'With women-friendly work culture & initiatives like e4m awards, good times lie ahead'

Poonam Prahlad, Founder & Director, Media Moments, speaks on her win, female leadership, role of women in restructuring the industry, future goals and more

e4m by exchange4media Staff
Updated: Sep 18, 2020 9:49 AM
Poonam Prahlad

Considered the better half of society, women entrepreneurs are increasingly making their presence felt in the country. According to the sixth economic census by the Ministry of Statistics and Programme Implementation, women comprise as much as 13.76% of the total entrepreneurs in India. This has not only changed the demographic dividend of business houses but has also catalyzed economic growth.

Talking about the communications industry, women have been the flag bearers of the sector, and the increasing number of women entrepreneurs in the industry bears the testimony of the fact. One such entrepreneur is Poonam Prahlad, Founder & Director, Media Moments. She recently bagged the 'Entrepreneur of the Year' title at the e4m PR and Corp Comm Women Achievers Awards 2020.

Prahlad comes with 15 years of experience in consumer marketing, sports, brand communications, campaigns and digital marketing. Adept at building brands, she understands and forsees trends that shape consumer mindsets and behaviour.
In today’s feature , we speak to Prahlad on her win, female leadership, inclusitivity, role of women in restructuring the industry, future goals and more.

Edited Excerpts

How do you feel being the winner of the Women Achievers initiative?

I would like to applaud exchange4media for initiating the Women Achievers Awards to celebrate the work of talented women professionals across the communication industry. Being present and being recognized amongst such dignified ladies in the industry is truly a moment of honor and pride for me. I am extremely thankful and humbled to receive this prestigious award and I congratulate all my fellow beings for their outstanding contribution to the industry.

What are the attributes/ qualities required to be a leader in the communication industry?

For me, compassion and perseverance are two qualities that describe every leader. However, speaking about the communications industry in particular, I believe strategy along with integrity are two important parameters that define a leader here. Furthermore, a leader in this industry must also be precise, creative, compelling and effective while communicating with both internal and external teams. He/she should also be empathetic towards the team and be a good listener.
Above this, leadership is also about honesty, consistency, accountability and transparency with the team members.

What role have women played in the restructuring of the industry and how has the communications industry changed over the years for the women workforce?

I feel women have successfully shattered the glass ceiling in every industry by now, let alone the communication industry.Women have now started putting across their ideas with confidence and are prospering in making their opinions and efforts count. They are significantly contributing towards the development of this field and paving the way for many young professionals through their bold, compassionate, creative and inclusive leadership traits.
It makes my heart fill with immense pride when I look at the skyrocketing number of women working in the field of PR and Communication today.
Moreover, with work cultures becoming more women-friendly and with initiatives like this that celebrate the outstanding contribution of women, things are going to be more favourable for us in the times ahead.

Why do we need to have more leaders at the helm of organizations in today's scenario and what value women bring to the table?

Communication has gained an exemplary prominence in today’s rapidly evolving world. Considering the situation, there is perhaps nothing more important than a leader demonstrating how to communicate effectively during times of heightened sensitivity. Moreover, the palls of uncertainty cause people to pay even greater attention to what leaders say, how they say it and what they say; all clearly emphasizing on the importance of a leader in the field.
However, I personally believe that leadership should not be defined by one’s gender but by the skills they possess. Both men and women should see each other’s potential at work as an opportunity of bringing different approach, work styles and ideas to the workplace.
Having said that, I also feel women do own some natural traits, including compassion, to keep people of diverse nature together in any company; self-starters attitude along with strong will and determination that helps them secure leadership roles in the organizations.

What are your future goals? What initiative would you like to take as a responsible woman leader for the industry/society?

My future goal as an entrepreneur is to take my firm Media Moments to new heights by building a large marketing automation products and services company that will help global brands to reach the next level.

On a personal level, my aim is to set goals that challenge me in ways my professional life doesn’t. Set new targets and work towards achieving and ensuring that these personal goals receive the same focus as my professional ones.

Apart from this, my focus would be to continue on the path of mentoring and inspiring other women in the industry to nurture them to be the leaders of tomorrow.

How do you see the PR and the corpcomm industry shaping up in the years to come and your message to the future women leaders?

PR and communications industry has always been an ever-evolving one. Over the years, the industry has adopted integrated approach and techniques that has been rendering a new identity to the world of PR. Clearly the industry is on a path of unprecedented growth and with further integration of digital practices, it is sure to grow by heaps and bounds in the years to come.
Therefore, it will be important for all the professionals to stay upgraded with the emerging trends and accordingly offer innovative services to the brands.
With this, my message to all the aspiring ladies would be to believe in themselves, be confident and be different in whatever you do and you will on top of the world.



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