The Inclusion Bites Podcast - #157: Raising Voices, Shaping Change

Episode Category

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Primary Category: Female Empowerment Secondary Category: Inclusive Communications

🔖 Titles

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1. Empowering Diverse Voices: How PR Shapes Authentic Change in a Noisy World 2. Navigating Negative PR: Reclaiming the Narrative for DEI and Social Good 3. Building Confidence and Visibility: Amplifying Marginalised Voices Through PR 4. Beyond Spin: Creating Real Impact With Honest Storytelling and Communication 5. Resisting Toxic Narratives: Fact-Checking, Lobbying, and Shaping Inclusive Change 6. Turning the Tide on Bad PR: Strategies for Authentic and Inclusive Communications 7. The Power of Story: Championing Women, Diversity, and Reputation in Modern PR 8. From Silence to Influence: Tools for Raising Voices in Marginalised Communities 9. Authentic Storytelling in PR: Bridging Emotion and Logic to Inspire Societal Change 10. Shaping Tomorrow: Mobilising Communities and Constructive PR for Positive Change

A Subtitle - A Single Sentence describing this episode

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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

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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

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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

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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"

🎞️ Clipfinder: Quotes, Hooks, & Timestamps

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Sarah McCracken 00:04:24 00:04:41

Viral Topic: 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."

Sarah McCracken 00:12:01 00:12:03

How to Make Your Story Newsworthy: "Just because you think it's good, doesn't make it newsworthy."

Sarah McCracken 00:14:19 00:14:31

Viral Topic: 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?"

Sarah McCracken 00:17:55 00:17:57

Authenticity in Leadership: "But, yeah, you do you and do it really, really well."

Sarah McCracken 00:19:23 00:19:33

Viral Topic: Effective Advocacy in Politics: "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."

Sarah McCracken 00:22:32 00:22:43

The Power of Personal Storytelling: "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."

Sarah McCracken 00:36:15 00:36:24

The Double-Edged Sword of Social Media: "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."

Sarah McCracken 00:37:57 00:38:00

Coping with Online Criticism: "But it can be difficult, especially if people are attacking you personally."

Sarah McCracken 00:40:07 00:40:12

The Dangers of Echo Chambers in Decision-Making: "If it's people you've surrounded with because they say yes, that's not gonna help you in the long term."

Sarah McCracken 00:55:28 00:55:40

The Power of PR for Credibility: "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."

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🎙️ 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

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**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

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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

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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

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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

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**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

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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

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1. 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? 2. 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? 3. 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? 4. 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. 5. 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

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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

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**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? --- 🎧 [Listen to the episode here.](https://seechangehappen.co.uk/inclusion-bites-listen) --- **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

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🧵 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

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**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](https://seechangehappen.co.uk/inclusion-bites-listen) 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

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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 1. **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. 2. **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. 3. **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. 4. **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. 5. **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. 6. **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](https://seechangehappen.co.uk/inclusion-bites-listen).** 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

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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

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**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”. 1. **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? 2. **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. 3. **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. 4. **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. 5. **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. 6. **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](https://seechangehappen.co.uk/inclusion-bites-listen), and let’s change the narrative together.*

The standout line from this episode

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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

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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: 1. **How does Sarah McCracken define the real purpose of PR, and in what ways does she distinguish it from mere 'spin' or inauthentic messaging?** 2. **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?** 3. **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?** 4. **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?** 5. **How can visibility and confidence-building in underrepresented groups help shift societal perceptions, and what practical steps does Sarah suggest to foster this visibility?** 6. **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?** 7. **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?** 8. **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?** 9. **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?** 10. **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

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**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](http://www.theprclub.co.uk) - Inclusion Bites Podcast: - Listen and subscribe: [https://seechangehappen.co.uk/inclusion-bites-listen](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

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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

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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

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1. 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. 2. 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. 3. 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. 4. 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. 5. 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

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**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

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1. 5 Proven PR Strategies to Combat Toxic DEI Narratives | 10,000+ Voices Empowered in Northern Ireland | Sarah @ The PR Club 2. How to Transform Visibility and Reputation: Lessons from Leading Smoke-Free Campaigns Affecting 2 Million+ | Sarah @ The PR Club 3. From Imposter Syndrome to Media Confidence: Top Insights from 157 Inclusion Bites Episodes | Sarah @ The PR Club

Email Newsletter about this Podcast Episode

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**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!](https://seechangehappen.co.uk/inclusion-bites-listen) 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

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**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](https://seechangehappen.co.uk/inclusion-bites-listen).

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**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!

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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

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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

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**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

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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 1. **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. 2. **Visibility** - Not merely being seen, but consciously raising one’s profile or that of an organisation or movement, especially among marginalised voices. 3. **Stakeholders** - Individuals or groups with an interest in an organisation’s actions—goes beyond shareholders; includes staff, community, media, and policymakers. 4. **Spin** - Used pejoratively to describe the manipulative crafting of messages, particularly when it lacks authenticity or is misaligned with reality. 5. **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. 6. **Human Interest** - Angling stories through personal narratives or emotional connection to make them more relatable and impactful for target audiences. 7. **Media Work** - Activity and strategy related to engaging with journalists and the news cycle, such as writing press releases and pitching stories. 8. **News Agenda** - The overarching priorities or trends in current events, affecting what topics are likely to receive media attention at any given time. 9. **Myth Busting** - Actively countering misinformation by fact-checking and correcting false narratives, particularly relevant in the context of polarised topics like DEI. 10. **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. 11. **Public Affairs** - An aspect of communications focused on influencing policy and legislative change, including lobbying politicians and shaping debates. 12. **Lobbying** - The act of attempting to influence politicians’ or policymakers’ decisions, often via direct briefings or written statements. 13. **Reputation Management** - A holistic process of monitoring and influencing both public perception and the internal alignment of values and actions. 14. **Crisis Communications** - Strategies employed when something has gone wrong and reputation is at risk, requiring transparency and sometimes, owning the narrative publicly. 15. **Imposter Syndrome** - The internalised belief that one is not as competent as others perceive, even when evidence says otherwise—common amongst those raising visibility. 16. **Limiting Beliefs** - Deep-seated assumptions that restrict a person’s confidence or ambition, often a barrier to seeking visibility or leadership. 17. **Marginalised Voices** - Individuals or groups systematically excluded from dominant channels of communication, decision-making, or influence. 18. **Fact Checkers** - Specialised individuals or organisations that verify the accuracy of information in the public domain, crucial in the fight against misinformation. 19. **Echo Chamber** - Describes social media environments where people are only exposed to views similar to their own, reinforcing biases and limiting broader engagement. 20. **Influencer / Personal Brand** - The intentional cultivation of an individual’s reputation and presence—especially via platforms like LinkedIn—to increase influence and credibility. 21. **Campaigning** - Organised activities designed to bring about social, policy, or legislative change, often linked with PR strategies. 22. **Diversity, Equity, Inclusion (DEI/EDI)** - Discussed not just as a concept but as a “brand” under siege from negative messaging and misinformation. 23. **Stereotyping of ‘Activist’** - The labelling of someone as an ‘activist’ to delegitimise or trivialise their position, often as a tactic in negative PR. 24. **Media Training** - Structured guidance for individuals on how to communicate effectively with the press, anticipate difficult questions, and maintain control of their narrative. 25. **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.

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**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: 1. **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. 2. **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. 3. **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. 4. **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. 5. **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. 6. **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. 7. **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. 8. **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. 9. **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. 10. **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](https://seechangehappen.co.uk) and listen to more episodes of the Inclusion Bites Podcast at [https://seechangehappen.co.uk/inclusion-bites-listen](https://seechangehappen.co.uk/inclusion-bites-listen). Stay curious, stay kind, and stay inclusive - Joanne Lockwood

Root Cause Analyst - Why!

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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 1. **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. 2. **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. 3. **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. 4. **Promote Organisational Self-Reflection:** - Encourage leadership teams to critically evaluate internal versus external culture and messaging, prioritising real alignment over polished ‘spin’. 5. **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. 6. **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

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| Slide | Content | |-----------------------------------------------|-----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------| | Opening Slide | Enhance your organisation’s reputation and influence by mastering these five best practices for authentic visibility and impact. This checklist will help HR, DEI, TA, and OD leaders build trust, navigate reputational challenges, support marginalised voices, and mobilise colleagues for meaningful, positive change. | | 1. Anchor Actions in Authenticity | Ensure that your messaging honestly aligns with your organisational values and behaviour. Avoid “spin” or superficial gestures—stakeholders will see through inauthenticity. Prioritise openness and trust to create a lasting, positive reputation internally and externally. | | 2. Prioritise Stakeholder Engagement | Actively listen and respond to both internal and external stakeholders. Two-way communication fosters trust, uncovers unseen challenges, and strengthens your strategy. Engagement is not merely about broadcasting but about meaningful dialogue that moves the agenda forward. | | 3. Tell Human-Centred Stories | Facts alone rarely drive change—emotional connection is key. Highlight real stories from those affected by your initiatives to bridge the gap between logic and emotion. Empower diverse voices within your organisation so your message is relatable, credible, and memorable. | | 4. Prepare for Crisis with Clarity | When facing negative publicity or misinformation, avoid direct confrontation or denial wars. Instead, own your narrative, communicate your purpose, and respond with evidence-based clarity. A strong, values-driven response protects reputation and minimises long-term damage. | | 5. Empower Marginalised and Diverse Voices | Actively identify, support, and give platforms to those historically overlooked in communications. Foster visibility-building skills, share ownership of the narrative, and ensure everyone feels safe, confident, and included in shaping organisational change. | | Closing Slide | Ready to ignite positive change and amplify your organisation’s impact? Connect with Joanne Lockwood at SEE Change Happen to discover how inclusive communications can drive transformation. Visit https://seechangehappen.co.uk for insights and support. Let’s make change happen—together. |

Episode Carousel

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**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

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**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](https://seechangehappen.co.uk/inclusion-bites-listen), or share your own story with me at jo.lockwood@seechangehappen.co.uk. Let’s keep shaping change together.*

TikTok Summary

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🎙️ 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

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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

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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

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**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

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**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** 1. **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.* 2. **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).* 3. **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.* 4. **B) Authentic messaging aligned with internal values** *Rationale: Joanne stresses authenticity and alignment between what an organisation says and genuinely stands for.* 5. **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.* 6. **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.* 7. **B) Writing briefings, providing evidence, and engaging directly** *Rationale: Joanne describes lobbying as direct, evidence-based engagement with policymakers.* 8. **B) Storytelling, especially lived experiences** *Rationale: Joanne identifies emotional resonance via stories as bridging the logic-emotion divide.* 9. **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.* 10. **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

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**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

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**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](https://seechangehappen.co.uk/inclusion-bites-listen) or contact Joanne Lockwood at jo.lockwood@seechangehappen.co.uk.

Book Outline

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**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 1. **Raising Voices, Shaping Change: The Art and Impact of Visible, Authentic PR** 2. **The Confidence to Be Heard: A Modern Guide to PR, Storytelling, and Social Change** 3. **Beyond the Spin: Real Visibility for Real Change** 4. **From Invisible to Influential: Empowering Women and Diverse Voices in PR** 5. **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…

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**Maxims for Raising Voices and Shaping Change** 1. **Champion Authenticity, Not Facades** Project values and intentions that are aligned with who you truly are; avoid performative personas or misleading narratives. 2. **Prioritise Impact over Image** Aim to create meaningful societal change rather than focusing solely on public perception or accolades. 3. **Cultivate Boldness in Storytelling** Dare to share personal and organisational stories with courage—real change begins when quiet voices rise with conviction. 4. **Listen before You Speak** Engage stakeholders not just with announcements, but through active, empathetic listening and dialogue. 5. **Know That Reputation Is Earned, Not Spun** Reputation is built through consistent action and values, not through artful ‘spin’. Truth endures where pretence falters. 6. **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. 7. **Amplify Marginalised Voices** Actively seek out and promote the voices that are less often heard. True inclusivity means making room for all stories. 8. **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. 9. **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. 10. **Shape Narratives with Integrity** Facts, evidence, and considered emotion should underpin communications—stories, not statistics, move hearts and minds. 11. **Embrace Social Media Intentionally** Use digital platforms wisely to connect, campaign, and educate, remaining mindful of tone, impact, and audience. 12. **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. 13. **Mobilise Community and Foster Solidarity** Change is rarely achieved in solitude; build movements by uniting likeminded individuals and organisations. 14. **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. 15. **Own Your Mistakes and Learn Publicly** When things go wrong, address errors honestly and with humility. Rebuilding trust requires transparency and accountability. 16. **Value Persistence over Perfection** Growth and influence are journeys, not destinations. Begin with small steps—momentum compounds over time. 17. **Rise to Disrupt the Status Quo** Challenging outdated norms or injustices requires resilience, resourcefulness, and a willingness to disrupt comfort for progress. 18. **Celebrate Everyday Changemakers, Not Just Celebrities** Recognise the power of ordinary people making incremental changes—heroism does not require a spotlight. 19. **Encourage Stories of Hope, Not Merely Problems** While acknowledging hardships, focus on solutions and progress to inspire action rather than despair. 20. **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

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**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: 1. **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. 2. **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. 3. **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. 4. **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. 5. **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](https://url.seech.uk/ibs157) 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](https://www.youtube.com/channel/UCyQ8PhzTPfZOBvCBzwCo-hg) – Experience episode highlights, thought leadership, and stories from changemakers. - [LinkedIn](https://www.linkedin.com/in/jolockwood/) – Join regular DEI conversations and grow your professional community. - [TikTok](https://www.tiktok.com/@seechangehappen) – Dive into bite-sized inclusion insights and practical takeaways. - [Website](https://seechangehappen.co.uk) – 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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