From rising stars to guiding lights: Why young women leaders are important for PR's future

Young women leaders are the rising force and undoubtedly the biggest assets of our nation. From being innovators, and resilient leaders to mentors, the present day females ace every role with grace and determination. 

And deserves to be celebrated and valued every day, right?

Now shifting our focus on the PR and Corp Comm industry, women have long been a driving force, crafting new trends, shaping reputations, and advocating for brands and organizations. This year is no different. 

The PR and Corp Comm industry is rapidly evolving and is one of those industries known for more women professionals than men. But the only question that persists is that despite their undeniable power, "Are things evolving for women in the industry or are they still facing challenges in achieving full equality”?

As per the UN Nation’s International Women’s Day 2024 theme – “Investing in women: Accelerate Progress”, investing in women isn't just the right thing to do, it has become a necessity to accelerate growth. This International Women’s Day, we take a moment to acknowledge the challenges women face and celebrate their efforts in shaping the future of communication. 

Excerpts:

Share your experiences and challenges as a new and mid-age woman leader in the PR and Corp Comm industry, highlighting key moments that shaped your leadership journey.

The PR and Comms industry is filled with exceptional young women leaders who have propelled the industry’s progress with their excellence and impact.

Ayushi Arora Gulyani, Founder & Director, Media Corridors shared, “My journey as a woman leader in PR and Corporate Communications has been an exhilarating blend of excitement and challenges. Starting my own venture at a young age required navigating uncharted territories and challenging stereotypes related to gender and age. These obstacles fuelled my determination to succeed.”

Akansha Jain, Head PR & Corporate Communication, BharatPe shared the initial moments from her professional journey and expressed, “During my early Corporate Communication days, I have worked with leaders who were very seasoned with decades of experience. I was fairly inexperienced in comparison to them and it was a challenging task to win their trust and confidence. I worked on ensuring I have enough understanding of the industry, am well-prepared for meetings, and am proactive in my approach. This helped me gain the trust of the stakeholders over the course of time.”

Highlighting the challenges, she has faced during my professional journey over the last 17+ years, she emphasised, “First and foremost, there are mostly very few or no women in a room full of male leaders and hence, it is challenging to put your point across. Also, I have faced challenges with free advice and comments from various colleagues.”

Nafisa Shaheen, Head- Marketing and PR, Globale Media shared that as a young woman leader in the PR and corporate communications industry, her journey has been an amalgamation of rewarding experiences and distinct challenges.

“Having traversed both sides of the professional spectrum – as a journalist and subsequently as a corporate communications and PR professional, and now transitioning into marketing – has profoundly influenced my perspectives, work style, and resilience”, she added.

“Leadership is not an overnight accomplishment; rather, it is a journey, a continuous process. As I continue on this journey, I remain passionate about fostering a culture of inclusivity and empowerment. My experiences have taught me that leadership isn't about commanding, but about inspiring and collaborating”, shared Upasna Dash, Founder & CEO, Jajabor Brand Consultancy.

Share the evolution of the PR and communications industry you have witnessed, especially from the advent of Press Releases to incorporating AI. How have these changes impacted your role and strategies?

The evolution in the PR and Comms landscape is ongoing, with emerging technologies like AI and tech-driven communications channels likely to further reshape the industry. However, the core principles of building trust, fostering relationships, and effectively communicating a message will remain constant.

Gulyani expressed her views on the evolution of the PR and comms industry and expressed, “Leveraging data analytics and AI, we personalize messages and target audiences more precisely. These changes require us to be adaptable, creative, and proactive in meeting the industry's evolving demands.”

Upasna shared that the early days of the industry were dominated by traditional methods like press releases, press conferences, and media relations. But she believes that these tactics are just one piece of a broader puzzle and there’s so much more to explore.

Nafisa asserted, “From traditional press releases to incorporating multimedia content and engaging with audiences in real-time, the industry has undergone a significant transformation. These changes have greatly impacted the industry for the better and my role as a PR professional, requiring me to adapt to new communication channels and develop strategies that resonate with today's digitally savvy audience”.

Jain shared her observation about the evolving role of the Communications leader from mere press release dissemination to being the trusted ‘Reputation Counsel’ for senior management and the Board who has the responsibility to build and safeguard the reputation of the brand.

As a woman leader, what positive shifts have you observed for women in the workplace within the PR and Corp Comm sector over the past few years, and what do you think still needs improvement?

Ayushi shared that from increase in women's representation in leadership and decision-making roles, prioritizing pay equity to addressing gender disparities and the proliferation of women-centric networks and mentorship programs are some of the notable positive shifts she has witnessed within the PR and Corp Comm industry.

In this respect, Nafisa highlighted, “Over the past few years, there has been a greater emphasis on diversity and inclusion, with more opportunities for women to advance into leadership positions. Additionally, companies are implementing policies and initiatives to support work-life balance and career development for women.”

Jain highlighted, “The industry has seen some women role models that are heartening. Also, women are leading from the front and driving initiatives around diversity and inclusion.”

The growth in the industry is remarkable but like it said, there’s always room for improvement.

Arora highlighted the need to address the gender gap at the highest levels of management and the need to promote women into executive positions and boardrooms for enhanced gender equality and inclusivity in the workplace.

Dash expressed, “To break this cycle, established women entrepreneurs have a crucial role to play in fostering mentorship opportunities and inspiring the next generation of female leaders.

Looking ahead, what are your expectations for the PR and Corp Comm industry in the next 10 years, and how do you envision the role of women leaders evolving during this period?

The next decade of PR & Corp Comm ought to present exciting challenges and opportunities for women leaders. With their unique skill sets and perspectives, women are poised to be at the forefront, leading the charge towards a bright future.

Sharing about the expectations for the industry, Jain shared, “PR and Communications is emerging as one of the biggest enablers for business growth as the world moves online and an increasing number of customers invest a lot more time in researching a brand.”

Regarding the evolving role of women leaders, Arora asserted, “Despite challenges, I remain optimistic about the future of PR and Corporate Communications, buoyed by the evolving role of women leaders in shaping its growth and innovation.”

“I envision a future where diversity and inclusion are integral to organizational culture, and women leaders play a central role in driving innovation and driving meaningful change.”, Nafisa concluded.