Recognising and rewarding organisations committed to fostering inclusive, flexible work environments that prioritise employee well-being and work life balance in PR
The PR industry faces unique challenges in balancing demanding work environments with the diverse needs of employees’ personal and family lives. The PR Mums Parental Policy Best Practice Charter aims to help address these challenges head-on, providing a framework for agencies and organisations to create truly inclusive, supportive workplaces that empower employees at different life stages. We believe in fostering an environment where career success and family life are not mutually exclusive but mutually supportive.
The charter forms the foundation of our certification scheme. Developed collaboratively by Platform55 and the industry Steering Group, and informed by the findings of the research, this charter sets out the key principles and practices that define excellence in work-life balance management within PR. It helps organisations commit to fostering an environment where career success and family life are not mutually exclusive, but mutually supportive.
The certification process is designed to be comprehensive, fair, and insightful. It not only evaluates your current practices but also provides valuable feedback to help your organisation foster a more inclusive and supportive work environment.
This diagnostic offers unique insights into how all employees—not just parents—perceive your workplace policies and culture. It delves deep into attitudes and practices, giving you a clear picture of your organisation’s strengths and areas for improvement in creating an inclusive, family-friendly environment.
It takes approximately 7 minutes to complete measuring NPS inclusivity score based on four key areas: Family Leave, Culture & Attitudes, People & Leaders, Career Development
A detailed questionnaire to be completed by HR/senior leaders declaring what policies, training, tools, and procedures are in place to ensure you are creating a family-friendly workplace. You will be asked to upload supporting documents such as policy handbooks, training materials, and internal communications.
This process provides proof of best practices through self-declaration and file sharing. Our team is available to provide guidance throughout this process if needed.
We will conduct brief (30-minute) interviews with a randomly selected group of employees to assess the soundness of the internal processes and proof of training.
These interviews will be conducted and scored by an independent HR consultant.
Upon completion of steps 1-3, we will provide a comprehensive report detailing our findings, highlighting areas of excellence, and offering recommendations for improvement. This actionable feedback will help you further enhance your family-friendly practices and policies.
If your organisation does not meet the required threshold for certification, we will provide detailed guidance on areas for improvement, allowing you to address any gaps and reapply for certification when you are ready.
Certification, once achieved, is valid for 24 months. Organisations must then reapply to retain their certified status, ensuring continued commitment to best practise.
Scoring & Methodology
To earn the PR Mums certification, organisations must hit the following thresholds across each of the core categories:
EMPLOYEE DIAGNOSTIC
Minimum score required: 5.0
HR SELF-ASSESSMENT TOOL
Minimum score required: 60%
SPOT CHECKS & INTERVIEWS
Requirement: 3 interviews with an average NPS response of 7.0
INDEPENDENT AUDIT
All scores are evaluated by an independent third-party assessor. Organisations must meet or exceed the minimum requirements in all three areas to achieve certification.
Re-certification
To maintain the PR Mums certification and demonstrate ongoing commitment to best practices, organisations must recertify every 24 months. Recertification works as follows:
TIMING
Begin the recertification process 3 months before your current certification expires.
PROCESS
The recertification follows the same three-step methodology as the initial certification: Employee Diagnostic, HR Self-Assessment Tool, Spot Checks and Interviews.
NEW INITIATIVES
Highlight any new family-friendly policies or practices you’ve implemented since your last certification.
CONTINUOUS LEARNING
We may introduce new criteria based on evolving best practices in the industry, ensuring your policies remain current and effective.
FAILURE TO RECERTIFY
If you don’t meet the criteria for recertification, we’ll provide detailed feedback and a 3-month grace period to make necessary improvements before reassessment.
Pricing
We believe in making our certification accessible to agencies of all sizes while ensuring the robustness of our assessment process. Our pricing structure reflects this commitment:
Up to 25 employees:
£500
26 to 75 employees:
£1,000
76 to 100 employees:
£1,500
The price covers the entire certification process, including the employee diagnostic, HR self-assessment, spot checks, interviews, and the comprehensive feedback report.
Charges are in line with other professional certification schemes, covering the time of our independent assessors and the administration of the certification programme.
FAQS
Q1: We want to raise our game but don't know where to start. Can you help?
A. Yes! Visit our Parental Portal where you will find a wealth of resources, best practice guides and expert advice to help you become a more inclusive and supportive workplace.
Q2: How long does the certification process take?
A: The entire process typically takes about 3 months from start to finish.
Q3: What happens if we don't meet the certification criteria?
A: We'll provide detailed feedback and guidance on areas for improvement. You can then address these issues and reapply when ready.
Q4: Is the employee survey completely anonymous?
A: Yes, the employee diagnostic is entirely anonymous to ensure honest and unbiased responses.
Q5: How often do we need to recertify?
A: Recertification is required every 18 months to maintain your certified status.
Q6: Can we use the PR Mums certification badge in our marketing materials?
A: Absolutely! Once certified, you're encouraged to use the badge in your communications to showcase your commitment to family-friendly practices.
Q7: What size organisations can apply for certification?
A: The certification is open to PR agencies and in-house teams of all sizes.
Q8: How does the certification benefit our organisation?
A: It enhances your reputation as an employer of choice, demonstrates your commitment to work-life balance, and provides valuable insights for improving your workplace practices.
Q9: Who conducts the spot check interviews?
A: The interviews are conducted by independent HR consultants to ensure objectivity.
Q10: Is there any ongoing support after certification?
A: Yes, we provide a comprehensive feedback report and are available for guidance on implementing best practices.
Q11: Are there any additional costs beyond the initial certification fee?
A: No, the certification fee is all-inclusive. It covers the entire process including the employee diagnostic, HR self-assessment, spot checks, interviews, and the comprehensive feedback report. The only additional cost you'll encounter is for recertification every 18 months, which is priced at 75% of the initial certification fee.
Start your journey
If you have anymore questions about the PR Mums certification programme or are just keen to get signed up to start this transformative journey for both your agency and the industry as whole, get in touch here.