Having been exposed to the media industry since the age of 15, I’ve seen the number of my female counterparts increase, but we still encounter barriers to success.
With that in mind, stepping into the world of media and communications as a woman can sometimes feel like navigating a maze of stereotypes, preconceptions, and tough competition.
The industry is an exciting and creative space, but it’s also demanding. You need resilience, adaptability, and, most importantly, a voice that’s truly your own.
Over my decade-long journey through media, publishing, and comms, I’ve realised that finding your voice isn’t just about speaking up – it’s about creating a narrative that truly reflects who you are and what you stand for.
Media and communications thrive on storytelling, but the industry can sometimes feel like they’re working against us.
Women in leadership or creative roles often face all kinds of barriers, whether subtle or obvious – and let’s be honest, it’s not always just men causing the problems.
There are women, too, who feel threatened by fresh faces stepping onto the scene. And whether it’s battling imposter syndrome, overcoming societal expectations, or dealing with a lack of representation, the hurdles can seem endless.
Outnumbered, overlooked, interrupted
In my early career, working for prominent publishing houses, I found myself in rooms where I was outnumbered, overlooked, or interrupted. At times, I doubted my ability to contribute, questioning if my ideas were valid. But I quickly learned that the power of my voice lay not in how often I spoke, but in the clarity and conviction with which I articulated my thoughts – which doesn’t often come as easily as you’d think, especially in a room of overpowering opinions.
For me, experience has always been how I’ve grown my confidence. A degree in marketing and management equipped me with the foundational knowledge I needed, but it was the on-the-job learning – leading campaigns, working with global brands, and launching my own platform, Abu Dhabi Review – that truly solidified my expertise. Every success, no matter how small, became a stepping stone to finding my confidence. And with that confidence came the courage to speak up.
For women in media, developing a niche or area of expertise can transform you. It sets you apart in a crowded field and allows you to speak with authority. Whether it’s mastering SEO strategies, excelling in PR, or becoming a go-to voice for lifestyle journalism, expertise will amplify your credibility.
The power of authenticity as a woman in media
Another lesson I’ve learned is the power of authenticity. Early in my career, I felt the pressure to conform to a specific mould – to go with the other decisions and not be assertive, to be quieter and not louder, or fit into a version of leadership that wasn’t for me.
But authenticity, I’ve discovered, is magnetic. It draws people in, builds trust, and sets you apart in an industry that often values style over substance.
It’s not about oversharing or being perfect; it’s about aligning your work with your values. For me, this meant creating content that was meaningful, digestible, and empowering – a vision that ultimately shaped Abu Dhabi Review. It also meant embracing my journey, from my London upbringing to my move to the UAE and using these experiences to shape my perspective.
But I haven’t done it alone. Throughout my career, I’ve benefited from mentors and my amazing family, who believed in my potential even when I doubted it myself. Their guidance was (and still is) invaluable, whether it came in the form of constructive criticism, career advice, or simply the reassurance that my voice mattered.
For women in media, building a community of like-minded professionals can be a game-changer – and there are some wonderful communities across the UAE to be part of. Networking groups, industry events, and even social platforms can connect you with like-minded people who inspire and support you. The key is to surround yourself with those who encourage you to grow and celebrate your successes.
On the flip side of that, I’ve also learnt that not everyone will support you, even your greatest friends or those who make it their mission to publicly say they support women in business – some don’t in reality – so don’t be disheartened by that, they don’t have to be your people for this stage in your journey.
That’s something I teach my teen daughter on a regular basis: do you, and the people meant for you will gravitate to you. Because representation matters – not just for those of us in the industry but for the next generation of women who aspire to join it. Every woman who finds her voice in media paves the way for others.
By sharing our stories and occupying spaces where decisions are made, we can challenge stereotypes and create opportunities for others to rise.
Finding my voice as a woman in media is an on-going process. But that’s only because the industry is changing at a rapid rate. For those just starting their journey, my advice is simple: use the ASHA values. Be ‘authentic’, use ‘synergy’, be ‘honest’ and lastly, be ‘authoritative’. Never underestimate the value of your perspective.
By Asha Sherwood, CEO and Founder of Abu Dhabi Review
