‘I am one of the few crisis communication experts in the country’

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 who are breaking barriers in the PR and Corp Comm industry, exchange4media launched the 5th edition of e4m Women Achievers' Awards 2024. In this series, we honour and celebrate the achievements of a Startup Reputation Specialist, Akanksha Jain, AVP- PR and Comms, Swiggy. She is the proud winner of the ‘Communicator of the year (Corp Comm professional)’ award at the 5th edition of e4m PR & Corp Comm Women Achievers' Awards 2024. 

Excerpts:

Q1. How has been your journey in the communications industry, share your experiences and challenges as a woman leader.

Ans: It has been a long and exciting journey for me in the PR and Communications industry over the last 19+ years. Over the years, I have worked with young, emerging and traditional brands, across a wide range of industries. I have spearheaded strategy/ execution across various facets of brand building including global Public Relations/ Brand / Market Communications, Content Marketing and Strategy, Reputation building and safeguarding, Community building, Crisis Communications, Social and Digital Media Strategy, Employee Communications and Employer Branding, Owned Media Strategy, Policy communications, Sustainability and CSR. In my career, I have had the opportunity of working across 30+ countries across the world.

A ‘Startup Reputation Specialist’, I have been associated with startups for close to 14 years and have built numerous startups ground up- devised brand identity, brand strategy, owned and social media strategy, public relations and community building roadmap. My journey with startups encompasses a range of industries including e-commerce, SME focused companies, fintechs, food-tech etc. My milestone achievements during my career include the transformational campaigns that I have spearheaded- including those on business mobility during my days of servicing Nokia eSeries, the rise of e-commerce during my stint at AskMe Group, and the financial inclusion/ digital payment campaign across various fintech companies I have worked with, like MobiKwik, Pine Labs and BharatPe.

I am one of the few ‘Crisis Communication Experts’ in the country. I have extensively handled crisis/ issues management campaigns during my journey with startups including BharatPe where I spearheaded the overall crisis communications for 3+ years, ensuring minimal loss to the brand’s reputation.

Q2. 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?

Ans: Over the last few decades, there has been a considerable positive shift with regards to women in the workplace. Over the decades, there has been a considerable increase in women participation in the workforce, thereby adding a new dimension to the workforce. There's been a huge rise in women's participation in the job market globally. In many developed nations, women now hold nearly half of all the jobs, and in some, even the majority (excluding farming and self-employment). 

More women today are pursuing higher education and entering traditionally male-dominated fields like law, medicine, tech, and finance. Their presence in corporate leadership is also rising, with women now holding up to 29% of C-suite roles in some reports. Organizations are increasingly prioritizing diversity, addressing bias, and supporting women’s growth.

However, some challenges still persist like the gender pay gap, and many women struggle to reach top leadership due to systemic barriers, unconscious bias, and workplace microaggressions. Women also continue to shoulder a disproportionate share of domestic responsibilities, impacting their careers.

While progress is evident, true equity requires continued focus on fair pay, equal opportunity, inclusive leadership, and supportive work environments.

Q3. What are the most important skills and qualities that women leaders need to succeed in the PR and comms industry?

From a skills standpoint, there are some important skills for women leaders in the PR and Communications industry. In my view, these often blend traditional PR acumen with uniquely leveraged "feminine" leadership traits and strategic modern capabilities. These include:

1-Strategic thinking: This will include the ability to see the bigger picture, align communication goals with business objectives and the larger vision of the organization, anticipate trends and have market intelligence, and develop holistic, long-term PR strategies.

2- Storyteller and a great communicator: Masterful storytelling skills, ability to devise storylines, compelling writing skills (press releases, reports, digital content), public speaking and impactful presentation skills. Leaders should be able to articulate complex messages simply and effectively.

3-Media and influencer relations: Developing and nurturing strong, trust-based relationships with journalists, editors, and key influencers across traditional and digital landscapes.

4- Crisis management: Innate ability to handle high-pressure situations with composure, quickly assess complex scenarios, and implement robust communications plan

5-Data-driven decision making: Ability to use and leverage analytics tools to ensure social listening, sentiment analysis, content performance, and campaign measurement so as to demonstrate ROI and impact

With regards to qualities, here are a few that can enable women leaders to stay ahead of others:

1-Emotional Intelligence and Empathy:  Women often demonstrate higher emotional quotient, which enables them to connect better with a diverse range of stakeholders (media, clients, employees, public). Empathy fosters trust, aids in crisis de-escalation, and helps craft messages that truly resonate. It's no longer a "soft skill" but a strategic advantage for building authentic relationships and navigating complex dynamics.

2- Resilience and adaptability: In today’s VUCA world, the PR and Communications landscape also keeps evolving with new platforms, viral trends, "cancel culture," crises etc. to name a few. Also, women leaders often face additional scrutiny and barriers at the workplace. Resilience allows them to bounce back from setbacks, maintain their cool under pressure, and continue to move ahead with determination. Adaptability and agility ensures they can pivot strategies and embrace new ways of communicating effectively.

3-Collaboration: Women leaders often excel at fostering collaborative environments, building consensus and cohesive teams, and in turn, driving higher productivity.

4- Continuous learning: In the evolving times that we live in, continuous learning ensures women leaders stay ahead of the curve and bring innovative solutions to the table

5- Confidence and Self Awareness: Confidence is key as it helps women leaders to put their point across assertively, build a team that looks up to them, and navigate challenging conversations without self-doubt. Self-awareness is key for any leader as it makes them understand their strengths and weaknesses, manage their own emotions, and continuously grow as leaders, aligning their actions with their core values.

Q4. What suggestions would you give to companies who want to attract and retain more women in leadership positions?

First and foremost, it is important for companies looking at attracting and retaining women in leadership positions to create a work environment that enables women to thrive and succeed. There is a need to build an ecosystem wherein women can do their best work and feel empowered. It is recommended that they feature stories of successful women leaders prominently on their external channels like website and social media, showcasing their diverse roles and career paths. Also, companies should be transparent about their commitment to equal pay, flexible work, and parental leave policies from the outset. Additionally, companies must enforce strong anti-harassment policies with safe reporting channels. Creating inclusive forums where women can freely share ideas and feel heard is key to psychological safety. Furthermore, tailored programs should address challenges like imposter syndrome and negotiation skills, along with mentorship initiatives that connect high-potential women with senior leaders.

Q5. What advice would you offer to young women who are starting their careers in the communications industry?

For young women embarking on a career in the communications industry, my advice will be to focus on foundational skills, strategic self-development, and cultivating a supportive ecosystem. 

Here are some tips:

• Master the Core: Excel in storytelling, writing and all forms of communication. Have an eye for interesting stories and focus a lot of setting the right narrative
• Be Digital & Data-Savvy: Embrace social media as well as digital trends, and learn to use AI first tools to measure impact and ROI
• Stay Curious & Adaptable: This industry evolves fast as does the external environment today. Be a continuous learner, be open to new experiences and get used to leveraging technologies. Be open to unlearning and relearning
• Network & Seek Mentors: Build genuine connections in the industry. Find mentors (and sponsors!) who will guide and champion you.
• Advocate for Yourself: Own your voice, document your wins, and learn to confidently promote the good work that you do.
• Understand the Business: It is important to understand the business and the industry you are operating in. The Communications strategy should align to the business goals and vision

Q6. Lastly, how do you feel as a winner of the 5th edition e4m PR & Corp Comm Women Achievers Awards 2024?

It is an honor for me to win the ‘Communicator of the Year (Corporate Communications)’ award at the 5th edition e4m PR & Corp Comm Women Achievers Awards 2024. Such awards are a great validation of the hard work, strategic thinking, and dedication over the last year and encourage us to continue pushing boundaries and deliver our best.  I would like to express my gratitude to the Jury for the recognition.