Paving the Way for Women in PR industry with Orange Egypt’s Amira El Tohamy

Determined to challenge herself and prove her worth despite any obstacle or roadblock presented in front of her, Senior Manager of Public Relations at Orange Egypt, Amira El Tohamy speaks about how she has used her success and recognition to promote women’s empowerment within the PR industry and beyond, and how women continue to thrive in this field.

Shedding light on how education, practical learning and actual presence on-ground should be essential practices for future women empowerment programs, El Tohamy notes that her ultimate goal is to streamline access to all opportunities for women in tech.

In the past few years, you have been recognized and awarded as one of the ICT and PR sectors’ most influential women on more than one occasion. How have you used this exposure to promote women’s empowerment within the PR industry and beyond?

Amira El Tohamy - Senior Manager of Public Relations, Orange Egypt

I am very proud of these awards and recognitions since I believe that it is a victory for all women in the industry. Every woman should understand and believe that she can influence and offer value to the entire community, and it is a great honor for me to serve as a flagbearer for others.

We must continually endeavor to be a source of pride, support, encouragement, and help for all women to feel empowered in any and all professions. Each woman that breaks barriers becomes a shining example and source of inspiration for dozens of women after her.

How do you think being a woman has impacted your career trajectory, and what unique strengths do you, or other women, bring to the table?

Women's capacity for supporting one another is incomparable - from sage advice to being great examples as role model - we continue forward in an unstoppable wave of success. My story as a woman isn't so dissimilar from that of others; I'm determined to challenge myself and prove my worth despite any obstacle or roadblock presented in front of me. It is through this resolute spirit that women everywhere push boundaries and break molds every day!

I can also say that women have been powerfully driving the field of PR and corporate communications for many years, demonstrating tremendous skill in achieving success through making use of their hard work, determination and resilience when facing any type of hurdle. 

This has enabled us to witness impressive accomplishments by women who are passionate about establishing themselves professionally while also acting as role models that inspire other female colleagues - because such progress contributes towards bettering everyone's lives. Globalization processes have only further amplified this incredible potential; consequently enabling them to come up with creative ideas that engage customers whilst growing businesses efficiently across industries worldwide.

As one of the few female-dominated professions, how can PR departments and agencies encourage gender equality for both sides of the coin? 

I strongly believe that qualifications and capabilities are what determine caliber in this field. Women continue to thrive in this field because they proved their ability to excel in an area of expertise where the sky is the limit. 

Yet, it could be beneficial for all of us, as women, to grow our presence within the public relations and corporate communications field across industries as it would enable us to interact and intertwine with other sectors. In turn, this would enhance the presence of women in leadership roles across the economy and empower them in other areas by highlighting new career possibilities and leveraging their skills in new, exciting projects.  

How would you describe the female representation at Orange Egypt in specific and in the ICT sector at large?

Orange Egypt has made female empowerment a core part of the company’s DNA. Members of our leadership are appointed on merit, as evidenced by the fact that 40% of our Executive Committee is made up of women, and we have also been recognized three times by the Gender Equality European & International Standard (GEEIS).

I can also say that women have a significant presence in different managerial roles in the ICT sector and that women are also being put at the heart of their sustainability and CSR activities and strategies which also abides with the 2030 vision as well as the SDG’s main pillars.

From your experience, what are some good practices that can be reproduced in future women empowerment programs?

Education, practical learning and actual presence on the ground should be included in women's empowerment programs in order to achieve significant and rapid results with a clear and tangible impact. 

Orange Egypt is leading the way in this regard with 16 “Women Digital Centers” set up in different governorates with the aim of empowering women economically. Within these centers, ladies and young girls get educated and trained on the necessary skills and knowledge to thrive in the digital world, improve their economic status, and help them accomplish their goals by launching their own businesses.

What do you think are some interesting, overlooked career opportunities in telecommunications and tech for women? 

I would love to see more female representation in the fields of communications engineering and microelectronics. 

However, my ultimate goal is to streamline access to all opportunities in the telecom and tech sector for women that are qualified for them. The freedom of being able to choose and define their career path would really be transformative for the women’s empowerment movement. 

Public Relations is a dynamic field that is continually shifting. How do you keep up-to-date with industry trends and developments, and how do you approach upskilling and growing as a PR professional?

In PR, you have the opportunity to interact with lots of people, partners and cross-functional units that continually challenge the limits of your knowledge and capabilities. This pushes you to learn many new skills and continually monitor industry developments and technology advances.

As a PR professional, my advice to any aspirants of the industry always remains the same; be humble, willing to learn, and willing to accept that you don’t and won’t know everything. That attitude itself will go a long way to ensuring that you connect with the right people and trainings that can take your career forward.