‘Communication, research and storytelling are key to excelling in this field'

Women have played a huge role in shaping the communications industry, even if their stories haven't always been at front. The industry has several remarkable women whose talent shape our world, often blending empathy with innovation in ways that make communication more real, more inclusive, and more powerful for everyone.

In this Women Achievers series, we honour and celebrate the achievements and innovation of an emerging marketing communications professional and entrepreneur, Shruti Mishra CEO, Image Stereo who is shaping the industry’s narrative, driving meaningful change, and creating positive impact. She was bestowed at the 5^th edition of e4m PR & Corp Comm Women Achievers' Awards 2024.

Excerpts:

How has been your journey in the communications industry, share your experiences and challenges as a woman leader?

My journey in communications industry started 20 years back. While first ten years I was communicating the facts (in the form of news) to the world, in the next ten years it was more about storytelling. It was about creating exciting stuff out of known facts or creating a story out of something which had nothing at all! So, for me, this journey was full of learning and unlearning. Learning the entire world of marketing and advertising and master it to rise the ranks. Communication had always been my forte and it got utilised fairly well in the new industry that I entered. I got to explore multiple facets of my professional capabilities, something which was getting limited in my media days. I was fortunate to get a great mentor who trained me and supported me and gave me a lot of exposure that made things fall in place for me. I got a great support from my clients who became like a work family, and for me the biggest learning was that you can never win anyone through bluffs, you can only win your audience with intellect, facts and understanding of your subject. 

Women are mostly natural communicators, which translated very well for me in my new role, however the biggest challenge was to lead a team specially when I was an outsider in the field of Marcom. Most of the big boardrooms that I enter even today are dominated by men, with only 20% women audience, this needs to change and more women needs to be made a part of leadership team.

What shifts and transformations have you observed for women in the workplace over the last few decades, and what do you think still needs improvement?

There has been a tremendous and drastic transformation in the way women are accepted in the workplaces. You will see women growing and prospering in organisations and the number of women in leadership positions is way too high now than what it was around a decade back. One place that definitely needs an improvement is the mindset of people. If a woman is rising it is always speculated whether it is on merit or because of favouritism, whereas this question never arises in case of a man. This thought needs to change once and forever. Once this happens, we will have nothing else to complain.

What are the most important skills and qualities that women leaders need to succeed in the PR and comms industry?

Great communication skills, outstanding conviction, pressing problem solving skills, industry know how, research and great storytelling are the most important skills that are required to excel in this field. In service industry, you are as good as your team! So being a team player is a very big quality that is needed. You need to have passion to keep learning and evolving, patience to deal with client criticism and acumen to absorb the requirements and deliver something outstanding, every time, all the time! This industry is very demanding and if we are able to manage the demand with the creative supply, then sky is the limit. 

What suggestions would you give to companies who want to attract and retain more women in leadership positions?

Women make workplaces alive. They add a lot of value to the entire ecosystem as they are natural multitaskers. I don't think anything extra needs to be done to attract women force. But yes, since in the majority of the Indian household’s women are not the primary bread earners, their jobs and careers are not taken that seriously. They are expected to adjust their work according to their family demands and not vice-versa. I have personally seen many women becoming ineffective after marriage because of lack of support of their new family! This needs to change, and while this change will take time, we need to become more flexible work spaces. Because a woman should not be paying a price for old age societal norms. We need to offer more flexibility and consideration to married women, only if they are deserving.  I have seen a lot of women exploiting this freedom also, so that check needs to be there. In order to reach the leadership positions, women need to be given more responsibilities and opportunities. They need to be given time flexibility and you will see their output and loyalties doubling up.   

What advice would you offer to young women who are starting their careers in the communications industry?

Communication industry is a great industry for women and if you are a good storyteller, this is an industry to be! Be passionate, be ready to learn, be ready to give in those extra hours and say no to nothing. Be resilient and fear nothing as best resources are born out of multi-tasking. Honestly, if you have capabilities, then you will reach heights in any industry today! However, mediocrity has no place anywhere and then if you are not able to succeed, you can’t play a women card. 

Lastly, how do you feel as a winner of the 5th edition e4m PR & Corp Comm Women Achievers Awards 2024?

It’s always a special feeling to win an award for the hard work that you put in and the first one coming from e4m is quite humbling. To be recognised as an emerging leader in Marcom not just gave a very overwhelming feeling but it also works as a great motivator to put in that extra effort to make sure that Image Stereo soars to higher levels in this upcoming year. It now feels that the effort was put in the right direction and that sooner or later hard work does gets recognised. This award is a testament to the efforts that the entire team had put in to make sure that the first year of Image Stereo becomes rewarding one