Women leaders have a way of embracing a more balanced way of leadership: Aakanksha Gupta

Adgully has consistently celebrated and acknowledged the accomplishments of women entrepreneurs and leaders in various sectors. One of our notable initiatives, W-SUITE, highlights extraordinary women achievers in the Media & Entertainment, Advertising, Marketing, PR, and Communications industry. In this updated series, we aim to explore how women leaders adeptly manage their teams and overcome challenges in the dynamic landscape of their respective industries.

In an exclusive interaction with Adgully, Aakanksha Gupta, CEO, The Other Circle (TOC), which offers a one-stop solution for all marketing, content, and public relations needs, redefining how public relations is perceived in India, delves into the way the role of woman leaders have evolved in the public relations industry over the years, what makes women leaders stand out as PR professionals and in navigating crises situations, the challenges and opportunities for women in the PR industry. She further discusses the strategies she employs to motivate her team members at TOC, her advice to aspiring women leaders in the PR industry, the crisis communication strategy of The Other Circle (TOC), the trends in the PR, and marketing industry, and more.

How do you think the role of women leaders has evolved in the public relations industry over the years?

The expectations from a woman are far deeper than any expectation from a man. When anybody looks at a woman, whether they say it or not, they see her as a mother, a sister, a friend, or a daughter, whereas a man is a man doing a job. People do not recognize or acknowledge this duality easily as society is trained to think in a certain way, and a woman just has so many layers or roles automatically imagined on her behalf, that it's sincerely tough to keep up. We have to face an uphill battle with so many unsaid expectations, and yet, I think we are taking that on so beautifully by accepting our feminine energy.

When I started my journey, I was trying to adopt several masculine traits. I thought I had to be tough, not show my emotions in a situation, and fashion myself after the many other so-called 'ways' in which men seemed better in business than women. However, I soon realized that women leaders have a way of embracing a more balanced way of leadership that is cooperative, creative, inclusive, and empathetic. Although these are traditionally associated with "feminine" qualities, everybody has them. Today, women leaders are accepting this feminine side of theirs, that is, their Shakti, to make better decisions. The role of women leaders is evolving, and we are addressing the fact that we can lead the way we want to lead and build highly profitable businesses along the way.

How do you think women leaders add to the efficacy of public relations strategies and what makes them stand out as PR professionals and in managing crisis situations?

Women leaders in PR are more empathetic than most. And managing something with your heart and mind in unison goes a very long way. TOC is built upon two core tenets: equity over equality and flexibility equaling accountability. For instance, if you want flexible timing or work, we will make it as flexible as possible as long as you are accountable for it. We can add a lot more productivity at work and innovation-led expertise based on these core tenets.

Secondly, there are two things everybody in the company does. Everybody is selling, which means they are working in BD. And everybody is training. There is a saying I read about personality-building, that you become a sum average of the five people you interact with daily. TOC imbibes this because we understand that it takes a village to get the results you want. This means everybody is not just willing to upskill themselves but also wants to upskill those around them constantly. All of us at TOC, at every level, get trained: even the leader has a mentor above them who's upskilling them, and the co-founders are training each other. I feel that a woman understands this nuance a lot better than a man does, and with this, can add to the efficacy of PR.

Lastly, there seems to be a lot of focus on short-term gains these days, but I feel women naturally tend to accept that not everything is built for today but for a lifetime, so we are good at playing the long game. So, I am very excited to see the next set of women-led legacy businesses, and PR is one of those industries that women can take charge of.

What are the challenges and opportunities in the PR industry for women? What are the barriers to effective communication for women PR professionals and how can they navigate through them?

I am a privileged person. My parents could provide me with an English-medium education and a house with a roof over my head. Speaking from this position of privilege, I don't think there is a difference between a female leader and a male leader. A leader is a leader, so it's time we stopped creating this split. However, I am aware that for years, there has existed a glass ceiling for women in particular fields; they have not had the best education or opportunities and have been abused. Women have faced and continue to face challenges in their workplace. But I think PR is the one space where women can break a glass ceiling the fastest.

The core tenets of any PR person are to be well-read and good at oral and written communication. You must be a multitasker, relentless in finding a way to make something happen, and able to handle pressure. Before women even stepped into the workforce, these tenets had been built into their ethos societally. For instance, I don't think anybody knows how to handle pressure more than a mother giving birth. And several homemakers wake up in the morning, making dabbas while caring for the family. Our social fabric makes women a natural fit for PR. From a spiritual lens, too, creativity, growth, innovation, and the need to connect are associated with feminine traits. That's what PR is! So, I think the field naturally extends itself to women.

Coming to barriers, I think women need to understand that they can say no. However, they are not saying no enough. What happens is that people keep appealing to a woman's good-natured side. And that happens a lot, whether in business or any other space. So, saying no is a crucial trait for any woman. We can be cut-throat and caring, and that doesn't need to be dichotomous.

What are the strategies you employ to motivate your team to give their best and deal with crises as a woman leader at TOC?

It is a myth that women leaders are more emotional or have a more emotional response to crises than men. In life, some people are emotional while others aren't. My first suggestion to anybody dealing with a crisis, especially leaders, is to distance yourself from the problem. It gives you the freedom to make tough decisions. Even if you are the person who has created the crisis, it's critical to look at it as someone different from you. Secondly, do not go at it alone. You must have a plus one confidante who can tackle the crisis with you and provide a different perspective to come to the best solution.

I think the best way to motivate your team is to empower them to run towards success but also accept failure. It is important to not reprimand them too harshly when a mistake is made and to be curious and understand why it happened. It is also necessary to train your team to become solution-oriented. An often misunderstood aspect of leadership is that the leader has to figure everything out and give solutions. I want to openly share that nobody has anything figured out, and we are all winging it along the way. So, a leader should empower the team to make decisions themselves and help them come up with and choose the right answer to their problems.

Lastly, have an open feedback loop alongside brief and debrief calls to understand how some strategies worked and where some did not. The leader should be able to accept and give criticism in a very safe environment without name-calling, yelling, or shouting. Also, and I cannot stress this enough, it is essential to close the loop even if something doesn't work out. The biggest way to motivate your team is to make them understand that there's a start and an end to something, including client relationships. For example, when people apply to us for jobs, we say no to each person instead of letting them wonder whether they have been rejected or not. We don't owe it to them, but this itself is an act of kindness; it's best practice.

What are the skills needed for women to enter the PR industry? What advice would you like to give to aspiring women leaders in the PR industry?

They are regular skills that anybody must have; there are no different skills for men versus women. Sure, there are certain things that, because of the way we have grown up in society, might come naturally to one gender over the other. So, the idea is to bet more money on your positives and work on your cons. That will only happen with a collaboration of energies. We all have masculine and feminine energy and must accept both.

However, looking after yourself is critical. PR is not a desk job. If all you do is wake up in the morning, read four newspapers, give out some queries, and go back home, you will never be a great PR professional. Being well-rounded: having different experiences as part of the process, ensuring you take care of yourself, and upskilling as you go is extremely important for anybody who wants to enter the PR industry today.

For aspiring women leaders entering the PR industry, you must plan and find a way to train people. Right now, we have a major workforce crisis. TOCis working with 20 to 24-year-olds whose aspirations for and motivations at work are starkly different from what we started with. For instance, I was brought to believe that I should work at one place for a long time and grow there. However, today's generation wants to try different things for size and see where they fit. Both are acceptable. Thus for a good PR army, we must have robust training programs that operate from a grassroots level, catching them young and building them in your image.

How is The Other Circle maintaining Diversity, Equity, and Inclusivity within its organization and what are the initiatives taken in this regard?

The Other Circle (TOC) has boldly stood for diversity, equity, and inclusivity (DEI) since the beginning. For us, these are not just buzzwords but foundational principles embedded in our organization's very inception. TOC understands the importance of mental health and neurodiversity, and these elements are integral to our ethos. Both my co-founder and I are deeply aware and mindful of developments in the DEI space, continuously evolving our culture to reflect these values.

TOC’s approach prioritizes equity over equality, recognizing that true fairness comes from providing each individual with the specific support they need to thrive. This principle is the cornerstone of our practices and policies. We believe that flexibility breeds accountability, meaning that while the methods of being accountable may vary, the commitment to accountability remains constant.

TOC maintains an open hiring policy, welcoming individuals from all walks of life to join our team. This policy is a testament to our commitment to walking the talk when it comes to inclusivity. As someone on the spectrum myself, I ensure that neurodiversity is a significant part of our company culture and community.

TOC’s initiatives to support DEI include:

• Inclusive Hiring Practices: TOC actively seeks to recruit and hire individuals from diverse backgrounds, ensuring that our team reflects a wide range of experiences and perspectives.
• Flexible Work Environment: TOC provides flexible work arrangements that accommodate the varying needs of our employees, supporting those with different life circumstances and responsibilities.
• Support for Mental Health and Neurodiversity: TOC has specific programs and resources to support employees' mental health and neurodiverse individuals, fostering an environment where everyone can succeed.
• Equitable Opportunities: TOC ensures that all employees have access to the resources, support, and opportunities they need to advance within the company, recognizing that different individuals may require different forms of assistance.

By embedding these principles into our daily operations and long-term strategies, TOC is committed to building an inclusive and equitable workplace where every individual can thrive.

How is The Other Circle (TOC) bringing a transformation in the PR industry with its innovative approaches and what is its crisis communication strategy?

The Other Circle (TOC) is significantly transforming the PR industry through innovative approaches that prioritize personal engagement and foresight into emerging sectors. At its core, TOC places a strong emphasis on human-led strategies, leveraging machine learning to support rather than dictate decision-making. This people-centric approach not only ensures personalized messaging but also enables the team to authentically engage with and understand the products they promote.

One of TOC's pioneering moves has been its early involvement in nascent industries like e-sports, demonstrating a forward-thinking approach that anticipates future trends. By focusing on sectors often overlooked by traditional PR agencies, TOC positions itself as a trailblazer, betting on industries poised for substantial growth.

Critically, TOC is revolutionizing traditional PR practices by moving away from ineffective press releases towards more impactful communication methods. TOC advocates for pitch pointers and stronger pitches that guide and shape stories effectively. By presenting data as compelling narratives rather than dry press releases, we enhance journalists' understanding and imagination, thereby increasing the likelihood of media coverage.

Moreover, TOC embraces innovation wholeheartedly, integrating social media strategies, influencer management, and digital marketing into our PR toolkit. Recognizing the interconnected nature of PR with various facets of digital and social media landscapes, TOC ensures a comprehensive approach to managing reputation and perception.

In essence, TOC redefines PR as not merely issuing announcements but as a holistic process that incorporates diverse sources of information—from social media interactions to operational insights and podcast engagements. This multifaceted approach not only enriches storytelling but also amplifies the impact of PR efforts in today's dynamic media environment.

How important are novelty, and authenticity in brand storytelling and what are the best practices for safeguarding and augmenting the reputation of a brand during challenging times?

To be honest, we live in times where true originality has become scarce. There is nothing new left in the world because, for billions of years, we have witnessed, consumed, and encountered a myriad of experiences. However, true novelty does stem from the cross-pollination of ideas, leading to fresh perspectives. With regards to brand storytelling, this means finding innovative angles to present products or ideas. For example, marketing an FMCG product as "Bharat ki shaan" or a fitness product specifically to mothers shows how innovative angles and messaging can create uniqueness, and subsequently, the desired impact. Also, repurposing content is key to authenticity. Even if you are telling a story similar to others, your unique approach makes it compelling for your customers. Celebrity endorsements are a prime example—everyone does them, but there is a reason why only a few resonate. It's about the authenticity of their narratives. To drive this authenticity, it's essential that spokespeople genuinely use and believe in the product they are endorsing because it shows!

While safeguarding and enhancing a brand's reputation, one of the primary challenges is often the absence of a comprehensive PR strategy. A brand manual outlining tone of voice, designated spokespersons for various scenarios, and essential guidelines, is crucial yet frequently overlooked. Another critical oversight is neglecting user case scenarios. Direct-to-consumer (D2C) brands face several risks with manufacturing and shipping directly to consumers, such as delayed orders or technical issues. Brands need to anticipate potential mishaps and plan accordingly. Consistency in communication across all platforms is paramount for projecting honesty and authenticity. Lastly, maintaining a long-term perspective is vital for sustained success. So while brands set short, achievable PR goals and messaging objectives, they must have laser sharp focus on laying a solid foundation for future growth and resilience.

What are the emerging trends in the PR, and marketing industry and what does the future look like for it?

Integration across multiple disciplines is the current need of the hour. Combining PR strategies with content marketing, influencer marketing, and meme marketing efforts can be a powerful tool to enhance reputation and amplify your brand's message. Influencer marketing continues to revolutionize PR and marketing strategies, utilizing platforms like Instagram, TikTok, and YouTube for authentic storytelling and engagement. Startups are increasingly prioritizing word-of-mouth as a powerful PR tool in competitive markets. Digital PR, especially on platforms such as Instagram and YouTube, emphasizes authentic relationships with spokespeople who genuinely endorse brands. For instance, on LinkedIn, when people support or challenge your strategy, it shapes public opinion. Voiced endorsements from credible individuals who genuinely align with your brand's perspective are incredibly powerful. This community-driven approach emphasizes the importance of having advocates who can amplify your message and enhance your PR efforts.

Looking ahead, PR must navigate the challenge of distinguishing genuine voices from algorithm-driven content on platforms like Meta and Twitter. Ensuring authenticity amidst abundant, often conflicting information will be crucial, requiring strategies anchored in credible sources like white papers, data analysis, and consumer insights.

How important is maintaining a work-life balance in the post-pandemic period and where do women stand in this respect currently in the present market ecosystem?

My perspective is that work-life balance is a myth—it doesn't exist. Let's face it, we are living in a convenience-driven, instant-gratification era where everyone expects immediate results. In this context, equity—how invested you are in something—matters more than equality.  This means each person should invest in and make decisions based on their commitment rather than expecting a 50-50 effort. I find it easier to navigate and seek balance on all fronts, by focusing on prioritization rather than striving for equality in every aspect.  In managing my life too, I prioritize four key areas daily: work, personal life including family and friends, personal growth, and acts of kindness. As long as I touch on each quadrant daily, I'm satisfied.

I believe women excel here due to their natural ability to multitask and prioritize effectively, giving them an advantage in today's fast-paced world. They have moved past the traditional guilt associated with seeking help and are becoming more ambitious. There is also a strong sense of community among women, where support and camaraderie are helping to create a balanced environment. Overall, it's about prioritizing and supporting each other, rather than chasing an elusive balance between work and life.

Could you share some success stories and strategies employed by The Other Circle for its clients in the hospitality, e-commerce, lifestyle, fashion, and startup industries, and in dealing with crises?

Our success lies in our commitment to "slow PR." This doesn't mean we are slow as a company—we are incredibly agile. Our success comes from crafting PR that stands the test of time and building stories that last a lifetime. While we do employ short-term strategies for launches or specific projects, the core of TOC's success is our focus on the long term. We consistently develop profiles, PR angles, and positioning statements with a lasting mission in mind. Additionally, we are experts at marrying emotion with data. TOCanalyzes media data and mine information for PR purposes, but we also recognize the power of emotional connections. Even when choosing between two lipsticks, it's often an emotional connection or authentic PR that sways the decision, not just data. Our PR strategies are powerful because we blend emotion, authenticity, and data-driven decision-making seamlessly. This approach applies itself across various sectors—hospitality, e-commerce, lifestyle, fashion, and startups. When it comes to crisis management, TOC has developed a signature module perfected over 11 years. We employ a robust war room strategy, bringing together key stakeholders to make critical decisions 24/7. Our content team, including ex-journalists and top-notch writers, is exceptional. We also have a legal consultant on standby, ensuring we handle crises with a calm, strategic approach. In a crisis, having the first say is crucial. TOC excels at crafting holding statements, allowing us to take the first-mover advantage even when all evidence isn't available. Our diverse workforce can bring expertise from various sectors, ensuring we are well-prepared for any situation. TOC's strength is in its long-term vision, emotional and data-driven strategies, and unparalleled crisis management. TOC combines these elements to create impactful, enduring PR that has been making a real difference!