Entrepreneurial Competencies among Female Public Relations Students: A Study at the Universidade Estadual de Londrina (UEL)

Abstract

This study aimed to examine the entrepreneurial profile of female undergraduate students in the Public Relations (PR) program at the Universidade Estadual de Londrina (UEL). The research employed a five-stage methodology encompassing project design, ethical approval, survey development, data collection, and data analysis and discussion. A structured survey based on Dornelas (2018) was administered to 91 students, assessing six entrepreneurial dimensions: commitment, opportunity obsession, risk tolerance, adaptability, motivation, and leadership. Results indicate that the majority of students exhibit moderate to strong entrepreneurial tendencies, with 17.86% classified in Range 1 (high entrepreneurial profile) and 79.76% in Range 2. Key strengths include creativity, adaptability, and motivation, while areas such as risk tolerance and self-confidence require further development. Academically, the study contributes to gender-focused entrepreneurship research within communication education. Practically, it highlights the importance of integrating entrepreneurial competencies into PR curricula to empower women as leaders and innovators in complex professional environments. While the research is limited by its sample and self-reported measures, it offers valuable insights into the intersection of gender, education, and entrepreneurship.