Sarah Waddington

Sarah Waddington CBE is the CEO of the Public Relations and Communications Association (PRCA), the world’s largest professional PR body. Prior to this role, she was a director at Wadds Inc., where she advised creative agency management teams on company direction to deliver sustainable growth. Sarah is the UK’s only Chartered Director and Chartered PR Practitioner, offering a rare combination of governance and communications expertise, with over 20 years’ experience helping organisations articulate purpose, engage stakeholders, create value, and deliver social impact. She is the founder of #FuturePRoof, a community committed to reasserting public relations as a strategic management function, and co-founder of Socially Mobile, a not-for-profit PR training school supporting individuals from lower socio-economic backgrounds and under-represented groups to increase their earning potential. A pioneer of best practice in the industry, she was awarded a CBE in June 2021 for services to public relations and the voluntary sectors, and has also received the CIPR’s Sir Stephen Tallents Medal for exceptional achievement in public relations and the PRCA’s Outstanding Contribution in Digital Award. Sarah is a Past President of the CIPR, a member of the Northern Power Women Power List, is featured on Provoke Media’s Innovator 25 EMEA 2021 list, and is a regular speaker at industry events.