‘The most underrated yet essential quality in PR is emotional intelligence’

Women mentors in PR holds a distinguish place in the industry as they prepare the next generation of professionals with their leadership, expertise, and advocacy. From helping them navigate challenges, refine their skills to grow their careers, they thrive different roles with finesse. The India’s communications landscape has several women leaders who handle the dual responsibilities to leading the industry and empowering the next generation of leaders.

So, to celebrate the spirit of the women leaders and mentors who are advocating for inclusive practices and building an environment of support, collaboration, and innovation within 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 Puja Pathak, Founder Director of Media Mantra Group. She was the proud recipient of ‘Mentor of the year in PR' award at the 5^th 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?

The communications industry has been both a learning ground and a platform for growth for me. You know, when I reflect on my journey, it’s been a blend of passion, perseverance, and purpose. When I co-founded Media Mantra Group more than a decade ago, it was both exciting and daunting. The PR industry was already competitive, and as a woman leader, there were moments when I felt I had to work twice as hard to prove myself. I faced moments where I had to challenge preconceived notions about leadership and decision-making. But those experiences shaped me — both as a leader and an entrepreneur. They fuelled my determination to build an organisation that celebrated diversity as well as innovation.

Today, Media Mantra Group stands as one of India’s fastest-growing PR firms, with over 150 talented professionals across offices in Gurugram, Bangalore, Mumbai, and, more recently, Dubai. The challenges I faced early on helped shape the values of our organisation that are centered on inclusivity, adaptability, and excellence. The experiences in my journey have taught me that leadership is about empowering others and creating growth opportunities—a philosophy deeply embedded in the ethos of Media Mantra Group. I hope it inspires others to do the same.

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?

It’s been incredible to see how far women have come in the workplace. Globally, women now hold 29% of C-suite positions, up from 17% in 2015, according to McKinsey’s Women in the Workplace report. We’ve moved from being under-represented to leading key roles across industries. In PR and communications specifically, women have become pivotal in shaping narratives and driving impactful campaigns. However, there’s still room for improvement when it comes to addressing pay disparities, providing mentorship opportunities, and ensuring equal representation at decision-making levels.

At Media Mantra Group, we’re making conscious efforts to create an environment where talent thrives irrespective of gender. Our policies focus on flexibility, skill development, and fostering leadership among women professionals. While organisations are taking steps to reduce bias in hiring and promotions, the real challenge lies in sustaining these efforts long-term. As an industry, we need to do more to break down these barriers. True transformation will come when workplaces embrace diversity not just as a checkbox but as a core value.

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

The PR and Communications industry demands a mix of creativity, strategic thinking, and adaptability. But I think one of the most underrated yet essential qualities is emotional intelligence. In PR, you’re constantly dealing with people (clients, teams, and media), and understanding their perspectives is key. Hence, as leaders, women must possess strong emotional intelligence to navigate complex stakeholder relationships while demonstrating resilience and adapting to the constantly changing dynamics of the industry.

At Media Mantra Group, we emphasise nurturing these qualities through mentorship programs and collaborative workflows that encourage innovation. I encourage my team to think creatively but also strategically. It’s not just about coming up with great ideas; it’s about executing them in a way that delivers results. For women leaders specifically, I’d say confidence is crucial. It is about believing in your abilities even when others doubt you. Women leaders who can balance empathy with assertiveness are well-positioned to drive meaningful change in the PR & Comms industry.

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

Organisations must create an ecosystem where women feel supported at all stages of their careers. For instance, a McKinsey report found that companies with over 30% female executives tend to outperform those with fewer women leaders. This thoroughly reflects the impact women can have on the overall performance of an organisation. Hence, to attract and retain women in leadership roles, companies must go beyond tokenism and create structures that genuinely support their growth. This includes offering mentorship programs tailored for women leaders, flexible work policies to accommodate diverse needs, and transparent promotion pathways that reward merit.

At Media Mantra Group, we’ve seen how investing in people-centric initiatives leads to better outcomes, not just for employees but also for clients. I’ll give you an example: our recent expansion into Dubai involved several women across positions taking charge of global projects and winning over clients with their stellar work. By creating an ecosystem where women feel they belong and can thrive without hesitation, organisations can not only attract and retain them but also ensure quality results.

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

To all the young women out there aspiring to be communication professionals, my first piece of advice would be to embrace curiosity and never stop learning. The communications industry offers immense opportunities for those who are curious and willing to learn. When I started out, I didn’t have all the answers either, but what helped me was staying curious, being willing to adapt, and asking questions. Seek mentors who can guide you through challenges while building your confidence as a professional.

We, at the Media Mantra Group, believe in empowering young talent by providing exposure to diverse projects across PR, digital marketing, crisis management, and more. I always tell the new hires to focus on sharpening their storytelling skills, whether through data or human experiences, and to strive for authenticity in their work. I think it's important for them to know that every challenge is an opportunity to grow, as persistence will pave the way for success.

Lastly, how do you feel as a winner of the 5th edition of the E4M PR & Corp Comm Women Achievers Awards 2024?

Winning this prestigious award is both humbling and exhilarating. It’s a reflection of not just my journey but also the collective efforts of my incredible team at the Media Mantra Group, who have been instrumental in our success story. This award reinforces our belief in pushing boundaries and staying committed to delivering value for our clients while inspiring us to set new benchmarks globally.

As we strengthen our global footprint, this recognition serves as motivation to continue delivering impactful solutions that drive meaningful change for our clients and communities alike. It reminds me why we do what we do: to create meaningful connections through communication while inspiring others along the way. It’s proof that when you believe in your vision and work collaboratively with your team, extraordinary things happen. I hope this recognition motivates more women leaders to pursue their aspirations with confidence.