‘Women leaders need to be visionaries, excellent listeners, and emotionally intelligent’

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.

In this series, we honour and celebrate the achievements of Sushma Gaur, General Manager/ PR at National High Speed Rail Corporation Ltd. She is the proud recipient of ‘Mentor of the year in PR' 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.

My journey in the communications industry has been one of continuous learning and growth. What stands out most in this entire journey, is the pace of change and how staying adaptable has been my biggest asset. I started my career at a time when Public Relations was largely about relationship building and earned media. There were no social media platforms, no real-time campaigns, and certainly no influencer economy. But even then, the fundamentals were clear: trust, credibility, and the power of a strong narrative.

As a woman leader, the path wasn’t always easy — There were hurdles, expectations, and the constant juggling act between personal and professional life. But those challenges became opportunities for me to rise, to lead and to inspire others. Over the years, I evolved with the industry, embracing digital evolution, integrating data-driven insights, and adapting to the ever-changing media ecosystem. But what remained constant was my focus on building connections: between brands and people, between strategy and execution, and most importantly, between leaders and the teams.

I have had the opportunity to lead high-impact campaigns, mentor upcoming talent, and build teams that thrive on collaboration and creativity. Today, I take pride in mentoring the next generation of communicators, especially young women entering this space with dreams as bold as mine.

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?

There has been a noticeable shift in how women are perceived and positioned in the workplace over the last couple of decades. When I began my career, leadership teams were often male-dominated, and women were largely expected to "blend in" rather than “stand out”. It took consistent performance and quiet resilience to change those perceptions and earn that seat at the table.

But today, the landscape is shifting. We now see women leading boardrooms, heading global marketing teams, managing multi-crore communication budgets, leading crisis responses for major brands, working independently at construction sites, and most importantly, speaking with authority and authenticity. I have seen younger women enter the workforce with far more confidence and self-assurance than many of us had.

I believe that equality in roles and responsibilities is crucial for everyone to thrive in their careers. Organizations should foster a fair, transparent and balanced work environment where both men and women have equal access to opportunities, expectations and support. This includes ensuring that training, stretch assignments, and site travel opportunities are equally available to all employees regardless of gender. One should not have to constantly prove themselves or go beyond to be seen as equal contributors in organizations common goals and objectives.

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

In PR, credibility and consistency are everything. Women leaders need to be visionaries, excellent listeners, and emotionally intelligent. The ability to build strong relationships, adapt to change, and lead with empathy are qualities that truly set leaders apart in this industry. Strategic thinking, a deep understanding of the media landscape, and a knack for storytelling are also crucial. But above all, authenticity—being true to your values and voice is the most powerful tool for a communicator.

In today’s digital world, it’s not enough to follow the trends, you have to be ahead of them. You must be fearless in asking difficult questions, decisive in moments of ambiguity, and empathetic when leading teams through rapid change. I firmly believe that courage, conviction and creativity—when these three C’s align, a leader can redefine the narrative not just for the organization but for the industry as a whole.

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

To attract and retain more women in leadership positions, the organizations must start by creating a culture that values diversity not just in theory but in practice. This may include offering diverse work environments, transparent career paths, mentorship programs, and unbiased performance evaluation systems. Leadership should reflect diversity not just in numbers, but in live experiences, and perspectives. Only then we will see the real and lasting change.

Most importantly, organizations need to nurture inclusive workplaces where everyone feels valued, respected and empowered to lead in their own ways.

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

My advice to all young women entering this industry is to be strong, stay curious, and never underestimate the power of your voice. Step out of your comfort zones, speak up even when it feels risky, and trust that your perspective matters because it truly does. You need not to wait for the opportunities to come to you rather create them. Every challenge, every conversation is a moment to learn, grow and lead.

Make it a habit to stay updated on trends, tools, and the best practices. Learn from industry leaders, attend webinars or conferences, and read widely—whether it’s news, thought leadership, or books. A strong network can offer advice, open doors to new opportunities, and provide insights that you may not get from formal training. As a woman in the industry, seek mentors who understand your specific challenges and can offer both professional and emotional support as you move forward in your career. Own your achievements and speak up for the hard work put in to accomplish the tasks assigned.

Always remember, this industry needs diverse perspectives now more than ever. Your unique experiences, strengths, and challenges will shape the future of communications. Take ownership of your growth, be patient with yourself, and trust that your path will unfold with time.

Lastly, how do you feel to be recognised as Women Achiever for the 5th edition e4m PR & Corp Comm Women Achievers Awards 2024?

For me, mentoring, sharing experiences, and guiding young professionals is a way to pay it forward and give back to the profession that has given me so much. I also believe that constant learning and sharing are essential for my own growth and staying relevant in the ever-evolving PR landscape.

It’s an incredible honor and truly humbling to be recognized among such an inspiring group of stalwarts from various industries. This recognition is not just a personal milestone but it’s a celebration of the teams, mentors, and my family who have supported me along my journey. It fuels my passion to continue empowering others and driving impactful communication with a deep sense of purpose and passion.