Is Anybody Listening?

many talk but few listen

Wrong Number?

Posted on | January 17, 2014 | No Comments

How often have you discovered you have been trying to contact someone on the wrong phone number – or perhaps an old phone number that is no longer in use? It is frustrating because of the lack of response – especially if you have something important or urgent to discuss.

You are not getting through.

It can easily happen when using e-mail, too, simply because the person you are trying to reach is not checking e-mail because they are now using Facebook. Or they choose to follow the excitement of the latest news and trends through Twitter. They want action!

Sadly this experience in its various forms is all too familiar. New technologies are replacing old. Since the arrival of digital technologies the number of channels to tune in to has multiplied dramatically. There are limitless choices we can make. People move on. They are not where they always used to be – and they haven’t told you. Younger people are growing up into a different world where choices abound and brand loyalty is difficult to find.

For those of us who work in media and communication this can prove to be a constant headache as we try to keep up. Better still if we could stay ahead of the crowd… Meanwhile Zuckerberg and his friends at Facebook have plans to have people across the entire world connected to the Internet. (See Netflix on the other hand is projecting that in 30 years broadcast television will have been replaced by a network of video being available on demand whenever ¬†and wherever you want it.

What does this mean for us? Here are a few things:

  1. We need to track how people of different ages are using media of all kinds in our society or community. Research studies available on the web can help us with these statistics.
  2. We also need to stay extra close to our listener or audience so that we know when he or she moves – and what they move to.
  3. We need to focus on meeting people at their point of need. This may mean addressing issues of poverty, homelessness, hunger, suffering – or topics that we have never thought of before.
  4. Peoples’ listening habits are largely determined by their age, by their social environment and location. We must find the best channel for them.
  5. Young people expect to be able to interact and engage. They are not content to be passive recipients any longer. Why not include them in our programs?

And if we don’t heed these things….? We may find we have the wrong number. There is nobody there!




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