We take this idea a step further.

Communications is effective only when it is aligned with strategic objectives.

The competition is too intense and the pace of change too quick to execute programs that don’t advance strategic objectives. To add value, communications teams must understand client strategy, design programs to promote it, and produce effective and measurable results to drive it.

Our brand of strategic, results-oriented communications is built on the following principles:

Growth Orientation. In Latin, our name means “to master.” We enjoy working with growth-oriented organizations that don’t rest until they master the market. Like you, we’re energized by aggressive goals. That’s what drives innovation, creativity and growth. We help you master your message, the story you communicate to investors, employees, competitors and customers. Mastering your message is a key part — a strategic part — of mastering your market.

Partnership. From our very first contact, we will be your partner. We will ask questions. We will offer insights gained from our years of experience. And we will tie it all to your strategic goals. We will be straightforward about how — and if — we can help you achieve your objectives. Then we’ll work with you to put together a creative, realistic and measurable program. We trust our clients to trust us as full participants in the decision making process.

Continuous Learning. Our team has worked with and for dozens of companies and non-profit organizations. We share what we’ve learned, and we expect our clients to share what they know. Together, we’ll continually learn about the market and what works in advancing your visibility and position within it.

Professionalism and Perspective. We take our work seriously. We don’t take ourselves seriously. We enjoy our work and the people with whom we work. We adhere to the highest professional standards, and do so in a way that keeps us excited about doing our job each day.

Resource Sensitivity. We understand the multiple demands on organizational resources. Our management and pricing structure allows us to deliver superior results within a competitive framework. You pay for our counsel, creativity, execution and results — period.

Results. When all is said and done, you pay us to produce. We are aggressive in placing clients’ messages in the right places at the right time.

Responsibility. We believe we have a responsibility to our community. That means sharing our services with organizations that may not have the resources to retain them. We provide pro bono support to groups including Miriam’s Kitchen, a breakfast program for men and women who are homeless located in Washington, DC.

SENIOR TEAM
Our team combines experience and insight from working for and with large and small PR agencies, Fortune 500 companies, emerging growth companies and not-for-profit organizations. What ties us together is our enjoyment of what we do and the satisfaction we derive from working with people who want to grow their organizations. We pride ourselves on continually raising the bar as individuals and as an agency.

We partner with communications agencies throughout the world that share our values and work style. This arrangement provides clients with maximum flexibility and minimized costs. Instead of paying for the overhead of a global firm whose services and staff you might not want, you pay for only the talent you need, when you need it.

John Jordan, President
John has ten years of public relations experience designing campaigns and programs to achieve strategic goals in the areas of technology, financial services, consumer products and public affairs.

Prior to founding Principor in 2002, John was a partner at The Aker Partners, where he created and led the agency’s Technology Practice Group. John led work for Nucleus Solutions, Wedgetail Communications, Lightspeed Systems and NeuStar. He also provided strategic counsel to the American Economics Group, the Association of Oil Pipelines and top ten national law firm Foley&Lardner.

Before joining The Aker Partners, John was Senior Vice President at Porter Novelli, where he led the Technology Practice Group in the firm’s Washington, DC office. He also launched the Health Technology Practice Group and managed communications programs for EMAX Solutions, Sciquest, and the American Society of Health Pharmacists. Jordan managed the Nextel Communications account, one of Porter Novelli’s 10 largest technology clients.

Prior to building a technology team at Porter Novelli, John spent three years working with technology clients in WeberShandwick WorldWide's Silicon Valley office. Clients included WIPRO, RightWorks, Compatible Systems, Tumbleweed, SmartForce, Lightspeed Systems, and the 3i Group. John also managed WeberShandwick’s Northern California public affairs practice and worked with the Hong Kong Economic and Trade Office, Singapore National Science & Technology Board, and the Industrial Development Board of Northern Ireland.

Before working for PR agencies, John spent eight years in organized labor, directing research, strategic planning and membership recruitment programs for national unions.

A native of California, John has a Bachelor of Arts degree in Political Science and Economics from The George Washington University. He is a freelance writer whose opinion pieces have appeared in The San Jose Mercury News and other publications.

Bonnie Manousos, Senior Counsel
Bonnie Manousos specializes in public relations campaigns for technology, healthcare, and consumer technology clients.

With ten years of technology public relations and marketing experience, Bonnie has a strong focus in media and analyst relations, corporate messaging and positioning, partner relationship management and product launches.

Before joining Principor, Bonnie worked with The Aker Partners, where she managed a multi-faceted program for NeuStar. She managed the launch of dot-US, "America’s Internet Address," the most successful domain launch in history. Bonnie also managed the introduction of NeuStar’s PostMinder email product, as well as media and coalition outreach to support NeuStar’s bids for additional domain names.

Prior to her work with The Aker Partners, Bonnie was director of account services at Live Wire Media Relations. Bonnie was responsible for managing the strategic development and implementation of PeopleSoft’s targeted media relations campaigns on the national, regional, and local levels. While working on PeopleSoft’s vertical industries — public sector, federal government, communications, and education — Bonnie successfully fostered relationships with key reporters and secured dozens of media placements in mainstream and vertical print outlets.

Prior to joining Live Wire Media Relations, Bonnie was the director of public relations and analyst relations at Worldweb.net, a content management software company. She planned and executed comprehensive media relations activities, including press tours and events; provided strategic direction on a corporate level; and managed industry analyst initiatives.

Bonnie's career also includes years of marketing and public relations initiatives for Fortune 500 companies including Lotus Development, Johnson & Johnson, IBM, and Oracle.

A native of Boston, Bonnie has a Bachelor of Arts degree from the University of Vermont.

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