‘Leading with purpose, flexibility and a people-first approach will become more important’

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.

Today’s feature celebrates the achievements of Pallavi Rao, Associate Director, PhonePe. She is the proud winner of the ‘Emerging leader in Corp Comm’ 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 has been a dynamic mix of pace, challenges, and purpose. I’ve had the opportunity to work across sectors, on both the agency and corporate sides, build brands from scratch, and lead campaigns that have driven real impact—both for the business and its reputation. As a woman leader, the road hasn’t always been smooth. Early on, I had to learn to balance between being assertive and being heard the right way. Finding my voice—and staying true to it—has been key. I’ve also seen firsthand how important representation is. Having more women in leadership roles really does shift perspectives and open doors. What’s helped me most along the way is resilience, empathy, and strong mentors—both men and women—who supported me. Now, I try to pave the way forward by creating space for younger professionals to grow and lead. The industry has made great progress, but there’s still room to grow—especially when it comes to embracing different leadership styles and challenging old biases.

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?

As communicators, our role goes beyond crafting narratives—we have the power and responsibility to shape culture, champion inclusion, and lead with purpose. What sets our industry apart is the strong presence of women leaders who’ve not only driven impactful communication strategies but also mentored and inspired the next generation. Their influence has been instrumental in shaping the way the industry has evolved. That said, leadership today demands more. We must adapt to shifting generational dynamics, lead with empathy, and bring clarity and direction in an ever-changing landscape. By doing so, we create the right environment to nurture talent, inspire growth, and build the future of this industry—together. The next phase of transformation must focus on systemic change—building policies, mindsets, and cultures that don’t just support women, but actively enable their success and advancement across all levels.

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

Succeeding in PR and communications takes more than just knowing the basics. While storytelling, media relations, and stakeholder management are essential, it’s often the softer skills that set great leaders apart—especially women leaders. Emotional intelligence and empathy go a long way. Whether it’s leading teams, handling crisis, or working with different stakeholders, being able to listen, relate, and build trust makes all the difference. Resilience and confidence are just as important. In a fast-paced, high-pressure environment—or when facing bias—staying calm, clear, and solutions-focused can really shape your leadership journey. Authenticity and collaboration also stand out. Leaders who stay grounded in their values and create inclusive, supportive teams tend to deliver stronger results. As the industry grows and changes, leading with purpose, flexibility, and a people-first approach will only become more important.

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

If companies truly want to attract and retain more women in leadership, it’s not just about creating space—it’s about creating the right environment for women to thrive, grow, and lead with impact. That starts with building a culture rooted in trust and flexibility. Career paths aren’t always linear—especially for women balancing personal and professional responsibilities—so flexible work models that don’t penalize ambition or performance are essential. Equally important is addressing unconscious bias head-on. From hiring to promotions, companies need transparent processes, diverse decision-making panels, and regular sensitization to ensure fair opportunities for advancement. Just as crucial is fostering an environment where women don’t feel the need to conform to succeed. Celebrating diverse working styles, encouraging open dialogue, and creating safe spaces that will empower women to lead authentically and confidently. When organizations invest in these cultural shifts, they don’t just retain women leaders—they enable them to thrive and shape the future of the workplace.

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

If I had to share two things with anyone starting out—or even midway through their journey—it would be these:

First, it’s completely okay not to know everything. We often put so much pressure on ourselves to have all the answers, fearing that asking questions might make us look incompetent. But the truth is, no one knows it all—especially at the start. What matters is the willingness to ask, to seek clarity, and to learn. The people who judge you for asking, probably aren’t paying attention to the unique strengths you bring—and in time, those strengths will speak for themselves.

Second, every failure is a learning opportunity. I won’t sugarcoat it—failing hurts. But once the initial sting fades, take a step back and understand what went wrong. That reflection is where the real growth happens. You come out of it sharper, more self-aware, and a little stronger. And chances are, you won’t make the same mistake twice.

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

Winning this award is an incredible honour. It is extra special as I share this honour with so many inspiring women achievers from diverse workstreams. This recognition is not just a personal milestone—it’s a celebration of every challenge overcome, every lesson learned, and every late night spent burning the midnight oil. More importantly, it’s a reflection of the people who have supported me along the way—mentors who believed in me, teams who collaborated with passion, and an industry that continues to evolve and inspire. I’m grateful, proud, and motivated to continue contributing meaningfully to this ever-evolving industry—and to keep raising the bar for what’s possible.