Social media platforms continue to proliferate and evolve at a fast clip. The tools available to PR professionals today provide solutions for every imaginable purpose. Facebook for the universe, LinkedIn for business, Foursquare for location, Twitter for spontaneity and urgency, Viadeo for international, Flickr for photos and Slideshare for depth and context. The choices are endless no matter what side of the pond you work; you can mix and match for coverage or focus for purpose.

And while the choices are rich and varied, one characteristic is common to them all: the basics still count.

It was only a short six years ago that blogging and podcasting came into their own, and merely two years since Twitter and Facebook became the soup du jour. All of these platforms bring people and communities closer together and allow more people to have a voice in those communities and in society at large. These platforms also have given PR professionals more options for reaching out to constituencies.

Our jobs have arguably never before been more in need, but the demands placed upon PROs, and the level of assimilation to all things digital, has placed an urgency upon our work that could push aside the basics – if we’re not careful.

As much as technology helps society move forward, be more efficient and collaborative, what has not changed is the basics. There is no excuse, reason or logic to ignore fundamental rules of good writing and speaking.

Here are five of the basic building blocks of good communications that hold true no matter if you’re writing a press release or a 140-character Tweet:

1. Get it write … err, right! Languages have not changed appreciably. They have rules and conventions that are designed for clarity, logic and efficiency. While we may be tempted to take shortcuts, generally most languages and their guiding rules for sentence structure, tense and grammar (among other issues) have served humanity well for a very long time. Do not mess with success. Write it right the first time.

2. Spelling still has standards. New words come into the lexicon all of the time. But we are communicating here. And it makes sense to spell correctly so we all have the same basis and common understanding of words we use to communicate.

3. Keep it simple! People are people. Seems obvious, right? But what it means is that people by nature prefer simplicity. And simplicity can be elegant and effective. So when you write, write like you speak. Keep sentences simple so they have maximum comprehension and effect. This is particularly true when your communications is read by people not of your native language. So if you want to be global, make it short and sweet.

4. Courtesy is king. Everyone wants it and deserves it but not everyone gives it. If you want courtesy, give it. Whether you are networking, writing a pitch letter or interviewing, keep in mind that courtesy can often get you everywhere.

5. Say the magic word. No, I am not referring to Groucho Marx. He made the phrase famous but parents of toddlers and small children use it all the time. If you want something, say “please.” If you get it, say “Thank you.” This holds true whether you are writing to request an interview or asking for guidance on a pitch. The magic word often works.

In the grand scheme of things, PR is at its best when it is fundamentally sound and stays behind the scenes. We are a relationship-building business; we help diverse groups connect with one another in a mutually-beneficial manner that serves the public interest.

And while social media has been tremendous in increasing PR’s value and relevancy to businesses, the media and the public in recent years, at the end of the day, it all comes down to basics. So long as we get that right, our value will continue to proliferate.

Gerard F. Corbett, APR, Fellow PRSA, is chair-elect of the Public Relations Society of America (PRSA). He is also founder and CEO of Redphlag LLC, a San Bruno, California-based public relations and marketing consultancy.