* 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.
