With the proliferation of social media, we are truly operating in ‘real-time’ and thus, our decisions and responses need to be made on a reactive and proactive basis. The power of speech is much more diverse and it is increasingly difficult for media houses to dogmatize information and opinions. Everyone can engage in real-time public debates. This is a great opportunity for the communication industry.
Content has always been king. However, beyond content are the demands of one’s desired audience, as content is shaped to resonate with their values, desires and beliefs. This also means that media and communication professionals need to deliver a range of communication assets beyond text. Delivering with speed is also essential in new media.
One of the most compelling driving forces within the communication remit is the rise, influence and impact of the millennial audience. There is a knowledge gap on part of companies and individuals outside the industry, who are still not au fait with its value and credibility and the power that lies in the communication industry to make, break and elevate brands.
Communication is one of those industries that requires as much hands-on experience as possible — academic leanings of the media industry can help one understand the basics, but it is the day-to-day understanding of a client, their brand and the market they operate in that will help us ensure that we consider the nuances to articulate our thoughts in a communication strategy.
A media and communication industry is the medium where creative thought meets strategy to create a positive impact. It is an influencer and as consumers before professionals, we have all been testaments to its role to empower audiences to shape perceptions, educate, change behaviour and inspire positive action.
When I started my career, it was not common to see highly successful Indian women in the communications sector. Also, the media sector was and still is male-dominated. These factors may seem intimidating for a starter, but they were also my driving forces.
In terms of gender equality in the workplace, strides have been made but even in the Western world, inequalities still exist in terms of there being a limited number of women holding top-tier positions within companies right through to the ongoing issue of gender pay gaps.
Gender equality can only be achieved when everyone, irrespective of being a woman or a man has access and enjoy the same rewards, opportunities and resources. It’s not about special rights but having equal rights. The aim of gender equality should be to achieve the same outcomes for both genders for the same level of work. We need to redefine leadership qualities so that these qualities don’t look gendered any more. Hopefully, this will ensure that we have a more diverse pool of talent across all levels of work.
For those eyeing the communication industry as a future prospect, create a value in what you are doing, otherwise you are bound to feel empty about your career. Do not be put off by the first few years of your work, which usually involve many routine administrative tasks. Admin is the bedrock to any successful campaign. And above all, never forget that you can be a change maker. Work hard. Know your strengths and always surround yourself with a team that brings out the best in you. Never underestimate the power of initiative and innovation. Embrace fully the role of change agents, focus more on the ‘can’ and the ‘why not’ — a positive outlook goes a long way.
Natasha Mudhar, CEO and MD of Sterling Group
