Modern public relations has, in its own parlance, an image problem. As an investigation copublished by the Columbia Journalism Review and ProPublica put it, the industry was literally birthed from a train wreck. In 1906, ex-reporter Ivy Lee preempted media investigations into an Atlantic City train accident by issuing a statement about the accident to reporters on behalf of the Pennsylvania Railroad.

The New York Times printed verbatim what would later be regarded as the first press release. Since then, public relations (often broadly referred to as communications”) as a practice has expanded to comprise almost sixty thousand workers, and intersects nearly every other industry. Though the addition of technologies such as social media and mass email distribution have added new layers of specialized labor to the sector, the fundamental premise of PR has remained relatively unaltered since its conception: Hired to promote products and people, publicists exist to solicit positive media coverage for their clients.

Now outnumbering journalists four to one, publicists are an omnipresent component of the machinery that powers creative industries like fashion, arts, and publishing, and increasingly also play central roles in social-justice movements. Though organizations such as Free Press and writers like Robert McChesney have led the charge in asserting that the proliferation of these spin doctors constitutes an insidious and growing threat to journalism and democracy, few have bothered to analyze the gendered split between journalists and publicists. In stark contrast to newsrooms, in which women have never exceeded 38 percent, public relations operates as a solidly pink-collar sector of the creative industries and comprises a labor force that is currently over 85 percent female.