Good PR Principles

David Bramley

I saw a piece on TV on Dieter Rams, the ex-head designer at Braun, which as well as showing his amazing products also touched on his ten design principles. I started to think about the many similarities between good design and good PR and so tracked down the design principles on Wikipedia (

Dieter Rams design principles

1/. Good design is innovative. 2/. Good design makes a product useful. 3/. Good design is aesthetic. 4/. Good design makes a product understandable. 5/. Good design is unobtrusive. 6/. Good design is honest. 7/. Good design is long-lasting. 8/. Good design is thorough down to the last detail. 9/. Good design is environmentally friendly. 10/. Good design is as little design as possible.

I dropped a couple of principles, adapted others and combined one or two and re-ordered to produce the following ‘magnificent seven’ PR principles.

1/. Organisations should not have 2 sets of messages – PR messages should not differ from ‘non-PR’ messages 2/. Good PR needs good messages – if they don’t exist then they need to be built 3/. Good PR is always honest 4/. Good PR effectively communicates understandable messages that resonate 5/. Good PR should be persuasive not aggressive 6/. Good PR is based on thorough delivery 7/. Good PR should not follow a pre-conceived path: it should be innovative when required and use more standard communication practices when they are most efficient

I think that these principles make a lot of sense. We’re discussing these principles internally at Platform and they may well become the basis of a Platform PR Manifesto. I would also love to hear what the rest of the world thinks, so please get in touch if you have any opinions, whether favourable or not.

David Bramley Email:

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