'Resilience and mentorship are women’s unique value propositions'

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 shapes 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. The awards honoured the remarkable contributions of numerous incredible women leaders, achievers, and trendsetters who have shattered glass ceilings, overcome challenges, and paved the way for a more inclusive and diverse future in the PR and Comms Industry. 

In this series, we honour and celebrate the achievements of Dr Kulveen Trehan, Associate Professor, University School of Mass Communication, GGSIP University, Govt. of Delhi. She was bestowed with the ‘Educator of the Year' award at the 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?

My 22 years in the field of media and communication have been full of curvy paths and enriching experiences as a creative professional, academician, trainer, researcher and mentor. From international academic assignments as visiting professor, academic activities across continents to international research grants and  projects, corporate consultancy to imparting training in various organisations such as HERO, GAIL, Indian Oil, EIL, MOTA etc, it’s been a sojourn  full of learning and cherished memories. 

 At work, whether in the industry or in academia, my mantra has always been doing your homework thoroughly and being prepared before undertaking any assignment.  As an educator, I provoke young minds to think and question, relate and associate ideas and events with real world situations. I draw from my strong theoretical understanding of advertising and public relations and combine it with practical training to create a 360-degree learning curve.  Over the years, I have enjoyed introducing new branding activities, methodologies, simulation exercises and games in walled or virtual classrooms, and in field to make teaching learning progressive and engaging. 

The challenge mainly came from the conservative colleagues who may not have understood or appreciate the passion and sustained effort required to teach a dynamic stream like advertising and public relations or media studies in general.   

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?

Certainly, for the last twenty-five we have seen more women entering the field of media and communication than ever before. Also, over the years, women in media have worked very hard to remain ahead of their peers by cultivating talents and  upskilling themselves to occupy key positions in media education leadership. It is heartening to see a lot of women in the decision making today in the communication industry. With, women at the helm of affairs, we can already see the shift towards sustainable living and development. 

In media education ,one of the highlights is how research is no longer a male bastion! Women educators are emerging as top researchers in media because of their polymorphic attributes and multidimensional outlook.

However, general resistance of male colleagues to the decisions of women leaders remains a key challenge.  Furthermore, more structural changes are needed for women to be able to collaborate for interdisciplinary research of value. 

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

Women leaders need to be well informed, insightful and crafty communicators along with being clear and precise in their decision making. Resilience and mentorship are their unique value propositions on top of their ability to empathise and emotionally connect with individuals and groups in the workforce.  

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

Companies and Higher Education Institutions must foster a culture of free expression, empathy and empowerment in the organisation by appreciating unique abilities of women, by sharing their load, by adding “Her perspective” to corporate policy, by attaching premium value to their lived and shared experiences, by changing or adapting existing norms in line with her needs and motivations.  It is important to create a healthy, safe and rewarding environment for women so that they feel motivated to work to the best of their potential. 

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

To all the young women, I would say, read a lot and write regularly on different topics and themes, travel around to discover people and places firsthand. Build strong oral and written communication skills, join public relations networks and communities to deeply engage with people in your profession and acquire the media etiquette. Above all, have confidence in yourself and grab every opportunity to learn and grow. 

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

I am honoured to receive the Educator of the Year award. Thank you, Jury members, and exchange4media for this distinguished recognition. It is satisfying to see your contributions being appreciated. This award is not just mine; it belongs to my  students who have given me immense love fuelling my passion to teach and learn. This award strengthens my resolve  as an educator , as a leader to impart  relevant and purposeful education in communication and public relations.