At its core, the International Paralympic Committee (IPC) organises the world's third-largest sporting event. But look a little closer, and you'll see they are driving a much wider social movement for disability rights.
In our latest episode of Strategy, Story & Stakeholders, I sit down with Craig Spence, the IPC's Chief Communications Officer. Craig has spent the last 15 years shaping the narrative around the Paralympic Games.
We discuss what it takes to shift global perceptions, how to handle high-stakes crisis communications, and the realities of building a career in purpose-led international sports. If you're looking to understand how communications can deliver tangible societal change, you won't want to miss this one.
Driving global accessibility and social change
Organising the Paralympic Games isn't an overnight job; it's a catalyst for lasting legacy. Craig shares how the IPC works with governments up to a decade in advance to change legislation and improve infrastructure for the world's 1.3 billion persons with disabilities.
The real-world impact is profound. In the build-up to Tokyo, the IPC successfully lobbied to change legislation ensuring a required number of accessible hotel rooms, and helped drive the city to achieve 100% accessible metro stations. More recently, their work alongside the Paris games resulted in a €1.5 billion investment into disability-related projects across France and a commitment to make the historic Paris Metro fully accessible.
Shifting the narrative to high-performance sport
One of Craig's primary missions has been changing the global perception of the Paralympics. For too long, the narrative leaned heavily on sympathy rather than sporting excellence.
We explore how the communications team actively repositions Paralympic events as elite, high-performance sport. Craig points out the staggering reality of the athletes' abilities—such as athletes running the 100 metres in 10.5 seconds on a single prosthetic, or long jumpers whose distances would have secured Olympic gold. The goal is clear: change the conversation from disability to pure, undeniable ability.
Navigating crisis comms in international sports
From the pandemic to geopolitical conflicts, Craig is no stranger to crisis communications. He shares his approach to managing high-emotion situations on a global stage:
Think like a chess player: Always plan two or three steps ahead. Consider the direct consequences of what you say and how you will handle the reaction.
Develop a thick skin: As a visible spokesperson, social media backlash is inevitable. You have to separate the noise from the necessary actions.
Learn from your missteps: Craig candidly shares a story of being misquoted on BBC Radio 5 Live during a highly sensitive trial, and how that painful experience ultimately made him a sharper, more concise communicator.
Advice for purpose-led communicators
If you want to build a career in international sports or a purpose-led organisation, Craig offers straightforward advice: be patient, be prepared to relocate, and don't do it for the paycheck. The true reward is the immense satisfaction of knowing your work genuinely transforms lives.
Build high-performing teams
Navigating complexity requires the right communications leadership. Whether you're building an expert team to advise the board, or you're looking for your next executive role, we can help you take the next step.
