How to judge the quality of your constituent communications

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Back in the late 1970s, when I was studying architecture at Carleton University in Ottawa, I was introduced to the phrase: "Well building hath three conditions: firmness, commodity, and delight," which was co-authored by English author and diplomat Sir Henry Wotton (1568 – 1639), in his work The Elements of Architecture (1624; a free translation of Vitruvius' de Architectura).

In essence, the phrase "commodity, firmness and delight" means that an excellent work of architecture is functional (the size and arrangement of its spaces meet the practical needs of its users); well built (it uses materials and technology wisely and efficiently); and pleasing to the eye (it is beautiful or meets the intangible needs of its users).

Since my career has transitioned away from architecture, I've become convinced that  all marketing-communications 'artefacts' (whether in print, digital or live media) can also be judged by these same three, time-tested criteria.

In other words, I suggest we should ask ourselves the following questions when assessing 'creative' work:

1. Does it accomplish its business objectives – whether that means simply informing, persuading or striving to change behaviour?
2. Is it crafted intelligently – completed in a reasonable time, without excessive expenditure, and in a suitably durable yet environmentally friendly manner?
3. Does it connect with people and touch their hearts – or at least speak to them as human beings rather than as 'automatons' programmed only to consume?

I just discovered that there's a toolkit called the Design Quality Indicator, first developed in the UK, devoted to assessing the quality of buildings according to Wotton's big-three. The DQI toolkit is solely distributed in North America by DQI USA, LLC, which even has a YouTube commercial promoting the toolkit!

Perhaps it's time to approach internal stakeholder communications with this same broad yet disciplined perspective? If so, let's talk...

Why traditional advertising struggles with social media

Always wise columnist Don E. Schultz, writing in Marketing News's July 30, 2010 issue, p. 11 (getting this biweekly mag free is another reason to join AMA Toronto!), notes that traditional advertising is about persuasion – getting consumers "to accept the value of our products and to agree with our arguments."

He contrasts this with the Chinese view of marketing communications – "as a tool for negotiation: to create situations to be considered, thought about, bargained for and haggled over... One might call it reciprocity, which, at the end, provides equal value to the buyer and the seller."

He notes that we in North America "increasingly live in a negotiated marketplace, one in which negotiated media forms such as social media, blogs, the Internet and interactivity are increasingly important... The persuasion approach doesn't fit [here] and it's unlikely it ever will... Negotiated media brings people together, not just for purposes of selling something to someone, but to create sharing, conversations and relationships."

To me, the article neatly explains why advertising is struggling today, and how the shifting balance of power between marketer and consumer will create a fairer exchange of value for all. Ideally, this trend will enable marketers to feel prouder of our profession and of our key contribution to society!

One day, three communities...

Today, I was proud to be part of one very 'tangible' community, happy to be part of an 'old media' virtual community, and ashamed to be indirectly associated with a 'real' community powered by new media. Let me explain...

Proud (noon): The group of neighbourhood youngsters that I coach on the Leaside Braves baseball team pulled together on a very wet and dreary morning to win the Consolation Championship. Media involved: face-to-face connections supported by league website and coach's weekly emails.

Happy (10:15 pm): Joined a virtually connected group of blues music fans as I brushed my teeth. Media involved: radio (CBC's Saturday Night Blues) which included phone-in requests.

Ashamed (bedtime): Watched the devastation wreaked by unruly G20 protestors in my city. Media involved: TV and newspaper websites delivered the images showing a 'community' of protestors -- reportedly linked and empowered through social media.

The reminder for me: communities and media (like other enabling technologies) can be instruments of good or evil.