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Comments and thoughts have evolved my thoughts on Communication Architecture to the model below. If you are interested in seeing my original thoughts, go here. Otherwise, just pick up and comment this new version.

Communication Architecture is a framework designed to bring focus on the process required to communicate any message effectively. This framework can be built upon in custom manners to fit different organizations and uses. Most organizations will have strengths and weaknesses exposed while implementing this framework, which should bring additional focus on the needed areas for improvement.

5 core factors to consider in Communication Architecture

Target Market: a detailed profile of the intended recipient of a message.  the more intimate knowledge of the target, the more engagement opportunities.  this person or these people Decode, Interpret, and Encode Responses to your signals.

Resources: also known as Content. There are two types of resources: Internal and External.  Internal includes things such as your brand identity, business facts, business products/services, the knowledge in your head and that of others in your organization.  External includes things such as industry white papers, blogs, thought leaders, and even competitors. Original content typically strengthens the signal.

Signal: signals are created using the organization’s resources.  it is the message that will be shared with others.  examples include photos, videos, presentations, surveys, audio, links, notes, and written articles.

Tools: these are typically owned by the organization and used to optimize and implement content.  modern tools include wordpress, mailchimp, vimeo, polldaddy, rss, and photoshop

Channels: this is the location in which you choose to publish/share your communication.  Also known as a medium, it includes custom communities/forums, websites, email, facebook, twitter, linkedin, yelp, youtube, landing pages, and ads.

When assembled as a Venn diagram you begin to see how these factors work together.

Communication Architecture Evolved

Overlaps symbolize critical Activities in the process of communicating

Create: the act of making a signal based around a resource worth sharing.  Example: a property listing into an open house announcement.

Optimize: the act of enhancing the signal using a tool.  Example: cropping the property photos and editing the text.

Implement: the act of publishing from a tool into a channel.  Example: mailing the postcard or posting to facebook.

Engage: the act of a target market interacting with your signal inside a channel.  Example: some likes your facebook status or reads the postcard.

Analyze: the act of interpreting the results from the target market feedback and determining if they can be used as future resources.  Example: click rate on the facebook message or response rate of the postcard.  [also, analyze includes determining what resources to make to meet the needs/desires of your target market. *through analysis, one can determine if the signal itself should become a future resource]

Job Descriptions & Skills from Communication Architecture

An individual or organization may have strengths in one area or another, but a complete understanding of the whole architecture will help improve communication both internally and externally.  The overlapping acts could also be interpreted as jobs within an organization.

Create = Author/Photographer  |  Skills to win this phase: creativity, originality, wit

Optimize = Editor  |  Skills to win this phase: tool expertise, critical review of details, skeptical

Implement= Publisher|  Skills to win this phase:  expert channel knowledge, market timing, strategic

Engage= Community Manager|  Skills to win this phase: target market expertise, channel confidence, conversational

Analyze = Data Analyst/Researcher|  Skills to win this phase: data driven, product development expertise, scientific


You shouldn’t communicate at all if you don’t have at least one of the DIVE.  The more, the better.

Data:  plain facts.

Information:  organized data given context.

Value:  what is the information worth given cost to acquire.

Experience:  the quality of enjoyment derived from receiving the value

Building a brand value and experience are critical to long-term success.  Almost anyone can share data.  Most can turn data into information.  The smart find ways to deliver information with value.  Those with raving fans create an amazing experience combined with the value.

– any thoughts on this evolution of Communication Architecture?