‘We need to consciously build culturally sensitive & diverse workplaces, including boards’

There is nothing a woman cannot do or achieve once she sets her mind. Her spirit is indomitable, focus unwavering and perseverance steadfast. It is this unfaltering resilience that we celebrate annually on March 8 – International Women's Day.

Honouring the contributions of women in the PR and Corp Comm sector, exchange4media PR & Corp Comm is running a 'Women Achievers Series'. It will feature the journey, success and achievements of some of the top women leaders from the Public Relations and Corporate Communications fraternity.

Today, we have Archana Jain, managing director, PR Pundit, who shares her insights on the role of women in the PR fabric.

Excerpts from the interview: 

Please share your thoughts on the theme for International Women's Day 2023 -  DigitALL: Innovation and technology for gender equality. This is aligned with CSW—67 theme on gender equality and empowerment of all women and girl through education, innovation and technology in the digital age.

Across greater India, referred popularly as Bharat, there is evidence of growing inequalities in the context of digital skills and access to technology that is leaving behind women and thereby creating a digital gender divide. The focus on DigitALL in 2023 will foster greater inclusivity enabled by technology and digital education, crucial for a sustainable future.

The Internet revolution will democratise equal opportunities and empower more and more women from Tier I and II cities, and rural areas come in to the business ecosystem to write their own rules of success. Bringing in women will also solve for products and services to help fulfill need gaps in the wants and needs of other underrepresented women as well as encourage their share of voice.

A lot has been discussed on the influence of women and their leadership in PR. In your view, what has changed in these last few decades?

It’s nice to see more women leaders in PR firms in India and across the world, and the increase in entrepreneurial ventures led by women. Women have certain instinctive skills, including listening, creativity and emotional quotient. PR and leadership require these three in abundance. 

Numerous researches have highlighted that only 20 per cent of women sit on board globally. What's your take on the value women leaders in PR brings to the board room?

With an increasingly woke world, we need to consciously build culturally sensitive and diverse workplaces, including boards. 

I believe diversity is critical simply to listen to what the ignored half of the global population wants.

Tell us about your journey. What inspired you and who has been your hero?

In July 1998, I ventured out to set up PR Pundit to undertake benchmarking work in consumer PR. I had worked in PR for seven-and-a-half years and wanted to explore work beyond corporate PR. At that time, most PR consulting firms had a corporate focus. I spotted an opportunity to drive true brand preference by creating compelling consumer campaigns that would create brand trust and move products off shelves and into customers’ carts and hearts.

I am proud to have nurtured PR Pundit into a defining brand with distinct consumer focus.

I have been inspired by many women – especially those who have shed social conditioning across the globe like Gertrude Bell, Angela Merkel and Ruth Bader Ginsburg. 

Your message to future leaders.

Considering this is for future women leaders – rise and take charge. The only thing holding back women is confidence.

So, believe in yourself! Believe in your idea and do not give up – persevere.