What Are The Page Principles?

⌛ By Kaylin R. Staten ⌛

September is Ethics Month, and here at Hourglass Media, we love conversations centered on ethics! This month, our blog series will hone in on some of the ethical principles and practices we hold dear as a company. 

At Hourglass Media, we live by and/or get anxious about our Hourglass Principles

  1. Be professional and ethical at all times by following the PRSA Code of Ethics.

  2. Use the RACE/RPIE process with each client, campaign and project. Two-way symmetrical communication is essential.

  3. Focus on the strategies and not just the tactics. Use macro thinking to accompany detail-oriented, micro efforts.

  4. Always strive to be your honest, authentic self and follow Hourglass Media’s core business values.

  5. Timeliness is next to godliness.

  6. Writing is the cornerstone of every storytelling effort #behindthehourglass.

  7. Listen consistently and efficiently to your publics and reach them where they are.

  8. Know when to take a break and then take it. It revitalizes your PR efforts and mental health.

  9. Public relations is a life-long learning process. Learn at least one new thing per day.

  10. “Pass on what you have learned. Strength, mastery. But weakness, folly, failure also. Yes, failure most of all. The greatest teacher, failure is.” -- Yoda.

So, how did we find the inspiration behind our Hourglass Principles? Look no further than The Page Society’s Page Principles

Arthur W. Page was a vice president and director of AT&T from 1927 to 1947. Known as “The Father of Corporate Public Relations,” Page revolutionized public relations practices and turned AT&T’s then-negative press around. The founders of the Arthur W. Page Society created these seven principles so the association's members -- and communicators in general -- could have tenets in which to practice public relations with honor and ethics. 

The Page Principles are as follows: 

  1. Tell the truth: Always let your publics know what is happening internally and externally by providing a clear picture of the “enterprise's character, values, ideals and actions.”

  2. Prove it with action: Don’t just depend on your words. Match those with actions. 90 percent of public perception lies with what you do as an organization.

  3. Listen to stakeholders: Do what your publics want and need. Tailor your communications efforts to them, listen intently and keep them informed throughout your PR process.

  4. Manage for tomorrow: Proactively anticipate crises and other communications events and generate goodwill.

  5. Conduct public relations as if the whole enterprise depends on it: Consider the impact your decision-making has on your stakeholders. PR should be a management function that helps to drive decisions, policies and actions while considering every facet of stakeholders’ involvement with the enterprise.    

  6. Realize an enterprise’s true character is expressed by its people: The company’s reputation -- good or bad -- is driven by stakeholders, especially internal ones, such as employees. Encourage internal publics to help communicate the company’s honesty and knowledge to external audiences.

  7. Remain calm, patient and good-humored: Be consistent with your words and actions. In times of crises, remain level-headed. 

Learn more by watching the video below! 


Kaylin R. Staten, APR, is an award-winning public relations practitioner and writer based in Huntington, WV with nearly 16 years of professional communications experience. As CEO and founder of Hourglass Media, she uses her compassionate spirit and expertise to delve into the heart of clients’ stories. She is a recovering perfectionist, mental health advocate, wife, cat mom and Leia Organa aficionado. Connect with Kaylin on LinkedIn