‘Confidence in our abilities is the first step towards gaining recognition and respect’

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.

So, to celebrate the spirit of the women leaders in the PR and Corp Comm industry and the winner of the 5th edition of e4m Women Achievers' Awards 2024, we initiated this series. In this feature, we honour and celebrate the achievements of Prerna Dalakoti, Account Director, PR Professionals. She was bestowed with the ‘Emerging Leader in PR' award at the e4m PR & Corp Comm Women Achievers' Awards 2024. 

Excerpts:

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

My journey in the communications industry has been nothing short of fulfilling.
I’ve been fortunate to work with some of the most inspiring brands and individuals over the years. What I love most about communications is its dynamic nature—there's never a dull moment, especially when you’re part of an agency setup. You’re constantly working across various sectors and brands, offering immense exposure and keeping you on your toes.

Over the past decade, I’ve had the privilege of leading campaigns across diverse sectors, including infrastructure, government/PSUs, education, technology, retail, and social development. A few highlights of my career include being involved in transformative infrastructure projects like Namo Bharat Trains—India’s first Regional Rapid Transit System—along with the redevelopment of railway stations across India and the launch of Uttar Pradesh Metro Rail Corporation. Working in the development sector has also been deeply fulfilling, with opportunities to collaborate with global organizations such as UNICEF and the UNCCD on advocacy and media outreach campaigns.

In my 11 years in PR, I’ve learned that communication is no easy feat. It requires high performance, the ability to meet tight deadlines, and the skill to manage multiple stakeholders while maintaining the highest standards of quality. True success lies not just in writing and speaking well, but in building trust, character, and long-lasting relationships.

And yes, being a woman in this high-energy environment comes with its own set of challenges. It’s a reality many working women face. Often, you're judged by your gender rather than your work, which can be disheartening. I’ve also experienced situations where people initially hesitated to assign me field jobs or physically demanding tasks, saying, “Yeh bhaag-daud wala kaam hai, let a boy handle it.”

Sometimes people will tell you that a particular client may require attending events that go on late into the night. And because you're a woman, you might hear things like, “You may not be able to stay out late, so it’s better to avoid that client.”

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 undoubtedly been a positive shift. Today, more women are entering the communications and PR industry than ever before, and organizations are increasingly recognizing their contributions by offering equal and ample opportunities. Women are now being given ample opportunities to return to the workplace after maternity leave or career breaks. Companies have become much more flexible and empathetic towards their women workforce.

However, representation in leadership roles still requires focused attention. We must move beyond tokenism and actively create pathways for women to grow into decision-making and influential positions. While we have made significant progress in integrating women into the mainstream of many sectors and industries, certain perceptions remain unchanged. Women are still often judged based on age-old, preconceived notions.

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

Leadership isn’t defined by gender; it’s built on strong character, conviction, and consistency.
At its core, leadership is about the ability to inspire, guide, and make the right decisions. Nevertheless, women bring a unique set of strengths to leadership roles that make them particularly effective in today’s fast-paced and demanding times. Qualities such as empathy, emotional intelligence, intuitiveness, and an innate ability to multitask are incredibly valuable. These traits help women connect with their teams, understand different perspectives, and create solutions that resonate with people on a deeper level. In this industry, where building relationships and managing diverse stakeholder needs are essential, these abilities are indispensable.

What’s equally important is that we, as women, take our careers seriously and stay committed to our growth. It’s not uncommon to see talented women leaders, after reaching a certain level of success, lose their spark or step back, often due to self-doubt or external pressures. This sends the wrong message not just to other women, but to the wider industry. We need to believe in ourselves first, before anyone else does. Confidence in our abilities is the first step towards gaining the recognition and respect we deserve. We must first believe in ourselves; only then can we inspire the world to believe in us and our capabilities.

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

The solution is simple: treat women as equals. Break the outdated stereotypes that women may not be as competitive or committed as their male counterparts. Leadership roles should be assigned based on merit, not gender. Creating a culture rooted in trust, transparency, and healthy competition is essential to nurturing and retaining women in leadership. Equality doesn’t require grand gestures; it begins with the words we choose and the actions we take every day.

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

The sky is the limit! Communication is one field where women have always had a natural advantage, thanks to our innate ability to connect and express. But talent alone isn’t enough; consistency is key. When women step out of their homes to work, they don’t just face challenges; they often endure a barrage of outdated remarks and stereotypes. Don’t let preconceived notions or societal expectations shake your confidence. Be fearless. Keep showing up, stay committed, and let your work speak for itself.

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

I’m truly humbled and honored. A big thank you to exchange4media for this recognition. I’ve been following the PR & Corp Comm Women Achievers Awards for years, always inspired by the phenomenal women being celebrated. To be among them now feels surreal. Initiatives like this not only acknowledge hard work but also encourage professionals like me to keep pushing boundaries. I hope this inspires many more women to dream big and lead fearlessly.