Semiquincentennial. At the beginning of the year, I believed that would be the word for 2026.
It may not have caught fire like I thought it would, but as summer approached, it became clear America’s 250th anniversary would become the focal point of countless organizations’ strategic plans.
The question many of us found ourselves asking was: How do we approach it?
How does our organization connect the founding of our country to advanced manufacturing, human resources, B2B sales, or whatever story our company has charged us as PR professionals to share with our audience? What kind of campaign can honor both our company and our country without coming across as performative or forced?
The answer is far from common sense.
Or is it?
Where It All Began
Naturally, we could look to the country’s bicentennial celebration in 1976 for inspiration, but would that offer much insight? After all, so much has changed over the past 50 years. So what if we went even further back? What if we went all the way back? Back to 1776, or even before the American Revolution? What lessons could we possibly glean from 250 years ago that would be applicable today?
Long before the age of press releases, social media content, crisis communication plans, and AI assistants, public relations came in the form of messengers, pamphlets, slogans, and symbols. We’re all familiar with Paul Revere’s famous midnight ride from Boston to Lexington, warning the revolutionary leaders of the advancing British army.
Although the phrase “The British are coming!” was never actually said (no, not even in Henry Wadsworth Longfellow’s epic poem “Paul Revere’s Ride”, published 85 years later), Revere would be known throughout history for his speed on that night; however, it was not his speed which made the message effective. In fact, he was not the only rider that night.
Revere was actually one of several riders who were part of an organized system designed to sound the alarm with haste and alert the Patriots to mobilize their militia. Being a part of a trusted network made the warning effective.
What can new pros take away from this? In a 24-hour news cycle, many consider being first matters less than being accurate, prepared, and credible.
And then came Thomas Paine.
Common Sense, Uncommon Clarity
Paine’s bombshell pamphlet, “Common Sense,” made a persuasive argument for independence at a time when reconciliation with Great Britain was still a common view. His missive became the colonial version of viral content – spreading as fast as possible to as many people as possible. It inspired individuals to believe a split from the British Empire was the only logical course of action. In today’s terms, it was a hearts-and-minds campaign that helped shift public opinion in a country on the brink of revolution.
But why did “Common Sense” resonate with so many? How did this essay convince countless readers to rethink their assumptions? What persuasive writing techniques did Paine use so effectively that they helped shape the course of American history?
I’m afraid the answer is not exactly earth shattering. In fact, it was likely one of the first principles of communications you ever learned. To convince people to use common sense, you need to use uncommon clarity.
In other words, simplicity.
Paine wrote for the everyday audience, not the elites. He wrote with passion and purpose but avoided flourish. He did not frame the call for independence around a legal dispute over taxes but rather a moral right to freedom. His words carried weight because people could understand them. He met the audience where they were, using familiar language and making an insurmountable idea seem attainable.
Today’s PR pros know the best communicators don’t make simple things sound complex; they make complex things sound simple. In a landscape full of noise, jargon, and automated content, clarity is your strongest defense.
It’s About the Message, Not the Author
When Thomas Jefferson was tasked with writing the Declaration of Independence, he famously went to great lengths to ensure the draft he presented to the Continental Congress embodied the all-encompassing vision of this great experiment they were about to undertake.
But as every communicator knows, the first draft is never the final draft.
After being reviewed by John Adams and Benjamin Franklin, the document then went to a larger committee of representatives before it was ready to be brought before the full Continental Congress. Edits were made to the original text at each stage. Even so, the Continental Congress spent four days reviewing, debating, voting, and revising the document until the final version was adopted on July 4, 1776.
This review process, as we all know too well, has not changed much in 250 years!
But the lesson remains. A strong message is never created in a vacuum. A message is never the train of thought of one person. Jefferson was not writing a message for himself. He was writing a message for a country that would thrive for 250 years… and counting. The committee and the Congress knew this document would be shared – not only with King George, not only with General George Washington, but with the people for whom this country was being created.
Sometimes the editing process isn’t about making changes. It’s about making the message clearer, more accurate, and more useful to the audience. Once the message is published, it no longer belongs to the author. It represents the organization behind it. The audience should always remain at the heart of that message.
We the PR People
Two hundred fifty years ago, what we now recognize as public relations was nearly unrecognizable. None of the tech tools we now take for granted were available – or even conceivable. Nevertheless, the fundamental principles remain unchanged.
Paul Revere reminds us that trust in the messenger matters. Common Sense reminds us that clarity in the message matters. The evolution of the Declaration of Independence reminds us that the audience is always the ultimate editor of the message.
Working as a new PR pro in the 21st century can feel like an uphill climb. With information moving faster than ever before and trust being increasingly harder to earn, it’s our responsibility to be trustworthy, to be clear, and to be thoughtful.
We don’t know what the next 250 years will bring, but if we look to our history, we can find the tools that no technology can replace.
About the Author
Kristin Durand is the Blog Chair for PRSA’s New Professionals Section. She serves as the Director of Communications & Public Information Officer for St. Tammany Economic Development Corporation where she leads strategic communications, public relations, media relations, digital content, and stakeholder outreach in support of the organization’s business development and community engagement efforts.