A leading public-relations advisor has warned that successful women are still more likely than men to be asked to invite the media into their home.

It comes after journalist and broadcaster Sharon Ní Bheoláin said she had no need to be “liked or loved by the public” in order to present the news.

In an interview with the RTÉ Guide, she said it was a “load of baloney” to label her an ‘ice-queen’ when she refuses to do at-home promotional work.

File photo of RTÉ presenter Sharon Ni Bheolain, 17-10-2006. Image: Graham Hughes/Photocall Ireland

“Was that label given to me because I don't curry favour with the media?" she asked. "I don't play the game; do fashion shoots, the at-home interviews? Therefore, I'm a stuck-up ice queen, right?

“Wrong; I'm none of those things actually. I've nothing to gain by doing media.”

Speaking to Ivan Yates on The Hard Shoulder this evening, author Terry Prone said Ms Ní Bheoláin has “done a huge favour for women” by speaking out adding that she had “laid down a marker that was long overdue.”

She said it was no surprise that Ivan has not been asked to do anything similar during his time as a presenter.

“No journalist I know has managed to get into your sitting room or discuss with your children what kind of a father you are or deal with how good you are at cooking lunch or worst of all, take off your appalling cap and put you in some kind of fashion outfit in order to have your picture taken for the front cover of a Sunday newspaper magazine,” she said.

“It just doesn’t happen. It is male and female.”

Public eye

By contrast, Ivan said that media interest “goes with the territory” for people living in the public eye.

“You could go and be a librarian and no-one would know anything about your business but if you are getting those big bucks and all those rewards, the least you could do is open up a bit,” he said.

She said the problem is that women in the media are told that they would be considered “a lot more likable if they are prepared to share details about their failings rather than their triumphs.”

“One of the problems about the way famous women are portrayed – particularly women in Ireland when profiles are done on them – is that they are expected to parade their vulnerabilities,” she said.

“Their faults, their failings their weight problems. Nobody asks Michael O’Leary about his weight problems.”

Ball-breaker

She said one of her female clients was recently described to her as an “impressive ballbreaker” and said she took offence at the term.

Ivan said he viewed the term as a compliment, adding: “There is nothing wrong with being a ball-breaker. In fact, I would hire a few if I got the chance.”

Ms Prone said it is a “hell of a sexist term” Ivan when applied to a woman.

“It is not acceptable for a colleague to describe a woman or man as a ball-breaker,” she said. “It is sexist, it relates to sexual behaviour, it relates to emasculation, it is disgraceful.”

You can listen back to the full conversation here: