Welcome to Flack
A new playbook for communications
Great communications can convince people to follow you, forgive you, trust you, work for you, or buy your stuff. For startups in particular, comms can be a superpower that helps attract employees, customers, and investors.
But the playbook for communications is outdated.
Here’s just a sampling of what companies are now up against: Most media pitches don’t work, and the mere whiff of “thought leadership” triggers a gag reflex. There's an overload of information and a deficit of trust. People live on the internet and congregate in tribes. The culture wars are everywhere. Information is fractured, unreliable, and often hysterical. No traditional comms playbook could survive contact with today's chaotic reality. We have to adapt to a world where people receive information, build trust, and make decisions differently from ever before.
I’ve had the good fortune to lead comms for some of the founders and companies that I respect most in the world (including Substack itself, which obviously doesn’t co-sign anything I write here). Along the way, I’ve gotten the chance to experiment, take risks, and occasionally fail.
Flack is a personal blog where I will write about what I’ve learned and propose a new playbook for comms. For inspiration, I'll draw insights about comms from other disciplines like the military, the makeup industry, physics, K-pop, psychology, and religion. I hope that the strategies and tactics here will be especially useful for founders and entrepreneurs, but anyone can adapt them for their own purposes.
Lastly, since the point is to explore and discover new ways of doing things, these posts will be more experimental than prescriptive, and I welcome your ideas and critiques.
Thanks for joining me.
You should subscribe if:
- You’re a founder or exec who wants to help your company grow through better communications
- You’re a writer, creator, or entrepreneur who wants to promote your work and build your reputation
- You like getting useful things for free
Join the list to get future posts and find out why no one should do PR, when to fight back, and what we can learn from Marines and K-pop bands.
Thank you! I hope to learn more about communication from this newsletter. I've posted everything I know so far about it in one article here:
Communication Insights From Movies: Five Films To Help You Communicate Better
First of the first! Admirer of your tweet about Substack’s mission of free speech in the face of cancel culture. Founder of a PR agency for the past 18 years. Always looking to learn more, especially from someone on the front lines of communications. Best wishes and looking forward to your posts.