Put People First and Everything will Follow with Sarah Waddingto……..

In this episode of “Just Curious…”, our co-hosts and PRN co-founders Nicky and George sit down with Sarah Waddington CBE, a powerhouse in the PR and communications industry.

A seasoned leader, activist, and interim CEO of the PRCA, Sarah shares her journey from agency founder to industry advocate. She opens up about her leadership evolution, the importance of professional development, and the systemic issues affecting PR, particularly the gender imbalance highlighted in the CIPR’s “Missing Women” study, which she developed with husband Stephen Waddington through their consultancy, Wadds,Inc. 

Sarah also discusses Socially Mobile, the initiative she co-founded with Stephen to improve socio-economic diversity in PR, and how it's creating a new generation of diverse leaders. She delves into the challenges of hybrid work, inclusivity, and the role of social media in shaping reputations, both as a tool for opportunity and a source of controversy. 

As the interim CEO of the PRCA, Sarah outlines her vision for industry advocacy, pushing PR professionals to be seen as strategic business partners as opposed to PR being an afterthought in marketing. She talks candidly about procurement challenges, reputation management, and how organisations must address real issues rather than applying PR as a quick fix. 

With her characteristic passion, Sarah champions change, diversity, and better industry standards. This is an insightful conversation about leadership, resilience, and the future of PR, one that any communications professional won’t want to miss.