Judgment calls

It was harder, though, because of the depth and volume of cases we had to analyze; and it was often perplexing because the outcome of each case, no matter how irrefutable the proof seemed to be, was only decided once the jury and/or judge reached a verdict.

Today, many years and debates since, it is quite clear there are similarities between what communicators do and the intricacies and methods of law. Like lawyers, whether you work in advertising, public relations, media, interactive or any other such specialization, your efforts represent an exercise in the informed presentation of intangible views, with varying degrees of supportive evidence, until the client passes a ruling based partially on the facts and partly on what they believe to be the truth.

There are varying degrees of professionalism in our approach. Each agency has a plethora of proprietary or purchased tools it uses leading up to the proposal or plan. In advertising, some of us will take the initiative to test a few creative propositions among Jury Customer or insist the client do so before reaching a conclusion, while others may follow the shotgun creative route. Then we all hope for the best.

As such, there are a lot of frustrated people in the business because unlike the lawyers who have learned to take an impersonal view of the cases they handle, we often seethe over how our brilliance has been undermined by the whims of unimaginative clients when our work isn't approved. We call this being passionate—a loose enough adjective to shroud mediocrity as much as justifiably define dedication.

It certainly isn't easy to expend great energies devising plans, working out details of event mechanics, painstakingly retouching a photo, and so on, only to have the effort dismissed or accepted by an opinion formed in a matter of minutes.

It helps, though, to understand Judge Client, who may have a lot to lose if the wrong ruling is made - lost business, lost bonus, lost job, for example. Certainly, some of those to whom we present may be ill equipped to pass verdicts; but we aren't exactly faultless either.

As representatives of our respective cases, it behooves us to disregard Judge Client's demeanor or motive; and simply put forward all the evidence (insight-based communication material, text-book design), information (best practice examples), and support (consumer reaction) we have gathered, in the best manner we can (presentation skills).

When we "win," we deserve to savor the moment. Yet if we're told to go back to the drawing board, we mustn't take personally what may be a valid view. It is usually the work and not the person(s) being evaluated.

Inasmuch as the communication business is about people, so too are the sales or service organizations we cater to. We may have fewer bouts of depression if we simply considered that while devotion to strong ideas is not only admirable but necessary, so too is the ability to detach—as lawyers do.