Principles for corporate communication.

I take a principles-led approach to a corporation’s communication with its stakeholders. In my experience, the principles below are practical decision aids for both small and large choices, regardless of other strategic frameworks. They draw on my own work and are influenced by Arthur W. Page’s Page Principles.

Protect commercial freedom of action.
The commercial value of communication is leeway: understanding, trust and credibility that protect your freedom to act when and how you need to, and reduce the risk of sudden, unwanted changes with negative commercial effects. That leeway is earned through trust and legitimacy, by demonstrating that the company acts in the public interest as well as its own.

Define the problem before you craft the message.
Communication consumes resources to solve real issues, not just to “be visible”. Define the challenge first; then decide how communication is part of the solution.

Understand reality through listening.
Listen to those who affect - and are affected by - the business to uncover perspectives, needs, and risks you may not see from the inside.

Tell the truth.
Make sure stakeholders can form an accurate understanding of the company’s character, ideals, and practices.

Prove it with action.
Reputation is built on what you do. Communication should be grounded in evidence and behaviour, not claims.

Manage for tomorrow.
Anticipate stakeholder reactions and adjust business practices or communication early, before issues escalate.

Remember that the company’s character is expressed by its people.
Employees communicate continuously. They must be knowledgeable and honest ambassadors, equipped and motivated to represent the company well.

Treat communication as a leadership responsibility.
Communication is a management function: owned, prioritised, and executed with the same discipline as other core leadership tasks. No material decision should be taken without a disciplined assessment of stakeholder consequences, and communication must reflect that assessment.

Stay calm, patient and good-humoured.
There is no magic in communication: positive coverage is earned through consistent, measured care for information and relationships.