Advice I would pass onto PR professionals
With a lack of equity in gender representation and pay gap, the need for change has never been louder. This IWD, we asked female comms leaders the best advice they’d pass on to the next generation.
The UK was recently awarded its lowest ranking for workplace gender equality in a decade. The slip to 18th in the PwC index of OECD countries is a sobering barometer that reflects a lack of urgency in tackling the gender pay gap and leadership and boardroom representation that is still vastly unequal. For all the efforts to move the dial and the progress made, the truth is there is much work still to be done – and with it, a continuing need to empower the next generation of female talent to push forward with confidence and determination.
It’s this call to action that is reflected in this year’s International Women’s Day (IWD), where a call for real change is being sounded under the theme “For ALL Women and Girls: Rights. Equality. Empowerment”. This year is also particularly significant, marking the 30th anniversary of the Beijing Declaration and Platform for Action, a landmark commitment to advancing women’s rights globally.
IWD’s 2025 campaign highlights the continuing urgent need for equal rights, power and opportunities for women worldwide. And is also a potent reminder that young women sit at the heart of lasting change – in PR and other industries around the globe – to call for a new balance and to shape a future where no one is left behind.
The numbers, however, still currently make for stark reading:
- Only 20% of global board seats are occupied by women. (Deloitte)
- Men outnumber women 17 to 1 at the CEO level. (Morningstar)
- Just 15% of Fortune 500 companies have female CEOs. (Fortune, Statista)
- Only two Black women currently lead Fortune 500 companies. (Fortune)
- Women are 30% more likely to be perceived as “too aggressive” when negotiating for promotions. (Business Insider)
- 77% of women cite a lack of information on advancement as their biggest workplace barrier. (Working Mother Research Institute)
And yet the business case for diversity is undeniable: according to a 2024 study by Catalyst, companies with greater numbers of women in leadership see 35% higher returns on equity and 34% higher shareholder returns than male-dominated firms.
This has quantifiably been the case for nearly a decade: a 2015 report from McKinsey stated, “Companies in the top quartile for gender or racial and ethnic diversity are more likely to have financial returns above their national industry medians... while companies in the bottom quartile in these dimensions are statistically less likely to achieve above-average returns.”
Clearly, then, there’s something wrong with this picture – especially in an era in which organisations and businesses across the US, from Nasa to Amazon and Google to McDonald’s have begun rolling back on, or scrapping their diversity, equity and inclusion (DEI) initiatives under President Trump’s orders.
In an internal memo obtained by The Wall Street Journal, Fiona Cicconi, the chief people officer of Google’s parent company Alphabet, informed employees: “In the future, we will no longer have aspirational goals.” Internal memo or not, how’s that for saying the quiet part out loud?
And certainly, these developments paint a challenging picture for young women entering the PR industry all over the world. Generation Z, the workforce’s newest generation, face unique anxieties about their careers, financial stability and mental health.
Research shows 60% have been diagnosed with an anxiety disorder, while 53% are deeply concerned about sexual harassment and assault. Some 37% have received mental health treatment and 90% have experienced emotional symptoms from stress. Financial insecurity also looms large, with 33% citing personal debt. So, as these young PR professionals step into a complex modern working world, mentorship, support and guidance from those who have paved the way are more crucial than ever.
Advice to young women in PR
To mark International Women’s Day, we asked senior comms professionals what advice they’d give young women starting out in the industry on how they can empower themselves to thrive, not just survive, in a fast-paced and ever-changing professional landscape…
On speaking up
“Beware of people who believe their own publicity and don’t be afraid to speak up if you think an employer/client is acting unethically. They may not always appreciate it, but you’ll know you’ve done the right thing.”
Caroline Parnell, director, Sentry PR
“One of the hardest, but most valuable, lessons is learning when to push back. Just because a senior person says, ‘We need an all-employee email’ doesn’t mean it’s the right approach. You’re there to guide, advise and sometimes challenge. So, trust your expertise.”
Nikki Brooks, change communication and employee engagement consultant at Nikki Brooks Consultancy
“Don’t be afraid to take up space. Stand up for what you believe in, uphold your values, share your opinion and challenge other people’s views. You deserve a seat at the table so make sure you take it and own it.”
Anna Ewer, independent PR consultant and former global head of consumer comms at Deliveroo
On fulfilling your potential
“Dream big and learn from a diverse cast of people who can teach you different things about what your career can be and how to get there. Finding your style and path forward is exhilarating and starts with opening up your idea of what is possible for yourself.”
Jenny Carrington-Elson, managing director, Intent Health
“Open your eyes – and take every opportunity. I fell into doing PR for an industry that didn’t look very exciting to me at first, but I quickly realised that its energy and all its complexities were my passion point. And it has taken me around the world, working on incredible projects with colleagues who’ve become lifelong friends.”
Emily Highmore-Talbot, director, HT Communications
“Be yourself. Don’t be afraid to find your voice and speak up. Your views are equally important.”
Jane Whitham, director, Altitude PR
“Be confident in who you are and plough your own furrow. It’s your life – don’t let other people live it.”
Amanda Coleman, director, Amanda Coleman Communications
“Always stick your hand up, even if you’re not sure how you’re going to deliver. You’ll figure it out - what people remember is you were the first to offer. And never settle for the bullshit. Call it out. If it doesn’t change, move on. Life’s too short to squander your potential. Find a place that will nurture you.”
Rachel Gilley, CEO, Clarity Global
On communicating
“Listen to understand – not just to respond and be open to possibilities and ideas (a good creative can get inspiration from even the unlikeliest of places); focus on the value you can give in relationships, not just the value you can get; and understand what drives you, what matters to you - and how to proceed with integrity and purpose.”
Louise Thompson, former director of communications and now a coach for communications professionals at Louise Thompson Leadership Coaching
“Be enthusiastic, ask questions and volunteer for things. Learn how to speak to senior leaders early on and this will pay off throughout your career as you move up the ladder.”
Jenny Kokolas, global communications manager, Walkers
On mentoring
“Find a great mentor. There are many people who are willing to invest their time to support you as you begin your journey. Having someone in your corner from the start can make all the difference.”
Charlotte Dimond, director, Sidekick PR
“A mentor is key. Sign up to one of the industry schemes to be matched with someone with lived experience in the industry who can help you navigate workplace challenges.”
Natalie Neave, partner and head of campaigns, Tin Man
“Don’t wait for the right opportunity. Create it. Don’t hesitate to take risks, look out for mentors and advocate for your growth. Remember, your unique perspective is a strength in driving change.”
Shalini Gupta, head of internal communications, UK & IMEA region, Arup
On tough days
“Don’t be too hard on yourself if something isn’t going the way you planned it; things can go sideways – even in the space of one week. Know that’s it’s all there to help and that you will make it out the other side. And trust your gut: if it’s screaming ‘red flag’, it’s not lying to you.”
Francesca Carpanini, communications consultant, Carpanini Comms
“It’s so easy to fall into the trap of comparing yourself to others, scrolling through LinkedIn and feeling like you’re not progressing at the same pace as those around you. But remember you’re on your own unique path. Write down your goals for the next five years and focus on where you want to go.”
Olivia Bence, head of digital PR, Bring Digital
On networking
“It’s all about people. Build your connections. Find your workplace tribe. Don’t just reach out when you need something. Put in the effort to understand the other person. Care genuinely about people and nourish relationships. We grow together and I’d opt for empathy over power games any day.”
Seema Misra, communications manager, Atmosphere Core
“Build authentic relationships, be curious about other people and follow up after an interaction. You never know where you’ll find inspiration, help and guidance from.”
Surinder Sian, external comms lead, Harbour Energy
Ali Catterall is an award-winning writer, journalist and filmmaker whose writing has featured in the Guardian, Time Out, GQ, Film4, Word magazine and the Big Issue, among many others. Ali is also the writer and director of the 2023 film Scala!!!