A communications theory and methodology developed by Brian A. Kilgore, 
Toronto, Canada.

* The top communications professional sits at the right hand of the CEO.

* Always ask "what do we want to accomplish?"

* Communications is designed to primarily cause actions. 
Building understanding is just an extra.

* Media are a conduit to audiences, rather than an audience in themselves.

* Employees are the most important stakeholders, and managers are the most important employee audience.

* The purpose of employee communications is to cause negative behaviour to stop, neutral behaviour to become positive, and good behaviour to be maintained.

* Creativity matters.

* Communications / public relations is a management function that leads, rather than follows.

* We are only as good as our employers allow us to be.

What First Principles is all about
First Principles is a system of focusing the mind on what really matters in corporate communications. It keeps planning, thinking and action from drifting away from the most important aspects of communications-related situations.