How can public relations work be designed so that girls and young women actually feel addressed, develop an interest in STEM and are encouraged to study these programmes? How can public-relations work be organised so that female graduates and scientists also aspire to a career at TU Braunschweig?
In addition to addressing the desired target group (e.g. "Dear female students"), the main elements of public relations work are images, photos and films. These should be free of clichés, present the genders equally and avoid unconscious stereotypes such as gender role attributions.
It is also important to develop an awareness and sensitivity when addressing heterogeneous students and people with different gender identities. Gender-conscious language incorporates all genders instead of just "including" them. If a person's gender is not known or is not relevant to the context, gender-neutral wording is recommended. Depending on the context, gender-neutral (e.g. "students") and gender-inclusive (e.g. "students") forms as well as masculine and feminine forms can be used. If, for example, "men and women" are explicitly addressed, they should be referred to equally and alternately.
(The following documents are only available in German)