Corporate sustainability, brand reputation, and crisis comms all hinge on one thing: credibility. PR professionals know that bold promises make headlines, but only real impact earns trust.  

And in today’s news era - where algorithms dictate narratives and audiences crave authenticity, getting it right is more challenging than ever. 

So, who nailed it this month, and what’s missed the mark? Our team gives their analysis on February’s hits – and misses – below.  

Hits 

INEOS’ NZ Rugby Sponsorship Exit  

INEOS made headlines with its decision to scale back its $30M sponsorship of New Zealand Rugby, citing high energy costs and carbon taxes in Europe. Despite legal action from NZ Rugby, INEOS presented a strong argument, framing the move as a strategic economic decision considering industry-wide challenges. 

Takeaway: Economic realities shape sponsorships - brands must justify shifts in investment with transparency and foresight. 

Doner Kebab Path to Net Zero 

As the UK is urged to act on net zero – and skip two kebabs’ worth of meat a week, The Climate Change Committee (CCC) outline a pathway to net zero, including reducing meat consumption and phasing out gas boilers. The CCC’s recommendations emphasise systemic policy changes over extreme individual sacrifices. Public support for climate action is strong, but clarity and leadership from policymakers are crucial.  

Takeaway: Climate strategies need a balance of clarity from policy makers to maintain public trust and engagement with government-led actions. Placing the steps needed into incremental, and relatable bites like kebabs drive public engagement (and headlines).  

ALDI’s ‘X-Rated’ Plush Toy Sparks Debate 

An ALDI plush dog toy went viral in Australia due to a rather unfortunate pocket-and-bone design placement, leaving shoppers in stitches. Some called it an oversight, but given ALDI’s history of viral oddities, this felt more like a clever stunt to drive engagement. The toy quickly sold out, proving controversy (even playful) can be a winning PR strategy.  

Takeaway: Humour and virality can turn minor blunders into brand wins - if handled carefully. 

Misses 

Companies Back Down on Sustainability Commitments 

Many large companies have scaled back renewable investments and Net Zero commitments, sparking backlash from environmental groups, the public, and some investors. The move risks alienating eco-conscious stakeholders and contradicting previous promises.  

Takeaway: Striking a balance between financial performance and sustainability is key to maintaining credibility and trust. Over-promising and then reneging will never win hearts or minds.  

Culture Crisis 

Allegations of toxic workplace culture, including sexual harassment and racism has rocked several UK businesses recently. Sadly, to many of these businesses have offered up weak responses that failed to show genuine accountability and understanding, leaving their brand’s reputation vulnerable.  

Takeaway: Addressing workplace misconduct requires transparent and decisive action from leadership to rebuild trust and protect the company’s reputation. 

Notable mentions

Authenticity as Currency 

With deepfake tech and misinformation on the rise, audiences are sceptical of polished PR narratives. Brands that embrace transparency and unscripted engagement are winning trust. 

The Role of Journalism in a Digital-First World 

Traditional journalism remains vital for in-depth reporting but must evolve with digital consumption habits through multimedia storytelling. 

February’s news landscape was a mixed bag of strategic wins and notable missteps. The key takeaway? Credibility and authenticity are paramount. As brands navigate the complexities of public perception, those who prioritise genuine impact over flashy promises will ultimately earn lasting trust.