‘Not every day will be your day, but bringing your 100% to the table is what matters’

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 feature, we have Amrita Sarna, Communications Lead, Unilever International and the proud recipient of the 5^th edition of e4m PR & Corp Comm Women Achievers 2024 who is shaping the industry’s narrative, driving meaningful change, and creating positive impact. She was bestowed with the ‘Emerging Leader in Corp Comm’ award at the 5th 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 

It’s surreal to be completing a decade in communications – nothing short of a whirlwind of experiences that have shaped the individual I am today. Engaging in retrospective, my initial steps were marred with challenges most newbies face – struggling to gain a foothold, trying to get a pulse of work and people around you. This made me realise the importance of a strong guide/mentor who can help you steer the course better. As I progressed, I developed a learning-focused approach that helped me wade through some rough waters, rise to every occasion, and prove to be a valued asset for the team and the organization.

• 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?

The industry has seen a good start with diverse programs and policies that offer flexibility, work-life integration while boosting productivity. Looking at the growing talent pool, incubation programs can be a significant step up in skill development and leadership. These fast-track programs aimed at solving real-world business challenges can be a path to success for young talent, equipping them with learning tools and resources, guided mentoring as they bring innovative solutions to the table. The programs will be essential in fostering learning, resilience, leadership, and social responsibility among the next gen of comms pros.

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

Agility and Adaptability - two qualities I see as absolute essentials to navigate the industry. In the last few years, we have seen a seismic change in the external environment, leading to communications taking on a far more strategic and critical role. From the sidelines, we have moved centre court with our innate ability to shape, align, and deepen stakeholder trust and reputation across a wide range of stakeholders.

Businesses seek a lot more than just inputs and talk shop from their communications team. Catering to the ever-changing consumer realities, communicators today must be two steps ahead – agile, insights-driven, with the ability to be multidisciplinary – becoming true partners in business success. 

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

Despite the increasing focus on gender diversity and inclusion, the Ministry of Corporate Affairs recently reported to the Rajya Sabha that women hold just 18.67% of all board positions in listed companies. This calls for more active and sustained efforts in augmenting opportunities for women, enabling a smoother transition to leadership roles. Here are some aspects that can be improved to nurture and hone talent:

• Ensure that policies and procedures are in place to prevent discrimination and that all employees feel included and valued
• Train employees on unconscious bias and ensure fair and equitable hiring, promotion, and performance management processes  
• Offer programs specifically designed for women leaders, addressing unique challenges and developing essential competencies
• Partner with organizations that focus on empowering and advancing women in the fields of finance and capital markets to access resources, networking opportunities, and support

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

Be resilient – it’s a business that tests the best of you, even on your worst days, so resilience goes a long way in preparing you for the trenches. Remain persistent in your efforts till you get the desired outcome. Not every day will be your day, but bringing your 100% to the table is what matters! Be impatient with comfort. Comfort brings ease, and that is your Achilles’ heel. Don’t settle for being just good - ask for more, challenge more, make new mistakes – the idea is to add to your learning curve continuously.

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

Over the moon! It’s such an honor to be awarded among fellow communication leaders who are thriving and inspiring everyone around! My congratulations to the E4M team for creating platforms such as the Women’s Achievers Awards that keep the spotlight shining on the communications industry.