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Editorial Contribution by Les Blatt
Some people just don’t get the message. They don’t seem to realize that the way we communicate with each other has changed. The old rules don’t necessarily hold sway any more.
Case in point: in the New York City area, there is a local car dealer who runs ads on the radio where the announcer literally SCREAMS AT THE AUDIENCE about the wonderful deals on his cars. At least I assume that’s what he’s screaming about – I wouldn’t know, because the instant I hear those commercials begin, I turn off the radio.
Just that simple. Click. You’re gone. For that matter, so is the radio station – any other ads are going to be lost on me, because I simply won’t put up with that kind of nonsense.
That’s radio, but it’s equally true in any other form of communication – perhaps most particularly the Internet. If you scream at me, if you make it clear that you think I’m an idiot, what on earth makes you think that I’ll be favorably disposed to listen to your message?
Welcome to the 21st century, folks. I have heard advertising (and PR) people say that anything that gets attention works, that irritating commercials will do wonders for your bottom line. Maybe so – but they certainly aren’t getting my attention or my money. I don’t deal with people who scream. And there are plenty of studies which suggest that my attitude is shared by an awful lot of people.
Modern communication isn’t about screaming. It’s not about getting up on a soap box and preaching to a passive audience. Modern communication is a two-way street. It’s a conversation, not a monologue – and certainly not a screaming one. It requires some sophistication in crafting the message and a willingness to listen to what your potential customers are saying in return.
Today’s successful communications leaders know that. If your marketing manager or agency still thinks communication is about SCREAMING AT THE AUDIENCE rather than about using blogs, sites, podcasts or video to carry on a conversation, then maybe it’s time to get some help.
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