LONDON — UK networking organisation Women in PR (WPR) has launched its inaugural ’45 over 45’ list of women in PR aged over 45, in a bid to showcase senior talent across the industry and inspire the next generation of female leaders.

The list was conceived after WPR research revealed 34% of women working in communications have experienced workplace ageism and 52% of women under 50 don’t see themselves working in the same part of the industry when they reach 50.

WPR committee member and independent consultant Kate Clarke told PRovoke Media: “We had recurring comments from members around fewer opportunities for women as they age, so we started out by finding out the truth. The research results were depressing – what a loss of talent that would be; there has to be a cleverer way of retaining women in the industry.

“I’m really passionate about the idea of role models – and we know from our own mentoring scheme how hungry younger women in PR are to learn from older women – so we were thrilled to build a list that would celebrate older women in the industry.”

The WPR 45 over 45 list for 2022 includes a mix of in-house and agency professionals as well as women who have set up as independent practitioners and those who have come back to the profession after parenting or caring career breaks.

WPR received more than 200 nominations for the 2022 list, which was assembled by a panel of judges including Tara Macleod, founder and director of consultancy Age Remade; Effie Kanyua, former director of PR and comms at publisher Hearst; Lucy Caincross, UK executive director of PR recruitment firm VMA Group; Lornette Harley, client consultant at diversity specialist agency The Unmistakables; and WPR ambassador and Lansons executive chair Tony Langham.

Women in PR president Anna Geffert said: “Today is a bold celebration of age and experience amongst women within our industry, and we are very proud to be pioneering this movement. Our industry has been missing a trick when we focus just on youth. The 45 incredible female PRs represent all corners of the broad church within PR – and confirm that it is possible for women in our industry to carve out a long, stimulating and valuable career.

“Nurturing and inspiring the next generation of female leaders is the spirit behind WPR’s mission – and we can’t do that if a woman’s career journey ends in her early 40s. Our ‘WPR 45 over 45’ list will inspire the next generation of female leaders and help shape a brighter future for the sector.”

Six of the 45 women on the list – 13% – are Black, Asian or from ethic minority backgrounds, and Geffert said WPR was committed to improving diversity in future years: “WPR prioritises the full spectrum of equality, diversity and inclusion and we looked at our 45 over 45 list through that lens, to ensure it was as diverse as possible. However, we only received a limited number of nominations for women from Black, Asian and minority ethnic communities. This is a sad reflection of our industry, and it must change. As the recent PRCA census showed, the PR sector still lacks ethnic diversity and it would seem that it is particularly the case within the over 45 age bracket.”

The women on the list will be celebrated at a launch event this week, following International Women’s Day. The event will include a panel debate on ageism in PR chaired by journalist Eleanor Mills, the founder of Noon, a community and online platform for women in midlife.

Mills said: "It’s great that Women in PR are celebrating the role older women play within their industry. We live in a society which puts youth on a pedestal and today we are reversing that and holding inspiring, older women up high – recognising their value, effectiveness and achievements. There are limited opportunities for women as they get into midlife and this is true in PR but also across the media sector as a whole. This lack of vision amongst employers to recognise the value of experience gained over the years results in a terrible loss of talent.

“This is not just about women in midlife but about all women. We want all of those coming up behind us to look forward to being 45 plus as an age of opportunity when they become the women they are supposed to be. We need a new narrative around the later parts of women’s lives. I see so many inspirational females at this point, but their stories are rarely told or celebrated. That is why this WPR initiative is so important. Bravo to WPR for forcing the discussion.”