Page 142 - Between One and Many The Art and Science of Public Speaking

Chapter 5 Listening 109

Everyday Importance of Listening

We engage in listening much more than any other communication behavior. As
Exhibit 5.1 shows, over the course of our lives listening easily eclipses all other
1
communication activities. Research also reveals that most of us are not very
good at listening. The average listener remembers only about half of what was
said immediately after hearing a message, and only about half of that—a mere
2
quarter of the original message—48 hours later.
The listening skills you learn and practice in this class will help you both now
and in your future. First, as a college student, you are exposed to hundreds of
hours of lectures, group discussions, and mediated communication. The ability
to process and absorb information is the essence of learning. Not every professor
is a brilliant speaker, holding your attention with ease. You need to listen espe-
cially well if you are to obtain the maximum benefi t from your college career.
Second, listening skills are essential to success in the workforce. One of the
key complaints of many employers is that employees do not listen effectively,

costing millions of dollars each year in mistakes and inefficiencies. Among the
skills employers value in listeners are “listening for content; listening to conver-
sations; listening for long-term contexts; listening for emotional meaning; and
listening to follow directions.” 3
Third, listening skills are essential to interpersonal communication, espe-
cially in families. How many times have you heard children or parents complain
that no one listens to what they say? In interpersonal contexts, listening must go
well beyond content, focusing on the emotional and relational components of
the communication transaction.
Fourth, listening skills are essential to effectively communicate information
to others. You need to adapt your own messages to the feedback you receive
from others. Understanding what others need is essential to successfully infl u-
encing their beliefs, attitudes, and actions through the speeches you share.

Writing 14%

Speaking 16%
Listening 53%

Reading 17%

Exhibit 5.1
Listening Relative to Other Types
of Communication