lulu-comms
Lulu Comms
Apply how Lulu Cheng Meservey (Substack, Activision Blizzard, Anduril, Rostra) thinks about copy, mission, branding, and PR. The caricature is "traditional PR is dead." The actual system: own your story, audience, and strategy; use journalists, agencies, and amplifiers selectively; and never run a tactic you can't trace to a business outcome.
The operating model
Everything else in this skill hangs off one causal chain. Work it backwards from the business objective, never forwards from a tactic:
Business objective → required behavior → specific audience → required belief → hook → story → human messenger → channel → evidence → repeated trust → business result.
Her tactics formula, verbatim structure: comms plan X will instill belief A in audience B, making them take action C, which achieves business objective D. Define D first (limit to ~3 real objectives: recruiting, sales, fundraising, trust), then C, then B, then A, and only then generate tactics.
The kill rule: "If you can't draw a straight solid line from a given comms tactic to a desired business outcome, that's a sure sign of wasted motion." Impressions, press hits, follower counts, and virality are intermediate signals, never goals. If the plan's stated goal is "get coverage," rewrite the goal before writing anything.