The Sounds of S I L E N Vol 4 | Issue 4 | Oct 2015 C E The Sounds of Silence In this issue In an age of clutter and noise, to take a breather and look for A Need for Balance: is there room for silence? This some balance in this area. Why brands need to stop, listen and edit their communications efforts. is the question we set out to How are opinions formed explore at the 3rd Viewpoint and shared in an era of social Roundtable held in September networking? One expert offers Silence in a Networked and through the articles in an interesting analysis of Society: this issue. the online dynamics of sound Silence and sound have new challenges in a connected world in Our panel of creative thinkers and silence. which voicing one’s opinion is easier at the Roundtable served up We hope you have a small than ever. several intriguing thoughts on window of silence in your day to silence as they talked about take this all in. Edited excerpts from the ways to incorporate and 3rd Viewpoint Roundtable: leverage it in our lives. We think The Power, Philosophy and Politics you will enjoy reading excerpts of Silence of the discussion in this issue. The brand communications Alterpoint: landscape has now exploded Silence Unleashed: with a whole range of messaging A look at the pent-up power of channels and tools. One of our silence in the arts contributors tells us why it’s time Conversations or Cacophony ? A NEED FOR BALANCE In a bid to optimize their If a picture is worth a thousand stakeholder communications, words, the accompanying graphic speaks volumes for the current brands are clearly overdoing communications landscape, one rife it. Now may be a good time to with media platforms, channels and programming of all kinds. As the pause, assess and roll back pressure to be seen and to communi- some of these programs. cate with stakeholders across this spectrum intensifies, the air has exploded with strategies to enable this. Everyone believes they know where the lines are or what is relevant to them. In reality, however, there is a deluge of information targeted at stakeholders who – ironically - now have less time and shorter attention spans than ever before. The result is large-scale noise that is being serviced and supported by a whole set of industries. And yet executives still wonder about reduced employee engage- ment, dwindling turnouts at events, lukewarm responses to blogs, lower ROI on ad spends, and negligible column space in print media. When the LIKES are not quite enough and their SOV is edging downward, Source: The Conversation Prism by Brian Solis, Jess3 the first reaction is to do more. Let’s math involved here is mindboggling. When we pause and step back, start a new thing! Are we using If email and phones are not enough, we will be in a position to assess Facebook enough? How about hiring every bit of visible real estate is the role of silence as well as the a new agency? plastered with a brand message - effectiveness of our storytelling. This To illustrate this point better, let me the lobby, the elevator, conference is not always easy. Real listening and give you the scenario in a typical rooms, digital tickers, floors, water measurement take time and this may MNC of four to five thousand coolers, coffee machines. We even be the reason many organizations shy employees. In addition to all the use the restrooms to communi- away from these activities. external noise and messages that cate, leaving only the toilet paper However, once we begin this process they process on a daily basis, untouched – for now. I accept my of introspection, we will find there is employees now have a plethora share of responsibility for actions plenty of scope for editing. Do we of internal communication channels such as these but if this is not really need another newsletter or designed to keep them engaged. cacophony, then what is? app? What can we stop doing? Can All hands meetings, town halls, Something has to give and a good we slow down, reflect and respond skip levels, 1-1s, volunteering drives, place to begin a much needed rather than react? diversity and inclusion forums, soul searching exercise is with two The history of brand (and all other leadership blogs, videos, newsletters, fundamental questions: 1) are we forms of) communication has shown hackathons, innovation challenges, listening enough; 2) what is the us that honesty builds trust; credible service celebrations…the list impact on employee productivity? content can drive value; and an goes on. I believe the primary requirement in apology can repair broken faith. There are focused campaigns to drive communication and for communi- Brands that understand this are not new Facebook, Twitter or Instagram cators is listening skills. In essence, focused on the volume game. They pages. Employees are asked to that calls for people who are comfort- realize that an employee will be participate, speak, write and have able with silence and who don’t more receptive to an honest “I don’t fun in the bargain. An employee of feel compelled to fill it with words. know” than a lengthy list of FAQs on a global brand has to engage with The challenge we face today is best a subject and that a sincere apology local leadership, business leadership described by this quote (from an is sure to win over customers better and the larger global structure. This unknown source): than any verbose explanation of means that she has to like and be “The biggest communication problem the situation. present on multiple social media is we do not listen to understand; Ultimately, balance – that critical platforms – for the business, the we listen to reply.” balance between words and silence – Indian entity, and the global brand. At a granular level, we have to arrive is key to having a meaningful Meeting these expectations can conversation on the brand. be exhausting. at a clear value proposition for every initiative we undertake. We need to On average, this employee receives put ourselves in the shoes of the 1.2 to 1.5 touch points of internal employee and ask the question: Garima Varma has over communication every day. In an what’s in it for me (WIIFM)? If we can earlier communications audit, we 25 years of experience spend more time in trying to find out in managing brand discovered that there were 154 what employees need to know and and employee events and engagements a year understand about the brand in order communications in for which we were sending out to be more effective in their roles, various multinational messages. By any measure, the then we are on the right track. — As communicated to Viewpoint organizations. Image source: http://her.yourstory.com/ge-garima-varma-0120 SILENCE IN A NETWORKED SOCIETY The online dynamics of sound The world today is an increasingly and silence have clear networked place. Human societies are changing at a faster pace than implications for how public ever before as new connections, opinion is formed. As a society, groups and identities are quickly forged, thanks to the internet and it is important for us to social media. In the last decade, understand these shifts. the world has seen several mass movements from Tahrir square to Taksim to the Occupy movement, organized largely on the back of rapid communication. Beyond that, social media has made it easy for anyone to voice an opinion and be heard by large numbers of people. Today, almost anyone - not just those with access to traditional media such as TV, print and radio – can broadcast their views to a large audience. In effect, social media has both increased the number of voices out there, and reduced the barriers to entry for those who wish to be heard. However, given its bias towards active participants, networks can lead people to believe that the opinions of a vocal minority are also those of the majority. In addition, it has made the discovery people who wish to engage in fair communication is essential for of alternate voices or opinions easier. debates online. governments and public leaders, People who had unpopular views The Pew study provides a much and silence is more likely to be before the age of social media would needed window into the online interpreted as a sign of weakness, often stay silent about them. A Pew dynamics of voice and silence, and apathy or worse. This is also an Research Centre study from 2014 the areas where people are more environment in which new narratives refers to a theory called the ‘spiral likely to engage in debate. The study can be formed and become dominant of silence’ developed by Elisabeth looked at reporting on the Edward in a short span of time, and anyone Noelle-Neumann. According to the Snowden affair and widespread caught napping may find it hard theory, opinions considered popular surveillance by the American National to recover afterwards. are voiced more often, and thereby Security Agency (NSA), and examined Silence and speech have new spread and strengthen. Minority how people voiced their opinions on challenges today. While it may be opinions stay unvoiced and over time, the case - online and offline. easier to speak out, each opinion all but a core section of this dissident now has more competition. group might end up changing its The study found that people mind on the issue at hand. were less likely to discuss the Furthermore, since it is easy to abuse Snowden-NSA case online, with others online, many who may wish to Internet and social media have given many preferring to discuss it offline speak out may end up being silenced.