At Little Red Rooster, we know that credibility and trust are at the heart of great PR. That’s why becoming a B Corp was such a significant step for us – it’s a commitment to aligning our values, our advice, and our actions.
We asked Holly Dunham-Shortt, our Head of People and Culture, to share her perspective on what it’s like to work at a PR business that is certified B Corp and what it means for our people, our clients, and the work we do.
I have worked across many industries and with some very big names, but this is the first company I have worked at that is a B Corp. Seeing it from the inside has given me a very different perspective on what responsible business really means in practice.
I did not join with a deep understanding of B Corp. I am still learning. But it has already made me think much more carefully about how closely our values, our advice and our actions need to align.
PR is built on trust. Because our role is to advise brands on reputation, transparency and behaviour, our own credibility matters. Being part of a B Corp holds us to the same standards we expect of our clients and makes that responsibility real.
What has stood out to me most is how practical the framework is. B Corp looks at the whole business, not just the output. How people are treated. How decisions are made. Who you work with. How impact and profit are balanced. It takes values off slides and puts them into everyday decisions.
I have also been struck by how much more rigorous the B Corp process has become. Certification is no longer a one-off exercise. Standards have tightened, expectations are higher and businesses are required to show clear evidence of progress. Recertification is tougher, accountability is stronger, and there is far less room for vague commitments without action. That rigour matters, particularly in an industry where credibility is everything.
It has changed how I think about trust with clients too. They are asking better questions, and they expect honest, well-evidenced answers. Being a B Corp does not mean you have everything figured out, but it does mean you are willing to be measured, challenged and held to account. That builds confidence.
It matters internally as well. This industry runs on people. Being clear about values and impact helps attract and retain people who care about the work and the environment they are part of. That shows up in stronger teams and better work.
For me, B Corp is not a badge or a marketing line. It is a commitment to building a responsible business and being honest about where you are doing well and where you still need to improve.
PR has influence. With that influence comes responsibility. Experiencing B Corp for the first time has shown me how important it is that our actions genuinely match our words.
