On Finding the Inner Strength to Face Challenges and Cope with Change with Nermine Seif El Yazal

With almost three decades worth of experience, Nermine Seif El Yazal, General Manager of MOUNTPR, boasts a rich career in PR and strategic consulting where she has worked with several local and international clients both inside the Egyptian market, and outside of it.

Earlier in her career, Nermine experienced and faced the challenges of gender inequality and today, she speaks, based on personal experience, urging every woman to find the inner strength in the face of challenges and to be able to spot the opportunity arising from challenging times.

The past few years have been a transformational period for all businesses. What are some of the biggest challenges facing the PR industry, and how is your company working to address these challenges?

Nermine Seif El Yazal - General Manager, MOUNTPR

It is normal to face challenges from time to time in any industry but, the most important thing is to be prepared for it and to be prepared to change. 

In every challenging time, you have to spot the opportunity and change yourself to be able to cope with the changes and identify the current needs to be able to attract your target audience.

Working with clients across the private and public spheres, how would you describe the evolution of gender equality and bias in both sectors?

Nowadays, I don’t see any bias, whether in the private or public sector.  We haven’t faced this for quite some time.  

Women work as hard as men, and they are very well-recognized and seen in the business sphere, whether in the private or public sector, which is something we are all proud of.

How do you believe we can further challenge gender bias in Egypt to promote sustainable gender equality, economic empowerment, and female-led entrepreneurship development?

As I’ve mentioned earlier, I don’t see gender bias now; women in business have been remarkably noticed and represented through different local and international entities. Their accomplishments speak for them.

Could you describe an experience in which you had to navigate a difficult situation at work due to gender bias, and how you handled/learned from it?

Well, it goes back to 30 years ago when I started working in a multinational automotive company where men were leading senior management and I had to prove myself among them all to take a leading position.  

At the time, I was the only woman on the team, and I was asked to train a newly hired marketing manager to handle all of my work and assignments, after which he would travel and meet with the mother company’s senior management, simply because I was a woman.

It took me quite some time to fight my way up in the company but I did it in the end. It took time and effort, but thankfully they were convinced that professionalism has nothing to do with gender.

With decades of experience working with clients, what are some of the traits that you admire the most among the female leaders you’ve worked with?

I admire their perseverance, will, strong personality, leadership skills - especially those managing thousands of employees and workers, knowledge, and education. 

Could you share with us your thoughts on how businesses can support women who are also caregivers or have family responsibilities, and what policies or programs do you think are most effective in this regard?

It has to come from the companies themselves, to create a healthy work environment and gain a better understanding of women’s situation as they are responsible for raising the next generation. Actually, some companies have already started giving husbands one-week paternity leaves to support their wives.

On another note, after COVID, companies are now more aware of the productivity of their employees and grant them working-from-home options, which allow mothers to be there for their children and at the same time continue working.