How to provide constructive criticism 

In 2000, Doris Wild Helmering wrote a book called The 7th Sense.  She presents criteria to distinguish constructive criticism (helpful and useful) from non-constructive criticism (petty, denigrating and useless). 

Constructive criticism is a valuable factor for any agency that practices what I call “improvement management.”  That is, continuous improvement of business processes essential to the success of the agency and job satisfaction for agency associates. 

According to Helmering, constructive criticism has three components. 

1. There is a connection between the people involved. 

The person who is making the critical comment must be involved with the project or process, have some authority, and be invited to make comment. Essentially, there is a contract between the people involved. 

2. Negative feedback addresses a specific issue. 

Example: “This direct mailer needs a stronger ‘you’ voice---there’s too much ‘we’ in it.”  Not, “This direct mailer stinks.” 

3. There is specific direction for change. 

Example:  “What if the direct mailer had a headline that featured our auto-home account savings?”

 Helmering says criticism must have all three components present to be constructive; inappropriate criticism lacks one or more of the components. 

Valuable tips about offering criticism 

.  Give negative criticism in a positive way.   

Say what you like before you say what you don’t like. This protects egos, softens the blow, and ensures a positive work environment. 

.  Clearly indicate that you are giving an opinion. 

And, clearly indicate that the opinion is yours.  You are not implying incompetence or shoddy work.  You might say, “If this were mine to do…”and then state your criticism. 

“Catch people doing something right.” 

This is long-standing advice from noted management consultant and author Tom Peters.  Practiced regularly in your agency, it is the ultimate in constructive criticism..