B Corp and PR credibility: why standards matter

Credibility is the foundation of effective public relations.

In an industry built on trust, reputation and perception, the way an agency operates internally matters just as much as the stories it tells externally. PR is about earning belief, not manufacturing it. That belief is fragile when values are performative or inconsistently applied.

This is where B Corp matters.

B Corp certification provides an independent framework that assesses how a business behaves, not just what it says. It evaluates governance, transparency, team practices, community impact and environmental responsibility. For PR agencies, this accountability is especially important.

Earned media relies on trust. Journalists, audiences and stakeholders are increasingly discerning about who they engage with and why. Agencies that operate responsibly, transparently and with long-term intent are better positioned to advise brands navigating scrutiny, complexity and cultural change.

B Corp does not make an agency credible on its own. But it does provide proof points. It demonstrates a willingness to be measured, challenged and held accountable, rather than relying on narrative alone.

For brands, working with a B Corp certified agency signals alignment. It reflects a shared commitment to credibility, ethical decision-making and impact that extends beyond short-term results.

In a communications landscape where trust is hard-won and easily lost, standards matter. And credibility starts with how you choose to operate.

If you would like to chat about what meaningful, responsible storytelling could look like for your brand, drop us a note at hello@adhesivepr.com.au
Or learn more about our work at www.adhesivepr.com.au