Welcome to Inclusion Bites, your sanctuary for bold conversations that spark change. I'm Joanne Lockwood, your guide on this journey of exploration into the heart of inclusion, belonging, and societal transformation. Ever wondered what it truly takes to create a world where everyone not only belongs but thrives? You're not alone. Join me as we uncover the unseen, challenge the status quo, and share stories that resonate deep within. Ready to dive in? Whether you're sipping your morning coffee or winding down after a long day, let's connect, reflect, and inspire action together. Don't forget, you can be part of the conversation too. Reach out to jo.lockwood@seechangehappen.co.uk to share your insights or to join me on the show. So adjust your earbuds and settle in.
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The Inclusion Bites Podcast
Raising Voices, Shaping Change
Speaker
Joanne Lockwood
Speaker
Sarah McCracken
00:00 Campaigning for Change in Northern Ireland 07:13 "Embrace Authenticity in Self-Expression" 13:42 Misinformation Concerns in Social Media 18:51 Engage Politicians with Your Cause 21:58 Storytelling's Impact in Advocacy 28:31 Effective Communication for Change Advocacy 35:34 Social Media: A Double-Edged Sword 40:04 "Evaluating Advice and Its Impact" 43:55 Overcoming Writing…
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Highlights
“Join me as we uncover the unseen, challenge the status quo, and share stories that resonate deep within.”
“we were determined to find a national trust property to visit and, yeah, had a good time.”
“Campaigning for Change "that was kind of my first kind of we can do this kind of moment, you know, when you're there at a speech and the secretary of state is making these announcements, and you've got your your clients from from the charity with you. You and the stakeholders of people are gonna be really impacted for the better as a result of this, and it was just brilliant to be part of that.”
“Just because you think it's good, doesn't make it newsworthy.”
“The Decline of Fact-Checking Online: "And then we're losing all the the the fact checkers as well off social media platforms, which is quite frightening in itself. Because then where do where do I go to get facts verified? Where do my children go who who aren't as new savvy?”
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Full transcript
It's time to ignite the spark of inclusion with Inclusion Bites. Today is episode 157 with the title, Raising Voices, Shaping Change. And I have the absolute honor and privilege to welcome Sarah McCracken. Sarah is an award winning PR and communication specialist, empowering women and diverse voices to raise their profiles and create meaningful change. And when I asked Sarah to describe her superpower, she said she said that it is helping others find confidence in their visibility and voice. Hello, Sarah. Welcome to the show.
Hello, Jo. Thank you so much for having me this afternoon.
Oh, it's absolute pleasure. And, for the accent, I'm guessing you're for the Emerald Isle somewhere in there.
Yes. Indeed. I am in County Down, Northern Ireland, and we're about maybe 25 miles south of Belfast. So nice nice and handy. And, you know, if I'm going further south, we're maybe about an hour and twenty minutes from Dublin, so I really have the best of those worlds here.
Beautiful. My wife and I went on a a holiday to Dublin in the summer, and we drove north to the because they don't have national trust in Dub in in Southern Ireland, in The Republic Of Ireland. So we had to drive across the border to Northern Ireland to find a national trust property, which we visited. It was quite high. A a trek from County Cowan, but, yeah, we were determined to find a national trust property to visit and, yeah, had a good time. And I've been to Belfast a few times, and I've got happy memories of going to Newfernard, which can't be far from here.
You're never far from anywhere here, to be honest. But, yes, next time you're over then, we'll have to meet up and get a week of tea.
Yeah. That sounds great. Sounds great. If you're listening to this and you're wondering why my voice sounds a little different to usual, I think I've got a bit of a throat thing going on. So every so often, my voice cuts out. So please bear with sure. I'll be fine. As a I've got strep cells.
I've got herbal tea in front of me, so I'm sure we cope. So Sarah Sarah, what makes you tick? You know, why do you do what you do? You know, you're in in PR, but why does visibility, diversity, inclusion resonate with you so much?
But but the more I did, the more I headed towards, like, the PR and marketing side of things, and I just absolutely love it. I get such a buzz out of, you know, seeing things in the media, prepping spokespeople, seeing you know, prepping people to go on podcast, but it whatever it happens to be. Just the more I worked within sort of the communication sector, you know, the more I was able to to create that change. So I've worked in the health care sector, the environment sector. I worked for a political party. Once upon a time, I worked in education as well as working for businesses and entrepreneurs. The more I worked in that, the more I could see how communications could create change, particularly around campaigning. So, I mean, many years ago, you could smoke in public workplaces, in Northern Ireland, obviously, right across The UK.
And in 02/2006, the charity I worked with at the time was involved in the smoke free Northern Ireland coalition and that campaign to bring in legislation to ban smoking in public places. And that was kind of my first kind of we can do this kind of moment, you know, when you're there at a speech and the secretary of state is making these announcements, and you've got your your clients from from the charity with you. You and the stakeholders of people are gonna be really impacted for the better as a result of this, and it was just brilliant to be part of that. So, yeah, since then, I've worked on other campaigns most recently working on the campaign to bring in climate change legislation in Northern Ireland, which was brought in now full of years ago, and my team at the charity I worked with at the time worked really hard on that as well.
Oh, sounds really interesting. I love the idea of alpaca farm. Some reason, my my daughter keeps a couple years ago, she she bought me a a present, which was taking the alpacas for a walk, and I've I've got a little alpacas to see over there. But, yeah, it's, is that an alpaca jumper you're wearing at the moment?
We we'd go to shows and, you know, we'd have them on the stand, and I'd be talking to people like yourself who just love alpacas. Never took one for a walk, so I'm not sure that would have ended terribly well, but they are very docile. Because this is getting on to a whole other podcast episode here, but they're they're very amenable. They're very docile. They do make good pets. They're probably easier to manage than sheep. So they're you know, people do absolutely love them.
Yeah. You're right. We've got a bit off topic there.
They've versed in all packets.
Yeah. So PR. I mean, I'm I'm a great believer that organizations need authenticity in their in their brand, their values, their messaging. And a lot, I I guess, is is PR trying to align internal who do we think we are versus the external public. Who do they think we are and trying to get that alignment of messaging, isn't it? That that's not always easy.
No. No. It's not. And, you know, when I'm doing PR training, I'm always sort of tell telling people or working with them to understand that, you know, if you have a really shoddy reputation, no amount of PR is gonna help that. You will get found out. So it is, like you said, about aligning what are your business goals with what you want to project in the public domain and making sure that those are aligned. But, you know, n is n is n is n dodgy, n is n underhand. You're you're gonna get caught out.
I I do have an issue with the word spin. Do you know that that that doesn't help when people refer to PR people as you spin doctors, particularly in the in the political sphere. But, it is about working really hard just to find out what it is. What is that change you're trying to make in the world and breaking that down and working out what communications? Who can you engage with? What is it you want to say, and how might you say it to your target audience just to to create that change or raise that profile or increase that visibility?
The spin that you're referring to there, I suppose, is is is crafting a message in a positive light, I suppose, is the, the translation of the word spinner.
It could be, but, again, you've referred to that authenticity. Again, I struggle with the word authentic because it sounds like you're trying too hard. So for me, you know, if I'm working, if I'm coaching with individuals, it's about how to be yourself and just bring forward all the really the good things about what you do and what you say and just trying trying to emphasize that rather than be something that you're not because because that could be really difficult as well. But, yes, be being authentic is key. Being yourself, I do love a bit of LinkedIn content, I have to say, and I I will equally post about PR today, and I will post about my chickens tomorrow because because because that's that's who I happen to be. I must do an alpaca post actually, overdue one of those.
Walking with alpacas. I think that's the title of a book. I was like, yeah. I have to author that one. So when you're when you're working with organizations, you know, we're trying to avoid the word spin. We're trying to avoid the words authenticity or authentic. Where do organizations go wrong? I mean, I think we've implied that, sometimes what happens is they try and pretend to be what they're not. How do you encourage them to to move past that and be honest or or actually change, or actually change their output?
Yeah. I I think the first step for me is about recognizing what PR actually is. PR is about managing your reputation. It is about engaging with your stakeholders so that is speaking with them as well as listening to what they have to say. So it it sits alongside your marketing and advertising mix. So marketing is clearly about selling stuff as as is advertising. So it is different to that. But in terms of, you know, working with the businesses, it's about just trying to identify what is it is they're trying to achieve and how can communications help that.
So we've got all the marketing going on, and you've got the adverts and the Facebook stuff. But equally, who do you need to be listening to? What kind of messages do you want to create about your your product business or service that you need to be speaking to your audience about? And it could be be trying to work with a politician to bring about legislative change, or it could be about working with an individual who just wants to, you know, get that confidence to raise their profile and visibility and just the principles are the same. You know, what's the outcome you want to achieve and then working through how we might achieve that.
You said you said that marketing's all about selling stuff I can hear. Yeah. Every marketing person out, they go, no. We're more just selling stuff. We're here to create a brand and position the brand and Absolutely. Brand values.
And that will help sell stuff, I think. I I actually did a a talk last week to some marketing students, and I I I did I did ask them, you know, what was their take on marketing. So we're very forthcoming, to be honest. But, yes, I do love working with my marketing colleagues. And and, again, with complimentary skills, which is really important as well. So when you are developing that overall, you know, communications plan, if you like, there will be a marketing element to it. There will be a PR element to it. So the two go really well hand in hand.
At large extent, PRs are a bit harder to to nail down and look at ROI, isn't it? You are just literally throwing information out there. You're you're issuing press releases. You're issuing position papers and statements. Journalists, you got cat stuck up tree is not worthy of printing it in news. It's gotta be shock horror. You're always going for something that in it's a headline. It's challenging, isn't it? Because PR doesn't work. It's just all it's gotta be different.
Absolutely. But, again, PR is so much more than just that media aspect to it. But, I mean, I I do love the the media work. I deliver a lot of, you know, how to write a press release training. So we're always talking about what is the news story that we're trying to get out there. Like you said, you know, is it just another cat stuck up a tree? Now maybe it's it's an escaped lynx up a tree. That would make a really good story. So it's just understanding, you know, what what what's the human interest You know, is it topical and timely? Like, we had that massive storm a couple of weeks ago.
So many stories in circulation about that. Just making sure it's it's, yeah, of value to the media outlets listeners as well as trying to get it in front of of your audience as well. But, yeah, media work is brilliant. Love it.
You're you're trying to come at it from a wrong. You're trying to fetch human interest out of out of whatever you're saying, to to engage me in some way positively or negatively, if if you're looking for that. You're you're trying to get me to you get me to pay attention to something is kind of the the mission, is it?
Absolutely. So if if we focus just on press releases, so the the the Trist test as I call it, is is your story topical and timely? You know, is it really relevant to the journalist, to the newspaper, as as well as to your audience? You know, just because you think it's good, doesn't make it newsworthy. Is it unique? If you know yourself from scanning the headlines, you know, it it's new things that that really get the headlines that, get the stories. And then also, is it, is there a human interest to it as well? It's always, you know, triumph of a tragedy. Do you know who has been affected by this? So you might have, an initiative that's going to help 10,000 people secure a new medical treatment. May not that's just brilliant. Or you might have something, you've received an investment of x tens of thousand millions of pounds to produce a new product that's going to save whatever it is. Those are all things then that will feed into your story.
So so, yes, when it comes to the media, it's about making sure your story is newsworthy and then understanding where you're going to place it. So a BBC approach is very, very different to a local newspaper approach, which is very different than to a podcast approach. But the principles then are still the same. Have you got something of benefit to that outlet and their target audience?
So we're living in a world where diversity, equity, inclusion, DEI, it's going through a bout of bad PR, isn't it? It's become a very toxic term. And I I'd almost say that the the right wing anti woke brigade have kind of stolen a bit of a march on on DEI and toxifies that as a brand. And that's probably happened over the last couple of years more rapidly, the last two or three months is from what I've seen in the in the press and the papers. How do they how do they how do they manage to do that so softly or so overtly? It'd be like
Do you know they're they're happy to make statements that are incorrect? They're happy to make statements that they know are going to offend people. So maybe just maybe on the lower left hand side, shall we say people are maybe more repicent to offend? Because because we know, you know, what happens if you get language wrong and how how upset people will be over that. You know, we know the potential implications if if if we inadvertently do something that isn't gonna land well. So so maybe there's a bit of overthinking there. But from what I can see, like you said, from the news agenda at the minute is, it's just it's free for all, and people are saying what they want, which is just not necessarily true. And then we're losing all the the the fact checkers as well off social media platforms, which is quite frightening in itself. Because then where do where do I go to get facts verified? Where do my children go who who aren't as new savvy? You know, if they're reading stuff on socials, they're not on socials yet, but they will be soon. But how do we help young people even understand the difference between this is factually correct and this is just a load of nonsense.
Yeah. Yeah. I hear you. But it's how do you you argue back against this, if you like, negative PR onslaught? Because as you say, people just say what they want without any punches almost, just just putting this out there. So if you're if you're hearing negative PR against you or about your organization, about what you believe in, direct confrontation, is is that is that the tactic or putting out a myth busting? Or How would you
suggest? It's really, really difficult. I mean, let let's let's be realistic about it. There there's an argument that if you are then to say, oh, so and so said x, y, and zed, and here's why that's incorrect, You're actually giving credibility to what they have said that's incorrect because you're repeating it. So you need to think really carefully in and around that. My own approach should be not to pick, a public fight, particularly, like, over Twitter or x. Do people even still use that? I am off it. But, again, it's understanding where's the benefit of getting into a public dispute versus is it, you know, defamatory, libelous, in which case that's gonna be a court case. But it's just knowing what your options are.
But in terms of that myth busting, yes, there there's a need to start, I think, to look really carefully at what the messaging actually is and who we're trying to target and how that message is getting out there as well. So it's maybe not a direct confrontation, but it's it's certainly upping the game in terms of getting those messages out there. Maybe it is through TikTok. Maybe it is through another social channel, but I really just being as bold, shall we say, as as the other side, and just really starting to take action then to to get the messaging right. There are some organizations out there who do do fact checking as we know and myth busting. I mean, Lynn is an agency based in Cardiff, actually. They work globally to try and counter some of those myths, and disinformation, particularly around you. They they work through COVID.
They've done some on climate change, as well. So there there are good people out there trying to do this, but for an individual organization, you need to weigh up the pros and cons. You know, how is it gonna impact on your reputation? If you do take this particular stand, How will it impact on your reputation if you take that particular stand? And just working through the pros and cons of each and getting that balance and then having a way of doing it that that you can sleep well at night knowing that you have done your best to stand up for what you believe in.
What I'm here what I'm here, I think, saying there is tell your own story. Don't necessarily engage in somebody else's story. Keep being the best version of you, your organization you can be, and not and not try and challenge each individual statement because all you'll end up doing is get caught up in denials and counter denials and giving them the ammunition to come back on you with it yet another wild statement, I guess.
And it's exhausting if you start that. And what you've just described as as being authentic, it's it's being yourself. You know, this is who I am and having that confidence to you. And that can be really difficult as well, just to start to say, no, this is what I believe, and this is what I stand for. So again, it's it's how do you do it so that you know that you can make a difference in the world, that you can bring your colleagues with you. How can you build that movement? How can you mobilize people to come onto your site as well? But, yeah, you do you and do it really, really well. And then again, because you're being yourself and because there's no gray areas, then then it's really hard to start to, you know, not attack the person up. That's not right the free phrasing, but it's it's really hard then to start to pick holes in what it is they're saying if it's, you know, if it's evidence based, if it's factually correct.
What worries me at the moment is that there is no filter, and some of these statements are being green lighted by the mainstream media politicians. And it's really hard sometimes to actually get the facts and the truth out of these. You know, if you're if you're sat there as a a person in the street looking up this, there's a lot of lot of stuff going on at the moment, which is, you know, whether we talk about vaccines, climate change, gender, all these kind of things, all all in the news at the moment have become polarizing people, reach the extremes.
Yeah. So, again, it's understanding who's your target audience. Who do you want to speak to about these things? So rather than picking a fight in the media, I said, I love campaigning. I love the public affairs side of things. So so maybe as a business or an organization, you're doing some really good work and you should be engaging with your local politician no matter where they are in The UK or even across the world. You know? So if, you know, say there was a debate coming up in Westminster on gender or violence against women or whatever, you know, area of interest that, that your organization has, I would be encouraging you to, to write a briefing, to be engaging with your local MP, to be engaging with the people who are gonna be speaking to this motion and informing them of the actual facts of the matter. And then that, that will help them because I would suggest the majority of politicians, they don't want to stand up and say the wrong thing. They don't want to be then slated in the media the next day by citing facts and figures that are incorrect because it does it does you know, that's still a possibility.
So, again, you can take action that way. So it's it's it's not into the media. It is direct into the people who will be speaking about an issue that that affects what it is that you do.
So that's that's part of lobbying. So what you're doing is you're giving a position paper, statement of facts, evidence, citations directly to a politician or to an organization. Say, this is our truth. We want you to process this and form an opinion from it. Yep. Okay. Okay. Yeah.
Yeah. Yeah. Because that's that's what the people doing the negatively are doing, isn't it? They're creating the same the same information. So it's it's counteracting it with your story, not arguing someone else's story.
Yeah. Absolutely. I mean, I find that politicians, they want to be well informed. They they generally want to engage with, you know, charities, community groups, you know, people, you know, in in whatever sphere they happen to be. I have an example in some of the public affairs training that I do do, and it's about this the amount of spend that, oil companies, spend on lobbying on climate change. I mean, it's tens of millions of dollars. So, again, like you just said, the other side is lobbying away. So there's nothing to stop us from doing that as well.
You know, we're voters. We're citizens. MPs work for you. So, again, get in there and start to help them understand the challenges that that you're facing and you don't be needing those tens of millions of dollars either. You can go direct to them through their constituency, through their Westminster offices. It's all open access, and just go for it.
Write them a letter, send them a letter.
That's the one. Invite them out to your to your community group, you know, invite them into your premises, sit down and have a cup of tea and a chat about what the challenges are and just help move the conversation forward.
Oh, yes. It's all about what I say. The facts don't change people. So it's trying to cross that bridge between the emotion and the logic, isn't it? And that's that's the challenge we have. Because if if the facts change me, I I wouldn't drive too fast. I wouldn't eat red meat. I'd be go for a run every day. I'd be healthy.
But the reality is I haven't got the emotional connection with some of those things. That's how does PR bridge that emotion versus logic gap?
That comes back to how you tell your story, your your storyteller. So, yeah, like you said, if I send you, you know, a two page briefing document, if you've written all the bullet points about the issues, yeah. I'll, I'll skim read it. I might pick up the headline and that'll be it. But if I sit down with somebody or if I was to brief a spokesperson to go in and have a conversation with a journalist, with a politician, whoever it happens to be, and have them tell their story, then then that's gonna have a much bigger impact. So say you're working on an issue in connection with, young carers, which is an an issue I've I've worked on previously. You know, you need to get the young people telling their story about the impacts that caring for their their family member has on them. And that is so much more powerful than than you or I telling their story on on their behalf.
Yeah. I think we're seeing a lot of stuff in the media at the moment around toxic behavior in the workplace. Obviously, we had a big push. Sara Everard, Me Too movement. These kind of but we're seeing some more recent, displays of toxicity coming out. How do people know they're not alone? How how can we how can we get people to trust that they will be heard? Because that's that's part of the problem as well, isn't it? Trust.
Absolutely. And, again, knowing that other people are going through what you have gone through, I think is really important. So the first step for me and I I have faced some very toxic, workplace environments. And the first step for me is always telling somebody. So it might be a trusted colleague or it might be somebody completely unconnected with work. Could be a WhatsApp, could be, you know, whatever it hap a cup of tea in a chat, whatever it happens to be. But once you speak it into existence, I guarantee you'll find out that somebody else is going through something similar. And it's by talking it through, then you can start to understand what your potential options might be.
I think that the me too movement is, you know, particularly interesting because every single day there is yet another story. There is yet another article out there of something that has clearly gone wrong somewhere that I I use the phrase hiding in plain sight quite a lot. You know, the perpetrators are hiding in plain sight. So again, the more we talk about it, the more we can share experiences and the more that we can mobilize and and come together to tackle whatever the issue happens to be.
In the paper again is, a a previously senior royal family member who, for whatever reason, seems to keep having a negative story about them in relation to past acquaintances, people who are proved to be, mind my words here, involved with sexual offenses potentially in the past. So is there a danger sometimes that we we think we can put a veneer over the story and hope that people are gonna wash with it? But the reality is if if you don't go deep enough and cut hard enough and and expose yourself deep enough the first time, it could be death by a thousand cuts. People are gonna come back on you. They're gonna keep digging and digging and digging and until they really get to the bone. And I think that's what we're seeing with this particular individual at the moment. It's, they weren't authentic. Even if you don't like that word.
Maybe they were.
Yeah. They were lying. Maybe well, maybe that's a strong word. Yeah. They they weren't telling the whole truth. Let's put it that way.
Oh, they're telling their version of it. Yeah. I mean, for a journalist, that's the story that keeps on giving. But but I think, put putting that to one side, I I think this is where the value of understanding PR and communications really comes in, you know, as as a business, as an individual. And again, back to the thing, if you're doing something wrong, you're gonna get found out. So working with individuals who are, you know, nice people. If you have somebody on your side who understands the media landscape, then they can they can advise you on, is it a good idea to do an interview like that one that we're talking about? Probably not. But clearly, they're not listening, and they've gone ahead and done it.
So, again, it's it's working with our trusted comms adviser as to where be the best place to tell my story. So it could be a news night story. It could be in the Guardian. It could be on a on a podcast somewhere. But, again, having somebody on your side help prep for it, is also useful. And, again, media training isn't about learning how to lie on camera. It's it's about how to answer the questions. It's about how to come across as the type of person that you really are to the listeners.
It's helping you bridge between the awkward questions that that that are gonna be pending. And if you've done something wrong, front it up. You know, you can admit your mistake and you can come out better than, making up stories and talking nonsense.
That's getting ahead, control of the narrative, owning your story again, isn't it? It's kinda what you're saying there.
Oh, absolutely. And it's back to what is it you're trying to achieve. If something's gone wrong, it it it's gone wrong. That's where your crisis comes come in comes into play. It is gonna affect your reputation, as an individual or as an organization. So again, it's just understanding how things work and you will come through it. But again, it's how then you then in in the future then start to rebuild that reputation, rebuild that visibility, in a positive manner as well. Yeah.
I suppose in my experience, when things have gone wrong, they go worse. The more you try and dig, don't they? And I I think especially when you're very much in the public eye, there are people with a vested interest to keep digging. And I think that's that's the problem we find is that you're better off just telling the truth, resigning, running away, hiding for a bit, and then coming back again. Obviously, it's not a career. Career limiting, but but yeah. You It
was a genuine individual trying to create that change in the world. Are, are we then worrying too much about the consequences when, you know, those with much thicker skins who are now running other countries, shall we say, are just carrying on putting out those incorrect messages.
Yeah. Talking about people with tics getting running other countries. It's it's incredible what's going on at the moment where it said they seem to be oblivious or consciously oblivious to, messages going out. They're so focused on their version of the truth. And that, I think you've mentioned that just now. It's your perspective. It's your version of the truth. If you get, if you really believe it and become invested in it, then you say it with confidence, don't you? And I think you're not willing to listen to other people's versions.
And, again, you're controlling the narrative. You're not negotiating. You're you're owning that that stance, I think. It's it's quite a powerful technique, isn't it? Although I'm not not saying I advocate it, but it's a powerful technique.
Yeah. And I mean, what can we learn from that? So if others maybe with a more aspect to their personalities who who wanted to create positive change in the world, if if they started to take on some of those characteristics and be really forceful and forthright in what they want to say, would that help those messages, land better? Might have to give it a go. But again, it's not getting into that public argument. Who do we need to be targeting? How do you really sort of hone in on who you need to be speaking to and then building from the ground up? I think certainly that's, you know, if you can mobilize the masses on your side as well, that starts to help as well. So it could be a hundred people, it could be five people, could be a million people, whatever it happens to be to start
to
to build that change that that that we need.
The problem with that position is it's quite a privilege to have that that that communications power. People were talking about, you know, we're touching on EDI, DNI, diversity inclusion here. And one of the challenges we find where people are marginalized, they are voiceless. They don't have the access to these rooms, these people, these channels. So often the PR goes or the messaging goes undefended because no one's listening. They can't get the message out.
Yeah. And that's something that shouldn't be happening. I mean, in terms of the media, in terms of politicians, you know, any single person can start to build a relationship with a journalist or a politician. But again, it's understanding that that that is an option open to you. So I suppose there's an education piece there as well. You does it start within a community? Does it start with with within schools to try and educate our young people better as to, you know, they they do have the power in their hands, but it's it's how we get them to understand how they can use it then for the benefit. But but you're absolutely right. It's it's people with no voice or marginalized voices are struggling to get that messaging out there in terms of the change we need to see.
So what can you and I in a position of privilege do to help them? And that that's part of what I'm about. That's why I would run master classes on how to raise your visibility. You know, it's why I'm trying to put content out of my socials to really help people get the basics of PR, and then, hopefully, they will take that then and start to use it for themselves.
Yeah. I agree. And that's what we gotta do. We gotta, believe we're not alone, team up. But the danger the danger I found is that and I I've had it to me. I I do a lot of media stuff. I even go on GB News occasionally and, I put my put myself in the lion's den and get abused by the guest and placenta sometimes. And a word that keeps being thrown at me is I'm an activist.
So just start throwing that word at somebody. It creates a stereotype. It creates a devaluation of my view. It implies that I'm fighting and angry and protesting. I'm mobilizing. All these kind of words spring to mind, and the imagery suddenly pops into your head. This person's a a thug or whatever. There's all the nice people.
They're wearing suits and ties. They're reasonable. They're lovely people. An activist comes us up some sort of a narcic person, I think. That's the danger sometimes of creating a a mob, even even a well mannered mob.
That that's an interesting one. I said, are you gonna be throwing, you know, tomato sip over the Mona Lisa for just stop oil? You know, that that that's an activist. Interestingly enough, I am currently working for the Climate Coalition at the minute, for great big green week, which is taking place at the June. And the theme is let's swap together for good. So it's how can how can we, I don't know, swap fossil fuels for solar panels? How can we as a community come together to, you know, develop? And I soar into beautiful pollinator rich, area that that people can enjoy. And it's exactly that. The people participating in that are not activists in that sense of the word of, you know, I with with placards. They're they're quietly getting on with it.
They're quietly making the changes to target, climate change and and improve nature. So so that's exactly right. How do we how do we develop the messaging around that? How do we create that story of what they're doing to show that anybody can make change, and you don't have to be tuning yourself to the brilliance. You can if you want. No. You know, I'm not standing your way. No. I'll bring you a cup of tea while while you're stood there.
I'm not letting whoever it is through. You know, it's it's it's there's millions of people out there who are quietly getting on with it, quietly making the changes that we need to say. And again, how do we celebrate that? How do we find those stories? How do we get those into the public domain? Because those could be pretty powerful. And I think it's back to what we already talked about. How do we, do we start to speak it into existence and start discussing these things with each other? And then you say, oh, yes. They're doing that. And I'm doing that too. And we're doing it together.
You things then will start to build momentum from that.
As you talk about climate change, Alan, as you're talking, I'm thinking, Greta Thunberg. And how are the negative stereotypes around her, being an activist, being young, being autistic, suddenly, what does she know? She's a scruffy little teenager sitting on the street with a placard where we've got all these scientists who know far more, and she's just causing trouble. And I think I was watching, Ed Miliband on the news last last, and there's negative stuff coming out about him. It's all trying to government need to get rid of him because he's crazy, and he's he's come up with all these harebrained climate ideas. It's like so you can see that the lobby groups are out there counter briefing these positive green energy, positive sustainability stories. And you sometimes have to lean back and think, what are they trying to sell me? What's this story trying to sell me? It's trying to sell me. Oil is good. Fossil fuels are good.
Power is good. Incumbency is good. This new found stuff is bad because it's not not what we make money out of. And it's, protectionism about the status quo some of it, isn't it?
That's a very cynical and probably very accurate way way of looking at things, I would suggest. Yeah. But it's it's back to what we talked about. Your negativity sells. Do you know there's no point in running a story about, oh, how great it is with three bees in the garden? But yeah. And, again, for for a communication specialist, it's it's it's how we take positive stories and turn them into something that we can pitch the media, that we we can create content around and get on the socials and get out of that bubble of of of negativity. So, yeah, there is a skill to it. I mean, anybody can do PR.
I'm happy to teach you the basics, but it's, you know, by building up those relationships with journalists, it's by building up relationships with with our politicians that we can really start to make the meaningful change that that we need to see.
Of course, we live in a world of, social media. We're all journalists. We're all publishers. We all have access. It's it's it's just learning that you you can't have a voice, and you don't have to change the world. You just gotta change one or two people and create create a movement. Yeah, be that activist if you wanna be an actress. But we don't have to be silent, do we?
Absolutely not. And social media is is a gift in in that sense. I mean, back in the day when I used to fax press releases, you know, when it was harder to get your story out there, we we all now have a direct line to whoever it is that we want to talk to. Now notwithstanding the algorithms and they keep feeding you content, you know, that they think you're going to like, there is a way out there to to to get in touch with people to to create those profiles, that movement, like like you just alluded to, which is absolutely brilliant. I mean, there's a negative side to it as well. I did a talk last week to some masters students basically reminding them not to post nonsense on social media because it could really jeopardize their careers in the future. You know, which stories start to resurface. So there there's pros and cons to socials, but I I personally think the pros outweigh the cons, especially if we use it intentionally to educate, to inform, to build connections.
And I've met so many really awesome people through social media from all different spheres, all all different types of organizations. So so there's so many people out there that are doing good things that we can connect with. And, yeah, like you said, choosing your social media platform appropriately can really help take that story forward.
We met on social media. We found it on Facebook somehow, don't we? So, yeah, it's, it's awesome people connect. That's brilliant. I think the word you picked up there was the intentionality or intentional. So you're not just shooting from the hip. You're being measured, intentional. You understand about the impact over over and above your intent, what you're trying to get out of it. It's when you go half baked and you're speaking from the emotion, from your amygdala kicks in, your vagus nerve kicks in, you kinda you're angry and feisty.
And I wanna have I wanna tell you teach you a lesson there. That's when it kind of goes a bit pear shaped.
Potentially, yes. I'm smiling to myself here. You you know when you get an email into the inbox from maybe somebody in work and they've just wound you up the wrong way and you hit the reply instantly, you know, that that's when it can go pear shaped. Social media is an interesting one. And and and, yes, you know, as a as as a PR lead, you know, I would be advising you, you know, not to respond to that comment immediately. It's maybe just wait and see. You know, is the story going to play out? Because when you do respond, with emotion, you might perpetuate the story. Whereas if you maybe just let it sit ten minutes, twenty minutes, twenty four hours, whatever it happens to be, it it could just then fizzle out.
And you'll definitely feel better when you've gone away and made yourself a cup of tea and then come back to it. But it can be difficult, especially if people are attacking you personally. And and again, maybe there's different coping mechanisms when you look at them, which is just not reading the comments. It's it's like old New Theater critics and you don't don't don't read the reviews after the first night. You know, should you be reading your restaurant reviews? But you know what? If if people are attacking you, it's really, really hard. But again, so taking that deep breaths, moral high ground, and then coming back to it with a with an actual plan of of how you might counter the story. I mean, if it's defamatory or libelous, you use a potential court case in your hand and you don't want to be jeopardized in that. Or if it's just low grade irritations, you maybe just have to choose to ignore it, which which is difficult.
I've been thinking back to another recent story that where someone obviously was pausing and reflecting and the story just got worse while they were keeping quiet. It was the, former Archbishop of Canterbury, if I remember rightly. He, he came out, We stood up at the House of Lords and joked and laughed. So completely inappropriate messaging, but you could see the momentum building about you could see the trajectory was, he's gonna end up resigning. And you wonder somehow whether he either wasn't listening to his advisers, or they were believing their own PR that they could ride this out. But clearly, by the hour, it was deteriorating. I think, well, it's only a matter of time now before he resigned, and then sure enough, he resigned. So that that's often the case for politicians as well as where they're trying to cling on that or that or just hoping that if they keep quiet and don't react, it will just blow over.
But it doesn't, does it? Sometimes you you sometimes you have to put a message out.
Yeah. You have to put the message out there. But again, it's it's deciding what the best course of action is and there there's no right or wrong answers. You know, maybe the archbishop did genuinely think he could he could ride this out. We don't know because we weren't party to to the discussions, but you do see other cases like that, interview about the royal we discussed earlier, you know, clearly not listening to any advice whatsoever. And, you know, I've even read stories from the journalist who who did the interview that, you know, she basically said it was ill advised and they couldn't understand why he actually agreed to it, but there you go. They they got their their story on that, as well. Yeah.
You you you want to listen to your advisors, but equally who's given you the advice if it's people you've surrounded with because they say yes, that's not gonna help you in the long term. If there might be independent with a different viewpoint, that could be potentially useful for you, as well. And it's as well from a PR perspective, it's by tapping that overview of the wider news agenda. So it could be quite a small issue which then gets blown out of proportion or escalates to to something bigger because of of the wider news context. I mean, looking at the case, within the church and for the archbishop, I mean, that that is a story that you're we're seeing over and over and over again. So there's still something wrong there that that needs to be fundamentally dealt with. But, yeah, other case studies out there of, you know, how he was advised or who was advised and and did they generally think it it would blow over?
So you work predominantly with the business owners. I know you're passionate about having female led organizations as well. How do you go about engaging with them to start with? Or do you have a sort of kind of a step by step walk through about how you how you approach this? Is it about trying to understand, you know, you must just a fact finding on their brand, their their values and things, I guess, at the beginning?
Yes. I've I've a number of different approaches. I mean, I've been working free time for myself since October 2024. I spent about a year and a half before that doing my own PR, building my own profile, my own visibility, and starting to do some PR training, on the side, while I still had my day job. So that that all helped. So so now what I do a lot of I spend a lot of time in LinkedIn. Never thought I would say that. But actually, in terms of platform, it's it's very nice.
There's there's nice people on it. I'm not saying a lot of the toxicity and negativity that we'd see on other other platforms. So, I spent a lot of time trying to understand who I'm trying to talk to. My natural affinity is with women, with female business owners, with women who are trying to progress in their careers, and those working particularly in the comms industry. So, again, that's where I'm gravitating to at the minute. But equally, it's about understanding what where where it is and how I can help them. So having done a lot of work, through Women NPR in Northern Ireland, which I cofounded in 02/2018, What was coming up when we just, spoke with the women there was they just lacked confidence. You know, they felt like imposters.
They felt invisible. And, again, they've they were having challenges, and they didn't realize that half the people in the room were facing similar challenges. So again, it's how do I bring people together to talk those issues through, to know that they're absolutely flipping brilliant at what it is that they do and that I can sit with them and take through step by step then and just how to start to tell their own story in whatever sphere they happen to work in.
Yeah. I think if I I I I've gone through my own imposter syndrome journey. I spent when I when I started this business eight of it years ago, it took me a while to find a voice. I was a lurker on on LinkedIn, on the platforms, and maybe the you brave it and like a comment, and then you might put a little comment. They might put a bit more, then you might put a bit more, then you might share something with a comment. And eventually, you think, hang on a minute. I need my voice here. I need to be the author.
I need to own my own story now. It does take a while because you're looking for approval early on. You want someone to validate you. Again, the imposter syndrome, the limiting belief. What about what do I know? What do I matter? Takes a real it's takes a journey to find that voice.
Absolutely. And I've been there myself. It was a couple of years ago now. I got myself a wonderful career coach, because I wanted to move on from my role. It wasn't serving me. I wasn't achieving what I wanted. And I I did a lot of work with them in terms of where I was going next. And and part of that was to start to engage more on social media.
I mean, I love writing. I do PR. I can write content till the cows come home, but I remember physically thinking ill at the thought of I am now gonna write something and put it on LinkedIn. So I had overcome all that myself. And, yeah, it's it's a mindset. It's a limiting belief. And once somebody gives you that little push to do it and you've done it, it's like, oh, the world hasn't hasn't ended. So I hope I could be that little push for some people to start just to have that confident confidence to start maybe posting more content, whatever it happens to be, or, you know, pitching to a podcast or just, you know, cohesively or comprehensively looking at to how they can just develop a plan to achieve what it is they they want to achieve.
But yeah, I get imposter syndrome all the time. Like, let let's be realistic here. I I deliver. I was delivering a training course in public affairs and there was the next politician on the call and was thinking, why aren't you my guest speaker? Why am I why why why am I why are you here? So you this all whizzes through your head and then you have a big smile. It's like, well, hello and welcome. How are you today? And then you have a conversation and you understand why they're there, and then you start to help each other out. But, yeah, we just have to keep working throughout.
Yeah. I I used to have this thing about this podcast. I was I used to pitch it to people I knew. Easy targets. And then, I started going you know, we talked about earlier going onto Facebook, just posting into these Facebook groups, be a guest. Because I realized, you know, this is episode a 57. You know, I've I've been doing this for five years now. Five years I've been doing this podcast.
I'm a podcaster. I think, yeah. I now identify as a podcast. And then before I was just like, now I don't know what I'm doing. There's always people out there with big shows and big this and big that. What do I know? And then he realized that actually taking that first step, actually doing something makes you makes you're doing it. And you have to start owning it and you need to get the momentum. And now I go on to LinkedIn and think this person's I like their opinion.
I like what they're saying. Let's just start dropping stuff into their inbox and DM ing them and saying, I think you're brilliant. I'd love to have a chat with you on my podcast. And all of a sudden, people say, oh, okay. I'll I'll have a go at that. I've pitched a couple of people on Instagram who are kind of, I don't wanna be unkind. See this D list type, TV personalities who've been in drama shows, put that. And one of them actually engaged and wrote back and said, yeah, tell me more.
Here's my email address. Write to me, and I'll see what I can do. Oh, yeah. But so, of course, once you get start getting up up the alphabet towards the a list, you start building more credibility, don't you? You you then up yourself from being a a zed list interview, and I'm not saying you're a zed list. But you move into that kind of b's and c's and d's, and then suddenly, they say, oh, who else has been on? Oh, they've been on it. And then they feel like they're in the in the right zone as well. So you gotta try and create that credibility. Yeah.
Fake it till you make it, if you like. But that takes a bit of bit of backbone sometimes, doesn't it?
Yeah. And you you sit there thinking, should I send that should I send the email? What's what's the worst that's gonna happen? They're gonna say no is the worst, or they might just ignore you. But but either way, you've lost absolutely nothing by by sending that request. Who wouldn't want to come on your podcast? Do you know? Brilliant.
Yeah. I know. And but
and and it's also like that. It's in a virtuous circle. It's, you know, you you do one interview and then that creates credibility. I mean, when I, looked into your podcast, Sam has been a former guest. He's just brilliant. And I, I'm involved in the Social Selling Academy, which she's involved in. So that immediately gives you credibility. I might what am I on? Lister? Anyway, that that immediately give you credibility for me to think, yes.
No. I I will go and speak to to Jo Jo on our podcast, which is just great.
Oh, I remember now. You you sort of said I remember you you posted back saying, oh, it sounds good on. That sounds like a good podcast. So, yeah, it is. It's, that it comes back to what Sam talked about social selling. It's about creating that brand, that curiosity, and that reputation of being consistent, isn't it?
Yeah. So every little helps. And it's it does really frustrate me. You know, I would go in and talk to a lot of business scripts or I would run webinars on visibility and and PR in general. And it it it is frustrating when people think, oh, I don't like social media. I don't know what to do. And it's really not about you. It's about you, your product, your business, your service.
And social media is just a channel to get it out into the world. So once you kinda get over that little ich, if you like, in your head, the next bit is how do we create some content. And, again, people get stuck on what content can I create, you know, two minutes of conversation, and I'm just blown away by the brilliance of people and the stories they have to tell, and then we can create content, around that? And then the next step is just, oh my goodness. What if nobody likes it? Also what? At least it's out in the domain. People will love it. I can guarantee it. And then we just that's that first step. And then the next first step, and then the next first step after that.
And before you know it, you look back and look how far you've come.
Yeah. I love that. It's as long as you're intentional and you're doing it from the right place, then having an opinion is what people want. They want your opinion. They want you to believe in something. And I, I, I always quote Chris Evans, the broadcaster, when he said, you gotta be Marmite. Half of us gotta love you and half of us gotta hate you. Because that way you polarize your audience and then you've got an audience where you're nothing to nobody or nothing to anybody.
Nobody resonates with you. So you've really got to try and polarize your tribe or your people, Even if it's, even if it's just a minority tribe, whatever it is, know who you're, know who you're speaking to. And the people who aren't going to listen, don't worry about them. You want to speak to the people who do this echo chamber. Let's keep, keep feeding the echo chamber. Well, I know people don't like me because they go onto Twitter and search my name. I feel sorry. There's a nurse with the same name, Joanne Lockwood.
She does some great stuff, but, but, yeah, if you search for Joanne Lockwood, you'll see, I follow the toxic stuff about me. And it's, it's quite funny, some of it, because I don't do anything about it because it's all engagement. It all amplifies. It's all creating a message. You know, I look at my YouTube comments and, you know, everyone, everyone I know shares, says each month. I bet there was positive reviews on my YouTube. I get thousands of toxic issues on my my YouTube. Lots of down likes.
And it's, it's just part of it. And I just look at it and go, you've read it. You've taken part. You've engaged. You've amplified me. You've boosted it. That's fine. Go for it.
Keep going. My job is done. You're proving my point.
I love that. Yeah. They don't realize they're actually contributing to raising your profile in a positive sense. So yeah. Brilliant.
Yeah. If I can become infamous in their circles, isn't they? Because there's various shades of gray, isn't there, with people's negativity. Some people are followers. Some people are kind of on the fences. They're not quite sure. Some of the the leaders, they were protagonists of the whole thing. So all I wanna I don't wanna talk to the protagonists, the people who are anti ant. I want to sort the people who are kind of the undersiders.
They want to find out more people, the laggards, if you like in that, the lurkers. I can engage with them. And then they go, oh, I wonder what she's really on about. Yeah. Okay. Forget your ear. I can not, I've got opportunities. But yeah.
If you never say anything, how can people ever hear you?
But think of the negativity as well it costs or the energy it costs to write that negativity. Do you know, imagine if if that kind of energy was channeled into something that you're doing something good or or being nice to somebody. I mean, gosh, the world would be a better place. We wouldn't be on this podcast discussing it.
No. Well, I I get people who take the trouble to somehow work out my address and write a letter to me and tell me how much they don't like me. Let alone emails. Yeah. I get, get all this stuff and it's like, well, fair play. You've done, you've done some research. You haven't just got the tweet back or something. You've, you've actually found my website and you've gone to my info page.
You found my email address in the contact me page And you've sent me an email. If you actually type words, it's like, wow, I'm impressed. This is this is good. So I'm
I'm laughing at the letter writers because they've actually had to buy a stamp. It's cost
for money. And they should have to buy a stamp. Yeah. Of course, my public address is my accountants. My accountants are forwarding it on for the love stamp. So, yeah, it's like two stamps.
Keeping the post office going single handed here. Very good.
It's like £3.
Yeah. Boy, love it. But yeah. But I but I think some of that negativity, it it is also what causes reticence in new business owners, business leaders. You know, they're they're selling perfectly reasonable new products and services. You know, it's not even gonna be something necessarily controversial for for want of a better description. So there is just a apprehension of if I do post content or if I promote what I'm doing, it's even, oh, people are gonna think, you know, who does she think she is? Do you know who did you know, how would she know all that kind of thing? And again, that's a confidence thing. That's something that's instilled in us from a, from a young age that you shouldn't blow your own trumpet, that you shouldn't be singing your own praises.
I'm over that in case you can't tell. And again, I want to then start to help other people, other women in particular, just, just have that confidence to do that. And once they start, oh my goodness, they don't stop. It's absolutely phenomenal to see. I get a nice email and saying, look, I read you're saying I I watched your your YouTube video and I've won the other day from from a girl. And you know, I've watched a YouTube video. I've discussed it with my team and we're now going to implement some of the things that, that you said to do equally terrifying and brilliant, to be honest and terrifying that they've listened, but brilliant that I know it'll make a difference what they're about to do. So it is, it is nice to give that positive feedback, But it It is.
It's nice to be quoted, isn't it? Where people quote you, or they they bump into you six months later. So I've listened to this, and I read that. You're a hero of mine. And you go, wow. Thank you.
Thank you.
Didn't know anyone for listening. Thank you.
Yeah. That's the other thing. When you go on the radio sometimes and do do a broadcast, I've done a few of them for the various organizations I've worked with. And you think, I mean, we're having a chatty. You think nobody's listening. So I've done a radio interview and then ten minutes later, I get a text or a phone call from somebody going, I just heard you on the radio. Somebody was actually, that's what did I say? Did it sound okay? But again, I can't undo what I've just said or spoken about, and that's just the way it happens to be.
Yeah. I get that sometimes when I'm I got I've done a few l LPC, Nick Ferrari type, and some other ones on an LPC. And and I I get someone text me later. They go, oh, I was in my car driving here, and I was just having my my coffee and sitting in the canteen. And I thought, I know that voice. It's like, so you get a little text message a little bit. They say, oh, there are people out there. It's nice.
It's nice.
It is nice.
It validates what you do. I think it validates you know, we talk about PR. You can be a bit thankless. You know, you feel like you're just blowing into the wind sometimes and hoping something sticks and lands. And And when it does, it really is an ego boost. Ego is maybe the wrong word, but a a confidence boost maybe.
Yeah. And you mentioned earlier about how do you measure the value of PR, you know, because obviously marketing ad spend, you can see all that. You can see a direct link into product sales because marketing is about selling stuff. Sorry to all the marketers listening. So so PR, it's it is different. It's about that reputation, that engagement piece. So, again, setting your objectives. You I want two brief 10 politicians.
I want to achieve three newspaper feature articles. I want to tell the story about x, y, and zed. So it's setting different types of objectives. But I do know, you know, if you're looking for something, say you want to want to get a career coach or a service like that, if you Google that or Google somebody's name because they've been recommended, if you find an article about them somewhere on the Internet, maybe, you know, in a magazine or a newspaper or a blog or whatever it happens to be, then you're gonna think, oh, they've got a bit of credibility because I can now read a bit more about them. So so that's the value of PR as well. It's it's building that credibility through different outlets that's not paid for. So, again, that that's gonna enhance your credibility and hopefully down the line boost your presence. And, again, you know, from from features, from from articles, you can see an uplift perhaps in your website traffic or in product sales when when an article has has come out.
So so there are ours where there are ways around it, but keeping at the heart of it, PR is about your reputation and your visibility and your credibility. That's how you listen and engage with your stakeholders, and you'll not go too far wrong.
No. And one of my, one of the things I often say to people is, you know, the old adage in business was it's not what you know, it's who you know. And I I said that's moved on now. It's not what you know, who you know, but who knows you.
Exactly.
And PR is about trying to get that who are you out your message, your brand, whatever it is. Marketing messages, whatever, selling stuff. Also, who am I? That's that's the PR side. So I don't it's not that I don't care who you are, but I care more that you know who I am. And this is kind of that's what PR does because it's making sure you position yourself in the minds of people but in the right way.
The the example I've used recently in some of my trainings is, what what are they saying about you when you're not in the room? So I think it's very similar to what you've just said. You know, with with this the marketing students last week, I had some, you know, some celebrity examples. What are you saying about them when you're not in the room? One was a controversial owner of a social media platform. I think that's how we'll describe them. And and, again, some there was divided opinions. Some people thought he was a great business person. Other people thought he was a bit of a prat. So, again but it's it's understanding how is that opinion formed.
Because I did challenge, well, have you met him? Do do you know what that they're really like? I also Taylor Swift as a a slightly better example. But, again, there were Swifties in the room. There was people who didn't like her. And again, it's the conversation then is how have you formed that opinion about people? So it it can apply it to you and me as well. You hire people. The people's listening to this podcast have formed an opinion about me. Good or bad. I I don't know what it is.
If it's it's good, please get in touch with me. Let's have a cup of tea and a chat. If it's bad, write me a letter because you'll have to pay for a stamp.
Who knows? A stamp on it.
But you know, what are people saying about you when you're not in the room? That is how PR can help.
No, I agree. I think that's, I think that's good. And touching on Taylor Swift there, I mean, I think she's a fantastic singer. Actually more importantly, she's a fantastic businesswoman as well, business person as well. She is a phenomenal entrepreneur in the way she's merchandised and marketed and created that brand and that wealth she's accumulated to spice. It's not just by singing it. She's created a brand. I think that's the powerful thing with Taylor Swift on the same way.
We've got other, other people. But, you know, you look at people like maybe in the past, Elvis, they were kind of made by a manager or made by an example. I think Taylor Swift's own zone, their own brand and image. I think that that's that's what I always admire with Taylor Swift anyway. So, yeah, that's how I describe her. A fantastic singer and a fantastic businesswoman.
That's good. Yeah. And what can we learn from that? You know, if if we're feeling reticent about taking that first step and that next first step, you know, what was Taylor Swift's first step? What would Taylor do? Maybe that could be your new mantra.
Taylor, what would Taylor do? Yeah. She'd leave her record company and rerecord all the songs so they didn't get any revenue for the old back catalog. Yeah. That's I think that's that's a great thing. That's it. Own own your content is a is a great it's a great lesson from that. Own your content and don't give it away for free or don't don't sign a deal with it. It restricts your use of content.
So, yeah, I think that's a good lesson as well. Yep. So, Sarah, if if people wanna write to you properly, yeah, electronically. I mean, I don't suggest if I pops out, buys a stamp, and sticks on them when I post. So how how can people find you, get hold of you?
I spend a lot of time on LinkedIn. So Sarah McCracken, FCIPR, which is fellow of the chartered and sheet of public relations. So you'll you'll find me on on LinkedIn a lot. And, again, it's what's worked well for me as as as a brand, as a service provider. I have content on Instagram. But, again, Instagram is really difficult. So, again, if you're judging where to put your social content, where is your audience hanging out? So LinkedIn, Sarah McCracken. Instagram is sarah mccracken underscore p r.
Or if you would rather have content about chickens, no alpacas, maybe some sheep. You've got Sarah's come to life on Instagram as well. It's a bit more lighthearted. I also have a website, which is www.theprclub.co.uk. And I do have some free resources and downloads on that as well.
Fabulous. Well, I'll put a link to all that in the show notes below. Sarah, just for those who are listening, s a r a. No no h. Sarah without an h. McCracken is m small c big C r a c k e n. Is that yep.
That's me. Yes.
Oh, yeah. There it is. It's been a fantastic chat talking about PR, alpacas, Taylor Swift, and people of the public eye we probably keep talking about. Thank you so much.
Thank you for having me.
As we bring this conversation to a close, I want to express my deepest gratitude to you, our listener, for lending your ear and heart to the cause of inclusion. If today's discussion struck a chord, consider subscribing to Inclusion Bites and become part of our ever growing community, driving real change. Share this journey with friends, family, and colleagues. Let's amplify the voices that matter. Got thoughts, stories, or a vision to share? I'm all ears. Reach out to jo.lockwood@seechangehappen.co.uk, and let's make your voice heard. Until next time, this is Joanne Lockwood signing off for the promise to return with more enriching narratives that challenge, inspire, and unite us all. Here's to fostering a more inclusive world one episode at a time.
Catch you on the next bite.
Also generated
More from this recording
Episode Category
Primary Category: Female Empowerment
Secondary Category: Inclusive Communications
🔖 Titles
Empowering Diverse Voices: How PR Shapes Authentic Change in a Noisy World
Navigating Negative PR: Reclaiming the Narrative for DEI and Social Good
Building Confidence and Visibility: Amplifying Marginalised Voices Through PR
Beyond Spin: Creating Real Impact With Honest Storytelling and Communication
Resisting Toxic Narratives: Fact-Checking, Lobbying, and Shaping Inclusive Change
Turning the Tide on Bad PR: Strategies for Authentic and Inclusive Communications
The Power of Story: Championing Women, Diversity, and Reputation in Modern PR
From Silence to Influence: Tools for Raising Voices in Marginalised Communities
Authentic Storytelling in PR: Bridging Emotion and Logic to Inspire Societal Change
Shaping Tomorrow: Mobilising Communities and Constructive PR for Positive Change
A Subtitle - A Single Sentence describing this episode
Sarah McCracken explores the power of authentic storytelling, reputation management, and strategic visibility in PR, highlighting how amplifying marginalised voices can shape societal change and foster genuine inclusion.
Episode Tags
Raising Voices, Shaping Change, Inclusive Storytelling, Diverse Representation, Authentic Communication, Public Relations, Empowering Women, Building Confidence, Navigating Media, Campaigning for Change, Visibility and Voice.
Episode Summary with Intro, Key Points and a Takeaway
In this episode of The Inclusion Bites Podcast, Joanne Lockwood is joined by Sarah McCracken for an energising conversation centred on raising voices and shaping meaningful change through effective and authentic communication. Together, they explore the transformative power of public relations – not as “spin,” but as a genuine means to amplify underrepresented voices and champion the causes of inclusion, diversity, and belonging. The discussion covers how authenticity and visibility are fundamental for organisations and individuals seeking to make a positive impact, the nuances of PR versus marketing, and the risks of reputation management in an age of misinformation and polarised narratives. Joanne and Sarah offer fresh perspectives on countering toxic public discourse, myth-busting without fuelling negativity, and the role of emotional storytelling in bridging the gap between logic and action.
Sarah is an award-winning PR and communications specialist based in County Down, Northern Ireland, with a career spanning sectors as diverse as healthcare, environment, politics, and education. Renowned for her work empowering women and marginalised groups to find confidence in their own voices, Sarah brings a wealth of campaigning experience, from securing smoke-free legislation to driving climate change action. She is particularly passionate about demystifying PR, running workshops and masterclasses to equip others with the skills to raise their visibility and engage meaningfully with stakeholders, journalists, and policymakers. As the founder of Women in PR Northern Ireland and The PR Club, Sarah’s mission is to ensure that everyone has the opportunity to be heard, whether advocating for legislative change or simply finding the courage to share their story online.
Through their engaging exchange, Joanne and Sarah unpack why positive change begins when we tell our own stories with honesty and intention, rather than reacting to the noise of detractors. The episode touches on the challenge of ensuring marginalised voices reach the mainstream, how individuals and organisations can educate, lobby, and use social media effectively, and the most effective ways to handle negative PR. With real-life anecdotes and practical advice, listeners are not only encouraged to embrace their uniqueness but to connect authentically to create ripples of impact.
The key takeaway from this episode is that shaping change requires courage, clarity, and the willingness to own your narrative—regardless of the platform or opposition. Listeners will come away determined to elevate their voices thoughtfully, champion the causes they believe in, and help foster a more inclusive dialogue.
📚 Timestamped overview
00:00 In 2006, I was involved in a successful campaign to ban smoking in public places in Northern Ireland, which inspired me to work on other impactful campaigns, including recent climate change legislation.
07:13 Emphasise being yourself rather than forcing authenticity; share genuine interests, like personal stories or work insights.
13:42 People increasingly make offensive, incorrect statements without fact-checking, while left-leaning individuals are more cautious. The absence of fact-checkers on social media raises concerns about distinguishing fact from misinformation, especially for young people.
18:51 Engage with your local politician to influence debates by providing accurate briefings and avoid media conflicts.
21:58 Personal storytelling is more impactful than written briefings for conveying issues, such as those faced by young carers.
28:31 Being forceful and focused can help in creating positive change; mobilising support is also crucial.
35:34 Social media offers direct communication and storytelling opportunities, despite its drawbacks. It can positively impact careers if used wisely.
40:04 Seek advice from independent advisors for diverse perspectives, be mindful of how media context can escalate issues, and recognise recurring problems needing resolution in organisations like the church.
43:55 Help others overcome their limiting beliefs to confidently create and share content.
52:37 Helping women gain confidence through shared experiences is rewarding and impactful.
54:59 Need three newspaper features on stories x, y, and zed. Aim is to build credibility through PR by having articles in various outlets, boosting visibility and potentially increasing website traffic and sales.
01:00:34 Thank you for listening. Subscribe to Inclusion Bites to join our community for real change. Share with others and contact jo.lockwood@seechangehappen.co.uk with your stories. Joanne Lockwood will return to inspire and unite us for a more inclusive world.
📚 Timestamped overview
00:00 Campaigning for Change in Northern Ireland
07:13 "Embrace Authenticity in Self-Expression"
13:42 Misinformation Concerns in Social Media
18:51 Engage Politicians with Your Cause
21:58 Storytelling's Impact in Advocacy
28:31 Effective Communication for Change Advocacy
35:34 Social Media: A Double-Edged Sword
40:04 "Evaluating Advice and Its Impact"
43:55 Overcoming Writing Anxiety
52:37 "Empowering Women Through Confidence"
54:59 Boosting Credibility Through PR
01:00:34 "Join the Inclusion Journey"
Custom LinkedIn Post
🎙️ 𝗧𝗵𝗶𝘀 𝗪𝗲𝗲𝗸 𝗼𝗻 𝗜𝗻𝗰𝗹𝘂𝘀𝗶𝗼𝗻 𝗕𝗶𝘁𝗲𝘀: 𝗥𝗮𝗶𝘀𝗶𝗻𝗴 𝗩𝗼𝗶𝗰𝗲𝘀, 𝗦𝗵𝗮𝗽𝗶𝗻𝗴 𝗖𝗵𝗮𝗻𝗴𝗲 🎙️
💬 Is your organisation telling its real story – or just spinning a tale? What does it really take to help every voice be heard in a noisy world? Listen in for a quick burst of insight! 💬
This week, I’m delighted to welcome Sarah McCracken, award-winning PR and communications specialist, and champion of women’s and diverse voices. Sarah’s work isn’t just about ‘getting in the media’—it’s about turning visibility into genuine impact.
Together, we explore:
🔑 𝙏𝙝𝙚 𝙋𝙤𝙬𝙚𝙧 𝙤𝙛 𝙍𝙚𝙖𝙡 𝙍𝙚𝙥𝙪𝙩𝙖𝙩𝙞𝙤𝙣 – Why authenticity (not ‘spin’) is your strongest asset, and how PR really works.
🔑 𝙍𝙚𝙘𝙡𝙖𝙞𝙢𝙞𝙣𝙜 𝙉𝙖𝙧𝙧𝙖𝙩𝙞𝙫𝙚𝙨 – How to respond constructively to negative PR and champion the causes you believe in.
🔑 𝙀𝙢𝙥𝙤𝙬𝙚𝙧𝙞𝙣𝙜 𝙑𝙞𝙨𝙞𝙗𝙞𝙡𝙞𝙩𝙮 – Simple, actionable ways to raise underrepresented voices and spark real change (plus the odd alpaca story, naturally).
Why Listen?
"Inclusion is about understanding, and this episode is packed with insights to help you create more #PositivePeopleExperiences."
About the Podcast
As the host of Inclusion Bites, I drop new episodes every week, designed to make you think differently about inclusion, belonging, and workplace culture. This 60-second audiogram is just a taste—why not dive into the full conversation?
Your Turn
Have you faced the challenge of navigating tricky reputations, or elevating unseen voices? 💭 Share your thoughts below 👇 or tell us about your own PR wins (and fails!)—let’s start a real conversation.
🎧 Catch the full episode and more here: https://seechangehappen.co.uk/inclusion-bites-listen
#PositivePeopleExperiences #SmileEngageEducate #InclusionBites #Podcasts #Shorts #Authenticity #PRStrategy #DiverseVoices #ReputationManagement #LeadershipDevelopment
Don't forget to like, subscribe, follow, and comment – and share the love with your colleagues!
With SEE Change Happen and Sarah McCracken
TikTok/Reels/Shorts Video Summary
Focus Keyword: Culture Change
Title:
Amplifying Diverse Voices for Culture Change | #InclusionBitesPodcast
Tags:
culture change, positive people experiences, inclusion, belonging, diversity, representation, voice, PR, visibility, workplace transformation, equity, leadership, allyship, empowerment, authenticity, confidence, storytelling, social impact, advocacy, people experience, climate change, reputation, DEI, community, kindness
Killer Quote:
"You do you and do it really, really well. And then again, because you’re being yourself and because there’s no grey areas, then it’s really hard to start to pick holes in what it is they’re saying if it’s, you know, if it’s evidence-based, if it’s factually correct." – Sarah McCracken
Hashtags:
#CultureChange, #PositivePeopleExperiences, #InclusionBitesPodcast, #Inclusion, #Belonging, #Diversity, #Voice, #Empowerment, #Authenticity, #Storytelling, #DEI, #Visibility, #PR, #Workplace, #Leadership, #Advocacy, #SocialImpact, #Community, #Equality, #Kindness
Summary Description:
Ready to ignite real Culture Change and experience Positive People Experiences? In this episode of the Inclusion Bites Podcast, I welcome Sarah McCracken, an award-winning PR and communications specialist from Northern Ireland. We delve into the power of visibility, the importance of aligning authentic values, and the necessity of raising diverse voices to drive meaningful inclusion. From addressing toxic workplace cultures to owning your story and challenging negative narratives in the media, we unpack practical routes to change. Learn why telling your own story—rather than reacting to others’ negativity—is the most powerful tool for genuine impact.
Join us for bold, honest conversation and actionable insights designed to spark culture change from the inside out. Subscribe now, be inspired, and become part of a movement committed to Positive People Experiences.
Outro:
Thank you, the listener, for tuning in! If you enjoyed this snippet, like and subscribe to the channel for more powerful insights. Want to learn more or join the conversation? Visit SEE Change Happen at https://seechangehappen.co.uk and catch the full episode and more on The Inclusion Bites Podcast at https://seechangehappen.co.uk/inclusion-bites-listen.
Stay curious, stay kind, and stay inclusive – Joanne Lockwood
ℹ️ Introduction
On this episode of Inclusion Bites, host Joanne Lockwood welcomes Sarah McCracken, an award-winning PR and communications specialist from County Down, Northern Ireland. Titled “Raising Voices, Shaping Change,” this conversation delves into the power of authentic communication in driving diversity, equity, and inclusion. Together, Joanne and Sarah explore how communications can catalyse societal change, from impactful public health campaigns to grassroots advocacy.
Sarah shares stories from her career—from influencing pivotal campaigns like the smoke-free Northern Ireland legislation to supporting women and marginalised voices in amplifying their presence. She unpacks the challenges of reputation management, the evolving role of PR, and the pitfalls of inauthentic messaging in today’s polarised climate. Expect lively discussion around narrative control, the art of myth-busting, and the digital platforms that empower (or silence) underrepresented groups.
Whether you’re a PR professional, business leader, or passionate about creating a more inclusive society, this episode provides practical insights and inspiration for anyone looking to raise their voice or shape change in their community. Settle in and prepare for bold, truthful conversation that challenges norms—and equips you to amplify the stories that truly matter.
💬 Keywords
Inclusion, Belonging, Diversity, PR (Public Relations), Communication, Visibility, Empowerment, Reputation Management, Storytelling, Authenticity, Stakeholder Engagement, Media Relations, Campaigning, Legislation, Social Media, Fact Checking, Disinformation, Negative PR, Toxicity, Activism, Lobbying, Brand Values, Imposter Syndrome, Confidence, Female Leadership, Social Change, Narrative Control, Crisis Management, Polarisation, Community Engagement
About this Episode
About The Episode:
In this energising discussion, Sarah McCracken, award-winning PR and communications specialist, joins the show to explore the nuanced role of PR in shaping inclusion narratives and empowering diverse voices. Drawing on her wealth of experience across sectors including healthcare, campaigning, and business, she unpacks why authentic reputation management and mindful storytelling are crucial for meaningful change. Listeners will gain practical strategies and fresh perspectives on countering negative discourse, raising visibility, and cultivating the confidence to challenge the status quo.
Today, we'll cover:
The transformative power of communications in driving legislative and societal change through well-crafted campaigns.
Why aligning internal values with external reputation is non-negotiable for sustainable organisational credibility.
Tactics for responding to negative PR and misinformation, balancing myth-busting with maintaining focus on your own narrative.
How emotional storytelling bridges the logic–emotion gap and mobilises support for inclusion and diversity initiatives.
The intersection of visibility and confidence—practical steps for amplifying underrepresented voices and overcoming imposter syndrome.
Navigating the risks and rewards of social media: from leveraging platforms for positive impact to managing backlash with intention.
Actionable advice for individuals and organisations on advocating effectively with stakeholders, including politicians and the media, to promote lasting inclusion.
💡 Speaker bios
Joanne Lockwood is the passionate host of Inclusion Bites, a podcast dedicated to bold conversations that ignite real change. With a talent for guiding listeners through deep explorations of inclusion, belonging, and societal transformation, Joanne invites her audience to challenge the status quo and reflect on what it means for everyone to truly thrive. Through sharing personal stories and amplifying diverse voices, she creates a welcoming space for thoughtful dialogue and action, encouraging everyone to join in, share their insights, and be part of the journey towards a more inclusive world.
💡 Speaker bios
Sarah McCracken Bio
From the very start of her career, Sarah McCracken was drawn to the power of communication. As she explored various professional avenues, she found herself increasingly captivated by PR and marketing, thriving on the excitement of preparing spokespeople, shaping media stories, and deploying campaigns that made a difference. Over the years, Sarah has built a diverse portfolio, working across sectors such as healthcare, the environment, education, politics, and business. Her experience includes working with political parties and championing causes that drive societal change—recalling, for example, the transformation in smoking laws across the UK. For Sarah, communications isn’t just a job; it’s a means to create lasting impact, inspire audiences, and bring about meaningful change in every field she touches.
❇️ Key topics and bullets
Certainly! Here is a comprehensive sequence of the topics covered in the transcript of "Inclusion Bites Podcast, Episode 157: Raising Voices, Shaping Change," with sub-topics beneath each primary theme:
1. Introduction to the Podcast and Guest
Joanne Lockwood introduces the Inclusion Bites Podcast and sets the scene for inclusive, action-driven conversations.
Introduction to guest Sarah McCracken, her background in PR and communications, and her focus on empowering diverse voices.
Sarah’s roots in County Down, Northern Ireland, and her personal touch with geographical context.
2. Personal Stories and Professional Journey
Joanne and Sarah discuss their connections to Ireland and experiences travelling there.
Sarah’s career trajectory: moving from an alpaca farm to PR and communications.
The impact of working across multiple sectors: healthcare, environment, politics, education, business.
Real-life campaign highlights (e.g., smoke-free workplaces, climate change legislation).
3. The Role and Nature of Public Relations (PR)
Dissecting the meaning and approach of public relations.
The importance of authenticity and alignment between internal and external messaging.
Challenges of organisational reputation and pitfalls of inauthenticity ("spin").
The necessity for hard work in aligning messaging with real values.
4. Media Relations and Storytelling
Creating newsworthy stories: what makes content appealing to journalists.
Distinctions between PR, marketing, and advertising.
Human interest and emotional resonance in storytelling.
Tailoring communications to different media formats (press releases, podcasts, local vs. national press).
The power of narrative in influencing legislation and social change.
5. Navigating Negative PR and Social Climate
The problematic reputation of Diversity, Equity, and Inclusion (DEI) concepts in media discourse.
How negative PR campaigns (especially from the anti-woke contingent) gain traction.
The erosion of fact-checking in modern media and implications for public understanding.
Strategies for responding (or not responding) to negative attacks and misinformation.
6. Activism vs. Advocacy and Managing Reputation
The dilemma of confronting falsehoods versus amplifying them by engaging directly.
Approaches: myth-busting, telling your own consistent story, and not being drawn into public disputes.
Balancing authenticity, emotional resonance, and factual accuracy.
Working with policymakers: public affairs, lobbying, and equipping politicians with accurate information.
7. Empowering Marginalised and Underrepresented Voices
Access barriers for marginalised communities to media and political channels.
Role of allies in amplifying underrepresented voices.
Training and education initiatives to build confidence and visibility (Sarah’s masterclasses, PR basics).
Quiet forms of activism and everyday community actions as vehicles for social change.
8. Overcoming Imposter Syndrome and Building Confidence
Personal stories about overcoming self-doubt and the journey to finding one’s voice (both Sarah and Joanne’s experiences).
The importance of building credibility and momentum, taking incremental steps towards visibility.
The value of supportive communities and peer encouragement.
9. Social Media, Online Presence, and Modern Communications
The double-edged sword of social media: opportunity for universal access vs. exposure to negativity.
Strategic use of platforms (e.g., LinkedIn for professional engagement).
Managing online reputation and intentionality in content creation.
Advice for handling online abuse, toxic comments, and public backlash.
10. Measuring the Value of PR and Visibility
The challenges of quantifying PR impact compared to marketing.
Setting objectives around reputation, visibility, and engagement.
Building trust and credibility through media appearances, by-lined articles, and stakeholder engagement.
11. Final Reflections and Practical Advice
The importance of owning one’s narrative and maintaining intentionality.
Polarisation in media and the advantages of focusing on one’s core audience.
Validation and feedback as motivators for ongoing public engagement.
Contact details and ways for listeners to connect with Sarah for further resources or collaboration.
This sequence captures the natural flow and deep-dive explorations throughout the conversation, providing a logical structure for anyone reflecting on the episode’s content or seeking key points for further action or study.
The Hook
Ever felt like your voice just bounces off the walls—and real change keeps slipping through your fingers? Maybe the missing piece isn’t shouting louder… but being deliberately visible (in all the right ways). What if you could master reputation, influence hearts and survive the swirl of negativity—without playing the “spin” game?
Tired of “being authentic” sounding exactly like everyone else? Here’s the truth: belonging isn’t just a buzzword—it's about wielding your story as your secret weapon. Want to shape conversations the way change-makers do + finally feel heard, even when the world grows louder and more toxic?
DEI feeling like a dirty word lately? (You’re not imagining it: bad PR is everywhere.) So how do you build trust and drive impact when sceptics are hijacking the narrative? Hint: It’s not by being louder. It’s by being smarter. Ready to find out how?
What if the difference between influence and invisibility is a single conversation—crafted intentionally, not reactively? If you’ve ever wondered how to cut through the noise, mobilise support, and STILL sleep at night… this one’s for you.
Let’s face it—shouting back at trolls rarely moves the needle. But quietly shaping the narrative? That’s how the real game is played. Could your “imposter syndrome” be holding back the kind of visibility that actually gets things done? (Time for a rethink…)
🎬 Reel script
Are you ready to amplify your brand and champion real change? On today’s episode of Inclusion Bites, we explored the power of authentic PR, the pitfalls of ‘spin’, and how true reputation starts from within. I sat down with award-winning comms strategist Sarah McCracken to unpack how visibility unlocks progress for women and diverse voices—plus, how to stay resilient when toxic narratives arise. If you want to shape your story, build credibility, and stand up for inclusion, this is your journey. Let’s raise voices and shape tomorrow, together.
🗞️ Newsletter
Subject: Raising Voices, Shaping Change: PR, Activism & Authentic Visibility – Inclusion Bites Podcast
Welcome to the latest bite from Inclusion Bites – your go-to podcast for thought-provoking conversations that spark real change.
🎙 Episode 157: "Raising Voices, Shaping Change" with Sarah McCracken
This week, Joanne Lockwood sits down with Sarah McCracken, award-winning PR and communications specialist, for an honest deep-dive into the power of PR, the fight for authentic visibility, and what it takes to champion marginalised voices in a noisy world.
Key Takeaways from This Episode:
The True Role of PR: Sarah reminds us that PR is about reputation management and stakeholder engagement—not just spin or headline-chasing. Authenticity (even if it’s an “overused” word!) and being yourself is key for meaningful impact, both as an organisation and as an individual.
Managing Negative PR & DEI Backlash: As Joanne observes, diversity, equity, and inclusion have lately suffered from negative press and “anti-woke” rhetoric. Sarah shares why you shouldn’t always engage directly with detractors. Instead, focus on telling your own story, mobilising your community, and supporting facts with human-centred storytelling.
Building Confidence for Visibility: From imposter syndrome to the first social media post, Sarah shares her journey and practical steps for women and marginalised individuals to find and raise their voices. “Once you start, you won’t stop—it’s phenomenal to see the transformation,” she says.
Activism, Stereotypes & Social Movements: The label “activist” can be weaponised to diminish credibility, but real change often comes from ordinary people quietly making a difference. Whether you’re challenging climate change denial or supporting young carers, your story matters.
Practical PR Tips:
Don’t try to control every narrative; instead, own your story and reach out to those who can amplify your impact—politicians, journalists, and community leaders.
Use social media intentionally. You don’t have to change the whole world—changing one person’s mind can be powerful.
Negative voices will always exist, but as Sarah puts it, “If you never say anything, how can people ever hear you?”
Why Listen?
If you care about authentic leadership, using communications as a catalyst for inclusion, or simply want to feel inspired to use your own platform for positive change, this is an episode you won’t want to miss.
Join the Conversation!
Have thoughts or a story to share? Joanne is all ears – reach out at jo.lockwood@seechangehappen.co.uk. And if you’re ready to raise your own voice, why not join us as a guest?
Let’s connect, reflect, and keep raising our voices – together, we shape change.
#InclusionBites #PositivePeopleExperiences #RaiseYourVoice #PRforChange
With gratitude,
The Inclusion Bites Team
🧵 Tweet thread
🧵 1/ Let’s talk PR, authenticity, & raising marginalised voices in a world swamped by spin—lessons from the brilliant chat between Joanne Lockwood & Sarah McCracken on #InclusionBites. Ready for a thread that’s both challenging & inspiring?👇
2/ PR isn’t about glossing over issues or slapping on a quick fix. As Sarah says, “if you have a really shoddy reputation, no amount of PR is going to help that. You will get found out.” Real change? It starts inside the organisation, not in the press release.
3/ The heart of powerful communications is authenticity—but not in a buzzwordy, performative way. Bring your whole self, show your quirks and pets (even alpacas!), and tell your actual story. People can spot the real from the fake a mile away.
4/ We’re in an era where DEI (diversity, equity, inclusion) is getting a toxic reputation—weaponised by the anti-woke brigade and politicised in the press. Why’s this happening? Because bold voices often face a backlash, while those seeking change can overthink every word.
5/ So what do you do when negative publicity (or trolls) target you or your cause? Sarah’s advice: “Don’t get drawn into public fights. Own your narrative. Bust myths where you have evidence, but don’t fuel their fire by repeating their claims.” Wise.
6/ And let’s get real—privilege shapes who’s heard and who isn’t. Many marginalised groups don’t have access to media, politicians, or big platforms. If you’ve got a voice, use it to empower, educate, and lift up those who are still unheard. #AmplifyOthers
7/ Practical PR tip: “What are people saying about you when you’re not in the room?” Reputation is currency. Building credibility on and offline is vital—whether you’re a business owner, activist, or emerging leader.
8/ Imposter syndrome? Everyone has it—even the pros. Both Sarah & Jo shared how building confidence is a journey: start small, share your story, back yourself, and gradually increase your visibility. Each tiny step builds momentum.
9/ Bottom line: Social media has democratised reach—anyone can be a publisher. Be intentional, be bold, and remember, engagement (even the negative kind) means people are paying attention. Use it. Spin can’t save you in the long run—authenticity can.
10/ Want more real talk about making inclusion happen, breaking the status quo, and powerful stories that shake up the establishment? Follow @Jo_Lockwood1965 & check out Inclusion Bites 🎙: https://seechangehappen.co.uk/inclusion-bites-listen
#InclusionBites #PositivePeopleExperiences #DEI #AuthenticLeadership #PRTips #RaiseYourVoice
Guest's content for their marketing
Raising Voices, Shaping Change: My Experience as a Guest on the Inclusion Bites Podcast
I recently had the privilege of appearing as a guest on the Inclusion Bites Podcast, hosted by the remarkable Joanne Lockwood. The episode, aptly titled "Raising Voices, Shaping Change," allowed me to explore some of the core themes that drive my passion for public relations: visibility, inclusion, and the transformative power of authentic storytelling.
As someone who has dedicated her career to empowering women and amplifying underrepresented voices, I was delighted to delve into the nuances of authentic PR, reputation management, and stakeholder engagement in a truly honest and energising conversation. Joanne's insightful questions opened space for exploring the role of communications in not only crafting compelling messages, but in genuinely driving societal change.
During the episode, we discussed the critical difference between marketing and PR—distinguishing the tangible, sales-driven nature of marketing from PR’s more nuanced remit: shaping reputation, fostering stakeholder trust, and ultimately, encouraging organisations to align their lived values with their public messaging. I shared stories from my career, including campaigns that brought about smoke-free legislation and climate change action in Northern Ireland. These examples illustrated just how pivotal strategic communication can be in creating positive, lasting impact.
We also tackled challenging issues currently facing the world of diversity, equity, and inclusion—namely, the ‘bad PR’ and misinformation swirling in both traditional and social media. It was refreshing to honestly acknowledge the difficulties of countering negative narratives, and to advocate for an approach founded on telling one’s own story, keeping integrity at the forefront, and not being drawn into fruitless public disputes.
One of the key takeaways for me was the reminder that everyone—regardless of background—has the ability to engage directly with both media and policymakers. Building confidence in visibility is not just for those with loud voices or privileged platforms. It’s about intentional storytelling, long-term relationship-building, and empowering others to believe they can effect real change, whether it’s through a local community initiative or a national media campaign.
Of course, it wasn’t all high-level strategy! We meandered through lighter territory too: from alpacas and chickens to Taylor Swift and the unique joys (and challenges) of finding your voice on platforms like LinkedIn. These touches of personality reminded me—and hopefully listeners—that behind every story, every campaign, and every piece of media training, there are real, relatable people working to make the world more inclusive.
Taking part in Inclusion Bites was a wonderful opportunity to reflect on my own journey in PR and inclusion, and I am grateful to Joanne for creating such an open, energising forum for important discussions. If you’re interested in the intersections of communications, social change, and practical steps for boosting your own visibility, I warmly invite you to listen to the episode. Whether you’re a business owner, aspiring changemaker, or simply curious about authentic PR, there’s something here for everyone.
Listen to the episode here: Inclusion Bites Podcast – Raising Voices, Shaping Change
Let’s continue to champion diverse voices and make meaningful change, together.
Sarah McCracken FCIPR
Award-winning PR & Communication Specialist | Empowering Women & Diverse Voices
Find me on LinkedIn: Sarah McCracken FCIPR
www.theprclub.co.uk
Pain Points and Challenges
Certainly! Here’s a focused overview of the specific pain points and challenges raised in this episode of The Inclusion Bites Podcast (“Raising Voices, Shaping Change” with Sarah McCracken) followed by tailored content pieces addressing those issues.
Key Pain Points & Challenges Discussed
Toxicity Surrounding Diversity, Equity, and Inclusion (DEI)
DEI has acquired negative associations, with misinformation and “anti-woke” rhetoric undermining its credibility.
Fact-checkers are diminishing on social platforms, making it increasingly difficult to counter disinformation and polarised narratives.
Building and Protecting Authentic Organisational Reputation
Discrepancies between internal brand values and external messaging can erode trust.
Organisations risk exposure when messaging is not genuine or when they “spin” without substance.
Amplifying Marginalised Voices
Those from underrepresented backgrounds frequently lack access to channels and rooms of influence.
The societal narrative is often controlled by those with privilege, leaving many stories unheard.
Overcoming Imposter Syndrome and Visibility Barriers
Particularly for women and minority leaders, feelings of invisibility and inadequacy hinder visibility.
Confidence deficits discourage individuals from sharing their stories or expertise publicly.
Strategic Response to Negative PR
Organisations and advocates struggle to respond to targeted misinformation without legitimising those narratives or being dragged into unproductive public disputes.
Balancing Emotional and Logical Messaging
Facts alone do not sway opinions—human stories and emotional connection are essential for meaningful change in mindsets.
Addressing the Issues: Content Solutions & Guidance
1. Counteracting DEI Toxicity & Disinformation
Content Focus:
Develop myth-busting campaigns using accessible channels (e.g., short-form video, story-led posts).
Collaborate with reputable fact-checkers and direct audiences to trusted sources.
Encourage listeners and organisations to “tell your own story, not just react to theirs,” ensuring positive narratives outweigh negative rhetoric.
Sample Segment:
“The climate around DEI may feel charged, but the route forward is clarity and courage. When confronting misinformation, focus on proactive storytelling. Empower your employees, partners, and allies to share how inclusion positively impacts their lives—real stories are difficult to delegitimise.”
2. Building Genuine, Aligned Communications
Content Focus:
Facilitate workshops for internal stakeholders on defining core values and translating them into external messaging.
Implement regular brand “health checks” to ensure public communications match lived experiences within the organisation.
Adopt a “no spin” policy—be transparent, especially in crisis or contentious contexts.
Sample Segment:
“Authentic PR isn’t about glossing over uncomfortable truths—it’s about respecting your stakeholders enough to tell it as it is. Align your internal reality with your external narrative, and you foster trust that withstands scrutiny.”
3. Supporting Marginalised Voices
Content Focus:
Launch visibility masterclasses or mentoring for marginalised professionals.
Spotlight success stories of individuals who’ve managed to ‘raise their voice’ and create impact.
Encourage allyship—those in privileged positions should use their platforms to amplify others.
Sample Segment:
“Your story might be the light someone else needs to see what’s possible. If you have access or influence, bring someone new into the room. If you feel voiceless, seek out allies and harness digital channels—social media remains a leveller when used intentionally.”
4. Tackling Imposter Syndrome
Content Focus:
Normalise conversations around imposter syndrome; share accounts from high-achieving individuals who’ve experienced it.
Provide practical frameworks for ‘small steps’: liking posts, commenting, sharing, then posting original content, and eventually public speaking.
Promote peer support networks, where encouragement becomes habitual.
Sample Segment:
“Everyone starts somewhere—even the most visible leaders doubted themselves at the outset. Celebrate each tiny step forward, and remember, your perspective is power.”
5. Responding to Negative PR: Strategic Silence vs. Proactive Narratives
Content Focus:
Coach organisations on crisis communication—when to engage, when to stay silent, and how to own the narrative without amplifying falsehoods.
Offer templates for myth-busting statements that don’t repeat or legitimise negative framing.
Advise on using direct stakeholder engagement (e.g., briefings to politicians or journalists) rather than public spats online.
Sample Segment:
“Not every comment deserves a reply, but every value deserves to be reaffirmed. Respond strategically—where your story is best understood and your credibility is hardest to undermine.”
6. Bridging Logic and Emotion
Content Focus:
Integrate case studies and personal testimonies into formal communications—humanise the data.
Train leaders and spokespeople in effective storytelling techniques that connect statistics to lived realities.
Sample Segment:
“People remember how you made them feel. Bridge the logic-emotion gap by marrying facts with faces—let the numbers tell their story through real lives changed.”
For further resources and in-depth support, connect with Joanne Lockwood at jo.lockwood@seechangehappen.co.uk or visit the Inclusion Bites podcast page.
Ready to amplify inclusion? Share your journey and let’s build positive people experiences, one bold action at a time.
Questions Asked that were insightful
Absolutely—several questions in the interview sparked nuanced, practical, and thought-provoking responses from Sarah McCracken, making them ideal for turning into an FAQ series for the Inclusion Bites audience. Here are some key Q&As that would resonate and offer ongoing value:
FAQ: Raising Voices, Shaping Change
Q1: What drew you to work in PR, particularly around visibility, diversity, and inclusion?
A: Sarah shared her passion for using communications as a lever for social change, having worked across sectors like healthcare, environment, and politics. She noted the power of PR in amplifying underrepresented voices and driving legislative or cultural transformation.
Q2: Is PR just about ‘spin’, and how can organisations ensure their message is authentic?
A: Sarah challenged the idea of ‘spin’, emphasising that PR is fundamentally about managing reputation, stakeholder engagement, and aligning internal values with external perception. She argued that inauthentic messaging will eventually be exposed, and the real value comes from honesty and alignment.
Q3: How should organisations respond to negative PR or misinformation, especially concerning DEI (Diversity, Equity, and Inclusion)?
A: Sarah recommended not engaging in public arguments or direct confrontation, as this might inadvertently amplify misinformation. Instead, she advised telling your own story with clarity and evidence, focusing on myth-busting through positive messaging and direct engagement with stakeholders, such as politicians and the media.
Q4: Is there a danger in not telling the full truth when faced with public scrutiny?
A: The discussion highlighted the risks of trying to put a ‘veneer’ over controversy. Sarah advocated for owning one’s story, being transparent when things go wrong, and controlling the narrative with honesty to avoid reputational damage.
Q5: For marginalised groups or individuals who struggle to be heard, what practical steps can be taken to amplify their voices?
A: Sarah encouraged building relationships with journalists and politicians, utilising social media strategically, and joining with others for collective visibility. She highlighted the importance of educational support and mentorship to help those with less access understand their options and take action.
Q6: How do you overcome imposter syndrome when raising your own or your organisation’s profile?
A: Both Sarah and Joanne candidly discussed their own journeys. They suggest taking incremental steps—such as engaging more on platforms like LinkedIn, sharing stories, and gradually building the confidence to articulate your views publicly—while acknowledging that imposter syndrome is a common, ongoing challenge.
Q7: What’s the difference in measuring the value of PR versus marketing?
A: Sarah explained that while marketing often yields quantifiable sales data, PR is measured in terms of reputation, visibility, and credibility. She recommends setting clear objectives such as securing media coverage, stakeholder engagement, or legislative impact.
These recurring themes and Q&As provide a robust foundation for an FAQ series that can educate, empower, and encourage Inclusion Bites listeners—and are ideal for listeners seeking guidance in navigating visibility, authenticity, and impact.
Blog article based on the episode
Raising Voices, Shaping Change: The Power of PR in Building Inclusive Narratives
How do we raise our voices when the world seems determined to drown us out? In an era when “inclusion” is flung around as buzzword and battleground, the power to shape narratives, command visibility, and drive positive change feels both more crucial—and more contested—than ever. On this episode of Inclusion Bites, titled “Raising Voices, Shaping Change”, host Joanne Lockwood engages inspiring PR and communications specialist Sarah McCracken in an unflinching exploration of authenticity, advocacy, and the real work involved in giving diverse voices their due.
The Visibility Dilemma: When PR Is More Than Spin
Sarah McCracken’s journey—from driving public health campaigns in Northern Ireland to empowering women and marginalised voices as a PR expert—leaves little doubt about one fundamental truth: PR is not, and never has been, about “spin.” As Sarah puts it, “If you have a really shoddy reputation, no amount of PR is going to help that. You will get found out.”
So let’s pose the deeper question: If PR is about managing reputation and aligning our values with our public face, why do so many organisations misstep, particularly on issues of equity, diversity, and inclusion (EDI)? The answer, Sarah reveals, is rarely simple spin; it’s often about “pretending to be what they are not”—imposing a veneer of progressiveness, without the hard, ongoing work required to effect meaningful change.
Worse yet, we’re facing unprecedented backlash. As Joanne notes, “DEI is going through a bout of bad PR.” The term itself has become toxified in some media and public spheres, weaponised by those eager to dismiss inclusion as radical or irrelevant. This isn’t an accident; it’s the result of calculated anti-woke manoeuvres—often as Sarah observes, by those “happy to make statements that are incorrect” because there is no longer any meaningful filter or fact-check in much of the digital landscape.
The Real Challenge: How Do We Own Our Stories?
The Reputation Gap is not just a PR problem; it is a human one. Marginalised groups are often denied access to both the rooms where decisions are made and the platforms where narratives are shaped. The result? Their stories go unheard, their reputations shaped by others.
Sarah advises a two-fold approach to tackle this: First, own your message internally. No whitewashing; be brutally honest about your goals, values, and the change you seek to effect. Second, be strategic and proactive. “You do you—and do it really, really well.” Tell your truth, build your evidence, and don’t allow counter-narratives to bait you into an unending, soul-sapping cycle of denials and reactive myth-busting.
Instead, Sarah advocates that you “tell your own story…keep being the best version of yourself…not challenge each individual statement or get caught in denials.” Amplifying your credibility is more powerful than endlessly refuting misinformation.
Action Points: Harnessing PR for Real Inclusion
So, how do we turn insight into impact? Here are real, actionable steps inspired by Sarah McCracken’s approach on “Raising Voices, Shaping Change”.
Align Internal and External Narratives
Audit your organisation’s real culture, values, and shortcomings. Ensure external messaging aligns honestly with internal reality. Avoid tokenism at all costs.
Facilitate honest discussions about what you want to be known for. What do you want people to say about you when you’re not in the room?
Build Relationships, Not Just Press Releases
Forge authentic connections with stakeholders, including staff, media, and local politicians. It is not just what you say, but who you engage with and how you listen.
Don’t underestimate the value of “micro-lobbying”—writing to MPs, inviting them to visit your projects, and briefing them before decisions are made.
Elevate Lived Experience
When telling stories about workplace toxicity, public health, or social justice, prioritise the voices of those with lived experience. As Sarah notes, statistics matter, but “it’s the human interest that transforms an issue into an imperative.”
Create safe spaces—whether through podcasts or community groups—where those who feel invisible can share their realities, build confidence, and inspire solidarity.
Be Bold and Own Your Voice
The temptation to water down messages for fear of backlash is ever-present. Yet, as Sarah urges, the antidote to negative PR is not silence or apology, but conviction and evidence. “Mobilise people to come onto your side…be yourself, and there’s no grey areas to attack.”
Consider media training not as learning to “spin”, but as preparation to embody your truth under pressure and articulate your values clearly.
Use Social Media Intentionally
Social platforms can democratise influence. Sarah champions LinkedIn as a supportive space for female business owners to build confidence and credibility.
Don’t obsess over instant validation. Social posting is about consistent, intentional storytelling—each post another brick in the legacy of your reputation.
Build and Celebrate Movements, Not Just Moments
Change doesn’t always require “activism” in the headline-grabbing sense. Quiet, community-based work—the climate coalition’s neighbourhood “swaps”, mentoring young carers, or supporting female entrepreneurs—must be celebrated and amplified.
Find your allies, connect with like-minded individuals, and share wins (however small) to energise the broader movement for inclusion.
The Call to Action: Raising Your Voice Starts Here
The Inclusion Bites Podcast is not a chamber for idle chatter—it is a clarion call. Sarah McCracken’s work embodies the ethos that inclusion is not a box to tick, but a story to live and champion every single day.
Are you ready to raise your voice? Check your current narrative—whether personal, organisational, or communal. Where is it lacking? Where can you amplify marginalised or overlooked perspectives? Take that first actionable step, whether it’s posting on LinkedIn, hosting a conversation that matters, or writing to your local MP.
And if you need inspiration, tune in to “Raising Voices, Shaping Change” on Inclusion Bites, and connect with Sarah McCracken and Joanne Lockwood. Because the story of inclusion is still being written—and it’s time to make yours heard.
Join the conversation. Subscribe to the Inclusion Bites Podcast, share your story, and help shape a world where every voice matters. Find us at seechangehappen.co.uk/inclusion-bites-listen, and let’s change the narrative together.
The standout line from this episode
The standout line from this episode is:
"You do you and do it really, really well. And then again, because you're being yourself and because there's no grey areas, then it's really hard to start to... pick holes in what it is they're saying if it's, you know, if it's evidence based, if it's factually correct."
This perfectly encapsulates the episode’s emphasis on authenticity, confidence, and the power of standing firmly in your truth when shaping change and raising voices.
❓ Questions
Certainly! Here are 10 discussion questions based on the episode "Raising Voices, Shaping Change" of The Inclusion Bites Podcast featuring Joanne Lockwood and Sarah McCracken:
How does Sarah McCracken define the real purpose of PR, and in what ways does she distinguish it from mere 'spin' or inauthentic messaging?
The episode discusses how DEI (Diversity, Equity, and Inclusion) has come under negative public scrutiny. What tactics does Sarah believe have been employed to shift the public narrative around DEI, and how can advocates effectively respond?
What role does storytelling play in PR and societal change, according to Sarah? Why are personal stories sometimes more influential than mere facts or statistics?
Sarah and Joanne talk about the dangers of engaging directly with negative or misinformed public commentary. What alternative strategies does Sarah recommend for individuals and organisations facing damaging narratives?
How can visibility and confidence-building in underrepresented groups help shift societal perceptions, and what practical steps does Sarah suggest to foster this visibility?
Sarah mentions the importance of engaging with politicians and journalists directly. How accessible does she think these avenues are for marginalised voices, and what barriers might remain?
The podcast explores the tension between presenting a positive image and confronting uncomfortable truths, especially in times of crisis. What are the potential risks and rewards of each approach, and how does Sarah advise organisations to navigate this balance?
Discuss the impact and responsibilities of social media in contemporary PR, as raised in the episode. How can individuals and organisations use digital platforms intentionally, and what are the pitfalls to avoid?
Joanne and Sarah reflect on imposter syndrome, especially among women and those lacking confidence in raising their profile. What strategies emerge from their conversation for overcoming such barriers and claiming one’s voice?
The episode challenges the stereotype of 'activist' and explores different modes of advocacy and change-making. What are the risks of labelling someone an activist, and how can broader societal participation in change be reframed beyond this binary?
These questions should help stimulate thoughtful conversation, whether in a book club, workplace setting, or classroom discussion.
FAQs from the Episode
FAQ: Raising Voices, Shaping Change — Inclusion Bites Podcast Episode 157
1. What is this episode of Inclusion Bites about?
This episode, entitled "Raising Voices, Shaping Change," explores the intersection of PR, communication, and diversity, with a focus on empowering underrepresented voices to create meaningful change. Host Joanne Lockwood is joined by Sarah McCracken, a PR and communications specialist, to discuss strategies for authentic messaging, reputation management, responding to negative media, and building inclusive, visible brands.
2. Who is the guest, Sarah McCracken, and what is her expertise?
Sarah McCracken is an award-winning PR and communication specialist based in Northern Ireland. Her expertise lies in empowering women and diverse voices to build confidence in their visibility, raise their profiles, and drive change through effective communication. Sarah has worked across sectors—healthcare, environment, politics, and business—and is committed to aligning organisational values with public perception.
3. Why is visibility important in PR, especially for underrepresented or marginalised groups?
Visibility ensures that a wide range of perspectives are seen and heard, challenging the dominance of traditional or majority narratives. For marginalised groups, it’s about finding confidence in one’s voice and encouraging authentic storytelling that resonates with wider audiences, while breaking down barriers to representation.
4. How can organisations avoid the pitfalls of inauthenticity or “spin” in PR?
The key lies in alignment: ensure internal brand values and external messaging match. PR should not be about projecting a false image but about managing reputation authentically and engaging with stakeholders honestly. As Sarah notes, “If you have a really shoddy reputation, no amount of PR is going to help that. You will get found out.” Avoiding empty “spin doctor” tactics in favour of transparent communication is crucial.
5. What steps can be taken to respond to negative or misleading narratives in the media, especially regarding diversity and inclusion?
Sarah highlights the risk of amplifying misinformation through direct confrontation. Instead, she advocates for:
Telling your own organisation’s story with clarity and confidence
Myth-busting through evidence-based messaging
Educating and lobbying decision-makers (e.g., politicians), not just reacting in the public sphere
Importantly, choose your engagements wisely and don’t validate misinformation by repeating it unnecessarily.
6. What practical approaches can individuals and organisations take to increase their visibility?
Start by identifying what you want to be known for and who your target audience is
Use social media strategically—choose platforms where your audience is active
Share stories that blend evidence with emotional resonance for maximum impact
Don’t be afraid to reach out for media appearances, collaborate with journalists, and engage in public affairs
Overcome the fear of self-promotion; as both Joanne and Sarah note, finding your voice is a journey that starts with small, intentional steps.
7. How does PR complement marketing within organisations?
While marketing is typically focused on selling products or services, PR is about managing reputation, shaping public perception, and building credibility. Both disciplines should work hand in hand, blending their expertise to develop a comprehensive communications strategy that encapsulates both visibility and commercial objectives.
8. What advice does Sarah offer for dealing with imposter syndrome or anxiety about putting yourself ‘out there’ in the media or online?
Sarah and Joanne discuss how imposter syndrome often holds people back from fully engaging online or seeking media coverage. Their advice:
Start small: comment, share, and then create your own content
Recognise that no one gets it perfect the first time, and it’s normal to feel apprehensive
Seek supportive communities and coaching if needed
Remember: you have valuable stories and perspectives worth sharing
9. How can individuals or small organisations engage with policymakers or journalists to raise their issues?
Sarah emphasises the accessibility of politicians—direct communication is encouraged, whether by letter, email, or inviting them to events. For journalists, relationships can be built over time, and human interest stories tend to gain more traction. Focus on clear, evidence-based, and emotionally compelling narratives tailored to each audience.
10. Are social media and direct channels truly accessible for marginalised voices?
Whilst social media provides powerful tools, access and confidence can be barriers. Sarah acknowledges a need for education and practical support to help underrepresented individuals use these platforms effectively. Masterclasses, resources, and peer communities can be valuable enablers for emerging voices.
11. What is the overarching lesson about PR and visibility from this episode?
Authenticity, intentionality, and resilience are central. Whether you’re countering negative PR or seeking to build a positive profile, own your narrative and don’t allow detractors to control your story. Mobilise allies, seek out supportive networks, and never underestimate the power of small actions that spark larger change.
12. Where can I find more about Sarah McCracken and the Inclusion Bites Podcast?
Sarah McCracken:
LinkedIn: Sarah McCracken, FCIPR
Website: www.theprclub.co.uk
Inclusion Bites Podcast:
Listen and subscribe: https://seechangehappen.co.uk/inclusion-bites-listen
Contact Joanne Lockwood: jo.lockwood@seechangehappen.co.uk
Have a question not answered here? Reach out to Joanne Lockwood or listen to more Inclusion Bites episodes for deeper insights on inclusion, visibility, and changing the status quo.
Tell me more about the guest and their views
The guest for this episode is Sarah McCracken, an award-winning PR and communications specialist based in County Down, Northern Ireland. Sarah is particularly known for empowering women and diverse voices to raise their profiles and create meaningful change (see [00:01:06] onwards). Her professional experience spans a broad spectrum, including the healthcare sector, environmental advocacy, political communications, and education. She also has a background in supporting businesses and entrepreneurs.
Sarah’s central philosophy centres on the impact of communications in driving real-world change. For her, PR is far more than just media relations or "spin"—a term she actively dislikes. Instead, she positions PR as a vital tool in managing reputation, engaging stakeholders through authentic listening and dialogue, and catalysing campaigns for legislative and social progress. For example, Sarah spoke passionately about her involvement with campaigns that led to the Northern Ireland smoking ban in public places and climate change legislation. These experiences provided her with a “we can do this” moment, fuelling her dedication to communications as an agent for societal transformation.
A recurring thread in Sarah’s views is the importance of authenticity, although she questions the term itself when overused. She favours the idea of simply "being yourself" and bringing your true self and purpose to the fore—in both individual and organisational contexts. Sarah argues that if there’s a disconnect between an organisation’s external messaging and its internal reality, no amount of PR will hide a poor reputation; “You will get found out.”
In response to the contemporary “bad PR” faced by diversity, equity, and inclusion (DEI) work, Sarah highlights the manipulation of narratives by those wishing to toxify these terms, especially through unchecked and sometimes false statements in mainstream media and social platforms. She notes the dilemma between directly confronting misinformation—which can sometimes inadvertently amplify it—or focusing on telling your own story and building your own narrative, thereby leading with evidence-based, factually correct messaging.
Sarah is also acutely aware of the privilege inherent in communications power and the barriers faced by marginalised or voiceless groups. She has made it her mission to demystify PR, offering masterclasses and accessible resources so individuals and smaller groups can learn to amplify their own stories. She encourages individuals to use whatever platforms are available—be it social media, direct engagement with politicians, or grassroots storytelling—to raise visibility and catalyse change.
A significant part of her work is mentoring women, particularly those experiencing imposter syndrome or lacking confidence in public visibility. Sarah believes in practical steps—helping people move from lurking to contributing to authoring their own content and stories, both online and offline. She’s a proponent of incremental confidence-building and celebrates the positive effect when women, and marginalised people more broadly, start owning and sharing their voices.
Lastly, Sarah’s views on handling negativity and polarisation in public discourse are nuanced. She advises against getting mired in online arguments, instead focusing on factual, constructive communication, and self-care—such as not reading the comments and choosing your battles. Her overall message is a hopeful one: by mobilising and collaborating, and by building communication skills, anyone can participate in shaping the narrative and, ultimately, societal change.
Ideas for Future Training and Workshops based on this Episode
Certainly! Drawing on the insightful conversation between Joanne Lockwood and Sarah McCracken in this episode of Inclusion Bites, here are innovative training and workshop ideas that directly reflect and build upon the themes discussed:
1. Authentic Visibility: Building Confidence in Diverse Voices
Objective: Equip participants, especially marginalised groups and women, with practical tools and mindset shifts to enhance visibility and profile without inauthenticity or fear of backlash.
Key Elements:
Overcoming imposter syndrome
Storytelling for personal and organisational branding
Strategic self-promotion on platforms like LinkedIn
Peer support exercises to recognise and amplify each other's strengths
2. Reputation Management in the Age of Misinformation
Objective: Develop a sophisticated understanding of reputation management, distinguishing between PR, marketing, and the risks of 'spin', with a focus on crisis communication.
Key Elements:
Myth-busting negative narratives, particularly around DEI
When to engage, deflect, or ignore negative publicity
Proactive reputation-building through evidence-based messaging
Practical case studies (e.g., handling online negativity or press crises)
3. Strategic Storytelling: Turning Lived Experience into Compelling Campaigns
Objective: Empower charities, business leaders, and activists to leverage real-life stories—converting them into persuasive campaigns and legislative change.
Key Elements:
Techniques for capturing and sharing authentic case studies
Balancing emotional and logical appeals in advocacy
Matching stories with the right media and stakeholders for impact
Ethics and consent in personal storytelling
4. Lobbying for Change: Influencing Policy as an Outsider
Objective: Demystify lobbying for underrepresented individuals and organisations, teaching practical skills to engage policymakers and shape legislation.
Key Elements:
How to prepare position papers and briefings
Relationship-building with MPs and journalists
Navigating the Westminster and devolved political landscapes
Responsible advocacy and coalition-building
5. Facing the Trolls: Managing Negativity and Toxicity Online
Objective: Foster resilience and confidence in dealing with public criticism, trolling or negative press, especially for those working in DEI or sensitive areas.
Key Elements:
Emotional intelligence and self-care strategies
Practical exercises in responding to, or ignoring, online vitriol
Safe-guarding personal information and wellbeing
Turning negativity into constructive engagement or learning opportunities
6. PR Fundamentals for Ethical Changemakers
Objective: Offer a 'PR for Beginners' masterclass targeted at social entrepreneurs, activists, or grassroots groups who may lack communications expertise.
Key Elements:
The distinction between PR, marketing and internal comms
Writing press releases with purpose and news value
Media relationship-building tips
Measuring impact for non-commercial objectives
7. Raising Others: Allyship and Amplification in Practice
Objective: Teach professionals and leaders how to effectively empower marginalised voices within and outside their organisations, moving beyond tokenism.
Key Elements:
Active and ethical allyship practices
Platform-sharing and sponsorship tactics
Recognising and challenging privilege
Creating psychological safety for truth-telling
8. From Online Content to Community Movement
Objective: Translate digital storytelling and content creation into real-world action and impact.
Key Elements:
Using social media intentionally to build movements
Crafting messages for virality and positive change
Gathering and sustaining supporter engagement
Collaborating with like-minded individuals or organisations
These workshops—all rooted in themes discussed by Joanne and Sarah—go beyond technical skill-building, nurturing the mindset, confidence, and resilience required to drive genuine change in the inclusion space. Each is highly adaptable for in-person or virtual settings, for both individuals and teams.
Let me know if you’d like more detail on any concept or a recommended syllabus!
🪡 Threads by Instagram
How do you craft an authentic voice in a noisy world? Sarah McCracken reminds us: PR isn’t “spin”—it’s about managing reputation through truth, connection, and knowing your audience. Authentic stories resonate and inspire real change.
Feeling unheard in your workplace or community? You’re not alone. Sharing your experiences, like Sarah’s journey, can reveal allies and spark powerful change. Mobilise, collaborate, and never underestimate the momentum of collective voices.
When negativity dominates headlines, should we confront it directly? Sarah suggests: Tell your own story, stay grounded in the truth, and focus energy on building credibility—not fighting every myth. Positive, persistent messaging wins in the long run.
Imposter syndrome holding you back? Both Joanne and Sarah have felt it. Confidence grows with every step—start sharing, connecting, and being visible. The world needs your story, so take that first brave leap into the spotlight.
In a world of instant media, everyone can be a storyteller. Thoughtful, intentional content isn’t just self-promotion—it drives culture, shifts perceptions, and empowers silent voices. What story are you telling today?
Leadership Insights - YouTube Short Video Script on Common Problems for Leaders to Address
Leadership Insights Channel
Title: Building Trust Through Authentic Communication
Are you a leader worried about your organisation’s reputation? Here’s a challenge many leaders face: trying to impress the public with carefully crafted messages, when inside their organisation, people sense a different reality.
When there’s a gap between what your team actually experiences and the image you project, trust collapses—both inside and out. No amount of clever PR can save a poor reputation. Eventually, people see through the façade.
So, what’s the solution? Start by aligning your actions and messages:
Be honest about your organisation’s values and goals.
Listen carefully to stakeholders—inside and outside your team.
Encourage open conversations and welcome feedback.
Own your mistakes. Address issues directly; don’t hide from them.
Leaders who are transparent and genuinely engaged build real trust. And trust is what elevates your team and protects your reputation long-term. Remember, authentic communication isn’t spin—it’s your most powerful leadership tool.
Follow for more leadership insights!
SEO Optimised Titles
5 Proven PR Strategies to Combat Toxic DEI Narratives | 10,000+ Voices Empowered in Northern Ireland | Sarah @ The PR Club
How to Transform Visibility and Reputation: Lessons from Leading Smoke-Free Campaigns Affecting 2 Million+ | Sarah @ The PR Club
From Imposter Syndrome to Media Confidence: Top Insights from 157 Inclusion Bites Episodes | Sarah @ The PR Club
Email Newsletter about this Podcast Episode
Subject: Raising Voices, Shaping Change – New on Inclusion Bites Podcast!
Hello Inclusion Bites community,
Have you ever wondered what it takes to truly shape change and help voices rise above the noise? Our latest episode, “Raising Voices, Shaping Change,” is here to spark fresh inspiration and arm you with tangible insights, whether you’re relaxing with a cuppa or powering through your day.
We welcomed the fantastic Sarah McCracken—award-winning PR and communications specialist, confidence champion, and all-round ally for women and underrepresented voices. With host Joanne Lockwood guiding the conversation, this episode is packed with real talk, storytelling, and actionable wisdom.
Here are 5 keys you’ll glean from this lively conversation:
1. The True Role of PR
Discover why PR isn’t just about “spin.” Instead, Sarah unpacks its power in genuine reputation-building and aligning authentic values with public messaging—no shortcuts, no empty promises.
2. Standing Strong Against Negative Narratives
Learn what to do when your values or causes get unfairly maligned in the media. Sarah shares practical steps for tackling negative PR and why it’s better to tell your own story than fight someone else’s battle on their terms.
3. The Power of Authentic Storytelling
From whistleblowers to changemakers, the human story and emotion always land stronger than raw facts. Find out how to connect logic and emotion to inspire action, not just awareness.
4. Visibility as a Superpower
Imposter syndrome be gone! Sarah reveals her journey and strategies to help you or your organisation find your voice, build confidence, and step into the spotlight—without fear of judgement.
5. Getting Involved and Making Change
From writing to your MP to building relationships with journalists, you’ll hear why meaningful change often starts with one brave step, even when you feel (or are told) you don’t belong in the conversation.
Unique fact from the episode:
Sarah lightened the mood with her unlikely background—did you know she’s spent time on an alpaca farm? She’s even compared dealing with alpacas to working in PR (more docile, less likely to spit!). Proof that communication, whether with people or animals, requires both patience and personality.
Ready to listen and join the action?
Don’t let the noise drown out your message. Tune in to “Raising Voices, Shaping Change” now and tap into these expert insights:
👉 Listen to the episode here!
If today’s conversation resonates, why not share your story or connect with Joanne? You could be the next changemaker to inspire our growing Inclusion Bites community. Contact Joanne at jo.lockwood@seechangehappen.co.uk.
Let’s keep raising voices, challenging the status quo, and shaping the world we want to thrive in—one episode, one conversation, one action at a time.
With inclusion and action,
The Inclusion Bites Team
#InclusionBites #RaiseYourVoice
Potted Summary
Episode Summary
In this thought-provoking episode of Inclusion Bites, host Joanne Lockwood welcomes PR specialist Sarah McCracken to explore the power of communications in driving social change. They examine the complex landscape of authenticity, reputation management, and the challenges marginalised voices face in gaining visibility. With real-world examples—from activism to managing negativity online—they offer practical insights for individuals and organisations striving to be heard and make a genuine impact.
In this conversation we discuss
👉 Messaging & Authenticity
👉 DEI’s Public Image
👉 Raising Marginalised Voices
Here are a few of our favourite quotable moments
“If you're doing something wrong, you're going to get found out. So working with individuals who are, you know, nice people... that understands the media landscape, they can advise you.”
“You do you and do it really, really well. And then again, because you're being yourself... it's really hard to start to pick holes in what it is they're saying.”
“Any single person can start to build a relationship with a journalist or a politician. But again, it's understanding that that is an option open to you.”
Episode Call to Action
Discover practical strategies to amplify your voice, navigate negativity, and champion genuine change. Whether you’re seeking to elevate your personal brand or your organisation’s DEI work, this episode is brimming with actionable insights and inspiring stories. Tune in now to Inclusion Bites and join the movement for a more inclusive world. Listen today at seechangehappen.co.uk/inclusion-bites-listen.
LinkedIn Poll
LinkedIn Poll for "Raising Voices, Shaping Change" – Inclusion Bites Podcast
Opening Summary:
On the latest episode of the Inclusion Bites Podcast, Joanne Lockwood and guest Sarah McCracken explore how PR and communications can amplify marginalised voices, tackle toxic narratives, and help organisations shape an authentic reputation. With DEI increasingly subject to negative or misleading media spin, we discussed practical ways to tell a truthful story, build resilience against criticism, and empower real change—whether you’re an individual or part of a wider movement.
Poll Question:
Which strategy is most vital for tackling negative or misleading narratives about inclusion and diversity? 🤔
Proactive storytelling 📣
Myth-busting content 🕵️♂️
Building key relationships 🤝
Supporting marginalised voices 🌍
Hashtags:
#InclusionBites #PRforChange #AmplifyVoices #InclusionMatters
Why vote?
Your experience shapes the future of inclusive communications. Let us know which approach you believe truly raises voices and shapes change—join the conversation and help drive positive action!
Highlight the Importance of this topic on LinkedIn
Just listened to the latest Inclusion Bites Podcast episode, "Raising Voices, Shaping Change" with Sarah McCracken and Joanne Lockwood—and it’s a must-hear for anyone serious about authentic, effective inclusion in our organisations. 🎧✨
Sarah's perspective on PR, authenticity (or perhaps simply being yourself!), and the power of honest storytelling is essential as we navigate polarised debates and the negative “PR” around DEI today.
Key reflections I’m taking into my practice:
Visibility matters. Marginalised voices need a platform, and we have a responsibility to champion them.
Own your narrative. Let’s focus on the change we want to create, rather than reacting defensively.
Facts need feeling. Impactful communications bridge the gap between logic and emotion—real stories, not just data.
Be proactive. Connect with influencers and policymakers; don’t wait for others to set the agenda.
Community beats negativity. Even amid online hostility, positive and intentional narratives help us drive real transformation.
Conversations like these inspire me to keep challenging the status quo and reminding our sector why inclusion and visibility aren’t just buzzwords—they’re our remit and our impact.
Highly recommend tuning in: https://seechangehappen.co.uk/inclusion-bites-listen
#HR #DEI #InclusionBites #Leadership #EmployeeExperience #Authenticity #Visibility #ChangeMakers 🚀🗣️
L&D Insights
Certainly! Here’s a concise L&D-focused report, distilling the key takeaways from “Raising Voices, Shaping Change” on the Inclusion Bites Podcast for Senior Leaders, HR, and EDI professionals:
Inclusion Bites: What Senior Leaders, HR, and EDI Professionals Need to Know
🎙️ Episode: Raising Voices, Shaping Change
📌 Key Insights
1. Authenticity ≠ Perfection—It’s About Alignment
The conversation challenges the conventional usage of “authenticity” and “spin” in organisational messaging. Sarah McCracken emphasises that true PR is not about glossing over problems but aligning public messaging with real organisational values and actions. If your internal culture and external narrative diverge, it will eventually be exposed.
2. Visibility Empowers Change
There’s a clear focus on empowering marginalised and diverse voices. McCracken shares her experience in building confidence and visibility, especially for women leaders, noting: “You’re not alone, and your story is valuable.” Leaders should be intentional in providing platforms for underrepresented voices.
3. Reclaim Your Narrative in a ‘Toxic’ DEI Climate
The episode examines the current negative PR surrounding diversity and inclusion. Instead of direct confrontation with detractors (which can inadvertently validate falsehoods), professionals should focus on telling their own story—grounded in facts and positive impact—and build supportive coalitions.
4. The Power of Storytelling
Facts alone seldom inspire change. What moves people is emotional connection—sharing real experiences, elevating individual stories, and putting a human face to policy and practice. This approach not only builds trust but also drives action.
5. Build Relationships Beyond Social Media
In an age where misinformation can spread quickly, senior leaders and EDI advocates are reminded of the importance of building direct relationships with stakeholders—be it through lobbying, media engagement, or direct work with politicians and journalists. Do not underestimate the value of briefing decision-makers with well-crafted, evidence-based position statements.
💡 “Aha Moments” Uncovered
Reputation is Built by Action, Not Just Words: No amount of polished PR can save a fundamentally fractured brand culture.
If You Don’t Tell Your Story, Someone Else Will: Activists and detractors may define your narrative if you’re silent or reactive.
Confidence is Contagious: By modelling vulnerability and visibility, leaders can foster psychological safety and normalise speaking up.
Human Stories Cut Through the Noise: Technical compliance or ‘numbers and tick boxes’ will never resonate as powerfully as lived experience.
Feedback—Both Negative and Positive—Elevates Reach: Even negative online engagement boosts visibility; don’t fear the noise, but manage it intentionally.
🔄 What Should You Do Differently?
Audit and Align Internal and External Messaging: Regularly review whether your practices match your public commitments—don’t rely on PR ‘fixes’.
Proactively Amplify Diverse Voices: Create deliberate opportunities for underrepresented employees to share their stories—be that via internal forums, podcasts, or social media spotlights.
Prepare for Negative PR with Fact-Based, Positive Narratives: Equip your teams with robust key messages, myth-busting facts, and proactive outreach strategies to uphold your EDI reputation.
Prioritise Storytelling in EDI Campaigns: Move beyond just data—collect and spotlight employee stories that bring your inclusion strategy to life.
Invest in Genuine Stakeholder Relations: Don’t just broadcast—build reciprocal relationships with media, decision-makers, and community groups who influence your sphere.
📝 In Summary
This episode is a practical masterclass in why and how EDI messaging must move beyond surface-level gestures. The real power lies in consistency, courage to share real stories, and building credible relationships both inside and outside your organisation.
#InclusiveLeadership #EDIStrategy #AuthenticChange #VoiceMatters #InclusionBites
🟢 Interested in joining or recommending a guest? Contact jo.lockwood@seechangehappen.co.uk
Listen & subscribe: https://seechangehappen.co.uk/inclusion-bites-listen
Shorts Video Script
Attention-Grabbing Title:
How to Use PR for Positive Change: Bust Myths, Build Movements, and Raise Your Voice #PRForChange
Hashtags:
#InclusionMatters
#VoiceForChange
#AuthenticPR
#BuildYourReputation
#PositiveMovements
[Text on screen: "Raise Your Voice, Shape Change! 🔥"]
Do you want your story, your ideas, or your cause to reach people and create real impact? Here’s how you can harness the power of PR—not just for promotion, but for meaningful change.
[Text on screen: "Understand PR 🧐"]
PR is all about managing your reputation and creating genuine engagement with your audience—not spinning stories. If you want to make a difference, start by being clear on what you stand for and ensuring your actions genuinely match your words.
[Text on screen: "Ditch the Spin, Find Your Authentic Voice 🗣️"]
People can spot inauthenticity from a mile away. Forget the idea of ‘spin doctors’. Instead, ask: What meaningful change am I trying to create? Speak honestly. Align your public messaging with your true values and goals.
[Text on screen: "Handle Negative Press 💬"]
What if your cause, your team or you personally get bad press? Don’t engage in endless arguments—especially on social media. Instead, focus on telling your own story clearly and confidently. Don’t give more airtime to negativity; clarify the facts and stay true to your mission.
[Text on screen: "Targeted Communication 🎯"]
Want to influence decision-makers? Take your message direct—brief politicians, build relationships with journalists, and talk directly to your real audience. Sometimes a quiet chat is more powerful than a viral headline.
[Text on screen: "Build Confidence & Visibility 🌟"]
If you’re lacking confidence, know you’re not alone. Everyone—from new business owners to experienced campaigners—faces imposter feelings. Start small: share your story with someone you trust, then take the next step. Visibility isn’t about shouting the loudest; it’s about being consistent, intentional, and real.
[Text on screen: "Create Lasting Change 💪"]
No change is too small. Mobilise communities, share positive stories, and remember: you don’t have to be an ‘activist’ in the traditional sense to be a catalyst for good. Build your movement by connecting people, sharing stories, and celebrating the quiet changemakers alongside the loud ones.
Thanks for watching! Remember, together we can make a difference. Stay connected, stay inclusive! See you next time. ✨
Glossary of Terms and Phrases
Certainly! Here’s a curated list of words, phrases, and concepts from the episode “Raising Voices, Shaping Change” that are discussed in expert contexts or with nuanced meaning, but may not be used frequently in everyday conversation. Each term is accompanied by its implied definition as used within the episode.
Specialist Terms, Phrases, and Concepts
PR (Public Relations)
More than just media coverage; it’s discussed as “managing your reputation” and engaging with stakeholders to shape perceptions both internally and externally.
Visibility
Not merely being seen, but consciously raising one’s profile or that of an organisation or movement, especially among marginalised voices.
Stakeholders
Individuals or groups with an interest in an organisation’s actions—goes beyond shareholders; includes staff, community, media, and policymakers.
Spin
Used pejoratively to describe the manipulative crafting of messages, particularly when it lacks authenticity or is misaligned with reality.
Authenticity
The concept of presenting oneself or an organisation “as is,” without pretending or over-polishing. Debated in the episode as sometimes sounding forced or contrived.
Human Interest
Angling stories through personal narratives or emotional connection to make them more relatable and impactful for target audiences.
Media Work
Activity and strategy related to engaging with journalists and the news cycle, such as writing press releases and pitching stories.
News Agenda
The overarching priorities or trends in current events, affecting what topics are likely to receive media attention at any given time.
Myth Busting
Actively countering misinformation by fact-checking and correcting false narratives, particularly relevant in the context of polarised topics like DEI.
Direct Confrontation vs. Narrative Ownership
Strategies for dealing with negative PR: whether to publicly refute incorrect information or to focus on telling one’s own, positive, evidence-based story.
Public Affairs
An aspect of communications focused on influencing policy and legislative change, including lobbying politicians and shaping debates.
Lobbying
The act of attempting to influence politicians’ or policymakers’ decisions, often via direct briefings or written statements.
Reputation Management
A holistic process of monitoring and influencing both public perception and the internal alignment of values and actions.
Crisis Communications
Strategies employed when something has gone wrong and reputation is at risk, requiring transparency and sometimes, owning the narrative publicly.
Imposter Syndrome
The internalised belief that one is not as competent as others perceive, even when evidence says otherwise—common amongst those raising visibility.
Limiting Beliefs
Deep-seated assumptions that restrict a person’s confidence or ambition, often a barrier to seeking visibility or leadership.
Marginalised Voices
Individuals or groups systematically excluded from dominant channels of communication, decision-making, or influence.
Fact Checkers
Specialised individuals or organisations that verify the accuracy of information in the public domain, crucial in the fight against misinformation.
Echo Chamber
Describes social media environments where people are only exposed to views similar to their own, reinforcing biases and limiting broader engagement.
Influencer / Personal Brand
The intentional cultivation of an individual’s reputation and presence—especially via platforms like LinkedIn—to increase influence and credibility.
Campaigning
Organised activities designed to bring about social, policy, or legislative change, often linked with PR strategies.
Diversity, Equity, Inclusion (DEI/EDI)
Discussed not just as a concept but as a “brand” under siege from negative messaging and misinformation.
Stereotyping of ‘Activist’
The labelling of someone as an ‘activist’ to delegitimise or trivialise their position, often as a tactic in negative PR.
Media Training
Structured guidance for individuals on how to communicate effectively with the press, anticipate difficult questions, and maintain control of their narrative.
Intentionality
Approaching visibility, communication, and engagement in a measured, strategic way, rather than out of emotion or impulse.
These terms underpin the episode’s nuanced look at PR, visibility, and change-making—especially as they relate to inclusion, equity, and the challenges of controlling narratives in a polarised media landscape.
SEO Optimised YouTube Content
Focus Keyword:
Culture Change
YouTube Video Title:
Raising Voices, Shaping Change: The Power of Culture Change in PR & Inclusion | #InclusionBitesPodcast
Tags:
Culture Change, Inclusion, Positive People Experiences, Diversity, Belonging, PR, Communications, Authenticity, Stakeholder Engagement, Storytelling, DEI, Voice Empowerment, Visibility, Building Confidence, Social Change, Campaigning, Reputation Management, Anti-woke, Lobbying, Community Movement, Leading Change, Women in PR, Social Media Strategy, Crisis Communications, Authentic Leadership
Killer Quote:
"Do you know, if you have a really shoddy reputation, no amount of PR is going to help that. You will get found out." – Sarah McCracken
Hashtags:
#CultureChange, #PositivePeopleExperiences, #InclusionBitesPodcast, #Inclusion, #Belonging, #Storytelling, #DEI, #SocialChange, #Visibility, #Empowerment, #StakeholderEngagement, #Voice, #AuthenticLeadership, #PRStrategy, #WomenInPR, #Campaigning, #CommunityMovement, #CrisisComms, #Authenticity, #BuildConfidence
Why Listen
Welcome to this insightful episode of Inclusion Bites, “Raising Voices, Shaping Change,” in which I, Joanne Lockwood, am joined by PR and communications specialist, Sarah McCracken. Our focus keyword is “Culture Change”, and we unpack every facet of what it truly means to ignite and sustain Positive People Experiences through inclusion, visibility, and the power of authentic voices.
The episode is a sanctuary for anyone passionate about shifting organisational and societal norms. We begin by bridge-building—from my own commitment as your host, to Sarah’s journey from the heart of Northern Ireland to the forefront of major public campaigns. Throughout, we keep the thread tight: true culture change is forged through honest dialogue, strategic communications, and unrelenting authenticity.
Sarah’s expertise resonates with those seeking to empower women and marginalised groups to step into the light, tell their stories, and shape the world. Together, we discuss the real-world mechanics of PR, but push far beyond simple ‘spin’ to examine reputation management at its core. As Sarah so vividly underscores, ‘if you have a really shoddy reputation, no amount of PR is going to help that.’ This is about living your brand from the inside out—ensuring your external messaging is always in lockstep with your values and internal culture.
Crucially, we delve into how strategic communications can champion diversity, equity, and inclusion, especially in an era where anti-woke rhetoric and misinformation threaten to obscure facts and stifle less privileged voices. You’ll hear why simply responding to toxic narratives with direct confrontation can backfire, giving undue oxygen to detractors. Instead, Sarah reveals how the solution lies in telling your own story powerfully, living your values visibly, and leveraging lobbying and community engagement to affect genuine, grassroots change.
Culture change, we agree, is not an isolated event—it's sustained by small, consistent acts of visibility and confidence-building. Whether you’re a business leader, EDI champion, aspiring changemaker, or somebody stepping gingerly onto LinkedIn for the first time, you’ll discover actionable strategies for raising your profile, authentic content creation, and building alliances.
We don’t skirt the tough stuff—Sarah and I confront the reality of public backlash, media crises, and the pervasive fear of being labelled an “activist.” We explore the courage required to keep showing up, the difference between emotion-led posting and intentional communications, and the responsibility we have to support those with less access or privilege by creating platforms for Positive People Experiences.
You’ll learn that real culture change is about more than headline-grabbing moments; it’s the steady, often quiet, undercurrent of lived values, thoughtful storytelling, and day-to-day acts of inclusion.** Whether you’re seeking to ignite transformation in your company, community, or your own sense of self-worth, this episode sets out a roadmap—grounded in practical wisdom, humour, and the deeply human experience of wanting to leave the world better than we found it.
So, tune into this episode to learn how the fusion of powerful stories, credible communications, and relentless authenticity can spark a cultural shift—inside yourself, your organisation, and in society at large. Discover how to amplify both your impact and your voice, making every experience—yours and those around you—a positive one.
Closing Summary and Call to Action
As we bring this episode to a close, let’s revisit the key learning points that will help you become an architect of culture change and foster Positive People Experiences wherever you are:
Alignment of Internal and External Reputation
Culture change isn’t achieved by surface-level messaging but by ensuring your external narrative authentically matches who you are inside. Take a holistic approach—audit your organisational values, hold up a mirror, and craft outward communications that genuinely reflect your internal culture.Storytelling with Intentionality
Whether drafting a press release, engaging on social media, or speaking to stakeholders, always ask: Is my story topical, timely, unique, and does it have a human-interest element? Prioritise authenticity and personal stories, especially from those directly impacted—the emotional connection will bridge the gap that facts alone cannot.Positive People Experiences as a Cornerstone
Every interaction, campaign, or post is an opportunity to create a Positive People Experience. Cultivate environments where people feel seen, heard, and valued. This generates a ripple effect, leading to greater trust, belonging, and ultimately, transformative culture change.Strategic Response to Negative PR
Don’t be drawn into public spats or repeat disinformation just to counteract it—it gives it credibility. Instead, craft your own narrative, evidence-based and values-led, and focus energy on mobilising support and engaging key decision-makers directly, such as politicians or journalists.Championing Marginalised Voices
It’s not enough for leaders or privileged groups to talk about inclusion. Use your platform to educate, mentor, and open doors for those with less access to the corridors of power. Consider running masterclasses, sharing free resources, or facilitating introductions for underrepresented talent.Confidence-Building and Overcoming Imposter Syndrome
Sarah’s journey mirrored the experience of many: the anxiety of visibility, the imposter syndrome, and the courage to start engaging online. Begin small—like a comment, then post, then author your own story. Each action builds confidence, and authenticity will naturally attract your tribe.Embracing Social Media as a Change Tool
In the digital era, everyone has a voice. Use social media intentionally—not to chase vanity metrics but to build genuine connection, share your insights, and extend your impact. Be measured, reflect before reacting, and always operate from your values.Lobbying for Policy and Practice Change
Learn to influence change beyond media headlines. Write policy briefings, engage with your local MP or councillor, and invite policymakers into your world. Advocacy and lobbying are not just the domain of powerful corporations—you, too, can inform the agenda.Resilience Through Crisis
When facing public criticism or media crises, remember: honesty, humility, and accountability are your allies. Admit mistakes, control your narrative, and focus on rebuilding trust through meaningful change. Avoid misinformation or the temptation to “spin”—you will be found out.Celebrate the Quiet Changemakers
Not all change happens via protests or loud activism. Recognise the value of small, consistent actions taken by everyday people creating sustainable change in their communities or workplaces. Amplify these efforts—they are the backbone of genuine culture change.
Actionable Steps:
Begin by reviewing your organisational (or personal) values: Are you living them? Is your outward communication aligned?
Start sharing stories—your own, your colleagues’, your stakeholders’—and prioritise those with lived experience.
Seek feedback and support: Join communities, networks, or peer groups to share your journey and learn from others.
Don’t shy away from taking up space or mentoring others who need a lift; together, we build a movement.
Engage policymakers: Write to, meet, or brief politicians about the real impacts of your work.
Leverage social media to connect, learn, and lead—be deliberate, be kind, and be visible.
Remember, culture change is both a process and a promise: a process of daily, intentional actions and a promise to make Positive People Experiences the norm, not the exception. We hope you step forward emboldened to shape change, wherever you stand.
Outro
Thank you for tuning in to the Inclusion Bites Podcast. Your presence here propels our mission for a more inclusive world and ignites the spark for Positive People Experiences and real culture change. If you enjoyed this episode, please like, subscribe, and share it with your friends, colleagues, and community. For more thought-provoking conversations and resources, visit SEE Change Happen: https://seechangehappen.co.uk and listen to more episodes of the Inclusion Bites Podcast at https://seechangehappen.co.uk/inclusion-bites-listen.
Stay curious, stay kind, and stay inclusive - Joanne Lockwood
Root Cause Analyst - Why!
Certainly. Below is a root cause analysis based on key problems discussed in this episode of Inclusion Bites Podcast (“Raising Voices, Shaping Change”), applying the ‘Five Whys’ technique to each identified issue, followed by a summary and suggested solutions.
Key Problem 1: Negative Perception and Backlash Against Diversity, Equity & Inclusion (DEI)
Why 1:
There is a surge of toxic, negative PR and misinformation regarding DEI in the media and public discourse.
Why 2:
Right-wing, anti-woke groups have taken control of the narrative, promoting myths and deliberately offensive statements that undermine the value of DEI.
Why 3:
This happens because such groups are more aggressive and less concerned about causing offence, using misinformation without fear of fact-checking, especially as social media platforms diminish their moderation and verification systems.
Why 4:
Fact-checking resources and clear, well-articulated counternarratives are lacking, allowing misinformation to flourish and drown out accurate, evidence-based messaging.
Why 5:
Many DEI advocates and organisations are hesitant to confront misinformation directly, fearing reputational damage, escalating conflict, or simply being drowned out in a hostile, polarised environment.
Root Cause:
The problem is deeply rooted in an ecosystem lacking strong, proactive DEI messaging and insufficient investment in myth-busting, alongside the withdrawal of fact-checking mechanisms and the reluctance to confidently confront or out-communicate aggressive anti-DEI voices.
Key Problem 2: Marginalised Voices Remain Unheard in Public and Political Arenas
Why 1:
Marginalised individuals and groups struggle to get their perspectives heard by the media, policymakers, and the wider community.
Why 2:
They lack access to key relationships with journalists, politicians, and platforms that amplify their stories.
Why 3:
This is due to structural inequalities: limited networks, resources, and confidence—often compounded by historical underrepresentation and exclusion.
Why 4:
There is an absence of targeted capacity building, training, and support that equips marginalised voices with the essential PR, communications, and advocacy skills required to ‘raise their visibility’.
Why 5:
Society continues to undervalue the lived experience and expertise of marginalised groups, leading to insufficient prioritisation and investment in programmes designed to empower and upskill these individuals.
Root Cause:
Systemic bias and lack of strategic investment in elevating diverse voices perpetuate their invisibility in public discourse and lobbying, maintaining the status quo.
Key Problem 3: Organisational Messaging Lacks Authenticity and Alignment, Leading to Distrust
Why 1:
Organisations often struggle to present an authentic, aligned public image, resulting in public scepticism and distrust.
Why 2:
They may attempt to engineer PR ‘spin’, focusing on perceived positive optics rather than substantive, values-driven action.
Why 3:
This arises because of leadership’s misunderstanding of the purpose of PR, seeing it as a veneer rather than a process of stakeholder engagement, reputation management, and two-way dialogue.
Why 4:
There’s a lack of critical self-reflection within organisations regarding their real values, culture, and impact.
Why 5:
Traditional business education and practice have historically prioritised profit and risk mitigation over transparency, stakeholder authenticity, and corporate responsibility.
Root Cause:
Entrenched misconceptions about the nature of PR and communication, combined with outdated business paradigms, have hindered authentic engagement and fostered distrust.
Summary of Findings
Across these interrelated problems, the root causes consistently stem from structural and cultural reluctance to prioritise transparent, courageous, and inclusive communications. There is a persistent imbalance: those opposing change wield greater communicative power, whilst would-be change-makers lack either the skills, the confidence, or the platform to meaningfully contest toxic narratives and shift public perception.
Potential Solutions
Invest in Strategic Communications Training:
Provide accessible PR, storytelling, and visibility workshops aimed at marginalised groups and DEI practitioners, demystifying media engagement and empowering individuals to ‘raise their voice’ effectively.
Strengthen and Amplify Fact-Checking:
Collaborate with independent fact-checkers and develop rapid-response communications teams to counter misinformation robustly across media and social platforms.
Build Coalitions and Allyship:
Foster partnerships between DEI advocates, PR professionals, journalists, and policymakers to ensure diverse voices gain access to influential platforms and networks.
Promote Organisational Self-Reflection:
Encourage leadership teams to critically evaluate internal versus external culture and messaging, prioritising real alignment over polished ‘spin’.
Celebrate Positive Case Studies:
Regularly highlight stories of successful, authentic, and impactful DEI initiatives, both to normalise and legitimise positive change and provide templates for emulation.
Leverage Digital Platforms With Intentionality:
Use social media intentionally, not reactively, to build positive, fact-based narratives that connect emotionally and logically with target audiences.
By addressing these core issues, the cycle of negative PR, marginalisation, and distrust can be interrupted—enabling a more inclusive and resonant public discourse.
Canva Slider Checklist
Episode Carousel
Slide 1:
✨ Who REALLY gets to shape the stories we see and hear?
Are diverse voices actually being heard—or just drowned out by spin?
Slide 2:
Sarah McCracken joins Joanne Lockwood for a bold conversation on why authentic visibility matters.
Discover how PR is about more than headlines—it's about building trust, reputation, and true connection.
Slide 3:
From campaigning for a smoke-free Northern Ireland to championing climate change legislation, Sarah reveals how storytelling can fuel real-world change—and why being yourself is your superpower.
Slide 4:
Struggling with being “seen” in your workplace or business?
Learn why it’s not about “spin”—but about raising YOUR voice, fighting for facts, and mobilising your allies for inclusion.
Slide 5:
Ready to ignite change and make your mark?
Tune in to “Raising Voices, Shaping Change” on the Inclusion Bites Podcast!
Tap the link in our bio or search for Inclusion Bites at seechangehappen.co.uk/inclusion-bites-listen
#InclusionBites #RaiseYourVoice #ShapingChange
6 major topics
Raising Voices, Shaping Change: Key Conversations on Visibility, PR, and Inclusion
Meta Description: Dive into this candid exploration of PR’s role in inclusion, authentic storytelling, tackling negative perceptions, and amplifying marginalised voices. Discover how raising voices truly shapes change, with actionable insight and heartfelt discussion.
When I sat down with Sarah McCracken, an award-winning PR and communications specialist, I knew our conversation would journey deep into the true impact of public relations on inclusion and belonging. Our discussion, laced with laughter, candour, and a good dose of curiosity (not to mention a few stories about alpacas), brought to light the essential ways raising voices can shape meaningful change in society. Let me take you through six powerhouse topics that stood out—from the heart of reputation management to challenging negative perceptions of inclusion, and the courage it takes to be visible.
1. Finding Your Voice: Why Visibility Matters in Shaping Change
Visibility isn’t just about being seen; it’s about being heard—and understood. Sarah and I delved into the reality that, for many individuals and groups, stepping forward publicly can feel daunting, especially in sectors where their voices have historically been sidelined. Sarah’s superpower, as she framed it, is nurturing confidence in people who wish to become more visible—especially women and those from diverse backgrounds. We reflected on the courage it takes to step from the shadows, overcome imposter syndrome, and share one’s story, not for ego but for collective progress. Isn’t it fascinating how vulnerability can be a catalyst for wider change?
For organisations, the invitation is clear: authenticity—however elusive that word may be—is crucial. Aligning external messages with internal values isn’t just good PR; it’s the foundation for lasting trust. I find myself wondering, how do we encourage organisations to see visibility not as spin but as an active commitment to lived values?
2. The Power and Problem of PR: Shaping Reputations with Integrity
Public relations, Sarah reminded me, is all about managing reputation and engaging stakeholders with care. But what happens when businesses or leaders attempt to project a façade, masking internal realities? “You will get found out,” she warned, highlighting that no amount of strategic communication can salvage a fundamentally shaky reputation. We explored the nuanced dance between what an organisation wants the world to see and what is genuinely true behind closed doors.
The world of PR gets an unfair rap for so-called ‘spin’—a term both Sarah and I bristled at. For us, ethical storytelling is about surfacing the good, the aspirational, and yes, the honest struggles. Here’s something to ponder: could we reimagine PR not as reputation laundering, but as conscious bridge-building between the reality of who we are and the ideals we’re striving towards? There’s transformational power in owning the narrative—especially when something goes wrong.
3. Tackling Toxicity: Navigating Negative PR and the DEI Backlash
A particularly pressing issue we examined is the surge in negative public relations targeting diversity, equity, and inclusion (DEI). Right now, DEI is enduring a fraught, often toxic, PR storm—fuelled by polarising media and the so-called ‘anti-woke’ movement. We questioned why this backlash has been so effective; perhaps it’s the willingness on one side to be bold, even brash, regardless of fact.
Sarah’s insight? Engaging in tit-for-tat public disputes rarely serves the cause. Instead, she advocates for myth-busting through bold, proactive messaging, while resisting the urge to grant further legitimacy to misinformation by endlessly rebutting it. This left me musing: What’s the right balance between speaking out and avoiding escalation? In an era where fact checkers are vanishing and media filters are porous, how can we reclaim the narrative constructively?
4. Advocacy & Influence: Direct Action Through Storytelling and Lobbying
When big issues—be it gender equality, climate action, or social justice—face persistent distortion, how do we respond? Sarah’s expertise in campaigning shone here. She highlighted the significance of direct lobbying—sharing compelling, evidence-based narratives directly with policymakers rather than getting mired in public mudslinging.
We agreed that bringing people’s lived stories to decision-makers is not only persuasive, it’s necessary. Facts appeal to logic, but personal stories spark the emotional connection required for genuine change. It’s worth asking: might the next leap for inclusion be achieved not through grand gestures, but through the quiet persistence of countless voices briefing, writing, and meeting face-to-face with those in power?
5. Empowering Marginalised Voices: From Tokenism to True Representation
One concern I often hear is that many are left out of the mainstream conversation—marginalised, voiceless, or simply lacking the channels to share their truth. Sarah was frank about this: it’s a reality, but it’s also a call to those in positions of privilege to support, mentor, and amplify others. We discussed the practical steps—PR masterclasses, peer support, and sharing digital platforms—to begin bridging this gap.
Yet, there was a deeper thread: The act of being an “activist” is often weaponised as a slur, used to discourage strong voices from marginalised communities. Why is it that quiet action is often overlooked, while only loud protest is seen as legitimate advocacy? Perhaps, the most powerful societal change grows from everyday people simply deciding to be seen and heard, not just for their own empowerment but for the community at large.
6. Breaking Through Imposter Syndrome: Navigating Confidence and Criticism
No journey into public advocacy or visible leadership happens without grappling with self-doubt and the fear of criticism. Sarah and I opened up about our own bouts with imposter syndrome—those moments before pressing ‘post’ on social media, or pitching oneself to a new “room”, literal or digital. Sometimes, it’s silence or negative feedback that stings most, even more so when the backlash seems personal rather than professional.
But here’s a curiosity: What if criticism and controversy are actually signals that your voice matters, that your story is landing where it’s needed most? For every heckler or naysayer, there’s someone quietly listening—feeling seen, inspired, or emboldened. Ultimately, the measure of one’s PR impact isn’t in universal approval, but in moving the right people, in the right way, at the right time.
Conclusion: Raising Voices, Building Change—Together
Raising voices to shape change isn’t a one-off campaign; it’s the ongoing work of daring to show up, speak out, and stand with others—especially when it feels risky. In a world where reputation and narrative are fiercely contested, PR is not just a tool for crisis management but a force for inclusion, belonging, and transformation.
We must all ask: whose voices remain unheard, and how can each of us play a part in amplifying them? Stand with me as we fuel the movement for inclusion—one story, one conversation, and one brave step at a time.
Listen and join the movement for inclusion at the Inclusion Bites show, or share your own story with me at jo.lockwood@seechangehappen.co.uk. Let’s keep shaping change together.
TikTok Summary
🎙️ Ready to challenge the status quo? Dive into bold conversations that spark real change! In this episode of Inclusion Bites, host Joanne Lockwood and PR powerhouse Sarah McCracken get real about raising voices, smashing stereotypes, and the power of authentic storytelling. 🗣️✨
Discover why being seen and heard matters, how to tackle negative PR around diversity and inclusion, and why your story can change everything.
👀 Fancy more? Listen to the full episode now:
👉 https://seechangehappen.co.uk/inclusion-bites-listen
#InclusionBites #PRwithPurpose #BelongingMatters #SparkChange
Slogans and Image Prompts
Certainly! Here are memorable slogans, soundbites, and quotes from the episode "Raising Voices, Shaping Change"—all pulled directly from your transcript. Each comes with a detailed AI image prompt for use on merchandise, as well as suggested hashtags where relevant.
1. "Raise Your Voice. Shape the Change."
Image Prompt:
A vibrant, stylised illustration of a diverse group of people standing together, each with a megaphone or microphone, set against a vivid, abstract cityscape. Bold dynamic lettering overlays the group: “Raise Your Voice. Shape the Change.” The colour palette should be uplifting and inclusive, with an artsy, hand-drawn feel.
Hashtags:
#ShapeTheChange #RaiseYourVoice #InclusionBites
2. "You Do You—and Do It Really Well."
Image Prompt:
A playful, colourful design featuring an array of unique, quirky avatars—different ages, genders, backgrounds—each confidently doing their ‘thing’ (reading, dancing, creating, speaking). The phrase “You Do You—and Do It Really Well” arcs above in funky, upbeat lettering. Optional: sparkles around each figure to denote energy and individuality.
Hashtags:
#YouDoYou #Authenticity #InclusionBites
3. "Tell Your Own Story. Don’t Live Someone Else's."
Image Prompt:
A split illustration: one half in grey, showing a shadowed figure copying another, the other half in full, radiant colour, showing a figure painting or writing their own vibrant path. The words “Tell Your Own Story. Don’t Live Someone Else’s.” overlay the centre in crisp, motivational font.
Hashtags:
#OwnYourStory #Storytelling #InclusionMatters
4. "Mobilise the Masses—Change the World."
Image Prompt:
A stylised crowd scene, people holding flags or banners with inclusive symbols, all looking forward with hope. At their feet, roots intertwine and glow, symbolising grassroots strength. Text: “Mobilise the Masses—Change the World” in bold, dynamic script at the top.
Hashtags:
#MobiliseChange #InclusionBites #GrassrootsPower
5. "Being Yourself Never Goes Out of Style."
Image Prompt:
A chic, fashion-inspired design with multi-ethnic silhouettes, each with distinct fashion and hairstyle choices, walking together as if on a runway. Above, “Being Yourself Never Goes Out of Style” in elegant, modern lettering that pops.
Hashtags:
#BeYourself #InclusionIsFashion #InclusionBites
6. "Facts Don’t Change People—Stories Do."
Image Prompt:
An open book at the forefront, with luminous, semi-transparent ‘thought bubbles’ containing illustrated scenes and faces emanating from its pages. The phrase “Facts Don’t Change People—Stories Do” is etched across the clouds like a bookmark.
Hashtags:
#StoriesChangeLives #PowerOfStorytelling #InclusionBites
7. "Visibility is Power."
Image Prompt:
A powerful central figure (gender neutral, silhouette style) standing atop a mountain peak, with rays of light fanning out behind. Urban and rural scenes blend below, suggesting impact. “Visibility is Power” is boldly embossed beneath the image.
Hashtags:
#VisibilityIsPower #MakeItSeen #InclusionBites
8. "Walk with Alpacas, Change the Narrative."
(A fun nod to their conversation on alpacas—the episode’s unique twist!)
Image Prompt:
A cheerful, cartoonish alpaca wearing sunglasses and a campaign sash reading “Change the Narrative”, standing next to a human figure holding a microphone. Daisies and a rainbow in the background, with “Walk with Alpacas, Change the Narrative” in bold, friendly font.
Hashtags:
#ChangeTheNarrative #WalkWithAlpacas #InclusionBites
9. "If You Never Say Anything, How Can People Hear You?"
Image Prompt:
A figure about to open a large, ornate door, behind which light streams out to waiting, eager listeners. Text arching above the door: “If You Never Say Anything, How Can People Hear You?”
Hashtags:
#SpeakUp #BeHeard #InclusionBites
10. "Intentional Voices. Lasting Change."
Image Prompt:
A series of overlapping speech bubbles, each containing diverse faces or positive symbols, radiating outward. Centre text: “Intentional Voices. Lasting Change.” Colour scheme: cool blues, purples, and gold accents.
Hashtags:
#IntentionalVoices #LastingChange #InclusionBites
Each slogan is designed to spark connection and pride, drawing directly on the language, sentiment, and soundbites from “Raising Voices, Shaping Change.” These would look brilliant on mugs, t-shirts, stickers—and across social media.
Inclusion Bites Spotlight
Sarah McCracken joins Joanne Lockwood in “Raising Voices, Shaping Change,” this episode of The Inclusion Bites Podcast, to unravel the art and science of impactful communications for inclusion. As an award-winning PR and communications specialist, Sarah is driven by a passion for empowering women and amplifying marginalised voices. She brings deep expertise from her work in diverse sectors—healthcare, environment, politics, and business—championing the power of visibility and representation as catalysts for meaningful change.
Sarah’s approach is rooted in authenticity, credibility, and intentional action. She recognises that true PR is not about “spin,” but about building trust, aligning values, and sharing human-centred stories that resonate. With a keen sense for the nuances of reputation management, Sarah guides organisations to bridge the gap between who they claim to be and how they are perceived—reminding us that genuine engagement and evidence-based communication are key to sustainable impact.
Throughout their conversation, Sarah and Joanne delve into the pressing challenges faced by those championing DEI today—navigating negative PR, combating misinformation, and ensuring marginalised voices are not only heard but valued. They highlight the importance of storytelling to inspire action, strategies for myth-busting and countering toxic narratives, and the emotional dimensions of building trust in the workplace.
By sharing her journey, from grassroots campaigning to high-level lobbying, Sarah sheds light on practical techniques anyone can use to raise their profile and effect positive change. Her insights on confidence, overcoming imposter syndrome, and mobilising allies leave listeners equipped and energised to use their voice and platform—however modest or mighty—to drive inclusion forward.
Tune in for a vibrant, actionable conversation that reminds us: our stories matter, and together we can reshape the narrative for a more equitable future.
YouTube Description
YouTube Description:
What if your silence is costing the world real change?
In this powerful episode of Inclusion Bites Podcast, “Raising Voices, Shaping Change”, host Joanne Lockwood is joined by award-winning PR and communications expert Sarah McCracken. Together, they rip into the heart of visibility, authentic messaging, and how marginalised voices can be amplified in a world that often tries to silence them.
Discover how PR is more than just “spin”—it’s about owning your narrative honestly, building trust, and driving societal transformation. Sarah shares gripping stories from behind the scenes of high-impact campaigns, details about battling negative PR in Diversity, Equity, and Inclusion (DEI), and unearths why telling your own story matters now more than ever.
You’ll learn:
Why owning your voice beats reacting to toxic narratives
How to craft messages that connect emotionally and logically
Practical steps to engage stakeholders, politicians, and the wider public
Strategies for building reputation and visibility with integrity
The real impact of positive media and social content—regardless of who tries to shout you down
After listening, you’ll think twice before letting others define your story, feel compelled to speak up, and act with renewed confidence—whether you’re an established leader, a PR novice, or someone striving for belonging in your workplace or community.
Takeaways & Actions:
Start telling your own story before others do it for you
Use emotion as well as facts to connect with your audience
Challenge myths with evidence, but don’t get drawn into toxic arguments
Support marginalised voices by offering your platform or expertise
Leverage social media intentionally to build movements and advocate for change
Remember: people are listening even when you think they aren’t—make your message count
#OwnYourVoice #InclusionBites #DEI #RaisingVoices #ShapingChange #AuthenticityMatters #SpeakUp #PositivePR #Storytelling #ChangeMakers
Tune in now and become part of the change: https://seechangehappen.co.uk/inclusion-bites-listen
Contact Joanne: jo.lockwood@seechangehappen.co.uk for your own story or to join the conversation.
10 Question Quiz
Multiple Choice Quiz: “Raising Voices, Shaping Change” — Host’s Perspective – Inclusion Bites Podcast
1. What central aim does Joanne Lockwood set for the Inclusion Bites Podcast at the start of the episode?
A) To entertain with light-hearted stories
B) To delve into inclusion, belonging, and societal transformation
C) To discuss business strategies and profit
D) To promote national trust properties
2. Joanne invites listeners to engage by:
A) Submitting poetry about inclusion
B) Reaching out via her email to share insights or join the show
C) Phoning in with song requests
D) Donating to a national charity
3. According to Joanne’s introduction, what distinguishes Inclusion Bites from other diversity podcasts?
A) Focus on surface-level chit-chat
B) Solely discusses policy and legislation
C) Prioritises actionable insights and calls to action
D) Delivers celebrity gossip
4. What does Joanne suggest is essential for organisational PR and branding to align with inclusion principles?
A) Aggressive marketing campaigns
B) Authentic messaging aligned with internal values
C) Outsourcing all communications
D) Using only social media advertising
5. When facing negative PR around terms like DEI, Joanne observes that:
A) The media offers balanced coverage
B) Right-wing ‘anti-woke’ groups have influenced the narrative
C) All organisations receive fair representation
D) Everyone understands the facts clearly
6. How does Joanne articulate the challenge organisations face responding to misinformation and polarising statements?
A) She suggests counterarguing every point publicly
B) She proposes carefully considering when to respond, focusing on telling one’s own story
C) She supports ignoring all criticism
D) She advocates quick emotional reactions
7. In the context of lobbying and effecting societal change, what strategy does Joanne highlight for influencing politicians?
A) Organising public confrontations
B) Writing briefings, providing evidence, and engaging directly
C) Relying on social media outrage
D) Sending anonymous tips to journalists
8. Joanne notes that what helps bridge the ‘emotion versus logic’ gap in PR communication?
A) Presenting only facts and statistics
B) Storytelling, especially lived experiences
C) Increasing advertising budgets
D) Shortening all communications
9. What does Joanne believe about building personal or organisational reputation through PR?
A) It can be managed without regard to values
B) It requires aligning messaging with authentic reputation, listening to stakeholders, and clearly understanding outcomes
C) Success is only about amassing followers
D) Only negative stories gain traction
10. To encourage visibility and confidence for marginalised voices, Joanne recommends:
A) Waiting for media to notice on their own
B) Building credibility and telling stories through accessible channels like social media and podcasts
C) Using only traditional press releases
D) Avoiding platforms that promote engagement
Answer Key & Rationale
B) To delve into inclusion, belonging, and societal transformation
Rationale: Joanne frames the podcast as a platform for serious exploration into these themes, not entertainment.B) Reaching out via her email to share insights or join the show
Rationale: Joanne repeatedly invites engagement through direct contact (jo.lockwood@seechangehappen.co.uk).C) Prioritises actionable insights and calls to action
Rationale: She differentiates Inclusion Bites as more than a ‘diversity podcast’; it’s a call to action.B) Authentic messaging aligned with internal values
Rationale: Joanne stresses authenticity and alignment between what an organisation says and genuinely stands for.B) Right-wing ‘anti-woke’ groups have influenced the narrative
Rationale: She points out that DEI’s negative public image is in part due to such actors.B) She proposes carefully considering when to respond, focusing on telling one’s own story
Rationale: Joanne discusses the pitfalls of direct confrontation and the importance of owning your narrative.B) Writing briefings, providing evidence, and engaging directly
Rationale: Joanne describes lobbying as direct, evidence-based engagement with policymakers.B) Storytelling, especially lived experiences
Rationale: Joanne identifies emotional resonance via stories as bridging the logic-emotion divide.B) It requires aligning messaging with authentic reputation, listening to stakeholders, and clearly understanding outcomes
Rationale: She reinforces the importance of reputation management aligned with truth and stakeholder dialogue.B) Building credibility and telling stories through accessible channels like social media and podcasts
Rationale: Joanne highlights the power of accessible channels and community support to amplify underrepresented voices.
Summary Paragraph
Joanne Lockwood, host of the Inclusion Bites Podcast, sets a clear agenda: to explore inclusion, belonging, and societal transformation with depth and authenticity. She invites active listener involvement and positions the podcast as a unique, action-oriented platform, distinguishing it from superficial diversity discussions. Joanne underscores that successful PR for individuals and organisations hinges on authentic messaging that genuinely reflects their internal values and resonates with stakeholders. She acknowledges challenges like the negative PR surrounding DEI, often fuelled by right-wing narratives, and advises a measured response—focusing on owning and telling one’s own story, rather than engaging in fruitless public disputes. When it comes to creating change, she highlights the importance of direct engagement with policymakers through evidence-based briefings. Bridging the emotion-logic divide, Joanne champions the transformative power of storytelling, particularly lived experiences, to build understanding and momentum. Ultimately, she believes that reputation is best managed through alignment of messaging, steadfast listening, and a clear purpose, while the visibility of marginalised voices can be greatly enhanced by leveraging accessible platforms like social media and podcasts, thus shaping the future of inclusion one story at a time.
Rhyme Scheme and Rhythm Podcast Poetry
Raising Voices, Shaping Change
In lands where stories softly hide,
Amongst the hills and coastal tide,
A whisper grows into a voice,
And gives the silent cause to choice.
With courage shaped by journey’s end,
A spark compels the will to mend,
With every truth and every plea,
We claim the right to simply be.
Reputation’s fragile art,
Is not a stage, nor spin, nor part.
The soul of brand is lived, not worn,
Authenticity—not simply sworn.
When headlines crash like sudden storms,
New narratives are deftly formed;
To challenge myths and break the mould,
Let facts, not fear, be calmly told.
For every act of quiet grace,
Or noisy leaps for better place,
A gentle hand, a guiding word,
Transforms the way a truth is heard.
From poison ink and pointed claims,
With kindness, one can shift the frames.
Not all must shout or lead the throng—
Change marches gentle, steady, strong.
So gather voices, lift your shade,
In unity, bold futures made.
The power lies in sharing light,
In daring hope to conquer night.
Invite your friends to join the call,
Where change is found with bites so small—
Subscribe and share the message bright,
Let’s shape a world where all unite.
With thanks to Sarah McCracken for a fascinating podcast episode
Key Learnings
Key Learning & Takeaway:
The central message of this episode of The Inclusion Bites Podcast—“Raising Voices, Shaping Change”—is the transformational power of authentic visibility and voice in driving reputational change and inclusion. Sarah McCracken emphasises that purposeful, values-aligned communication is more than positive spin; it is about building credibility, empowering marginalised voices, and fostering genuine engagement to reshape narratives—particularly in the face of negative PR and polarised debates around diversity, equity, and inclusion.
Point #1: Authenticity Over Spin
Organisations cannot “PR” their way out of a poor reputation; authenticity is essential. Alignment between internal values and external messaging is critical—anything less will be found out. Instead of relying on “spin”, true progress comes from meaning what you say and showing it through consistent, honest action and communications.
Point #2: Proactive Storytelling as Reputation Management
PR is fundamentally about reputation management—engaging stakeholders, telling meaningful stories, and listening actively. Whether lobbying MPs, briefing journalists, or coaching individuals on confidence, the focus must move from reactive firefighting to proactive, intentional storytelling that resonates emotionally and logically.
Point #3: Empowering Marginalised Voices
The barriers to access and voice for marginalised groups must be deliberately addressed. Visibility, confidence-building, and accessible PR know-how are crucial; when more people know how to share their stories, grassroots change accelerates. Masterclasses, peer support, and community action can help dismantle these systemic barriers.
Point #4: Navigating Negative PR with Strategic Resilience
Countering toxic narratives—particularly around DEI—means telling your own story, not just reacting to others’ misinformation. Direct confrontation rarely wins hearts or minds; instead, myth-busting, fact-based advocacy, and maintaining integrity in your own narrative allows you to weather public storms, remain credible, and gradually influence public opinion and policy.
For more conversations that ignite inclusion and inspire real-world change, visit
Inclusion Bites Podcast or contact Joanne Lockwood at jo.lockwood@seechangehappen.co.uk.
Book Outline
Book Outline: "Raising Voices, Shaping Change: The Art of Visible, Authentic PR"
Introduction
Overview of the Power of Visibility and Communication
The transformative role of public relations (PR) in driving societal and organisational change.
Personal journey towards becoming a communications specialist with a focus on empowering diverse voices.
Purpose and structure of the book.
Chapter 1: Finding Purpose in PR
Summary:
A candid exploration of how a career in PR can serve as a catalyst for personal and communal change, drawing on first-hand experiences from campaigns and diverse sectors.
Subheadings:
Discovering a Passion for Communications
Early Experiences: From Healthcare to Politics
PR as an Agent of Societal Change
Realising the Impact: Campaigning for Smoke-Free Workplace Legislation
Case Study: Lobbying for Climate Change Law
Illustrative Example:
Recounting the sense of achievement during the Northern Ireland smoke-free campaign and subsequent legislation as a pivotal “we can do this” moment.
Reflection Exercise:
What motivates your professional journey? How does your work connect to the causes that matter to you?
Chapter 2: The Anatomy of Visibility and Reputation
Summary:
Understanding reputation management as distinct from marketing and advertising, and why authenticity—though sometimes an uncomfortable term—really matters.
Subheadings:
Defining PR: More Than Spin
Authenticity vs. Visibility: Navigating Language and Labour
The Interplay Between Internal Values and External Messaging
The Pitfalls of Inauthentic Communication
Key Quote:
“If you have a really shoddy reputation, no amount of PR is going to help that. You will get found out.”
Visual Aid Suggestion:
A diagram showing the feedback loop between internal culture, external messaging, and audience perception.
Chapter 3: Crafting the Narrative – What Makes News?
Summary:
A practical guide to creating compelling, newsworthy content—understanding media desires, targeting the right outlets, and centring human interest.
Subheadings:
The “Trist Test”: Topical, Relevant, Unique, Human
Building Media Relationships
From Press Releases to Podcasts: Adapting for the Channel
Case Study: Turning Routine Announcements into Newsworthy Stories
Anecdote:
Discussion about the difference between a cat up a tree and an escaped lynx—tying relevance, uniqueness, and human interest into story value.
Interactive Element:
Checklist for assessing the newsworthiness of organisational stories.
Chapter 4: Tackling Negative PR and Disinformation
Summary:
Strategies for organisations and individuals to deal with toxic narratives, reputation attacks, and the pitfalls of public rebuttal in today’s media climate.
Subheadings:
The Rise of “Spin” and Toxic Narratives in DEI
Why Not All Misinformation Should Be Confronted
Myth-Busting Without Amplifying Falsehoods
Fact-Checking, Lobbying, and Proactive Storytelling
Case Study: COVID-19, Climate Change, and Reputation Management
Key Quote:
“If you are to say, ‘So and so said x, y, and z, and here’s why that’s incorrect,’ you might actually be giving credibility to what’s incorrect.”
Action Step:
Develop your organisation’s myth-busting protocol and dos and don’ts for public engagement on hot-button issues.
Chapter 5: Building Movements, Mobilising Voices
Summary:
Techniques for enabling marginalised voices to access media and decision-makers, and the responsibility of those in positions of privilege to amplify others.
Subheadings:
Overcoming Barriers to Visibility
Allyship: Sharing Skills and Access
Skills Development: From Masterclasses to Social Media Campaigns
Real-Life Example: Supporting Underrepresented Groups to Find Their Voice
Lobbying and Direct Engagement with Politicians
Visual Aid Suggestion:
Flowchart: Steps for marginalised voices to connect with journalists, MPs, and build campaigns.
Exercise:
Plan a mini-campaign – outline your message, audience, and channels of influence.
Chapter 6: The Dance Between Emotion and Logic in Storytelling
Summary:
Unlocking the emotional power of storytelling in shaping behavioural change and harnessing both facts and feelings in effective PR.
Subheadings:
Bridging Emotional Resonance and Rational Argument
Using Personal Narratives to Make Impact
Coaching Spokespeople: Preparing for the Human Connection
Storytelling Case Study: Young Carers Advocacy
Key Quote:
“If I was to brief a spokesperson…and have them tell their story, that’s going to have a much bigger impact.”
Interactive Element:
Storyboarding template: Craft your narrative for maximum impact.
Chapter 7: Navigating Toxicity and Building Trust
Summary:
Advice and tactics for individuals and organisations on surviving and thriving amid workplace toxicity, social media negativity, and public criticism.
Subheadings:
Sharing Experiences: The Power of “Speaking it into Existence”
“Hiding in Plain Sight”: The Importance of Transparency
Knowing When and How to Respond to Criticism
Self-Care and Resilience in the Face of Negativity
Reflection Question:
Who can you trust as a confidante, and how do you support yourself and others who are experiencing toxic cultures?
Chapter 8: Social Media – The Democratization of PR
Summary:
Harnessing the pros and cons of social media, from broadcasting your message to managing risk and reputation—even when facing trolls and detractors.
Subheadings:
From Faxing Press Releases to Direct Broadcasting
Choosing Platforms for Your Audience
Managing Social Media Negativity: To Respond or Not?
Building a Movement with Intentionality and Consistency
Anecdotes of Positive Impact and Unintended Consequences
Key Quote:
“Anyone can do PR… by building up those relationships with journalists and politicians, we can start to make the meaningful change.”
Suggested Visual:
Table comparing social media platforms for varying communication needs and risks.
Chapter 9: Overcoming Imposter Syndrome and Raising Your Profile
Summary:
Practical steps for women and other underrepresented groups to cultivate confidence, establish credibility, and embrace their visibility journey.
Subheadings:
The Universality of Self-Doubt
Building Confidence Step by Step
Support Structures: Networking, Coaching, Women’s Networks
From Lurking to Leading: Social Media Case Studies
Celebrating Everyday Brilliance
Action Step:
First post challenge: Draft and share your first story or insight with a supportive network.
Chapter 10: Measuring Success in PR – Beyond ROI
Summary:
Setting and tracking meaningful objectives for visibility, influence, and reputation, while managing expectations and recognising intangible wins.
Subheadings:
Objective Setting: Reputation, Visibility, and Impact
Credibility Through Earned Media
Measuring the Uplift: From Features to Followers
The Long-Term Value of Reputation Building
Visual Aid Suggestion:
Dashboard example of PR goals and non-monetary outcomes.
Conclusion: Be the Story, Shape the Change
Summary:
A rallying call to embrace one’s own narrative, support others in finding their voice, and approach PR as a force for good—building movements, changing minds, and fostering inclusion from the ground up.
Call to Action:
Share your story, empower others, and use your platform to create meaningful, lasting change in your sphere of influence.
Appendix
Resources: Further Reading, PR Tools, Sample Press Release Templates
Reflection Questions and Exercises for Each Chapter
Action Plan Worksheets
Title Suggestions
Raising Voices, Shaping Change: The Art and Impact of Visible, Authentic PR
The Confidence to Be Heard: A Modern Guide to PR, Storytelling, and Social Change
Beyond the Spin: Real Visibility for Real Change
From Invisible to Influential: Empowering Women and Diverse Voices in PR
Speak Up, Stand Out: Purposeful Communications in a Noisy World
Chapter Summaries (Brief)
Chapter 1: Lays the foundation of a purposeful PR journey, highlighting the link between communications and impactful change.
Chapter 2: Introduces key distinctions around authenticity, reputation, and communication strategy.
Chapter 3: Details how to create and pitch stories that cut through media noise by focusing on what is truly newsworthy.
Chapter 4: Offers strategies for navigating and diffusing negative publicity and misinformation.
Chapter 5: Guides readers in amplifying marginalised voices and building alliances for change.
Chapter 6: Demonstrates the pivotal role of emotional storytelling in advocacy.
Chapter 7: Addresses building resilience and trust amid negativity or abuse, particularly for women and minoritised groups.
Chapter 8: Equips readers for social media PR—leveraging its strengths, combatting its weaknesses.
Chapter 9: Provides a path to personal and collective visibility for those battling imposter syndrome.
Chapter 10: Explains how to set meaningful goals and measure PR success beyond simple ROI.
Review & Refinement Process:
Expert validation by PR professionals and diversity advocates.
Pilot chapters shared with target readers for feedback.
Iterative refinement to ensure clarity, inclusion, and impact.
This outline transforms the podcast’s conversational richness and insights into a reader-friendly, actionable framework—maintaining the guest’s perspective while equipping readers to raise voices, shape change, and become effective advocates in their own right.
Maxims to live by…
Maxims for Raising Voices and Shaping Change
Champion Authenticity, Not Facades
Project values and intentions that are aligned with who you truly are; avoid performative personas or misleading narratives.Prioritise Impact over Image
Aim to create meaningful societal change rather than focusing solely on public perception or accolades.Cultivate Boldness in Storytelling
Dare to share personal and organisational stories with courage—real change begins when quiet voices rise with conviction.Listen before You Speak
Engage stakeholders not just with announcements, but through active, empathetic listening and dialogue.Know That Reputation Is Earned, Not Spun
Reputation is built through consistent action and values, not through artful ‘spin’. Truth endures where pretence falters.Build Confidence in Yourself and Others
Support those around you to step into the spotlight, sharing the tools and encouragement for others to be visible and heard.Amplify Marginalised Voices
Actively seek out and promote the voices that are less often heard. True inclusivity means making room for all stories.Harness the Power of Positive Visibility
Use media, social platforms, and networks to spread stories of resilience, innovation, and hope—as well as challenge injustice.Respond to Negativity Strategically, Not Reactively
When faced with criticism or misinformation, opt for dignified responses and myth-busting, rather than public confrontation or silence.Shape Narratives with Integrity
Facts, evidence, and considered emotion should underpin communications—stories, not statistics, move hearts and minds.Embrace Social Media Intentionally
Use digital platforms wisely to connect, campaign, and educate, remaining mindful of tone, impact, and audience.Accept That Disagreement Will Come with Influence
Polarisation is inevitable when pushing for progress; focus on resonating with your audience rather than appeasing every detractor.Mobilise Community and Foster Solidarity
Change is rarely achieved in solitude; build movements by uniting likeminded individuals and organisations.Advocate for Yourself and for Others
Write, speak, and knock on doors—engage directly with decision-makers and never underestimate the power of informed lobbying.Own Your Mistakes and Learn Publicly
When things go wrong, address errors honestly and with humility. Rebuilding trust requires transparency and accountability.Value Persistence over Perfection
Growth and influence are journeys, not destinations. Begin with small steps—momentum compounds over time.Rise to Disrupt the Status Quo
Challenging outdated norms or injustices requires resilience, resourcefulness, and a willingness to disrupt comfort for progress.Celebrate Everyday Changemakers, Not Just Celebrities
Recognise the power of ordinary people making incremental changes—heroism does not require a spotlight.Encourage Stories of Hope, Not Merely Problems
While acknowledging hardships, focus on solutions and progress to inspire action rather than despair.Never Underestimate Your Voice
Whether speaking, writing, or acting behind the scenes, every contribution can spark ripples of change.
Each of these maxims is a call to action—inviting you to raise your voice, support others, and shape a world where inclusion and meaningful change are not aspirations, but realities.
Extended YouTube Description
YouTube Video Description: Raising Voices, Shaping Change | Inclusion Bites Podcast Ep. 157 with Sarah McCracken
Unlock the power of authentic communications and effective PR for driving inclusion, diversity, and positive change in your organisation! In Episode 157 of the Inclusion Bites Podcast, host Joanne Lockwood welcomes award-winning PR and communications specialist Sarah McCracken to discuss strategies for empowering marginalised voices, breaking through negative media noise, and building confidence in visibility — both for individuals and organisations.
🔔 Subscribe for bold conversations on inclusion:
www.youtube.com/channel/UCxxxxxxx
🌐 For more resources and show notes, visit:
https://seechangehappen.co.uk/inclusion-bites-listen
Timestamps:
00:00 - Introduction to Inclusion Bites & today’s guest
01:06 - Who is Sarah McCracken? Her superpower in communications
03:10 - What drives Sarah’s passion for PR, visibility, and DEI?
04:15 - Real-world examples: Campaigning for smoke-free workplaces & climate change
06:09 - PR vs Marketing: Aligning external and internal messaging
07:50 - The pitfalls of ‘spin’ and the importance of genuine storytelling
09:37 - Integrating PR and marketing for organisational change
13:05 - The DEI ‘bad PR’ phenomenon: How does misinformation spread?
14:41 - Fighting back: Strategies for countering toxic narratives
17:28 - How to proactively shape your own story
21:29 - Lobbying and advocacy: Practical approaches for pressing issues
23:15 - Overcoming toxic workplaces and creating trust
30:28 - Empowering marginalised voices: Practical visibility strategies
41:19 - Supporting female-led businesses in building confident brands
43:36 - From imposter syndrome to owning your narrative
49:09 - Handling criticism and online negativity as a changemaker
54:37 - Measuring the real impact of PR
56:00 - Personal branding: What are they saying when you’re not in the room?
59:00 - Where to connect with Sarah McCracken
1:01:29 - Closing thoughts and call to action
Episode Overview & Key Insights
This episode dives deeply into the intersection of public relations, diversity and inclusion, and organisational reputation management. With the increase in polarising narratives and the challenge of misinformation around DEI (diversity, equity, and inclusion), Sarah McCracken shares actionable expertise drawn from her decades of experience in healthcare, politics, climate activism, and more.
Key Topics Covered:
PR vs Marketing for Inclusive Change: Understand the crucial differences and why alignment matters for authentic organisational culture.
Managing Reputation in a Polarised Climate: Discover how to combat negative PR, resist toxic narratives, and effectively ‘tell your own story’ rather than being drawn into hostile discourses.
Empowering Marginalised & Diverse Voices: Practical steps for individuals and teams to build media relationships, boost confidence, and increase the visibility of authentic lived experiences.
Advocacy & Lobbying for Legislation: Real examples of influencing political decision-makers and practical tips for anyone hoping to drive legislative or organisational change.
Building Personal & Organisational Brand Confidence: Overcoming imposter syndrome, embracing your story, and managing criticism (even through social media storms).
Actionable Storytelling & Content Strategies: How to craft engaging narratives for press, social media, and internal audiences without resorting to ‘spin’.
Sustaining Inclusion & Belonging: The importance of listening, stakeholder engagement, and community momentum for long-term impact.
Who Should Watch?
This episode is essential viewing for HR professionals, communications specialists, DEI leaders, business owners (particularly women entrepreneurs), and anyone seeking frameworks to champion inclusion and resilience in the workplace.
Takeaway Value:
Walk away with insights you can apply immediately: in your communications plans, leadership approach, and in empowering others to raise their voices. Whether you’re shaping public narratives or simply striving to make your team more inclusive, this is your essential toolkit for building trustworthy, valued brands in today’s world.
💬 Get involved:
Share your thoughts, questions, or personal stories in the comments below, or reach out to Joanne at jo.lockwood@seechangehappen.co.uk to join the podcast family.
👉 Subscribe for more insights on inclusion, communications, and leadership
🔗 Visit www.seechangehappen.co.uk for free resources and more thought-provoking content
🕑 Watch another related episode: [Browse the Inclusion Bites playlist]
#InclusionBites #DiversityAndInclusion #PublicRelations #ReputationManagement #DEI #VisibilityMatters #WomenInBusiness #AuthenticStorytelling #HRLeadership #BiasToBelonging #ChangeMakers #LeadershipDevelopment #CommunicationsStrategy #PersonalBranding #SocialChange #SeeChangeHappen #Podcast
Empower your voice. Shape the future of inclusion. Watch now and be inspired!
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Amplifying Authentic Voices: Raising Awareness, Shaping Change
Why is it that, even when organisations appear committed to visibility and representation, the voices of marginalised and minoritised groups still so often remain unheard—or worse, are misrepresented or drowned out amidst a cacophony of “spin” and polarisation? If you’ve ever asked yourself how authentic stories can build genuine change, you’re not alone. This week on the Inclusion Bites Podcast, I tackle these very questions head-on with the dynamic Sarah McCracken, an award-winning PR and communication specialist, acclaimed for empowering diverse voices and equipping women to step into the spotlight with confidence.
Whether you’re an HR leader, a Talent specialist, Learning and Development lead, or anyone striving to nurture cultures of trust and belonging, this episode—"Raising Voices, Shaping Change"—offers a candid exploration of the intersection between public relations, visibility, and inclusive leadership.
Navigating the Politics of Visibility
During our rich conversation, Sarah and I wove through the sometimes thorny, sometimes uplifting landscape of PR, messaging, and authentic organisational culture. We peeled back the curtain on what it really means to manage reputation in today’s climate—one increasingly defined by misinformation, media polarisation, and rising attacks on the very principles of equity and inclusion.
Sarah brought decades of insight, moving from her roots in County Down, Northern Ireland, to leading landmark campaigns on smoking cessation and climate legislation. Along the way, she’s coached countless individuals and organisations to break free from invisibility, challenge negative stereotypes, and tell their stories with courage and clarity.
Together, we delved into questions acutely relevant to those on the frontlines of cultural change:
Is “authenticity” in PR merely the latest buzzword, or is it a non-negotiable when building trust?
How do we counter negative onslaughts against DEI without fuelling the flames of argument and defensiveness?
What role does emotional storytelling play in bridging the notorious gap between logic and action?
How do marginalised groups break through when they lack privilege—and how can those of us with influence lend a platform?
Lessons from the Storyteller’s Workshop
Here are the actionable insights Sarah and I unpacked—practical steps for anyone wishing to move beyond lip service and genuinely amplify inclusion:
Reputation Is Earned, Not Manufactured
No amount of slick messaging can salvage a flawed culture. Organisations—and leaders—must first live their values. PR cannot gloss over systemic issues or “spin” broken cultures; your reputation, internally and externally, is built incrementally on real actions and honest engagement.Strategic Storytelling Changes Hearts and Minds
Facts are necessary, but stories connect. Find real voices within your organisation—whether a young carer, a frontline leader, or someone quietly driving climate action—and let them share their lived experiences. This builds emotional investment and humanises policy or process change.Resist the ‘Spin Doctor’ Temptation
If you’re tempted to over-polish or massage the truth, pause. As Sarah reminded us, stakeholders will sniff out insincerity. Instead, align your internal reality with your external narrative. This means owning mistakes, inviting feedback, and openly evolving—no behind-the-scenes tap dancing.Choose Your Battles and Platforms Wisely
When faced with negative PR—especially around DEI—avoid being baited into public spats. Instead, focus on sharing your own narrative, arming allies with credible information, and using platforms (such as LinkedIn or direct briefings to MPs) where your message is likely to find fertile ground. Myth-busting is vital, but so is not legitimising the disinformation by constantly responding to it.Use Your Privilege to Build Platforms—Not Pedestals
For those of us with reach or influence, the task is to hold the door open. Sarah underscored the importance of community—offering training, visibility masterclasses, and encouragement to those who’ve historically been silenced. Sometimes, this means relinquishing the spotlight to amplify another’s story, or enabling access to decision-makers and media themselves.
A Taste of the Episode
Curious about how these strategies sound in action? I invite you to watch a one-minute audiogram, capturing one of the episode’s most thought-provoking moments with Sarah. It’s a brief but powerful window into our dialogue around authenticity, storytelling, and the resistance many feel to raising their profile. Watch the audiogram now for a swift dose of inspiration and practical advice.
Listen, Share, and Multiply the Impact
If these themes resonate with you—or if you’re wrestling with how to bridge the chasm between internal culture and external perception—this episode is a must-listen. Sarah’s candour and tactical wisdom will benefit anyone seeking to spark authentic change, navigate complexity, and champion the voices that too often remain in the shadows.
👉 Listen to the full episode here
Consider sharing this episode with your colleagues, HR and L&D teams, or network of D&I champions—the ripples of conversation you start today could provoke transformative shifts tomorrow.
What Next for Your Organisation?
Ask yourself: Whose voice is missing in your workplace narrative—and what’s stopping it from being heard?
Reflect on the lessons from Sarah’s journey: Will you reach for a megaphone or a listening ear? Will you trade the comfort of well-worn platitudes for the sometimes uncomfortable work of real storytelling and reputation-building? The choice, as always, sits with you—and the stories that your organisation is willing to champion.
If you’d like to discuss these themes—or need a sparring partner as you champion inclusion in your setting—my inbox is always open at jo.lockwood@seechangehappen.co.uk.
Until next time, let’s keep rewriting the script of inclusion—one authentic voice, one brave story at a time.
Warm regards,
Joanne Lockwood
Host of the Inclusion Bites Podcast
The Inclusive Culture Expert at SEE Change Happen
Let’s stay connected and keep the momentum going:
YouTube – Experience episode highlights, thought leadership, and stories from changemakers.
LinkedIn – Join regular DEI conversations and grow your professional community.
TikTok – Dive into bite-sized inclusion insights and practical takeaways.
Website – Explore guides, blogs, consultancy, and avenues to collaborate.
What’s the next story waiting to be told in your organisation—and who is ready to raise their voice?
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