Our name,
First Principles Communication,
is based on a document,
below.

• Communication matters. Good communication does make a difference.

• Technology is only a tool, not an end in itself.

• Simplicity beats complexity.

• The quality of the journey is as important as the destination. (Results matter. And behaviour matters, too.)

• For our clients, we provide professional services on par with lawyers and accountants. We operate with the same ethos and devotion to professionalism. In return, we require the same respect

• We help clients analyze their situation—an overall business, a specific problem or opportunity—and

• We agree on what’s necessary to cause the actions to solve the problem or maximize the opportunity.

• We deliver results. We are driven to execute extraordinarily well.

• We deliver on time and on budget.

• We learn about our clients’ businesses on our own time.

• We are proactive and look for opportunities to help our clients develop and manage their reputations before all stakeholders.

• Send an invoice every time we think about a client

• Shuffle a project to "juniors" once we’ve made the sale

• Give you just one idea

• Tell you what to do

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

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

• Communications is designed to cause actions. Building awareness and understanding are just extras.

• 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 clients allow us to be.

First Principles focuses the mind on what really matters the most in corporate communications. The First Principles concepts keep planning, thinking and action from drifting away from the most important aspects of communications-related situations.

These principles are the foundation of the thinking process at First Principles Communication.