9% writing, 16% reading, 30% speaking, and 45% listening Research into communication found that ‘many of us spend 70 to 80 per cent of our waking hours in some form of communication. Of that time, we spend about 9 per cent writing, 16 per cent reading, 30 per cent speaking, and 45 per cent listening’. This research highlights […]

9% writing, 16% reading, 30% speaking, and 45% listening Research into communication found that ‘many of us spend 70 to 80 per cent of our waking hours in some form of communication. Of that time, we spend about 9 per cent writing, 16 per cent reading, 30 per cent speaking, and 45 per cent listening’.This research highlights two related things: Communication is not just about talking at people Listening is an important component of communication Advertising and marketing communication in general all too often involve talking at people rather than actually communicating with them. Many businesses resist completing the research required to really understand their market on the basis that they would rather apply the money to promotion.In the United States, some 61% of corporates have established or are in the process of establishing online brand communities designed to facilitate effective two-way communication and develop stronger relationships with their market. In Australia, establishing…