{Today’s guest post by Katie Place jumps head-first into gender and public relations. Do you face gender bias as a female PR pro? Share your thoughts and experiences in the comments.}

As a former communication professional, I knew nothing about gender, socialization or discrimination. I only knew one thing: My colleague, who was male and the same age as me, earned $8,000 more. And I wondered why:

Why is the PR industry nearly 70 percent women, yet women hold few leadership positions? Does gender affect public relations? What is gender? And how can women navigate gender expectations to find success?

To answer these questions, I interviewed 45 women PR practitioners across the United States.  Some women were hesitant to discuss gender; others were thrilled to share their experiences. Here’s what they shared:

Gender is difficult to define. It’s male/female, isn’t it? Well, some practitioners define gender as biological difference, whereas other practitioners defined it as a cultural, socialized phenomenon. Our understanding of what gender is may depend on how or what we’ve been taught.

Gendered expectations and discrimination still exist. Expectations, discrimination and stereotypes were often age or appearance-based. Women shared their experiences of being “talked over” or ignored in meetings.

For women looking to defy gender’s overlap with power in PR, and empower themselves to overcome  discrimination, my interviewees consistently advised the following:

Diversify your work style. Professionals recognized that gender traits were often “socialized” and suggested that women display both historically “feminine” and “masculine” traits. Those who could be strong, assertive and make tough decisions – yet foster caring, respectful relationships with clients and colleagues managed best.

Bond together for power. Women shared that they create formal and informal support groups for empowerment. They participate in networking groups, share industry knowledge and help each other find opportunities.

Take on a leadership position. Historically, women have not held leadership positions in PR. The industry is evolving. Practitioners were encouraged to see more women as CEOs, but called for more resources to help women achieve leadership roles.

Be confident in who YOU are. Professionals championed self realization and confidence. In a sense, women felt empowered when they “claimed authority” over their lives and careers. Instead of giving in to “superwoman” expectations – as Margie’s recent post stated: Don’t do it. Working 24/7 is not realistic. Find a work/life balance that best fits you.

Do not give in to gender stereotypes. Interestingly, some practitioners communicated that they utilized gendered appearances, femininity, or “charm” to gain power. By doing this, we are actually giving in to and perpetuating gender stereotypes. Whereas this might work once or twice, your work and your results are what will count in the long run.

Katie is a Ph.D. candidate in University of Maryland’s department of communication who studies gender, power and ethics in public relations. Follow Katie on Twitter: @katieplace