To celebrate International Women's Day and Women's History Month, PR In Canada is taking a moment to learn from some of the women across Canada that are leading the way for more change. Women who have made a difference in their organizations, continue to have a positive impact on those around them while creating additional opportunities for women to excel today, and tomorrow.  

As part of our series, we talk with Adriana Lurz, President of Strategic Objectives.

Today is IWD, what does it mean to you? 

Adriana - We should be thinking about women’s equality every day, but IWD provides a concrete opportunity to reflect on how far women have come in terms of achieving recognition and equality. At Strategic Objectives, we conceive and execute many programs that support and empower women. We were agency of record for more than 20 years for The Body Shop, and pioneered social responsibility marketing in Canada – a lot of that focus was on women. I was part of the Stop Sex Trafficking of Children and Young People campaign which opened my eyes to the prevalence of trafficking, in particular of women, right here in Canada. We continue to utilize the power of PR to end human trafficking with our work on The Canadian Centre To End Human Trafficking. I’m proud to be part of these impactful campaigns that indicate how much further women have to go to achieve true equality.

What are you most excited about when it comes to women in the workplace?

Adriana - I’m thrilled to see young women in the communications industry pursue roles typically owned by men. There are more female-owned and operated companies today, which is inspiring. Strategic Objectives was co-founded by two women, and it’s one of the main reasons I joined the agency: the opportunity to work with smart, creative women!  

What are you disappointed about when it comes to women in the workplace?

Adriana - The gender pay gap continues to exist although strides have been made. I feel that there’s a belief that women must be able to do it all, and that it’s a sign of weakness if they ask for help. Women have to do everything faster and better and give 100% to be recognized. This often creates a sense of competition amongst women, which is disheartening to see. We should be supporting each other, not fighting each other for a seat at the table.

What are 3 things women in the marcom (marketing, communications) industry need to do more?

Adriana - 

1. Step up and be heard: don’t be intimated by louder voices at the table. Have the confidence to share your ideas.
2. Women should prop each other up and support each other – not cut each other down.
3. Appreciate that you don’t have to be aggressive in your approach to be a leader and/or have a position of power – there are other ways of showing your leadership. Compassion, integrity and intelligence go a long way.

The workplace and the world have changed so much in the last 5 years - what does it take to be a female leader today?

Adriana - Patience. Strength. Resiliency. You have to show up and shine every day. Listen to your team and appreciate that you may not always have the answers – and that’s ok. Lean on others for support – it’s not a sign of weakness to ask for help. Ask yourself “is this how I want to be treated?” in each situation and evaluate. Be fair but firm, and above all, be kind.

1 word to describe your leadership style

• Empathetic
  

What is your go-to song when you feel good? 

• It depends on the day, but usually anything by Explosions in the Sky or The Shins