Raising Voices, Shaping Change

Joanne Lockwood is joined by PR and communications specialist Sarah McCracken to explore how public relations can be used as a genuine tool for meaningful change, rather than “spin.” They unpack how organisations and individuals can align what they do with what they say publicly, build credibility, and communicate with intention in a noisy media landscape.

The conversation looks at what makes a story land: clarity of purpose, a defined audience, and human interest. Sarah shares practical approaches to reputation management and campaigning, including when to avoid public arguments, how to myth-bust without amplifying misinformation, and why listening to stakeholders matters as much as broadcasting messages.

They also discuss visibility and confidence, especially for women and marginalised voices, touching on imposter feelings, building a voice on platforms like LinkedIn, and using small, consistent steps to grow influence. Along the way, they reflect on lobbying, speaking directly to decision-makers, and why emotional storytelling often shifts behaviour more effectively than facts alone.