Raising Voices, Shaping Change

Joanne Lockwood

Tags: Empowering Women, Raising Voices, Shaping Change, Inclusive Storytelling, Diverse Representation, Authentic Communication, Public Relations, Building Confidence, Navigating Media, Campaigning for Change, Visibility and Voice.

How PR Shapes Authentic Change in a Noisy World

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.

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.

Published: 01.05.2025

Recorded: 04.02.2025 Episode Length

Duration: 1:01:35

Shownotes:

AI Extracts and Interpretations
app.castmagic.io The Inclusion Bites Podcast #157 Raising Voices, Shaping Change
Other Links
seechangehappen.co.uk SEE Change Happen: The Inclusive Culture Experts
Inclusion Bites Podcast on YouTube

Clips and Timestamps

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 [00:04:24 → 00:04:41]

How to Make Your Story Newsworthy: “Just because you think it’s good, doesn’t make it newsworthy.”
— Sarah McCracken [00:12:01 → 00:12:03]

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 [00:14:19 → 00:14:31]

Authenticity in Leadership: “But, yeah, you do you and do it really, really well.”
— Sarah McCracken [00:17:55 → 00:17:57]

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 [00:19:23 → 00:19:33]

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 [00:22:32 → 00:22:43]

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 [00:36:15 → 00:36:24]

Coping with Online Criticism: “But it can be difficult, especially if people are attacking you personally.”
— Sarah McCracken [00:37:57 → 00:38:00]

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 [00:40:07 → 00:40:12]

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.”
— Sarah McCracken [00:55:28 → 00:55:40]

Definition of Terms Used

Spin (in PR)

Definition: “Spin” refers to the strategic presentation of information or events by public relations professionals, often putting a particular slant on a story to cast an individual, organisation, or cause in a positive (or sometimes less negative) light.
Relevance: The episode addresses how PR practitioners, especially in political or crisis contexts, are labelled as “spin doctors”, which implies manipulation rather than honest communication; Sarah McCracken pushes back against this, advocating for transparency and authenticity.
Examples: A political adviser describing negative economic data as a “temporary setback” rather than acknowledging recession; reframing a product recall as a demonstration of a company’s commitment to safety.
Related Terms: Framing, Narrative Shaping, Media Messaging, Crisis Communications
Common Misconceptions: Many believe all PR is simply “spinning” the truth, whereas ethical practice involves honest storytelling and stakeholder engagement rather than distortion or deception.

Stakeholder Engagement

Definition: Stakeholder engagement is the process of actively involving individuals, groups, or organisations who have an interest or stake in a decision, issue, or project, ensuring their perspectives are heard and valued.
Relevance: Central to Sarah McCracken’s PR philosophy, stakeholder engagement forms the backbone of effective reputation management and is crucial for shaping campaigns that reflect diverse voices and perspectives.
Examples: Consulting staff or customers before launching a new inclusion initiative; inviting public input into community projects or policies.
Related Terms: Consultation, Participatory Decision-Making, Public Affairs, Internal Communications
Common Misconceptions: Stakeholder engagement is sometimes thought of as mere box-ticking or a publicity exercise, but when done authentically, it leads to lasting organisational change and enhanced trust.

Public Affairs

Definition: Public affairs is a branch of public relations focused on building relationships and communicating with government bodies, politicians, and policymakers to influence public policy, legislation, and societal outcomes.
Relevance: Sarah references working on public affairs campaigns (such as smoke-free legislation and climate change law) and describes briefing policymakers as a vital tactic for effecting systemic change beyond media headlines.
Examples: Lobbying parliamentarians to support equality legislation; preparing position papers for select committees; engaging local councillors to back community projects.
Related Terms: Lobbying, Advocacy, Government Relations, Political Communications
Common Misconceptions: Public affairs is sometimes conflated with underhand lobbying or secretive influence, but in reality, it often focuses on transparent, evidence-based advocacy and democratic engagement.

Myth Busting

Definition: Myth busting refers to the proactive identification and correction of misinformation, misunderstandings, or deliberate falsehoods circulating in public discourse, especially via the media or social channels.
Relevance: The episode highlights the vital role of myth busting in DEI (Diversity, Equity, and Inclusion) communications, particularly when countering the negative PR and culture war narratives that seek to undermine inclusion.
Examples: Publishing fact sheets to counter anti-vaccine misinformation; creating social media campaigns debunking gender equality myths; clarifying organisational stances on controversial issues.
Related Terms: Fact Checking, Disinformation, Reputation Defence, Crisis Communications
Common Misconceptions: Some assume myth busting always backfires by amplifying the myth. However, targeted, evidence-based clarification is often essential for protecting organisational reputation and public trust.

Imposter Syndrome

Definition: Imposter syndrome is a psychological pattern where individuals doubt their abilities or accomplishments and fear being exposed as a fraud, despite evidence of their competence or success.
Relevance: Sarah McCracken and Joanne Lockwood both discuss their personal experiences of imposter syndrome, particularly among women and underrepresented groups trying to find and assert their voice in public, professional, or online spaces.
Examples: A business leader feeling unqualified to speak at a conference despite years of experience; a woman hesitating to post her achievements on social media for fear of judgement or being “found out.”
Related Terms: Self-Doubt, Confidence Gap, Limiting Beliefs, Psychological Safety
Common Misconceptions: It’s often mistakenly thought to be a sign of actual incompetence or weakness, when in fact it is a common experience—especially among high-achieving or marginalised individuals—and can be managed or overcome through support and self-awareness.