Women Affected by Lack of Visibility

By Carolyn Leighton

In a 1996 study conducted by the Freedom Forum Media Studies Center, it was found that women were quoted or referenced in only about 14% of business-related stories.

Here are some noteworthy findings from the Women, Business and the Media Conference, co-sponsored by Catalyst and the International Women's Media Foundation:

Even as women "become a critical mass inside newspapers and networks," the number of female sources are not increasing, said Linda Wertheimer of National Public Radio.

The problem, according to Catalyst president Sheila Wellington, is "three-pronged: Women don't come forward; companies don't put them forward; and the press use women primarily for 'women's stories' such as those on work-family balance issues-rather than for business stories."

Not only are the views of half the population omitted, but credibility and advancement in the professional world can be negatively affected by lack of visibility and name recognition. I believe companies are poised as never before to actively recruit and open up positions of influence previously closed to women. We have heard many Silicon Valley leaders openly state they appreciate the benefits of hiring women into key positions and are looking for more effective ways to implement that process.

It was this issue that moved Women in Technology International (WITI) in 1994 to establish an annual conference and the impetus behind the establishment of June as Women in Science & Technology Month, the WITI Hall of Fame and the association's first annual CEO Recognition Award ceremony at its 1997 conference.

WITI works to highlight noteworthy talents and insights of women (some of whom remain relatively unknown outside of their workplace) and to identify sound strategies that have been used successfully by men and women working in and with technology organizations.

Are you open to a new workplace paradigm? Then think about these questions:

To management:

• Because only 2% of women occupy vice president and above positions in technology organizations (even though a significantly higher percentage are qualified), does it make sense to require a vice president or higher title when you want to add a woman (or minority) to your board?

• In looking for the best-qualified and the most capable, and, considering women have often accepted lesser titles, does it make sense to continue requiring certain titles as criteria for positions you want to fill? (For example, I have a friend who cannot get past the title of "admin," but she has effectively run her bosses' projects for years. Every time she interviews for a project manager position, they take one look at her title, and the process stops there.)

• Have you taken time to understand why effective women may be leaving your organization to start their own projects?

• Are you taking time to provide the women in your organization the support they need and require as a minority in a male-dominated environment?

To women at all levels:

• Have you made the commitment to develop your skills and perform your job to the highest standard possible?

• Do you provide the kind of support to your colleagues that you want from others?

• What are you doing to increase your visibility?

• Are you promoting yourself enough to ensure you are known and considered when the opportunities occur?

• Are you holding back your creative, unique contribution in your job because you fear looking different or being stereotyped?

• Are you taking full advantage of professional networks?

• Are you too focused on what you want rather than on what your organization needs?

• Have you explored to the fullest extent possible what you might be doing to sabotage your own success?

• Have you been open to feedback that may not be positive but may be useful?

• Are you using your energy being angry rather than working to solve the problem?

For more information about WITI, its mission or its 1997 conference June 4-6 in Santa Clara, CA, contact the organization at tel. 800-334-9484; e-mail: info@witi.com; URL: http://www.witi.com.

Leighton, the founding executive director of WITI, has founded three start-up companies and was one of McGraw-Hill's top 100 women in computing in 1996. She made a personal career decision to leave her last position as president of Criterion Research to dedicate herself full time to the advancement of women in science and technology.