Date of Award
8-16-2024
Document Type
Open Access Dissertation
Department
Educational Studies
First Advisor
Brett Robertson
Abstract
Operationalizing feminist communication theory with a critical lens, this research analyzes virtual, semi-structured interviews with 13 Black women who are integral to impacting organizational culture through the brand management and narratives to the stakeholder groups of employees, parents and community members for a public school district. This study aims to describe the oppression and invisibility of Black women in school public relations and amplify their voices as they lead the communication, marketing, and promotional efforts in public school districts across the United States. The interview transcripts were analyzed utilizing NVivo software through the first round of coding initial and the second round of In Vivo and Protocol Coding resulting in themes of internal brand management challenges from pre-design to post-deployment, intersectional experiences from microaggressions to bullying, and demonstrations of support and encouragement from the superintendent and peers but not subordinates. This study centers on Black women in public relations while the industry continues to call for increased diversity in the profession. Exceeding existing literature, these findings provide insight into additional soft skills and strategies necessary for Black women to be successful in brand management, negotiating intersectional experiences in a workplace with the potential for conflict and as women represent their authentic personalities in their leadership roles.
Rights
© 2024, Keisa Gunby
Recommended Citation
Gunby, K.(2024). “i’m Speaking”: Black Women Leading School Public Relations, Managing Communications and Personal Challenges. (Doctoral dissertation). Retrieved from https://scholarcommons.sc.edu/etd/7824