How to improve senior female inclusivity in PR: Guidance from Ellwood Atfield and Women in PR
At Ellwood Atfield, we know the value of experience, especially the kind that only comes from navigating a long and diverse career in communications. That’s why we’re proud to collaborate with Women in PR on a shared mission: to improve the inclusivity of senior women in PR, communications, and marketing.
That mission was recently reinforced at a Women in PR event attended by our Executive Chair, Gavin Ellwood who joined the panel discussion. The event brought together senior industry leaders to address persistent barriers to progression for women over 40 and explore meaningful solutions. Gavin's participation as a male ally reflects our commitment to not only supporting this dialogue - but helping drive it forward across the industry.
In addition to the event, we collaborated with Women in PR to co-author a new guide:
“Improving Senior Female Inclusivity in the Workplace: A guide for female jobseekers and hiring managers in the PR, communications and marketing industry.”
This guide offers advice for both professionals and employers, with a focus on women aged 40 and above who continue to be underrepresented in senior roles across our industry.
We also share Gavin Ellwood’s reflection from the event later in this blog.
Why this guide matters
"According to recent WIPR research, 78% of women in comms have reported the impact of ageism in the workplace over the age of 40 and just 11% of organisations have age-related targets in DEI plans. Age inclusive hiring practices and the retention of senior women in the PR and communications industry not only makes commercial sense, but they provide important role models for future female leaders. I’m very pleased to have partnered with WIPR to co-author this important guide which provides practical advice to address ageism bias, support senior jobseekers and encourage employers to foster inclusive workplaces." - Jules Shelley, Chief Executive of Ellwood Atfield
Despite the progress we’ve seen in gender representation over the past decade, many experienced female professionals still face barriers to progression. Ageism - particularly when compounded by other forms of bias - remains an overlooked issue in diversity, equity and inclusion strategies.
Yet these women offer some of the most valuable assets an organisation could ask for:
- Strategic thinking shaped by years of experience
- Empathy, emotional intelligence, and cultural fluency
- Resilience gained from managing change and uncertainty
- Leadership grounded in both professional and personal perspective
Our guide highlights the need to not only attract women into the industry, but to retain, support, and promote them throughout every stage of their career. As part of an ongoing campaign to combat ageism in the communications industry. New data reveals a stark reality:
- 78% of women in comms say they start becoming overlooked at work from age 40
- 59% have experienced ageism—up sharply from 41% in 2021
- Just 11% of organisations have age-related DEI targets
To receive a copy of Improving Senior Female Inclusivity in the Workplace, please message us directly at hello@ellwoodatfield.com, and we’ll be happy to send it over.
The document is structured to offer insight and advice across two key audiences: female professionals and hiring managers. Topics covered include:
For senior female jobseekers:
- Overcoming age bias in the recruitment process
Advice on CV and LinkedIn presentation, applying for roles perceived as “beneath” your experience, and managing the language around flexibility or career breaks. - Raising your profile
Encouragement to contribute to industry discussions, speak up on issues of inclusivity, and use platforms like LinkedIn and Women in PR events to network and reconnect. - Leveraging your experience
Tips on how to position experience as a strength, including identifying blind spots, leading with calm judgment, and translating life experience into commercial value. - Considering returnships or interim work
Exploring flexible pathways back into the industry and encouraging job shares or project-based leadership roles.
For employers and hiring managers:
- Eliminating age bias in hiring and promotion
Rethinking language like “overqualified” and “culture fit,” embedding age into DE&I reporting, and being proactive in building inclusive pipelines. - Championing progression and retention
Offering mentorship, sponsorship (not just mentorship), and career development strategies designed to prevent midlife stagnation. - Supporting intersectional identities
Acknowledging that women over 40 may also face barriers related to neurodiversity, disability, race, or socioeconomic background, and creating policies that reflect this complexity. - Creating flexibility for life transitions
Incorporating support for menopause, adoption, caring responsibilities, fertility treatment, and other realities that are too often left unspoken in the workplace.
How industry events help shape the inclusion agenda
This conversation came to life at a recent Women in PR event, where our Executive Chair, Gavin Ellwood, joined peers to discuss the importance of inclusion at senior levels and how we can collectively do better as an industry.
“As a male ally, it was inspiring to collaborate with Women in PR for the 40 Over 40 Awards,” Gavin shared. “This initiative shines a bright light on the pressing need to confront ageism and intersectionality against women in communications and PR. Our advice guide is one of several tools we’re creating to support hiring managers and candidates to thrive in a more inclusive workplace.”
We hope this guide empowers organisations to take practical steps toward building more inclusive cultures, and encourages talented, experienced women to stay in the industry and thrive.
To receive a copy of Improving Senior Female Inclusivity in the Workplace, please message us directly at hello@ellwoodatfield.com, and we’ll be happy to send it over.
The advice guide was co-authored by Jules Shelley CEO of Ellwood Atfield and Ella Darlington WIPR Committee.
Whether you're a hiring manager, a communications leader, or a female professional navigating your next move, we’d love to hear from you.
Get in touch at hello@ellwoodatfield.com / +44 (0)20 7340 6480