Women in “engine room” of PR, but rarely in driving seat, hears PRCA conference

Lateefah Jean-Baptiste, Strategic Columnist.

The “Leading Women: Redefining Leadership in PR and PA” session at the PRCA UK | PA Conference 2025: Fit for the Future was hosted by Rohan Shah, Co-Founder, Reuben Sinclair, and featured a panel of PR powerhouses: Bibi Hilton, Chief Client Officer, Global Markets, Ketchum, Ella Fallows, Co-Founder, Women in Public Affairs, Clara Biu, Head of Consumer Communications, Allwyn UK, and Jo Carr, Founder, Hope & Glory PR. 

The conversation was filled with laughter, sighs, and nods of agreement, it felt like a safe space where women could speak openly and honestly about their experiences and what needs to change.

Opening the conversation, Jo noted that women are often in the “engine room” of PR, but rarely in the driving seat. She stressed the need for more examples of female leadership across all life stages, including those balancing parenthood or caring responsibilities. Jo also pointed to the industry’s obsession with youth, often fuelled by client demand for younger voices to reflect consumer habits, which sidelines experienced professionals and perpetuates ageism in PR.

Rethinking Leadership

The panel explored how women can measure leadership readiness. Bibi observed that women often wait until they feel fully qualified before stepping forward, unlike men. The group agreed that you can never be fully ready, you will always be learning. Leadership, they stressed, is not just about skills and experience but also about behaviour, mindset, and the ability to inspire others.

They also urged women to be more proactive in negotiating salaries. Too often, they noted, women approach pay discussions emotionally, while male counterparts tend to treat them as straightforward business transactions. Reframing negotiations in this way, the panel argued, can make women feel more comfortable and empowered when asking for a raise. 

The Politics of Visibility

The panel also discussed the challenge of visibility. Bibi highlighted how unpaid labour at home often limits women’s ability to invest in their own profile:  “You have to invest time in being visible in your career. ” Ella added that parenting responsibilities can make it harder to attend events or build networks in the same way as peers. For her, the solution lies in boundaries and confidence. Women should not be made to feel lesser than their male counterparts because they have family commitments to attend to. 

She went on to stress that women do not just need well-meaning policies but tangible, practical support. Part of this, she argued, is rethinking traditional structures like “line management” and moving towards more empowering models such as career champions who actively advocate for women’s progression.

Tips for Aspiring Leaders

The session closed with practical advice for aspiring women leaders:

Bibi Hilton: Negotiate for yourself early and often.

Clara Biu: Show the value you bring to your organisation.

Ella Fallows: Be authentic and set boundaries without guilt.

Jo Carr: Fill your life with things that bring you joy. Work takes up a lot of your time, so you might as well find something you enjoy doing!  

Written by: Editor