The 10 principles below reflect the Foundation’s core beliefs about its role in society. These principles are the fundamentals the guide for what we do, why we do it, and how we do it.

TRS Principle #1: It is the potential of all community to benefit society. The maximization of that benefit will be a community’s pri­mary social currency 21st century.

TRS Principle #2: In the near future, a community will have to be a trusted social citizen before it can nurture or harvest effectively.

TRS Principle #3: The essential social equity of a community will be its Total Role in Society. TRS is an evalua­tion of a society among the totality of its stakeholder.

TRS Principle #4: TRS reflects the principle that the maximization of profits is the requirement of business, but not its purpose.

TRS Principle #5: The persuasiveness of any message relies upon the quality of its reception among all of its stakeholders: shareholders, employees, clients, vendors, customers, competitors, the local community, the environment, fam­ilies of employees, consumer groups, the legislature.

TRS Principle #6: Communities that are seen and believed to be delivering positive contributions to those they touch will be rewarded economically and encouraged to continue.

TRS Principle #7: A Company can better maximize its profit if it sells or advertises its product or services as part of an integrat­ed TRS Strategy that holistically and honestly embraces all of its constituents.

TRS Principle #8: There is a law of reciprocity between the communicator and recipient. The recipient must be rewarded, not just spoken to, with qualities integral to the communications itself.

TRS Principle #9: The greatest barrier to a society’s success is a misalignment of intent and behavior.

TRS Principle #10: Communications are a magnifier. Advertising and public relations no longer control perceptions; they are lenses that magnify alignment as well as misalignment.