Press Gazette recently uncovered a PR agency pitching tear-jerking tales of “lottery losers” to outlets like Metro, The Sun, and Daily Mail. But the “winners” couldn’t be found online, and the agency admitted it deleted all records after just 30 days. The result? SEO-friendly content built on smoke and mirrors.

Then came The Telegraph’s now infamous feature: a private school parent claiming their family had been forced to cut back to just one holiday a year due to VAT changes on school fees. But the reality?

The interviewee’s name and identity were fake, the accompanying photos were stock images, over a decade old – the “family” left no digital trace.

The article was eventually pulled, and The Telegraph admitted its verification process had failed.

Something’s Not Stacking Up

The rise of AI-generated content — and even AI-generated people — means it’s easier than ever to create something that feels true without actually being true.

When stories are written or sourced with AI but not verified by humans, editorial standards can quickly slip. We start to rely on what sounds plausible instead of what’s proven. And that’s where the line blurs between compelling content and misinformation.

There’s another uncomfortable truth behind this wave of unverified, PR-packaged stories –  journalist job cuts. With shrinking newsrooms, overstretched reporters, and relentless pressure to publish fast, fewer people are asking the tough but essential questions.

“Who is this source? Where’s the evidence? Is this real?”

So when a story like The Telegraph’s “holiday cutbacks” goes live without basic checks, we have to ask: whose editorial responsibility is it, really? The journalist? The subeditor? The PR who supplied the case study? The client who signed it off?

As the lines between earned media and advertorials continue to blur, shared responsibility is crucial — but so is journalistic rigour. Because if no one’s checking the facts, then we all suffer when trust breaks down.

What this means for us — and our clients

At The Ripple Effect, we hold ourselves to high compliance and editorial standards — and recently, we’ve found ourselves repeating this:

“We can’t – and won’t – force respondents to give the answers you want”.

Here’s why:

• Emotion without accountability is dangerous. Shocking stories might grab headlines, but without credible sourcing, they’re closer to fiction than journalism.
  
• Verifiability is non-negotiable. Whether it’s survey insight, lived experience, or third-party voices – if you can’t trace it, it’s not fit for publication.
  
• Transparency builds long-term trust. Fake names, stock photos, and deleted data might land you one piece of coverage – but they’ll cost you your credibility.

At Ripple, we work with brands, journalists, and consumers who value honesty and transparency. We build credible campaigns with insight that stands up to scrutiny – whether it’s in the media, in Parliament, or used in your business decision making processes.

How we do it

• Clarity & consent: Our questions are neutral. Participants know what they’re part of – and why.
• Verification wherever possible: We confirm identities, archive responses, and document methodology.
• Uncomfortable truth has value: If the insight challenges a brand or brief – even better. We believe audiences want the truth. 
• Durability: Our data doesn’t disappear. It is stored securely and ethically – ready if you need to back it up.
• No leading or steering: We include balanced, neutral options – always.

When a story lands because it’s true, not just clickable, everyone wins.

The post When Fiction Reads Like Fact: The Importance of Insight with Integrity appeared first on The Ripple Effect.

Alexander’s connection to Mencap was personal. Speaking candidly on the show about how Mencap’s work supports people with learning disabilities resonated deeply with viewers. In a media age saturated with polished marketing, authenticity is the currency that cuts through. His story was a reminder of the power of real voices. For charities, this underscores the importance of working with advocates who can share genuine, heartfelt experiences. It’s not about rehearsed scripts; it’s about real connections.

But first, a recap

For those that haven’t followed as closely as me, Alexander revealed at the final dinner party that his brother had global development delay and autism, and died when he was just 17 years old.

He said: “I would like to give some money to a charity that I really care about.

My brother had special needs and used to go to a summer camp, and I’d like to send some money their way to keep it going because it gives parents a break.

My parents did an incredible job with my brother and for them to get even a week a year…looking after someone with special needs can be a challenging job…these were a brilliant thing for my family, and I would love to help keep it going”.

Not to suggest that this was a planned strategy all along, but partnering with talent like Alexander offers a unique advantage to Mencap. Not only was he the heart throb of the series, but he won the nation’s hearts with his genuine persona and comical moments (IYKYK), which has led him to have one of the largest social followings at the end of the series (currently boasting 190k IG followers). His relatability can mobilise audiences in ways that traditional campaigns might not. It’s been widely reported how Alexander’s heartfelt shout-out for Mencap transformed a fleeting moment of television into an outpouring of generosity from fans. His story didn’t just inspire; it motivated action.

Right time, right place, right talent

This success speaks to the ripple effect of influential voices. In a crowded media space, the right partnership can make all the difference. Alexander may not have been a household name before The Traitors, but his authentic connection to Mencap created a halo effect that amplified their message. For fundraisers, this is a call to collaborate strategically with ambassadors who align with their mission.

The speed at which Mencap reacted to the influx of donations following the finale was masterful. Their quick response helped sustain momentum and build goodwill among new supporters. Charities must be prepared to act swiftly when opportunities arise. Whether it’s a viral moment or an unexpected shout-out, the ability to adapt, respond, and leverage the moment can turn short-term buzz into long-term impact.

Working with talent isn’t just about reach – it’s about connection. Talent can humanise causes, making them accessible and relatable to wider audiences. Alexander’s role on The Traitors brought Mencap’s mission to living rooms across the UK. It’s a testament to the fact that when influential individuals advocate for causes they’re genuinely passionate about, the results can be extraordinary.

Key takeaways

The lesson for fundraisers? Talent partnerships should never feel forced. The best collaborations come from authentic alignment. When a celebrity or influencer has a personal stake in your cause, their passion will shine through, just as Alexander’s did.

Alexander’s journey on The Traitors was a masterclass in the power of authenticity and influence. His shout-out to Mencap not only raised vital funds but also shone a light on the charity’s work in a way no traditional campaign could. For fundraisers, the message is clear: embrace the human element, build meaningful partnerships with talent, and be ready to seize the moment when it comes.

As PR professionals, we know the potential of a heartfelt story paired with the right platform. Alexander’s moment on The Traitors wasn’t just a win for Mencap – it was a blueprint for how fundraisers can harness talent to make a lasting impact.

For more information on how you can support Mencap.

The post What we learnt from Alexander and Mencap’s Traitors Moment (No, really…) appeared first on The Ripple Effect.

At first glance, B Corp might seem like just another badge, but it’s far more rigorous. It’s a structure that encourages us to evaluate—and elevate—every aspect of our business.

And as we dive deeper, it’s clear that this journey is shaping how we view our responsibilities, to both our people, our client partners and the planet – and how we define success itself.

For a PR agency, where campaigns often focus on short-term wins, it’s all too easy to get caught up in the thrill of high-impact, attention-grabbing work. And while that’s satisfying, it doesn’t always lend itself to long-term purpose. If we’re serious about embodying the values we promote for and through our clients, we need an accountability structure that holds us to those same high standards.

B Corp is providing just that—a comprehensive framework that drives us to ask: Are we practising what we preach? Are we truly walking the walk, or are we just talking the talk?

B Corp Standards

B Corp assesses businesses across five impact areas: governance, workers, community, environment, and customers.

Meeting these standards requires a closer look at everything from our workplace practices to our environmental footprint.

From the outset, I realised this wasn’t going to be a quick process but a chance to revisit our approach and improve on it.

One area where we felt quietly confident was our charitable giving. We’ve always donated a substantial percentage of our profits to our chosen charity partners, and currently, 2.5% of our profit goes to causes we believe in.

External Guidance

Given that the Charities Aid Foundation’s (CAF) latest report suggests most UK businesses donate just 1% of pre-tax profits, we felt sure our contributions would be valued in the B Corp assessment.

According to CAF, if every UK business met this 1% target, corporate giving could rise from £4.29 billion to £9.9 billion annually—an increase that would make a significant difference to charities across the UK.

But despite exceeding that 1% mark, we were surprised to learn that B Corp’s criteria expect even more: only awarding points to those donating 5, 10 or even 20%.

This realisation was a bit humbling; we’d entered the journey believing we were well ahead on certain aspects. In reality, B Corp’s rigorous standards are pushing us to look at impact in a much broader, deeper way than we anticipated.

As B Corp certification gains popularity, questions are surfacing about the integrity of the process. Some worry that as more brands join the movement, there’s a risk that companies not fully aligned with B Corp’s mission could still achieve certification, potentially diluting its value. We share those concerns because a strong, credible, B Corp community relies on the collective commitment of companies that uphold its high standards.

Looking to the future…

We’re hopeful that B Corp is aware of these challenges and that its leadership will work to maintain its credibility and rigour. For us, joining B Corp means becoming part of a network that’s serious about meaningful change, and we’re keen to play our role in preserving the values at its core.

This journey has been transformative, not only in how we approach our work but in how we define success. Rather than simply checking off a list of criteria, we’re using this process to challenge ourselves, rethinking our policies, practices, and potential for impact.

As we progress through the application, we’re more aware than ever that the “ripple effect” extends to everything—from how we support our team and serve our clients to the wider community we’re part of.

Over the coming months, we’ll be making some tangible changes, from refining company policies and improving our evaluation tactics to launching initiatives that better align with B Corp values. We’re in the early stages, but already, we’re seeing this process as more than just an external certification; it’s a commitment to growth, continuous improvement, and a purpose that stretches beyond profit.

Becoming a B Corp is about choosing to raise the bar on what we thought was possible—and that’s something we’re excited to fully embrace.

The post Starting Our B Corp Journey: Why We’re Going All In appeared first on The Ripple Effect.