Musicians know how to listen. They understand that the music within and around them provides the inspiration they need to express themselves. They also understand the value of feedback.
Any rock n' roll guitar player can tell you how to get good feedback. Just turn up the volume, point the guitar at your amp, and let it wail. It's not always pleasant to hear, especially when it happens by accident. But in the hands of a master like Jimi Hendrix, feedback can unlock a whole new world of music.
Feedback is also important in public relations. Too often, PR campaigns focus on communicating
to someone. The problem is, when we forget that good communications also involves listening, it's like a pilot flying on instruments. We are really communicating blindly.
These days it seems like no one is listening. We communicate
to someone about how
we feel and what
we are doing. We react instinctively to perceived threats by laying off staff and slashing budgets. Glen Broom, co-author of
Effective Public Relations, compares it to what a squid does when it senses danger. It squirts ink.
Squirting ink is tactical, not strategic. It means we are focused on getting some ink when we should be getting an inkling instead.
By seeking feedback, you may learn that your publics don't trust you. Maybe your employees are worried about their jobs or retirement. Maybe your patients don't think your hospital is worried about their health. If the community is skeptical about your motives, maybe it's time to ask if you are communicating the right messages.
It's easy to get stressed out by day-to-day worries and not take the time to think strategically. Your business goals should guide your communication tactics, not the other way around. When business is slow, take advantage of the downtime to enjoy the silence. You may be surprised by what you hear.
Great musicians pay attention to what the musicians around them are saying musically. It's the same with good communicators. We all have communications breakdowns. The trick is to take a deep breath and listen.
