'Start with a PR agency and learn the ropes by handling accounts across sectors'

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 today Women Achievers series, we honour and celebrate the achievements and innovation of Madhurima Bhatia, PR Head and Media Engagement & Partnerships - India and APEC, Ipsos in India. She was bestowed with the ‘Innovative Leader of the Year' award at the e4m PR & Corp Comm Women Achievers' Awards 2024.

Excerpts:

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

I’ll like to thank Mr. Karan Bhatia, Dr. Annurag Batra and the entire E4M team and the eminent jury for choosing me for this prestigious award. To be featured among the e4m Women Achievers in PR 2024 is a great feat to be cherished for a lifetime. This award validates about two decades of hard work and impactful work done for the organisations I worked with in telling their stories and supporting their business goals. Holding this prestigious award and to be felicitated for the win, have been like a pat on the back and provided recognition to the efforts and outcomes.

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

The journey in the communications industry has shown that storytelling was an art two decades ago and it continues to hold centre-stage. Though now the emphasis is on sharper, crisper and compelling storytelling. Now stories need to be told in a succinct way and earned media and public relations is the core in the communication framework, as it provides greatest credibility. And all other aspects of communications – owned media, of website, social media are amplification vehicles.  The rule book has not changed. Earlier everything newsy was picked up by media, as there was no digital media or social media – print and television ruled the roost. Now stories are harder to come by, especially after Covid19. So impactful storytelling is becoming extremely important, as media houses are short staffed. Targeting the right media, quality over quantity, is assuming importance for achieving business goals and ROI. Sometimes one impactful, exclusive story with a leading media house resonates more with key stakeholders as opposed to carpet bombing. It is still a tough and a thankless job.    

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?

In my experience when I started, we had desktops in office, so work had to be finished at the workplace. One ended up working long hours and for women it was difficult to manage both work and home. Women also had no leniency as work needed to be done. Whether with media monitoring, press monitors, planning, writing, and rummaging through newspapers. Now, it is a sea change. Firstly, with laptops women do not have to spend long hours at work as long as they can log in from home and the work gets done. Organisations have become gender neutral and so the work environment is highly conducive and inclusive. Earlier women in PR had to face bias as the role was perceived to be glamorous with no important inputs from women. Women have turned around the perceptions, by displaying the strategic and cerebral acumen this role demands and only the best of breed women can prove their mettle in managing the reputation of large corporations. It is a thinker’s role where every communication and media release is backed with short term and long term impact on business growth and financial goals. There needs to be a salary standardisation. There is always this feeling that men are better compensated than women in PR. And technology has completely done away with the mundane tasks of the yore. Now, technologies like AI and advanced software provide agility and efficiencies media monitoring, sentiment analysis and creativity.     

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

Media relations and connections are extremely important. Good storytelling skills and being nimble. You need to live this role 24X7. And keep thinking of how you can create more impact for the business. Being accessible to media is crucial; and being polite, amenable, and witty can make the work seem like a cake walk and make journalists remember you from the sea of communications specialists, calling them day in and out for their stories. To become good PR leaders, women should take failures in their stride and set new benchmarks in quality and articulating. Be the specialist of your field and your beat. Read, read and read. And provide holistic stories – a build-up and the core essence to the news.    

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

Once women become leaders, they have the resources in place to manage their home front (a support system) and can give undiluted focus to the role. Corporations should ensure women leaders are given timely promotions and the compensation is as per the role with no bias. These policies will enhance stickiness to the organisation. Like, the organisation I work with, am in the leadership team, as a functional head; the work environment is gender neutral, and merit based.     

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

Start with a PR agency and learn the ropes by handling accounts across sectors. Learn the processes. Learn how to write by working with the seniors. How to pitch to journalists.  

On the job training is a great learning curve and will stick with you throughout your career.