Navigating a business environment still heavily dominated by men and companies with masculine cultures is no easy task. On this International Women’s Day, we had the opportunity to interview our founding partners, Lígia Batista and Priscilla Caetano, about their journeys in the Corporate Communications and Public Relations market. They shared insights into the challenges they faced as women in leadership positions, as well as their perspectives on the future of the industry and tips for those aspiring to follow this path.
- What inspired you to enter the Corporate Communications industry?
The passion for communication came first, bringing a desire to tell stories, work with information, and connect audiences. As we delved deeper, we discovered the fascinating world of corporate communication and its multiple facets. So, we embarked on this journey and began to understand the potential of well-planned actions as a strategic tool for managing reputation and image, understand the influential power of brands, and their impact on society, while also realizing how crafting narratives fosters meaningful connections. Since then, we never looked back!
We are both deeply passionate about this universe, firmly believing that ethically executed communication can positively influence both businesses and society at large.
- And what motivated you to establish your own business and lead a Public Relations agency?
We wanted to do things differently, and this is not only about the quality of our service, which prioritizes tailor-made solutions to each client, with the involvement of senior professionals throughout, but also in our approach to the work environment. Quality of life is one of our cornerstones, and we believe that it is not only possible but imperative to combine high performance with more time for self-care.
We understand that it’s not an easy task, particularly in a corporate world that still has the 24/7 availability mindset and wants “results ASAP”, but we are always seeking paths and work models that improve our team’s lives.
- What challenges have you faced as women in leadership roles?
Although the communication field is predominantly female dominated, with a significant proportion of female professionals, the broader business landscape is mostly led by men. Navigating environments characterized by a male-dominated business culture often requires overcoming stereotypes and consistently proving our capabilities.
Also, in some situations, we need to deal with preconceived expectations about the role of women in leadership positions, about how people imagine we should act versus the reality of our actions in these roles. Not to mention the heavy mental load that women still carry with all the responsibilities across different areas of life.
It’s not easy to be a woman in a leadership position, but witnessing the results of our efforts, and knowing that we are contributing to paving the way for more women to occupy the spaces they choose is extremely rewarding.
- How do you envision the future of the communications industry and the role of women within it?
The dynamics of the job market are evolving. Although it is happening much more slowly than we would like, it has become increasingly common for women to rise to leadership positions. We believe that, as a result, the work environment and corporate cultures are also starting to go through changes that are reflected in a more diverse, inclusive, and innovative industry landscape.
It is also clear to us that the communication industry is assuming a more strategic role within companies. Consequently, there are growing opportunities to acknowledge the significance of the female perspective in business and appreciate women’s contributions to the development of more humane and socially aware brands.
- What advice would you give to women aspiring to pursue careers in the field and aim for leadership roles?
Don’t be afraid to be yourself and believe that your voices deserve to be heard. The corporate communication field is vast, so make sure to explore the different aspects and make the most of opportunities for learning and personal growth.
Cultivate your personal brand with authenticity and embrace the challenges that will arise along the way. Learn to advocate for your ideas while remaining open to constructive criticism and the perspectives of others. And remember, as in any area, building a solid and diverse network of contacts is essential to increase growth opportunities.
