI) committee, is at the forefront of this conversation. In this conversation with Collective for Equality, she shared her journey in the world of PR, along with her passion for diversity, that has fuelled her commitment to creating meaningful change—not just within her organization but across the broader industry.

Isabelle’s personal background laid the foundation for her interest in DEI. Growing up in a bicultural household, with a French father and an English mother, and later marrying into a multicultural family with Hong Kong roots, she has always been surrounded by diverse perspectives. “Being immersed in various cultures and viewpoints has been a constant in my life,” she says. Her global perspective sharpened when she took on the role of DEI lead, Asia Pacific at Hoffman, where she became acutely aware of how diversity is perceived differently across regions. This awareness spurred her involvement in DEI initiatives, both within her organization and through industry-wide efforts.

The Gender Gap in a Female-Dominated Industry

While PR may seem to be a sector that champions women, the reality is more complex. Women may constitute the majority of the workforce, but leadership roles are still predominantly held by men. “PR is predominantly female, but as you move up the ladder, the gender balance starts to shift,” Isabelle notes. This disparity reflects a common phenomenon: although women dominate the entry-level roles, they often do not advance to senior positions in the same proportion.

Isabelle attributes this imbalance in leadership to the unique challenges faced by women as they progress in their careers. The fast-paced nature of PR agencies, with demanding clients and tight deadlines, can become particularly challenging during critical life stages, such as parenthood. “Women often leave the industry at this point, not because they lack the ability but because they have to juggle multiple responsibilities,” she explains. This exodus creates a gap at the senior level, where women should ideally be ascending to leadership roles. “With the right support systems in place, we could prevent this loss of talent.”

To address these challenges, Isabelle advocates for flexible work environments and policies that allow women to balance their personal and professional lives without sacrificing their career aspirations. “The industry needs to rethink how it can better accommodate women at different stages of their lives so they can continue to thrive in leadership roles.”

DEI Beyond the Office Walls

Isabelle’s commitment to DEI extends beyond her role within The Hoffman Agency. As part of the PRCA’s DEI committee, she is also working to influence the broader PR landscape. The committee’s work focuses on improving industry standards and fostering an environment where DEI is seen as more than just a trend—it is integral to the industry’s future.

“Although my main focus is internal, we do engage with clients on DEI issues, particularly around key moments like International Women’s Day,” Isabelle says. While some clients might view DEI discussions as simply part of their ESG (Environmental, Social, and Governance) reports, others are more receptive to deeper conversations about the state of diversity within their organizations. “There are clients who genuinely want to make a difference, and it’s our job to challenge them on how much they truly embrace DEI in practice.”

One standout example is a semiconductor client that had achieved its diversity targets ahead of schedule. “They weren’t just meeting quotas; they were actively supporting women through employee resource groups and mentorship programs,” Isabelle shares. Such companies demonstrate a genuine commitment to fostering an inclusive environment, which extends beyond mere compliance to fostering an atmosphere where diversity is valued at every level.

Shifting the Narrative

The conversation around gender diversity in the workplace is evolving, but there is still much work to be done. For companies that are truly committed to DEI, setting quotas and meeting diversity goals are just the starting point. “Quotas are useful for setting benchmarks, but real commitment goes beyond that. It’s about creating pathways for women to succeed and ensuring that diversity isn’t just a PR statement but a genuine practice,” Isabelle says.

For Isabelle, the journey to gender equity begins with the hiring process. “Gender equity should start at the hiring stage, not just when policies are implemented,” she emphasizes. Often, job descriptions are written in a way that discourages women from applying. Terms that may be seen as competitive or aggressive can dissuade women from throwing their hats in the ring. Some companies are beginning to take a more proactive approach by pausing the hiring process until they have a balanced pool of candidates. “I worked with a company that did just that, and ultimately, they ended up hiring a woman for the role.”

Advice for the Next Generation of Women Leaders

When asked what advice she has for young women entering the workforce, Isabelle’s message is clear: don’t wait for someone to recognize your contributions—speak up for yourself. “Women often feel that hard work will be recognized on its own, but it’s important to showcase your achievements,” she advises. Rather than waiting for validation, Isabelle encourages women to advocate for themselves and back up their accomplishments with data.

“Another crucial piece of advice is to stop apologizing for taking up space,” she adds. Women, she explains, are often conditioned to be overly polite or to understate their presence in professional settings. This can undermine their confidence. “Your words matter, and your contributions matter—don’t hesitate to claim your space.”

Looking Ahead

As DEI becomes an increasingly integral part of the PR industry, leaders like Isabelle Demaude are working to ensure that gender equity is more than just a goal—it’s a reality. By addressing the systemic barriers that prevent women from advancing and creating environments where diversity is celebrated, the PR industry can serve as a model for other sectors.

Ultimately, Isabelle’s vision is one where the conversation about gender in PR is no longer about representation, but about leadership. “We need to create systems that enable women to thrive, not just survive. That’s when true equity will be achieved.”