‘I see this award as a celebration of every woman who leads with empathy & resilience’

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 talents shape our world, often blending empathy with innovation in ways that make communication more real, more inclusive, and more powerful for everyone. 

In this series, we honour and celebrate the achievements of Shivani Gupta, Managing Partner, SPAG Finn Partner. She is the proud winner of the ‘Mentor of the year in PR’ award at the e4m PR & Corp Comm Women Achievers' Awards 2024 and ‘PR Professional of the year’ at the 15 th edition of IPRCCA.

Excerpts from the conversation:

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

My journey in the communications industry hasn't been linear but that’s what makes it fulfilling. From starting PR in India to now leading SPAG FINN Partners, each phase has come with its own set of challenges, learnings, and breakthroughs. I learned early that clarity, consistency, and confidence can open doors that titles alone can’t.

A defining realization along the way was that leadership isn’t about fitting in—it’s about creating a space where others can truly belong. That belief has shaped how teams are led, how a people-first culture is built at SPAG/FINN, and how one shows up in the industry every day.

Real change doesn’t happen by waiting for the system to evolve—it’s driven by action, conviction, and collaboration. If this journey encourages others to find their voice and forge their own path, then every step has been truly worthwhile.

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’s no doubt we’ve come a long way. The visibility and voice of women in leadership roles have grown significantly. Today, women are not just participating in conversations around business strategy—they are shaping them. DEI mandates, leadership development programs, and stronger advocacy have opened doors that were once difficult to access.

One of the most encouraging shifts has been the changing mindset among peers and leadership. Skills, capabilities, and the impact an individual creates are increasingly valued over gender. While unconscious bias hasn’t disappeared entirely, it has reduced meaningfully. Conversations today are more focused on contribution, innovation, and leadership potential rather than on gender-based assumptions.

Another major transformation is the evolution of leadership models. The idea of what makes a 

“strong leader” has broadened. Leadership today values empathy, collaboration, and resilience—qualities that many women naturally bring to the table. Diverse leadership styles are no longer seen as exceptions but as essential to success.

What needs greater attention now is creating environments—both cultural and structural—where growth opportunities are truly equitable. Inclusion isn’t a women’s issue; it’s a leadership commitment that demands collective ownership.

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

In our industry, agility is non-negotiable. We’re operating in an ecosystem where platforms evolve overnight, consumer expectations shift by the hour, and brands are expected to lead with both empathy and action. So, the ability to adapt while staying anchored to purpose is critical.

For women leaders in particular, I’d say resilience, strategic thinking, and emotional intelligence are game-changers. But equally important is unapologetic clarity—knowing your worth, owning your expertise, and being vocal about the value you bring to the table.

Also, don’t underestimate the power of mentorship and community. The communications industry is built on relationships—externally, yes—but also internally. The women who succeed are often the ones who lift others as they rise, who aren’t afraid to show up fully and lead with both strength and softness.

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

Start by asking not “How do we attract women talent?” but “What kind of workplace are we building that women would want to lead?” The answer to that changes everything.

At SPAG/FINN, we’ve seen that when you truly embed values like flexibility, trust, and inclusion—not just in policy but in culture—you don’t have to chase talent. It finds you. Women don’t want token gestures—they want real investment: in growth, in learning, in leadership.

Leadership roles should not come at the cost of life balance. Create environments where women can lead without compromise—where maternity doesn’t derail ambition, and where empathy isn’t seen as a soft skill but as a leadership superpower.

And lastly, representation matters—but it’s not enough. Empower women leaders with decision-making authority. Put them on boards, not just brochures. That’s how you retain them.

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

Own your narrative. You don’t need to fit into predefined molds—you have the power to create your own playbook. PR and communications are no longer about broadcasting; they’re about connecting authentically and driving impact. If you have the ability to tell stories that matter, you already have influence.

Secondly, surround yourself with mentors who challenge you—not just comfort you. Your growth lies at the edge of discomfort. Be curious. Ask the harder questions. Make space for both ambition and kindness.

Lastly, don’t shrink yourself to make others comfortable. Women often downplay their strengths—be it creativity, intuition, or conviction. I say, lead with them. This industry needs your voice, your vision, and your unique lens on the world.

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

Grateful, but also deeply reflective. Awards are affirmations—but they’re also reminders of responsibility. I don’t see this as a personal win alone; I see it as a celebration of every woman who has dared to lead with empathy, resilience, and bold clarity in a space that constantly evolves.

It’s also a reminder that our work is far from over. For every accolade, there are countless untold stories and unseen efforts. I stand on the shoulders of so many incredible leaders—and I hope to be that support for others.

This recognition reinforces my commitment to nurturing future leaders, championing purpose-led communication, and continuing to shape an industry that is more inclusive, humane, and transformative.