In many ways, a trial in the “court of public opinion” can be infinitely more damaging than a trial in a court of law. With the growth of social media, bloggers and the public-at-large “reporting” on real news programs—so-called “citizen journalism”—has seemingly the same weight as the work of genuine news reporters, editors, and producers.

Other disturbing trends in journalism make the task of getting your message out even more challenging: the pressure of the 24/7 newsroom to consistently break stories first, the lack of fact-checking, the “cannibalization” of the reporting of other news outlets, and the increasing speed of the news cycle.

Good news travels fast; bad news travels even faster.

But here’s the real danger for clients: both good and bad stories live forever on the internet, in Google caches, often with equal weight.

First Principles Communications designs communication strategies and implement tactics that are aimed at positively influencing the behaviour of stakeholders, prompting them to take actions that benefit of our clients.

INTEGRATED REPUTATION MANAGEMENT

For organizations (such as corporations or partnerships), for individuals (such as executives or politicians), and for product or service launches (or re-launches), First Principles Communication designs and implements ongoing integrated communication campaigns that establish, promote, protect, and (if required, salvage) the reputation of clients. "Integrated" means a mix of "free" media relations, paid advertising, events for media and other stakeholders, collateral materials, white papers, and more, all with overlapping themes and content aimed at the reputation.

MEDIA RELATIONS

Media relations is the staple of many public relations programs—getting our clients published and quoted in various media. First Principles Communication has a network of reporters, editors, and producers in a number of industries:  law, “green” building and “green” products, accounting, finance, as well as general business. These journalists trust us to give them honest, interesting, informative leads to cover.

In today’s world of social media, Andy Warhol’s 1968 quote is truer than ever:  “Everyone can be famous for 15 minutes.” Our social media approaches to media relations are designed to reach important audiences, cost-effectively.

MARKETING COMMUNICATIONS

First Principles Communication has extensive experience providing public relations support for launching Business-to-Business (B2B) services, including working with legal firms and accounting firms, as well as banks and investment firms.

Business-to-Consumer (B2C) means messages in a broader format, to reach wider audiences, with a different set of values and requirements. We understand B2B and B2C, and mesh them cost-effectively.

Marketing communications services include new product advertising; new product publicity; sales sheets and brochures; trade and consumer show literature, programs and  booths; product and service-related speeches and presentations at conferences; and more.

We have worked for: McCarthy Tetrault and Fasken, Martineau, two of Canada’s leading national law firms; for KPMG, a leading international accounting firm, and for smaller accounting firms; for the TD Bank and several trust companies; and for financial companies including The Guardian Group and AIC Mutual Funds.

CRISIS COMMUNICATIONS

With our established relationships with among networks of reporters, editors, and producers, we can assist you in telling your side of the story when you’re in the line of fire. We have handled a number of crises including business people caught in political scandal, industrial accidents where people were killed, and helping with business operations in the wake of natural disaster.

LITIGATION SUPPORT

Working in tandem with your legal team, we assist clients in defending their reputations in the court of public opinion. When you’re in a high-profile and high-stakes legal battle, you need expert and experienced counsel, both on the legal side and the public relations side.

Lawyers and FPC work as a mutually respectful team of professional advisors.

MEDIA TRAINING

We routinely train executives, professional services firm partners, and other senior staff to appear in front of TV cameras or to give in-person or telephone interviews. Just two of the ways our media training is different: we don’t believe in the “confrontational shock-treatment”-type of media training (we find that it frequently backfires) and we teach our clients to respect reporters, editors, and producers by answering THE question asked (and not merely offer “Key Messages”).

EMPLOYEE / INDUSTRY
COMMUNICATIONS

During and following mergers and acquisitions, new executive management face pressures from unhappy owners/shareholders, nervous employees, and questioning customers. Often, there’s a realization by senior management that their industry is changing and they must lead this change; First Principles Communication is able to assist in developing change programs (a management consultant role based on our experience) and then communicating major change.

The single biggest reason change communication fails is the failure to realize that everyone in the organization must change, including management. It’s the disconnect between “say and do”—“do as I say, not as I do” that sabotages so many change initiatives.

Change is not a one-way mandate toward employees. Real change is hard, stressful, and setbacks are frequent.

We have more than 15 years of experience in change communication with, among others, Nortel, Canadian National Railway, Philips, Hydro One, and KPMG.  

SPEECH WRITING

Good speeches evoke powerful visuals, are memorable (create buzz), and, most importantly, move people to action. And, they are deceptively hard to write. Winston Churchill was known to have spent days working on “an impromptu speech.” We help you tell your story with aplomb.

EDITORIAL WRITING

We frequently write service articles, White Papers, Letters to the Editor, and Op-Ed pieces for magazines and newspapers in tandem with clients, helping forge their ideas into publishable form. We also write entire websites and contribute to social media. And we write under our own by-lines on various public relations and corporate communications topics for magazines and newspapers in North America.  

INTERPERSONAL BUSINESS COMMUNICATION SKILLS

We have developed a series of modules that teach interpersonal business communication skills such as: listening, delegating, giving feedback, making effective presentations, improved business writing, teamwork, and creativity. These are the skills that all employers want, yet don’t seem to be taught in high school, university, or MBA programs.