As International Women’s Day approaches on 8th March, Celine Moran, Lisa Simmons, and Vasiliki Vokou, from Liminal—a leading financial services communications agency—share their insights on women’s evolving role in financial PR.
Lisa is the company’s Senior Publicist with over 15 years of experience in PR, digital strategy, and crisis communications, Celine, is an Account Manager, who has background in politics and international relations, and Vasiliki, is also an Account Manager with expertise in pan-European media relations and CSR engagement.
Lisa Simmons
Lisa explains: “This International Women’s Day, we’re seizing the opportunity to push for greater progress on gender equality in financial communications, both within our team and through advising our clients. We are amplifying women’s voices and sparking meaningful conversations through stories in the media and by sharing our personal insights too.”
The evolving role of women in financial PR and strategic communications
Lisa continues: “At every level and in every area, we can drive positive change by embracing flexibility and nurturing talent. Where non-traditional working arrangements are supported and authentic storytelling isn’t just compelling; it’s building trust, shaping positive perceptions, and demonstrating that women not only belong in this industry, we can absolutely thrive.
We’re excited about the future. With genuine, positive action, we can create a financial services and communications landscape where everyone has the opportunity to succeed.”
Celine Moran
Celine comments: “In my opinion in financial PR, diversity, equity, and inclusion (DEI) are essential for shaping the future of communications, particularly as we navigate a rapidly shifting global political landscape. Over the past year I have seen companies re-evaluating their DEI strategies, driven in part by increasing geopolitical instability and the ongoing effects of economic uncertainty. This changing environment has prompted financial services firms to reconsider their approach to talent development, particularly when it comes to gender equality.”
Vasiliki says: “The current economic and political climate has placed additional pressure on financial services firms to balance short-term profitability with long-term commitments to diversity and inclusion. In some cases, DEI efforts are at risk of being deprioritised—but this is where PR professionals can make a real impact.
Vasiliki Vokou
“By helping firms communicate their DEI commitments effectively, we can ensure these initiatives remain a business priority rather than just a box-ticking exercise,” she explains.
Lisa adds: “Thriving in a company that values flexibility is empowering—working part-time while having full-time opportunities for decision-making and career progression is a game-changer. From personal experience, a hybrid working model that’s truly supportive, empowers you to want to maximise your efficiency and impact, as well as drive results. If all companies embraced flexibility, they would ensure that all employees can flourish and build sustainable careers. It’s time to champion modern workplace policies that prioritise both growth and balance.”
“While some may view these shifts in ways of working as a potential setback for the career progression of women, I believe it presents an opportunity for PR professionals to step up and drive meaningful change. At Liminal, we are actively championing the voices of women in financial services, ensuring that our team and clients continue to prioritise diversity at every level.” says Celine.
Financial services can invest in media relations to strengthen their reputation and support women’s voices
Lisa says: “We’ve got to push for real progress. DEI is absolutely essential, but too often, the conversation is missing diverse voices—which makes it hard to prove a genuine commitment. We have the power to spotlight underrepresented leaders and amplify their voices in the media.”
Vasiliki agrees: “PR professionals play a key role in maintaining momentum for DEI initiatives, even when companies are under pressure to scale them back. It’s not just about managing reputation; it’s about ensuring that diversity remains a business imperative. By amplifying the voices of women and underrepresented groups, we can help financial services firms demonstrate their long-term commitment to inclusivity in a way that resonates with both employees and stakeholders.”
Diversity at events
Celine comments: “One of the most striking patterns I’ve noticed at industry events is the lack of diversity on panels. I have attended discussions on financial leadership where not a single woman was speaking, and there was no representation from ethnically diverse backgrounds. It’s a clear reminder that visibility is not just important, it is essential.”
The power of authentic storytelling
Lisa points out: “We must work to challenge outdated norms and highlight progressive change. Balancing DEI with broader business priorities, while DEI is crucial, there is often a lack of diverse voices, making it difficult to showcase an authentic commitment to DEI. We need to elevate underrepresented leaders and ensure their voices are heard in the media.”
“In the face of these challenges, it’s critical that DEI remains a central focus in communications strategies. PR professionals have a unique role in not only navigating these challenges but also in advocating for the advancement of women in the workplace. By strengthening media relationships and championing authentic storytelling, financial PR can play a significant role in counteracting any slowdowns in career progression for women, ensuring their visibility and impact continue to grow,” comments Celine
“At the same time, we must stay agile in our communications strategies to adapt to shifting external pressures, whilst being transparent and clear, we can also try to provide measurable data that will not only make internal efforts more compelling, it will provide evidence-based stories that resonate with stakeholders.” Lisa adds
Vasiliki says: “Human-centric narratives can help bridge the gap between financial institutions and their audiences. Showcasing the achievements of women in finance strengthening a company’s reputation but also paving the way for more diverse leadership in the sector.”
“The power of inclusive communications cannot be overstated, especially in a world where diverse leadership and thought are more crucial than ever to driving innovation and delivering results in financial services,” agrees Celine.
Lisa concludes: “In an industry where credibility and strategic messaging are paramount, we are driving impactful campaigns, strengthening media relationships, and delivering results that help financial services firms navigate an evolving communications landscape. Our expertise highlights the vital role of women in finance and indeed financial PR, an area where diversity of thought and leadership are more crucial than ever.
Let’s work together to #AccelerateAction and spotlight the women making an impact in financial communications and across the financial services landscape.”
