The Purpose PR Playbook: How to communicate without greenwashing
Public relations has always been about influence. But influence today looks very different from what it did a decade ago.
In a world shaped by social justice, climate urgency and polarising opinions, people want more than fluffy words, they want accountability. Organisations thriving in 2025, are mission leaders with communication strategies rooted in purpose.
The pressure to ‘say the right thing’ has also never been higher. But in the rush to appear sustainable, ethical or inclusive, many organisations risk falling into the trap of greenwashing, making claims that sound good but lack substance.
Whether intentional or not, the damage can be real. Reputations falter. Customers or clients lose trust. And the wider movement for impact loses credibility.
At Purplefish, we believe that purpose deserves better. So we’ve created our own Purpose PR Playbook; a mini guide for brands that want to communicate their values with honesty, clarity and confidence.
Take a look at Impact in Action, our latest B Corp Impact report.
Impact first, messaging second
Before you talk about your purpose, be sure you’re living it. Comms should follow action and not lead it. That means working closely with your sustainability, HR or operations teams to ensure what’s being communicated reflects real, measurable efforts.
Be specific, not sweeping
Avoid vague or blanket statements like “we care about the planet” or “we support diversity.” What are you actually doing? What are your targets? What results have you seen? The more concrete, the more credible.
Use data and stories
Good purpose comms combines the head and the heart. Use numbers to back up your impact claims, but bring them to life with real human stories, voices and case studies. This is how you build empathy and evidence.
Acknowledge the journey
No one’s perfect, and pretending to be is a fast track to backlash. Be honest about where you are, where you’re falling short, and what you’re doing to improve. Humility is powerful. It builds trust.
Get the tone right
Authenticity matters. Avoid corporate jargon or overly polished language. Speak like a real human. Purpose is emotional, let your audience feel that.
Real impact, not performance
Purpose-driven communications isn’t just about looking good, it’s about doing good, and communicating that responsibly. Our clients come to us because they want to be bold and credible. They want to connect with audiences without compromising their values. And they want to do it right.
If you’re ready to communicate your impact with substance, let’s talk. The world doesn’t need more greenwash. It needs stories that inspire action.
