Benefit Report 2024
At SOMA PR, we believe that doing business for good isn’t just an aspiration—it’s a responsibility. As a proudly B Corp Certified agency, we are committed to balancing profit with purpose, ensuring that every initiative we undertake contributes to a more sustainable, equitable, and thriving world.
This Benefit Report highlights our progress, challenges, and goals as we continue to push the boundaries of responsible and ethical business practices. We recognize that real change happens when organizations prioritize transparency, accountability, and long-term sustainability—and we are proud to be part of this movement.
A Message from our Founder and Managing Director
“At SOMA, we believe that doing business for good isn’t just an aspiration—it’s a responsibility.”
At SOMA PR, we believe that doing business for good isn’t just an aspiration—it’s a responsibility. As a proudly B Corp Certified agency, we are committed to balancing profit with purpose, ensuring that every initiative we undertake contributes to a more sustainable, equitable, and thriving world.
The past year has been a testament to the power of strategic storytelling and meaningful partnerships in advancing positive change. From amplifying the voices of health & wellness leaders, to championing environmental sustainability and supporting technology for good, our work is driven by a deep sense of purpose.
In 2024, our dedication to impact-driven communications earned us the Environmental Initiatives Award at the North Vancouver Chamber Business Excellence Awards. This recognition reinforces our commitment to helping mission-aligned organizations tell their stories, engage stakeholders, and inspire action.
This CSR Report highlights our progress, challenges, and goals as we continue to push the boundaries of responsible and ethical business practices. We recognize that real change happens when organizations prioritize transparency, accountability, and long-term sustainability—and we are proud to be part of this movement.
Thank you to our clients, partners, and team members who share our vision for a better future. Together, we will continue to redefine what it means to lead with integrity, create meaningful impact, and drive lasting change.
- Kari Kylo, Founder and Managing Director, SOMA Public Relations
About SOMA
SOMA Public Relations is an award-winning, B Corp certified PR agency that provides strategic communication services to purpose-driven organizations.
Our team of four experienced professionals is passionate about crafting campaigns rooted in integrity, truth, and purpose, helping clients amplify their impact and achieve meaningful results.
By sharing the stories of socially and environmentally conscious organizations, we aim to educate the public, influence behavior, and drive positive change in areas like sustainability, health and wellness, and technology for good. Our commitment to these goals extends to conducting business in a responsible and sustainable manner, reflecting our belief in the power of communication to strengthen communities locally, nationally, and globally.
Our Mission
To propel purpose-driven and socially and environmentally conscious organizations to success through innovative and impactful communication.
Our Vision
To grow and have global impact making the world cleaner, healthier, and people’s lives better for generations to come.
Our Values
Accountability
Resourcefulness
Passion, Optimism, and Excellence
Resilience
Honesty and Authenticity
Health & Wellness, Green & Clean
Above all: Serve. Communicate. Inspire.
2024 Highlights
SOMA is proud to share our progress and initiatives in environmental, social, and governance practices, reflecting our commitment to sustainability, community impact, and purpose-driven excellence. Our work reflects a deliberate effort to align our operations and values with global standards and to create meaningful change for our stakeholders and the planet.
Governance Excellence
Achieved B Corp Certification under a globally recognized framework for social and environmental performance, accountability, and transparency.
Published our inaugural Benefit Report, outlining our commitments, progress, and future goals.
Conducted a comprehensive assessment to identify and align with stakeholder priorities.
Environmental Stewardship
Identified and measured the effects of current practices, establishing a foundation for continuous improvement.
Actively supported stewardship initiatives and explored projects to enhance community resilience and ecosystem health.
Advanced sustainable practices across operations.
Social Responsibility
Evaluated and promoted the benefits of flexible hybrid work schedules, fair living wages, and initiatives to support work-life balance.
Introduced bonus plans to recognize contributions and foster a culture of excellence.
Committed 1.1% of annual revenue to pro bono client work, local initiatives, clean-up efforts, and educational programs that strengthen community ties.
Empowered organizations with strong social and environmental values through impactful storytelling, strategic media campaigns, and PR accelerators.
Alignment with UN SDGs
SOMA aligned its efforts with several United Nations Sustainable Development Goals (SDGs), including: 3, 4, 5, 9, 11, 13, and 14. See page 9 for more details.
NOTABLE RECOGNITIONS
Achieved B Corp Certification
2024 Environmental Initiative Winner Business Excelence Awards
Stakeholder Engagement
At SOMA, the foundation of our value creation through public relations services is rooted in strategic stakeholder engagement. Identifying the key stakeholders and, more importantly, understanding what matters to each of them is essential to the successful production of value.
Our stakeholders include our leadership, management and coordination team, clients, media outlets, strategic partners, suppliers, industry professionals, industry groups and associations, the B Corp certification body, the corporate responsibility network, and communities focused on environmental sustainability, health and wellness, and technology for good.
The responsibility for engaging with all stakeholders lies with our entire SOMA team. Our team shapes and executes our engagement strategy, ensuring that our interactions align with both the expectations of our stakeholders and our broader organizational objectives.
We recognize that our stakeholders have a distinct interest in sustainability, health & wellness, and technology for good initiatives, as well as public relations activities. By focusing on these areas, we plan to keep meeting their needs and strengthen our ability to contribute meaningfully to their respective goals.
With a clear understanding of our stakeholders and an ongoing commitment to engagement, we are poised to continue building strong relationships. Key to this strategy is regular reporting on our annual performance and the work we do, ensuring transparency and maintaining the engagement of all stakeholders involved.
Clients
Management and Coordination Team
Leadership Team
Industry Professionals
Nonprofit Organizations
Corporate Social Responsibility (CSR) Network
Media Outlets
Suppliers
Strategic Partners
Industry Groups and Associations
Technology for Good Community
Environmental Groups
Mental Health and Wellness Community
B Corp Certified Body
Clients
Implemented periodic client satisfaction surveys to ensure quality service and identify areas for improvement.
Enhanced policies and codes of conduct to safeguard client information and promote a values-driven, professional relationship.
Measured impact by assessing inputs, outputs, and outcomes for services delivered.
Leadership, Management and Coordination Team
Expanded the full-time team to strengthen organizational capacity.
Developed and refined onboarding structures and an employee manual to support seamless integration and professional growth.
Introduced regular employee engagement surveys to foster a collaborative workplace culture.
Encouraged professional development through team participation in conferences, webinars, and training sessions.
Maintained hybrid work options (three days remote, two days in-office) to support work-life balance.
Pledged to organize at least one team volunteer day annually to give back to the community.
Media
Engagement with media outlets to share SOMA news (B Corp certification) and client news
Industry Groups and Associations
Acquired membership in CPRS, B Corp, North Vancouver Chamber of Commerce, and to actively participate with these organizations and contribute to the shared goals of sustainability, community engagement, and industry leadership.
Supported and participated in events organized by this stakeholder group, actively sharing our involvement to strengthen relationships and raise awareness.
Nonprofit Organizations, Technology for Good Community, Environmental Groups, Health and Wellness Community
Identified and aligned with organizations that reflect SOMA’s values and areas of focus.
Developed an internal policy outlining SOMA’s approach to supporting these organizations.
Committed a minimum of 1% of annual gross revenue via pro bono work with charitable organizations, reinforcing SOMA’s dedication to community support.
B Corp Certification Body
Engaged with the certification body to understand best practices.
Successfully achieved B Corp certification, meeting standards of social and environmental performance, accountability, and transparency.
Corporate Social Responsibility (CSR) Network
Actively networked with peers and industry leaders involved in B Corp certification and sustainability-focused initiatives.
Strengthened relationships with stakeholders and participated in awards for sustainability or environmental achievements.
Collaborated on sharing insights and strategies to achieve sustainability goals, aligning SOMA with like-minded organizations striving for positive environmental and social impact.
Sustainability Assessment
At SOMA, our sustainability assessment is guided by two globally recognized approaches: the B Impact Assessment (BIA) and the United Nations Sustainable Development Goals (UN SDGs). These guidelines not only help us guide our strategy but also reinforce our dedication to fostering positive environmental and social change.
We focus on three interconnected pillars: Our work is grounded in three interconnected pillars: Environment & Sustainability · Health & Wellness · Technology for Good
As a communications company, we believe in the transformative power of storytelling to amplify the impact of purpose-driven organizations. By aligning our mission, vision, KPIs, and team goals, we ensure our work reflects our values and contributes to a better future.
The B Impact Assessment enables us to evaluate our performance with precision across five critical operational areas: governance, workers, community, environment, and customers.
In parallel, the UN SDGs provide a comprehensive approach to identify and pursue meaningful targets, both on a personal level (for individual team members) and a collaborative level (through our projects and partnerships).
This dual-approach empowers us to set ambitious annual targets, define measurable metrics, and track progress through clear KPIs. By embracing transparency and accountability, we remain steadfast in our pursuit of continuous improvement while doing what we love—creating meaningful connections and driving positive change.
Sustainability Highlights
“The year 2024 was a milestone for SOMA. We successfully obtained B Corp certification, aligning our operations with globally recognized guidelines of sustainability and social responsibility.” - Kari Kylo, Founder and Managing Director, SOMA Public Relations
Filled with accomplishments and opportunities to deepen our impact. Guided by the B Impact Assessment (BIA), we set an operational score and refined our strategies across key B Corp pillars. This process reaffirmed our dedication to purposeful profit, stakeholder engagement, and measurable impact. Here’s how we delivered value across governance, community, clients, workers, and the environment:
Governance
Enhanced external transparency by publishing our impact commitments and performance metrics.
Ensured transparent, open communication through regular strategy meetings.
Integrated purpose-driven goals into all levels of operation.
Attained B Corp certification.
Community
Dedicated 1.1% of revenue to local community organizations.
Contributed to local clean-up efforts and supported local businesses.
Facilitated community education through our ambassador program.
Workers
Prioritized employee well-being by providing living wages, flexible work options, and bonus plans.
Invested in employee development through training programs and satisfaction surveys.
Suppliers and Environment
Supported local environment stewardships.
Developed a supplier code of conduct and strengthen circular economy infrastructure.
Reduced travel impact through hybrid work models.
Utilized non-toxic cleaners.
Clients and Services
Supported purpose-driven clients with strong social and environmental values.
Trained clients on impactful storytelling and media strategies.
Planned for PR webinars, and SOMA-specific events to connect and empower clients.
Governance
SOMA’s governance reflects our commitment to transparency, accountability, and purposeful leadership. Regular strategy meetings and open communications ensure alignment with our mission-driven goals. We’ve deeply embedded impactful purpose into our short- and long-term objectives, creating value that balances profit with societal benefits.
Looking ahead, we aim to enhance external transparency by publicly sharing impact commitments and performance metrics. Developing a regular cadence of impact reporting for SOMA and our clients will elevate our accountability and highlight our collective contributions.
Current Practices
Attained B Corp Certification in October 2024.
Held 60+ regular team strategy meetings to align on goals, evaluate performance, and ensure transparency in decision-making processes.
100% of operational and administrative decisions were reviewed for alignment with SOMA's mission and values.
Implemented 3 cross-functional collaboration software and online tools to enhance teamwork and efficiency.
60 Strategy meetings
3 Collaboration tools
Future Practices
Implement an internal alignment assessment to evaluate how operational decisions align with SOMA’s mission and values.
Establish and communicate career growth tracks for all employees.
Launch mentorship and skill-building programs tailored to team needs.
Add new roles aligned with organizational growth objectives to enhance service excellence and organizational capacity.
Conduct a full review of the employee manual.
Workers
Our employees are central to SOMA’s success. We prioritize well-being through living wages, flexible work options, and bonus plans, while development opportunities include training programs and satisfaction surveys.
31 Conferences and networking events
4 Courses and online webinars
3 Pro-bono projects
Current Practices
Maintained 100% compliance with living wage standards for employees.
100% of employees were provided with flexible schedules and remote work options.
Conducted quarterly performance reviews for all employees.
Worked on community and client 3 pro-bono projects.
Provided access to health and wellness program.
Delivered 3 training sessions for professional development and skill enhancement.
Attended 31 conferences and networking events centered on sustainability, environmental initiatives, and communications.
Future Practices
Develop an impactful year-end video to showcase achievements and celebrate individual and team successes.
Create and implement team-building activities.
Continue offering training programs in environmental sustainability, public relations, marketing, and personal growth to support career development.
Expand health and wellness programs to improve the physical and mental health of the team.
Hold monthly meetings to recognize individual and team accomplishments, promoting a culture of acknowledgment.
Introduce volunteer days to encourage team involvement in community service.
Conduct yearly satisfaction surveys for all employees.
Organize an overnight retreat for reflection, relaxation, and team bonding.
Community
SOMA actively engages with the community through corporate citizenship, dedicating 1.1% of revenue to local charities. From participating in cleanup activities to supporting local businesses and facilitating direct community engagement through our ambassador program, our contributions foster meaningful connections.
Future opportunities include expanding volunteer and giving campaigns, such as offering team volunteer days, time off for volunteering, and amplifying support for local causes. We also aspire to collaborate with political thought leaders to drive systemic change.
204,523 People reached through educational ambassador programs
15 Purpose-driven clients
9 New clients
Current Practices
Contributed 1.1% of revenue annually to local charities.
Focused on working with 15 local clients to enhance local business impact.
Engaged with 204,523 community members through educational ambassador programs, promoting recycling and circular economy awareness in BC.
Future Practices
Encourage team participation in community events and initiatives.
Organize events that benefit both the community and clients.
Support and promote shoreline cleanup initiative
Coordinate team efforts for volunteering activities that support local organizations.
Partner with thought leaders to advance purpose-driven missions in the political sphere.
Launch or sponsor a local annual event to engage the community, foster connections, and discuss the value of purpose-driven communications.
CASE STUDY - NorthShore Winter Club
SOMA helped the organization, coach and the players announce that they made history as the first all-girls team from Western Canada to compete in this prestigious tournament. This great news story landed interviews with reputable outlets across the country: CTV News, CBC News, Global News, Black Press Media, and more.
Results:
Global News:
North Shore Winter Club girls heading to Quebec
CTV News:
B.C. minor hockey team to make tournament history
North Shore News:
Winterhawks make history as B.C.’s first all-girls teeam at famed Quebec pee-wee tourney
Today in BC:
Winterhawks 1st girls team to represent B.C. at U13 hockey Worlds
Suppliers & Environment
SOMA takes steps to minimize environmental impact by adopting hybrid work models, reducing travel, using non-toxic cleaners, and supporting local environmental stewardship programs, such as our collaboration with Ocean Legacy.
In the future, we aim to integrate clean tech initiatives, strengthen circular economy infrastructure, and refine our supply chain by prioritizing BIPOC organizations and implementing targeted strategies aligned with our newly developed supplier code of conduct.
Current Practices
Collaborated with 15 local impact organizations to amplify their initiatives.
Used 100% non-toxic cleaning supplies to minimize environmental impact.
Partnered with 3 local environmental stewardship organizations to amplify their impact.
Attended 5 conferences focused on environmental sustainability.
Reduced 60% travel-related emissions by implementing a work-from-home model (three days a week).
Contributed to 7 organizations that support circular economy initiatives.
Developed policy to ensure 100% ethical and sustainable practices.
15 Impact organizations
60% Less weekly travel-related emissions
3 Environmental stewardship organizations
100% Non-toxic cleaning supplies
7 Circular economy initiatives
5 Environmental sustainability conferences
Future Practices
Prioritize the purchase of local materials to support the regional economy.
Establish annual measurable targets for supply chain sustainability.
Explore opportunities to partner with more BIPOC and First Nations organizations.
Implement a screening process to align suppliers to internal sustainability objectives.
Focus on projects that emphasize environmental stewardship and clean technology.
Increase involvement in projects promoting circular economy innovations.
Prioritize collaborations with clients aligned with sustainability and purpose-driven missions.
Clients & Services
SOMA empowers clients by helping them tell their purpose-driven stories. We prioritize clients with strong social and environmental values, respecting their privacy, and sharing their success to amplify their impact. Training programs further enhance their communication strategies.
Looking forward, we aim to deepen client engagement by hosting webinars on media training, communications best practices, and storytelling. We envision creating PR accelerators, SOMA-specific galas, and fostering ecosystems that connect like-minded clients to amplify their collective impact.
Current Practices
Share clients' impactful work through:
newsletters,
social media posts,
and website posts.
Prioritize collaborations with clients demonstrating strong social and environmental attributes.
Provide training to clients on transparent, accurate, and compelling storytelling, and educate clients on the importance of raising community awareness about their impactful work.
Surveyed client satisfaction levels.
264+ Hours spent on client communications
15 Total clients served
216+ Hours of client research
60 New contacts in database
80+ Stories told
552 Million+ Potential reach of media
$5,158,340 Advertising value equivalency
Future Practices
Develop and host webinars.
Explore panel discussions and podcast appearances.
Foster collaboration by connecting aligned customers through networking events and shared platforms.
Create an application process for prospective clients to ensure alignment with SOMA's mission.
Expand partner collaborations to enhance client resources and opportunities.
Build a robust CRM system and establish a public relations network.
Maintain and update privacy policies to protect client and website visitor information.
Aligning Our Sustainability Path with Global Goals
The United Nations Sustainable Development Goals (UN SDGs) represent a universal call to action to end poverty, protect the planet, and ensure peace and prosperity for all by 2030. These 17 interconnected goals provide a framework for addressing global challenges such as inequality, climate change, and sustainable development. For SOMA, a purpose-driven public relations firm, aligning with the UN SDGs is both a responsibility and an opportunity to amplify our impact through our governance, services, and community contributions.
As a public relations firm, SOMA operates at the nexus of communication and impact. Identifying the SDGs that align with our services and practices allows us to integrate sustainability into every aspect of our operations. This alignment helps us:
Ensure our processes and decision-making support sustainable and ethical outcomes.
Empower clients to communicate their purpose-driven initiatives and align with global sustainability goals.
Focus our resources and expertise on areas where we can drive meaningful change locally and globally.
Identifying our alignment with the SDGs provides a foundation to evaluate our current practices and define our future sustainability goals. After a thorough assessment of our current practices, SOMA has identified alignment with the following UN SDGs:
GOOD HEALTH AND WELL BEING:
SOMA supports projects, organizations and initiatives that enhance access to healthcare and wellness initiatives.
QUALITY EDUCATION:
Through our work with organizations focused on education, we advocate for diverse learning opportunities and support creative, inclusive spaces for education.
GENDER EQUALITY:
SOMA is committed to fostering gender balance within our project, client, and contractor teams.
INDUSTRY, INNOVATION, AND INFRASTRUCTURE:
We collaborate with organizations that strive to innovate and continuously improve their industries, infrastructures and practices.
SUSTAINABLE CITIES AND COMMUNITIES:
Our clients’ projects are strongly focused on benefiting local communities in the Lower Mainland.
CLIMATE ACTION:
SOMA works on projects that serve as models for sustainability and by integrating discussions on local extreme climate and resilience.
LIFE BELOW WATER:
We support initiatives that protect local waterways, combat ocean pollution, and improve infrastructure to prevent future contamination.
RESPONSIBLE PRODUCTION AND CONSUMPTION:
SOMA uses responsible business practices, ethical supply chains and operates sustainably. We value accountability and transparency.
Using the SDG Framework to Guide SOMA’s Future
For SOMA, incorporating the UN SDGs means building on our existing efforts by integrating SDG-related metrics into every aspect of our operations, governance, and services. It involves developing new initiatives and setting measurable targets that drive meaningful progress toward these global objectives. At the same time, we remain committed to ensuring that our impact aligns with international sustainability priorities while addressing the unique needs of the local communities we serve.
Future Practices
SOMA will focus on:
Establishing clear, measurable targets and seamlessly integrating them into our future practices.
Expanding projects that enhance community well-being and resilience (Goals 3, 11, and 13).
Increasing involvement in educational initiatives and fostering creative learning spaces (Goal 4).
Advocating for gender equity through balanced representation in all facets of our work (Goal 5).
Partnering on innovative projects that advance sustainable industries and infrastructure (Goal 9).
Supporting efforts that have a lasting impact on local waterways and marine ecosystems (Goal 14).
CASE STUDY - Building Material Exchange (BMEx)
SOMA was tasked with launching BMEx through a strategic, earned media campaign. We also supported Light House with two in-person, sold-out, BMEx challenge events (Nanaimo and Victoria) and negotiated sponsorship packages and partnerships on behalf of the organization - going beyond a traditional PR scope to meet our clients’ objectives. In the end, we coordinated over 9 interviews for our client, including an in-person interview with The Canadian Press, which when published, was syndicated over 167 times.
Results:
The Global & Mail:
Tinder of the construction sector’ aims to keep B.C. building waste out of landfills
The Vancouver Sun:
Salvaged materials find new life in Vancouver Island program to reduce construction trash
CHEK News:
Trash to treasure: New progam aims to reuse construction waste on Vancouver Island
Business Examiner:
Building Material Exchange Launched in Victoria, Nanaimo
CBC News:
Program encourages Vancouver Island construction waste trading
ReNew Canada:
New Building Material Exchange Program Launches on Vancouver Island
Ontario Construction News:
New Building Material Exchange Program Launches on Vancouver Island
388+ Media Stories
102+ Million Media Impressions
Materiality Mapping
SOMA conducted a non-financial materiality assessment to identify and prioritize the issues most significant to its stakeholders and its business. This strategic process evaluates the intersection of topics that hold high importance for stakeholders and are critical to SOMA’s success, ensuring alignment with global sustainability priorities and the unique needs of its clients, employees, and communities.
The materiality assessment serves as a roadmap for SOMA’s corporate social responsibility strategy. It highlights key sustainability topics, their relevance to stakeholders, and their impact on the organization. These topics are further aligned with the UN Sustainable Development Goals (SDGs).
In addition to identifying priorities, this assessment guides SOMA in tracking current practices, setting measurable targets, and identifying opportunities for growth. As a leader in sustainability-focused public relations, SOMA uses the materiality process to enhance transparency and maximize its positive impact on the environment, society, and the economy.
Looking Ahead
At SOMA, our commitment to long-lasting and impactful principles is integral to our mission of serving, communicating, and inspiring purpose-driven organizations. We are excited to continue building a cleaner, healthier, and more sustainable future for our clients, employees, and communities.
Continues Improvement
Develop specific, measurable targets for key material topics.
Expand client and community engagement initiatives to amplify impact.
Continuously refine communication strategies and environmental stewardship practices.
Further invest in employee training, well-being programs, and diversity initiatives.
“As SOMA continues to evolve, our commitment to sustainability, social responsibility, and governance remains steadfast. We believe that the role of a public relations firm goes beyond communication—it’s about driving meaningful impact and aligning our values with the change we want to see in the world. Our journey is one of continuous learning and progress. We aim to set higher standards, create measurable goals, and build partnerships that inspire collective action. We are grateful to our stakeholders for their unwavering support and shared commitment to amplifying our impact.”
-Kari Kylo, Founder and Managing Director, SOMA Public Relations