The power of clarity in PR leadership

By Andree Latibeaudiere, Associate Director, The Hoffman Agency UK

Public relations have always been a discipline built on clarity. We help brands find their voice, sharpen their message and communicate with purpose. This also applies internally to how we run our businesses and get the best out of talent. `

Throughout my career I’ve observed that the best leaders are the ones who have a strong vision of where they want the company to go and can articulate this in a way that stakeholders understand.

Clarity in leadership is often about being deliberate and intentional around defining standards and setting expectations. For women of colour in the PR industry, who often navigate layered biases around race, gender and authority, clarity becomes more than a leadership skill.

A difference in realities

The PR industry prides itself on being progressive, people-focused and values-driven. But leadership pathways do not always reflect that narrative. Unfortunately, women of colour remain underrepresented at senior levels and it seems that this impression is affecting succession planning. According to the 2024 One Step Forward Two Steps Black Report published by the Black Comms Network, 74% of respondents cited a lack of senior representation as a barrier to their progression. This is compounded by the fact that when they do step into leadership roles, they frequently face heightened scrutiny. Decisions are questioned more readily and directness is often misinterpreted as aggression. Meanwhile diplomacy can be mistaken for uncertainty.

This is where clarity matters most.

Clear leaders reduce ambiguity. They communicate expectations early and often and document decisions. They anchor conversations in strategy and outcomes rather than personalities. In doing so, they limit the space for misinterpretation, which is something women of colour are disproportionately subjected to.

Clarity also strengthens authority. In PR, where the environment is fast-paced and client demands can shift overnight, teams look for leaders who can cut through noise. A clear leader provides focus and asks the right questions: What are we solving for? What does success look like? What will we not compromise on? When the team understands all aspects of a situation, trust is built.

The changing face of leadership. Quite literally

For women of colour, clarity can also challenge stereotypes. By confidently owning expertise and naming ambition, they disrupt outdated assumptions about who “looks” like a leader. They model a leadership style that is both empathetic and decisive, a combination that is powerful in today’s landscape.
However, the responsibility for clarity cannot sit solely on the shoulders of those navigating inequity. Organisations must also create clear frameworks for progression, compensation and performance. Vague promotion criteria and informal sponsorship structures often disadvantage those who are already excluded from traditional power networks. Transparent pathways benefit everyone, but they are transformative for those who have historically been left to decode unwritten rules.

There is another dimension to clarity: self-clarity. Women of colour in PR often carry invisible labour: mentoring junior staff, contributing to diversity efforts, representing the agency in culturally nuanced conversations. While this work is valuable, clarity about boundaries and capacity is essential to prevent burnout. Leadership is about prioritising what moves the business, and the culture, forward.

It’s important to recognise the areas within your own thinking and execution which could benefit from more analysis and awareness. Is your direction easy to follow or do you typically find that what you request is misaligned with your intentions? Invest time in identifying what needs to shift. Beyond this, seek out female leaders who communicate clearly and crisply. Vanessa Kingori, Managing Director of Technology, Media, and Telecoms of Google is an excellent example of a leader who speaks with conviction backed up by a defined perspective. By following these steps women of colour can ensure that this vital leadership skill remains front and centre as they progress into senior roles.

Andree Latibeaudiere is part of The Xec. Class of ’26.