By: Tania Kteily, Associate Director, Weber Shandwick MENAT and President, Middle East Public Relations Association (MEPRA), Youth Board 

On staying teachable, leading with empathy, and lifting others as you rise.

My professional journey and defining milestones

The past ten years have been an interesting ride. I left Beirut to start a new chapter in Dubai, evolving from a junior talent into a leadership role. Throughout my seven years at Weber Shandwick, moving from Senior Associate to Associate Director and representing brands across luxury, automotive, technology, real estate and retail, I’ve learned that leadership does not come in one shape or form. It varies and evolves.

Another defining milestone has been my journey with the MEPRA Youth Board, a bridge between emerging talent and industry leaders, which started in 2023 and led to me taking on its presidency earlier this year. It comes with immense opportunity, but also a profound responsibility towards emerging talent, constantly reminding me that as we advance in our careers, we carry a duty to bring others along with us. 

The values that drive my leadership

Over the years, one of the most valuable lessons I’ve learned is to remain teachable. When I say leadership evolves, I mean with the circumstances, context and most importantly, the people. It’s easy to believe that seniority equates to having all the answers, but my experience has shown me that true growth comes from listening, observing, being open to perspectives, and in many cases, adapting. And that doesn’t take away from your confidence or assertiveness.

At the heart of my leadership philosophy is empathy. The communications industry is, at its core, about people, learning from them, understanding them, connecting with them, and inspiring them. That principle applies as much to our teams as it does to our external stakeholders, and leading is no exception to that.

Despite working in an industry and market where success is so often associated with awards and loud, visible moments, I’ve realized that leadership isn’t what you see on a slide deck or on stage. At least not alone. The harder yet more impactful part is showing up every single day and creating an environment where people feel trusted, supported, and empowered to do their best work, and guided when they lose their way. It is in the quiet moments, the thinking on your feet, the mentorship conversations, the collective problem-solving, the small acts of kindness, the courage to be firm, when necessary, yet always fair, that real leadership is built. 

And often, it is calm and composure that are the loudest, something that is particularly revealed at times of crisis.

My interpretation of “Rights. Justice. Action. For ALL women and girls.”

It is not just a slogan. It should go without saying. It has to be applied every day, not just around International Women’s Day, or in panels and webinars. It is in every decision, it is when we champion women in leadership, it is in opportunities being given on merit.

This principle is lived through the MEPRA Youth Board, which coincidentally is formed of a team of incredible award-winning women, each with an inspiring story and so much to pass on. Together, we work towards providing mentorship, demystifying PR, and ensuring young talent is heard at the highest levels of our industry. In short, creating  pathways for others and using our position to amplify the voices of those just beginning their journey.

My advice for the next generation

To the next generation of women entering our industry, I have three pieces of advice:

Stay teachable. Your career is a marathon, not a sprint. Look for mentors, ask questions, and don’t be afraid to admit what you don’t know, or better yet, admit when you’ve made a mistake and find ways to address and learn from it. Growth is not always comfortable, but it is rewarding. Also, leverage tools as they emerge, but use them to upskill and be efficient, not to replace your thinking or feelings. 

Lead with empathy. Kindness and compassion are not signs of weakness; they are a great strength and go a long way. Build relationships on trust and mutual respect, internally and externally. Some of these may even turn into solid friendships. Your ability to connect with people on a human level will be the true measure of your success, especially in an industry of both the mind and the heart, and that is why AI will not replace us. And remember to always clap for others.

Lift others as you rise. Surround yourself with people who inspire, challenge, and support you and that is not limited to those who are more senior or in your direct place of work. The industry is full of brilliant talent. And as you grow, don’t forget to extend a hand to those coming up behind you. Your legacy will not be defined by the accolades you gain alone, but also by the impact you have on the people you lead and mentor.

In a world that is constantly changing, where technology continues to advance, remember that being human is your greatest advantage.