In this exclusive interview, we chat with Sarah Waddington, whose recent confirmation as CEO marks a pivotal moment for the PRCA. A distinguished management consultant, Chartered Director, and a passionate advocate for social mobility, Sarah brings unparalleled expertise to the helm of the world’s largest and most influential PR professional body. As she steps into this expanded role, we explore her vision for the PRCA, her insights on navigating today’s complex professional landscape, and her philosophy on leadership and influence.

Sarah Waddignton’s Take On Bridge Building and Global Influence

GLAZIA: Sarah, congratulations on your confirmation as CEO of the PRCA! This new chapter aligns with your extensive experience in strategy and governance. What is your overarching vision for the PRCA under your confirmed leadership, and how do you see it evolving to empower professionals in an increasingly complex global environment?

Sarah Waddington: Thanks so much. It’s a real privilege to be in the role and to represent our members’ interests at the highest levels. 

At the PRCA, our focus is on being the industry’s voice and champion. This means anyone investing in member subs is supporting our goal of ensuring government, policymakers and business leaders recognize PR and public affairs’ vital social and economic impact and the important contribution we make to local, national and international communities.

We are continuing to build out the member offer to make us the home of the industry of the future, with a thriving community of ambitious practitioners, agencies and corporate/in-house teams seeking growth and excellence. 

Whatever our members’ organizational and individual objectives, our value proposition ensures there is something to help everyone develop and thrive. And crucially we continue to promote our two Codes of Conduct, which help differentiate our members as a mark of the highest ethical and professional standards.

G: This year’s World PR Day theme, “Building Bridges & Navigating Polarisation,” resonates deeply with your work as a communicator and executive coach. From your perspective, what are the most crucial skills or approaches any professional leader needs to adopt to foster connection and truth in a divided world?

S.W: This is a great question, and I think the answer starts with listening to understand. It’s only by being open to other perspectives that we can engage thoughtfully and successfully. 

A coaching mindset, where you build rapport first and then approach matters, particularly sensitive ones, with curiosity and without judgement is a very powerful thing. Helping people to unlock their own knowledge and insights to overcome limiting beliefs and develop personally can also help to counter bias.  

G: Your strong advocacy for social mobility and diversity, particularly through initiatives like Socially Mobile, is inspiring. How can career professionals, organizations, and business leaders across industries better champion inclusivity and create genuine opportunities for diverse talent to break through and thrive?

S.W: This is a simple one, and it starts with measurement, a genuine commitment to action and transparency.

Organisations should be measuring gender and gender pay gaps as well as ethnic diversity and socio-economic background. You can’t make any improvements without data to hand. Publishing your data creates accountability.

Think about the communities you’re keen to reach and work harder to engage with them. Remove recruitment barriers and consider where there may be bias. Ask employees about their experiences and build insight through surveys, focus groups, exit interviews and whistleblowing complaints. Be curious. Interrogate why certain employees aren’t progressing and put a firm action plan in place. 

These tactics work for building and retaining a fully inclusive workforce. 

G: What is your strategic vision for the PRCA’s engagement within Africa, and how do you see the association actively supporting and collaborating with communications professionals and agencies across the continent?

S.W: Africa presents immense opportunities, not just for growth, but also for real collaboration that leads to long-term impact. The strategic vision for the PRCA’s engagement across the continent is rooted in connection, relevance and practical support, so we are genuinely useful to professionals at every stage of their journey.

We’ve already seen what’s possible. The South Africa Conference earlier this year …….. Read the complete interview and see more exclusive photos in the magazine HERE