The industry deserves better role models

Opinion

If thought leadership continues to be dominated by the same male faces, it’s not leadership at all.

Close your eyes and think of a media thought leader.

The chances are that a man will spring to mind. When I speak with brilliant women who feel uncomfortable with the very idea that they should or could share an opinion, it is clear that we are facing an industry-wide problem.

In a sea of sameness, the space for new ideas is sinking fast. When our news bulletins and conference stages groan with the thoughts of the same leaders, there is no doubt that the way we operate does not work for half of the world’s population.

Our rinse-and-repeat cycle of the same faces creates a closed circle of “thought leaders”. It’s an approach that sends a clear message to women leaders: success is not built in your image.

For women who do break convention and share an opinion or an informed point of view, the pressure to constantly caveat, to tip-toe around the truth and to never, ever accidentally offend is utterly suffocating.

Elevating voices

This endless gatekeeping is robbing our industry of opportunities for genuine innovation. Now is not the time to shrug our shoulders when another “manel” is offered up as a blueprint of what leadership looks like. It simply isn’t good enough.

We have an opportunity to do things differently. Too many women are wasting too much of their finite energy discussing how to get men into the equality discussion without offending them. Newsflash: if equality offends you, the problem is you.

Men with a platform have a responsibility to ensure they actively elevate diverse voices. Yet far too many are content to protect the status quo they have built their careers on.

Isn’t it time we raised serious questions about the corrosive effect of endlessly platforming the same voices?

Changing the game

Not only does our industry deserve better role models, we urgently need to change the rules of the game in which only half of the world is in a position to take a shot.

Even a cursory look at the format of “debate” in parliament is a reminder of our inability to create space for changing minds and connecting ideas. Instead, we exist in a state of perpetual stalemate.

As a junior reporter, I learned the hard way that the media industry exists in a world of fixed positions and diminished accountability. “Is he a name?” is the four-word death sentence for new opinions.

There is a red thread between this one-dimensional approach to thought leadership and the fact that so many women simply do not want to share their point of view.

Puncture the slop

Now is the time to puncture this sloppy approach. Not just because it is the right thing to do, but because the status quo is boring and disconnected from the vibrancy of the industry.

We must stop diluting women’s confidence by continuing to serve up a daily diet of one-dimensional opinions. If the media industry is built on creativity and curiosity, doesn’t it make sense to be relentless in promoting new voices?

Of course, there are challenges with online platforms. But, as an industry, we can create our own algorithm. Those with a voice can actively use it to elevate those of others.

Be intentional

Leaders need to be intentional in nurturing new voices. The ability to share an opinion and build expertise should not be limited by your tenure or job title. You cannot build an authentic agency brand if you are not meaningfully showcasing and supporting your staff in building their voices.

The marketing machines that have disproportionately focused on elevating white men need to take a long hard look at themselves. In 2025, inclusion must be placed at the heart of our industry PR strategy.

For decades, women have been sidelined across the industry. It’s time to push back against a narrative that punishes the women who dare to speak their minds.

And to the women reading this who feel nauseous at the idea of being a “thought leader”, believe in yourself. Our industry deserves better role models.

Don’t wait for someone to ask you to share your expertise. Make your own space, because this industry desperately needs your knowledge.

Nicola Kemp has spent over two decades writing about diversity, equality and inclusion in media. She is now editorial director at Creativebrief and writes for The Media Leader each month.