Why We Need a Positive PR Revolution

What is Positive PR?

Positive PR is the Gen Z younger sibling of traditional PR. It’s about more than brand visibility – it’s about people, planet, and purpose. A positive PR strategy prioritises ethical practices, transparency, and well-being.

A positive PR agency is committed to upholding the highest standards of behaviour while helping brands shine authentically. In recent years, more businesses have sought out ethical PR partners that align with their values and position them in the best light.

With over 2,400 companies in the UK now B Corp certified, including us, there’s a clear demand for working with like-minded partners. These companies want to demonstrate to their customers, stakeholders, and employees that they are committed to building a better world - and positive PR is a crucial part of that journey.

Why a Positive PR Revolution is Needed

The PR industry has long struggled with unsustainable working practices and ethical contradictions. Here are some of the biggest challenges:

1. Mental health in PR is at crisis levels

• 91% of PR professionals reported mental health struggles in the past year, compared to 65% of the general working population (PRCA).

• Almost a third (27%) of PR professionals in the UK work unpaid extra hours daily, compared to 12% of the wider workforce.

This culture of overwork is leaving PR professionals burnt out.

2. The business model rewards overwork

Many agencies benefit from stretching fewer employees across more accounts. But this isn’t sustainable, for individuals or for the industry.

Research by Opinium shows that when employees experience exhaustion, frustration, and anxiety, productivity drops. On the flip side, businesses with positive workplace cultures reap rewards in productivity and creativity.

3. PR’s ties to harmful industries

A Clean Creatives report found 590 PR and advertising agencies working with the fossil fuel industry. The industry’s ongoing support for companies harming society and the environment shows just how urgently a cultural and ethical shift is needed.

That’s why we believe in a positive PR revolution.

How Lem-uhn is Building a Better PR Industry

At Lem-uhn, we were founded in 2021 with the mission of creating a positive, feel-good PR agency. From the very beginning, we challenged the norms of long hours and unsustainable working practices.

Here’s how we’re doing things differently:

• Set hours only – no culture of unpaid overtime.

• Flexible and hybrid working – fitting work around life, not the other way round.

• 36 days holiday, including a Christmas shutdown – ensuring rest is built into the year.

• B Corp certified - In 2025, we became a B Corp, showing our commitment to ethical and sustainable business.

And we’ve gone further with policies that prioritise wellbeing, inclusivity, and balance:

• Core hours (9am–3pm): Aligning with journalist pitching hours while giving flexibility.

• Remote-first model: Encouraging diversity and inclusion by allowing people to work wherever they thrive, balanced with regular team meet-ups.

• Menstrual & menopause policy: Up to five days leave annually for severe symptoms or after pregnancy loss.

• Wellness Days: Two days annually for last-minute time off to reset and protect mental health.

• Work From Anywhere policy: Up to 45 days a year abroad (in double-tax-agreement countries) for greater freedom and flexibility.

While these policies come at a cost - for example, increased business insurance - the payoff in terms of employee happiness, retention, and productivity is worth every penny.

Final Thoughts: The Future of PR is Positive

The PR industry is at a crossroads. It can continue supporting harmful industries and perpetuating burnout – or it can embrace a positive PR revolution.

At Lem-uhn, we believe happier employees create better campaigns, and ethical partnerships create lasting impact. By choosing positive PR, companies don’t just protect their reputation - they play an active role in building a fairer, healthier world.