About Randa El Sawi, Head of External Communications & Brand Regional Director for Ericsson, Market Area Middle East and Africa (MEA)

Randa El Sawi is the Head of External Communications & Brand Regional Director for Ericsson, Market Area Middle East and Africa (MEA). She holds a Bachelor of Arts in Mass Communication with a minor in Psychology and Political Science from the American University in Cairo. In her current role, Randa acts as the communication advisor to the Market Area senior leadership team, managing external stakeholder relationships, and executing a relationship-based communication plan across channels. She is a highly skilled storyteller, using emotive messages and experiences to engage media and customers.

Outside of work, Randa is a passionate children’s storyteller, sharing Arabic bedtime stories and short videos on social media to teach kids ethics and good behavior. Her content is usually aimed at children between the ages of 4 and 10, and she tries to create stories that are both entertaining and educational. Through her storytelling, Randa hopes to inspire children around the Arab world to learn ethics and good behavior while using their imagination as they listen and learn from her bedtime stories. 

Randa is a passionate advocate for woman’s empowerment. She strongly believes that PR and communication play a crucial role in this regard. According to her, building brand perceptions is essential to break stereotypes and promote women’s empowerment. This is particularly important in the MENA region, where women face numerous challenges. Below, Randa also emphasizes the significance of influencer marketing in enabling positive positioning of women role models.

About her thoughts for the industry

Today, women have made significant strides in various industries, including the field of public relations and communications. Women have become more influential and powerful, playing a crucial role in the growth and development of the PR industry. They have brought diversity, creativity, and innovation to the industry, and their contributions have helped organizations achieve their communication objectives.

Despite their valuable contributions, women continue to face challenges in the workplace. One of the significant challenges is the lack of women in upper management positions. Many organizations and businesses have made a conscious effort to promote gender diversity in their leadership teams. However, there is still much work to be done.

To promote gender diversity, organizations and businesses must provide women with equitable opportunities to advance their careers and take up leadership positions. This can be achieved by implementing policies that promote equal opportunities, providing leadership training and development programs, and ensuring that women are included in key decision-making processes. By doing so, organizations can create a culture that values diversity and inclusion, leading to increased innovation, creativity, and productivity.

PR and communications play a critical role in women’s empowerment as they shape brand perceptions and narratives. Brands have the power to influence society’s perception of women by presenting them as empowered and successful individuals, breaking stereotypes, and paving the way for others to follow. By showcasing female leaders and their accomplishments, brands can challenge societal norms and encourage women to aspire to leadership roles.

Building brand perceptions is critical in breaking stereotypes, particularly regarding women’s empowerment. In the MENA region, influencer marketing has become a key enabler to positively position women role models. Female influencers are using their platforms to highlight their accomplishments, share their experiences, and inspire others. By collaborating with brands, they can amplify their message and reach a broader audience, encouraging more women to follow in their footsteps. Women have also been instrumental in the growth of influencer marketing, and have become movers and shakers in the field, leading the charge in terms of content creation, reaching new audiences, and setting a positive example for others.

Brands should continue to showcase female leaders and their accomplishments, challenge societal norms, and encourage women to aspire to leadership roles. Doing so would help empower women and inspire the next generation of female leaders in the MENA region.