It is impossible to sharpen a pencil with a blunt axe. It is equally vain to try to do it with ten blunt axes instead. – Edsger Dijkstra
In my experience, one of the most dreaded phases of any communications project is the feedback stage. Sometimes it seems like no matter how carefully you get buy-in at the inception of the project, and no matter how thoroughly you edit and proofread at the end, there is always some fly in the ointment during the final stage of technical review.
It doesn’t have to be this way. With thoughtful management and prioritization, you can get great feedback from your expert reviewers that actually improves your case study, white paper, or article, instead of bogging it down in pointless scope creep and rework. Here’s how.
In my experience, a successful feedback stage starts with establishing clear ownership for the project. Usually, this includes two people: the writer or marketing specialist who is responsible for the words, and that person’s manager or director with final say over the project. The reviewers are then selected to give input in their area of expertise; for example, you may want feedback from the technical staff, executives, the design team, and the sales team about how the piece works for them.
You will want to allow enough time for reviewers to read the piece and send you helpful, useful comments. A week should be enough for a short piece, while up to three weeks might be necessary for an ebook, website, long white paper, or the rollout of a new initiative. A word to the wise—longer is not always better. Most reviewers are diligent, knowledgable, and want to help, but they’re still busy and human. That means that more often than not, they’ll wait until the last minute before even taking a look! A shorter deadline (while your project is still “hot”) can sometimes result in better feedback than a long one.
Most reviewers stay in their lane and offer comments on their specific area, though it’s not unusual for concerns to overlap or for a new concern to surface during the review process. That’s OK—that’s what the review process is for! Approach the comments with a growth mindset and see how they can be incorporated to improve the piece.
There’s no doubt that it can be tough to receive negative feedback. But setting aside emotion and being open to a critical response can often result in a better piece in the long run. However—there will be times when you find a suggestion conflicts with your professional judgement. Usually, communicating with the reviewer that there are factors they might not have considered is enough to resolve the issue. If not? It’s time to seek a ruling from that manager or director designated with the final authority over what the piece should say.
Did you notice? I glossed right over the “how” of incorporating reviewer feedback. That’s a major task in itself that requires care, thought, and professional judgement. And it will be the topic of my next blog post.