About Sara...

Sara McCracken FCIPR MBA is an award-winning PR and communications specialist with 20 years’ experience in areas including environment, health, education, politics, equestrian and rural businesses. She has worked in for a trade union, charities, political party, membership organisations and an alpaca farm.
Sara loves developing strategies that effect change. She has worked in established and new businesses at a senior level, implementing creative PR solutions and processes to manage reputation and raise profile. She provides expert advice through workshops and one to ones.
From writing press releases, pitching stories and securing media coverage, to preparing spokespeople for media interviews and political committee appearances, Sara encourages a storytelling approach to ensure key messages are heard.
Her specialities include: PR and communications, strategy development, connecting people, facilitation, events management, editing, speech writing, leadership development, media interview preparation and campaigns.
Away from work, Sara spends time with her two girls, husband and growing menagerie of Max the dog, cats, ponies, chickens and sheep in the Northern Ireland countryside.

Session overview: Creating a recipe for #CommsHero gravy

I bought a Texel sheep with attitude at the local market. The onsite café had excellent food and was a lesson in knowing target audiences; they provided extra in the form of added gravy.
Comms teams the world over groan when asked to send out press releases for no apparent reason. We know we can do better.
Bring your best examples to this interactive session of your creativity and storytelling. What made your campaign successful. How you stood firm to tailor your tactics.
Let’s learn from each other and create a jug of #CommsHero gravy we can all pour from