Since 1977, we have passionately developed our own communications theories and methods. In the very early days we felt the need to keep our approach to ourselves. To this end, we wrote the 1000-page Manual of Communications and Perception Analysis. This book was, and is, for internal use only by Senior and Master Communications Analysts. In the mid-nineties, at the request of many clients, we decided to write and publish our Overview of Communications and Perception Analysis. This shorter volume, we decided, would be open to all, including many of our competitors who over the years have adopted many of our ideas, albeit without the underlying algorithms and systems. The Overview of Communications and Perception Analysis was the basis of our training series from 1999 to 2007 when we felt the landscape had changed too much. Communicators were embarking on a much more informal guerrilla trend. Admittedly, deluged by the promise of the digital revolution, people simply stopped listening to our theories of human perception, it was all about hits, virality and stickiness. The new buzz became social media, Google Analytics, email blasts, mobile and anything else that leveraged new technologies.
Fortunately, we would argue, the digital revolution has entered a new maturity putting fundamental perception theory in vogue again, and so we’re back. The Overview of Communications and Perception Analysis – V. 2014 – has been updated to reflect new media and forms of communications, and the course series known as Communications 0.0 is now in full swing.