Diversity & inclusion are essential components of effective communication: Fern Lazar

The 4th edition of the e4m PR and Corp Comm Women Achievers Summit had its keynote session addressed by Fern Lazar, Managing Partner, Global Health Practice Leader, Finn Partners. During her speech, she acknowledged women's crucial role in the PR and communications industry. She guided the audience through her impressive journey, contributions, and challenges entering the field. She highlighted how the ever-evolving nature of the sector motivates her to continually learn, innovate, and contribute to its growth daily.

"It's essential to recognize women's pivotal role in our industry. With women constituting 50% of the world's population, their ability to live longer, listen better, and excel at collaboration underscores why many of us are drawn to careers and communications where collaboration is paramount. I congratulate all men and women who stand shoulder to shoulder with these exceptional women."

She emphasized that women have played a pivotal role in refining the art of communication, catalyzing action and contributing to positive change in the world. Moreover, after recognizing the transforming impact of women in the industry, she reflected on her 35-year-old journey in the communications world, her challenges, and the key takeaways of her experiences. 

"I realized I entered this field with a passion for expressing myself and connecting people to drive positive change. It has proven to be the right decision for me as the dynamic nature of the field keeps me encouraged, engaged, and learning every day. I'm also fortunate to work for an organization and partner that truly lives its values and seeks to make a meaningful difference in the world. The COVID-19 pandemic underscored the need for collaboration, and it revealed great fragmentation in our Global Health ecosystem and highlighted challenges such as health equity, health literacy trust, technological disparities and economic differences. However, our team mobilized swiftly to ensure effective communications for our clients worldwide, recognizing the vital role of clear messaging in engendering trust, a key ingredient of our success. Collaborating with companies across Latin America, Asia and Europe in the last 35 years of working experience has enriched my understanding in ways that no University could as the leader of Global Health practice. That is why bringing Spag and its broad Network in Asia was such a significant milestone for me."

Subsequently, she discussed the five crucial trends that, as a Communications professional, she is actively monitoring and keeping on the radar.

"The first is Embrace Emerging Technologies, second is purpose-driven communication, third is Authenticity and a commitment to Social and environmental causes, Crisis Management, Communications and Readiness, and last is Cultural Competence and diversity in communications that can really help mitigate damage and rebuild trust in the aftermath and lastly cultural competence and diversity."

"In our Communications, diversity and inclusion are not just buzzwords but essential components of effective communication. In 2024, our communication strategies must reflect, understand, and embrace diverse perspectives, cultures, and backgrounds that extend to both internal and external communications. By fostering a culture of inclusivity within our teams and ensuring our messaging resonates with diverse audiences, we can create stronger connections and broaden our reach."