On International Women’s Day 2024, PRWeek features contributions from Infinite's global COO Isabel Podda and (former) Account Director Katherine Mills, discussing careers advice for female PR professionals, and the importance for companies to put substance before symbolism when it comes to communications and campaigns on awareness days. Isabel Podda, Infinite's COO, says:

“My overarching advice is don’t be a passenger in life. Despite significant steps forward for women’s equality, there’s still a long way to go. Make sure you play a positive role in driving for change. Being a woman is a strength, not a weakness; keep your imposter syndrome firmly locked away. Trust your instincts and don’t shy from boldness. Don’t let your story be a series of ‘if I had dones’. Make every day count by achieving one personal goal daily, no matter how small.”

“If IWD is the only milestone in the calendar year where the female talent pipeline, gender diversity, or pay equity issues are addressed internally or externally, then IWD activations are the least of an organization’s problems and communications teams can’t single-handedly achieve the needed change.”