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About ‘communication’
Why do we say communication when everyone else says communications?
Because words are one of the primary tools we use to do our work here at Quicksilver. And we believe in using our tools properly.
Communication is a broad strategic enterprise: inform, educate, transmit and disseminate. The goal of communication is to produce change in the minds of the audience, whether that change be to buy a different product, perceive an old idea in a new light, or change human lives and behaviors for the better.
Communications, on the other hand, are tactical materials: the press releases, web sites, posters, speeches and so forth that you might ask a consultant to produce. There’s nothing wrong with crafting these pieces finely for their own sakes, but they are only worthy if they have a purpose and achieve it effectively.
Communication is the goal; communications are the means.
Have you ever been fascinated by a television commercial — and at the end had no idea what was being advertised? These works are usually failures of communication, written and directed by misguided souls who majored in “communications.”
You have our solemn promise that we will produce tools for you that are beautiful, clever, funny or moving, according to your needs. More importantly, you have our promise that all this nifty stuff will serve the greater purpose of persuading people to your cause.