Sara McCracken

Role: Deputy Chair of the Council for Nature Conservation and the Countryside (CNCC)
Date appointed: April 2025

Profile

Sara McCracken is a Chartered PR professional, award-winning communications strategist and founder of Sara McCracken Consulting Ltd and The PR Club. She is passionate about helping purpose-led organisations and individuals raise their profile, protect their reputation and make a meaningful impact, particularly in sectors connected to nature, education and rural life.

With over 20 years' experience spanning the environment, health, politics and agri-rural industries, Sara combines strategic insight with practical delivery. She is known for her calm clarity, deep integrity and ability to turn complex issues into powerful stories that resonate.

Sara holds a degree in Zoology with Genetics and an MPhil by research, bringing a scientific curiosity and love of the natural world to her work. She has held senior leadership roles in both established and start-up organisations and is a trusted trainer and consultant on strategic communications, reputation management and media relations.

A Fellow of the Chartered Institute of Public Relations (CIPR), Sara is also an experienced facilitator, speaker and mentor. When she’s not delivering training or guiding clients through media challenges, she’s at home in the Northern Ireland countryside with her husband, two daughters and a lively mix of ponies, chickens, cats, sheep and Max the dog.