Change does not happen simply because good ideas exist.
It happens when those ideas are communicated clearly, credibly and courageously. It happens when people find the confidence to use their voice, tell their story and step into visibility — not for attention, but for impact.
In this episode of Conversations with Agents of Change, I spoke with Sara McCracken, a PR and communications specialist, Chartered PR Professional, Fellow of the Chartered Institute of Public Relations, founder of The PR Club and creator of the PRESS framework.
Sara has more than 20 years of experience across PR, public affairs, advocacy, crisis communications, environmental campaigns, media engagement and mentoring. Her work has supported organisations including Mencap, the National Trust, the Woodland Trust, Samaritans, PIPS Charity, Theatre and Dance NI and The Climate Coalition.
But what makes Sara an Agent of Change is not only her impressive professional background. It is the way she helps people understand that communication is not just a technical skill. It is a way to build trust, create confidence and influence change.
Communication as a force for change
Sara did not begin her career expecting to work in PR. Her background is in zoology and genetics, and she describes PR as something that “found” her.
One of the defining moments in her career came through her involvement in the campaign around smoke-free legislation in Northern Ireland. Through that experience, she saw that good communications could help shift public understanding, influence policy and contribute to meaningful social change.
That insight runs through all of Sara’s work.
PR, for her, is not spin. It is not about pretending to be something you are not. It is about understanding what an organisation or individual is trying to achieve, identifying the right audience, and telling the right story in a way that builds credibility.
At its best, PR is not simply about being seen. It is about being trusted.
Why visibility feels vulnerable
One of the most powerful themes in the conversation was the fear many people feel around visibility.
Sara works with small business owners, leaders and communicators who often have something valuable to say but hold themselves back. They worry about being judged. They worry about making a mistake. They worry that speaking about their work will look like showing off.
Sara calls these the “what ifs”.
What if people think I’m stupid?
What if nobody listens?
What if I get it wrong?
But she invites people to reframe those fears.
What if somebody needs to hear what I have to say?
What if my story helps someone else?
What if my message creates a small but meaningful change?
That shift matters because visibility does not have to mean suddenly appearing on national television or speaking on a huge stage. It can begin with something much smaller: a LinkedIn post, a short video, a local press release, a podcast interview or a conversation with someone in your community.
Visibility is not a personality trait reserved for confident people. It is a skill that can be learned, practised and strengthened over time.
PR is for everybody
A key message from Sara’s work is that PR should not feel like a closed world reserved for big organisations with large budgets.
PR is about reputation. It is about what people understand, remember and trust about you.
This is why Sara created her PRESS framework:
Plan your PR.
Reach your audience.
Engage with them meaningfully.
Story — understand what you want to say.
Shine through the tactics and opportunities that help your message reach the right people.
For small businesses, charities, campaigners, entrepreneurs and change-makers, this is empowering. It means PR is not about waiting until you are “big enough” to be visible. It is about learning how to communicate your value clearly and consistently.
Sara also makes the point that PR can take you beyond your social media bubble. Social media matters, but it is only one part of reputation. Visibility can also come through newsletters, podcasts, media coverage, speaking opportunities, community events and trusted referrals.
Each of these becomes a credibility marker. Over time, they shape how people perceive you and whether they feel able to trust you.
Trust in an age of noise
In a world of misinformation, AI-generated content and constant online noise, trust has become one of the most important currencies in communication.
Sara describes trust as fundamental. People buy from people. People refer people they trust. People support causes, campaigns and organisations when they understand not only what they do, but why they do it and whether they are credible.
This is why consistency matters.
If your messaging changes every time someone sees you, it becomes harder for them to understand who you are and what you stand for. But when your communication is planned and rooted in clear values, people begin to build a stronger picture of you.
Trust is not created in one post, one campaign or one press release. It is built over time, through repeated moments of clarity, honesty and connection.
Storytelling with integrity
Sara’s approach to PR is deeply connected to ethics.
She speaks about the importance of working with organisations and causes that align with her values, and about telling stories in a way that is responsible and credible.
This is especially important in climate and environmental communications. Sara’s work with The Climate Coalition and Great Big Green Week shows how storytelling can help make large, complex issues feel more human, accessible and hopeful.
Climate communication can easily become overwhelming. If the message is too big, too frightening or too abstract, people may switch off. Sara’s approach is to break it down, understand the audience and meet people where they are.
That might mean placing climate stories in unexpected publications. It might mean reaching people through podcasts, community events or lifestyle media rather than only through traditional environmental channels.
The lesson is clear: if we want change to reach beyond the people who already care, we need to communicate in places and formats that feel relevant to everyday life.
Small actions, big visibility
One of the most memorable parts of the conversation was Sara’s reflection on nature, wellbeing and small actions.
She speaks warmly about her pond and her fascination with spotting newts between meetings. It is a simple image, but it captures something important: being an Agent of Change does not always mean doing something huge or public.
Sometimes change looks like caring for a small pocket of nature.
Sometimes it looks like helping someone tell their story.
Sometimes it looks like giving a business owner the confidence to post online for the first time.
Sometimes it looks like supporting a campaign that reaches millions.
All of these actions matter.
Sara reminds us that there are many different scales of change. The small, everyday actions are not separate from the bigger systems. They are often what make those systems visible, human and possible.
Planning for pressure
The conversation also explored crisis communications and the importance of preparation.
Sara is clear: organisations need a crisis communications plan before they are in crisis.
When something goes wrong, whether it is a serious incident, reputational issue or operational disruption, communication becomes central. The way an organisation responds can either protect trust or damage it further.
Good crisis communication requires scenario planning, clear responsibilities, prepared statements, agreed channels and an understanding of who needs to be informed and when.
The key lesson is that pressure is not the time to start from scratch.
A plan does not remove the difficulty of a crisis, but it helps people respond with greater calm, clarity and responsibility.
Building capability, not dependency
Another strong theme in Sara’s work is mentoring.
Sara is passionate about giving people the tools, confidence and understanding to communicate for themselves. She does not want to gatekeep PR knowledge. She wants to make it more accessible.
This matters because many people working in communications, leadership or small business can feel isolated. They may be the only person in their organisation responsible for messaging, visibility or reputation. They may need a sounding board, encouragement or someone to help them see the bigger picture.
For Sara, mentoring is about helping people realise they are capable. It is about building confidence, not dependency.
That is a powerful model of change.
What makes a story powerful?
When asked what makes a story powerful, Sara’s answer is simple: make it person-centred.
Whether you are a charity, a business owner, an author, a campaigner or a leader, the heart of your story is not the platform. It is the people, the transformation, the challenge, the change and the outcome.
The same story can be adapted for a media interview, a TED-style talk, a social media post or a podcast appearance. The format may change, but the heart of the message remains the same.
That is why storytelling is not just about performance. It is about clarity.
What are you trying to say?
Who needs to hear it?
Why does it matter?
What change could it create?
Being an Agent of Change
When I asked Sara what being an Agent of Change means to her, her answer was rooted in making a difference.
Whether she is helping a charity gain access to decision-makers, supporting a client to tell their story, contributing to environmental campaigns or creating space for nature in her own garden, the thread is the same.
Change happens through connection.
Change happens through confidence.
Change happens through people finding the courage to speak.
Change happens when stories reach the right places.
This conversation was a reminder that PR is much more than promotion. It can be a tool for trust, advocacy, confidence and meaningful change.
And perhaps most importantly, it reminded us that visibility is not about ego.
It is about access.
It is about responsibility.
It is about helping the right stories be heard by the right people at the right time.
Your story matters.
Your voice matters.
And someone may need to hear what you have to say.
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