Are you really listening? Or just waiting for your turn to talk?

HR in Out of Home

Are you really listening?  Or just waiting for your turn to talk?

by Janea S. McDonald, PhD, PHR, SHRM-CP
janea@edgehrconsulting.com  www.edgehrconsulting.com

Listening is like a superpower in any workplace, but in the fast-paced, “blink and you’ll miss it” world of OOH, it’s a must-have. Listening and waiting for your turn to talk are not the same thing.  Whether you’re brainstorming a campaign, juggling client requests, or figuring out why that billboard still has old ad copy on it, listening can save the day. In an industry where attention to detail is everything, your ability to listen could be the difference between a “meh” campaign and one that makes your client feel like you read their mind. 

Now, let’s see if you’re really paying attention… keep reading to unlock the secrets of becoming an OOH listening ninja.

Why Listening is Important in OOH

1. Client Relationships: Picture this: a client says they want their brand to “pop.” You nod, smile, but what does “pop” even mean? Listening is how you find out. Without it, you could end up with a campaign that’s more of a fizzle than a sizzle. Listening carefully ensures you understand their needs and can turn vague buzzwords into real, impactful advertising. Bonus tip: Clients also notice when you’re pretending to listen—so don’t do that.
2. Collaboration and Teamwork: OOH projects are a team sport. Sales, creative, operations, and the operations folks who climb up to install that giant vinyl—all of them need to be on the same page. One person misses an important detail, and suddenly you’re explaining why the client’s ad is 60 feet above the wrong highway. Listening helps you avoid those awkward conversations and keep projects on track.
3. Innovation and Problem Solving: The best ideas don’t come from the loudest voices—they come from the people who really listen. Whether it’s a new campaign concept or fixing a technical hiccup, the person who listens well is often the one who sees the solution. So, next time your team is stuck, tune in, and you might just be the hero.
4. Crisis Management: When things go wrong (and they will), listening is your secret weapon. Whether it’s a missed deadline, a malfunctioning display, or a client meltdown, listening to all the parties involved can help you quickly assess the situation and get everyone back on track. Miss this, and you’ll be explaining why the billboard is still advertising last month’s concert. Ouch.

Tips for Listening Effectively

1. Be Present: Ever had a conversation where the other person is clearly daydreaming about lunch? Don’t be that person. Whether you’re meeting face-to-face, virtually, or on the phone, give your full attention. If you’re tempted to check emails or text, resist the urge. Listening means being in the moment, not thinking about your next move.  Effective multi-tasking is not real.  You can do more at once… but you won’t be doing any of them well.  Focus on one thing at a time. If you’re still reading, give yourself a mental high-five!
2. Ask Clarifying Questions: Think you understood everything? Think again. In the OOH world, a tiny miscommunication can cost big bucks. Don’t be afraid to ask questions, even if you think it’s something obvious. Pro tip: You’re much better off asking, “When you say ‘vivid,’ do you mean neon or just bright?” than ending up with a neon disaster.
3. Paraphrase and Summarize: Show you’re really listening by repeating what was said—in your own words. It’s like a listening cheat code. Example: “So, if I understand correctly, the goal is to make this billboard so eye-catching that people will miss their exit?” This not only proves you’re paying attention but also helps catch any miscommunication before it turns into a headache.
4. Maintain Eye Contact: In face-to-face meetings, eye contact is your best friend. It shows you’re listening and engaged (and not secretly plotting your next snack). Eye contact can help build trust faster than you can say “outdoor ad space.”
5. Pay Attention to Body Language: Body language conveys more than our actual words.  Pay attention to the message your body language is sending   Make sure your words and your body language match.  Are your arms crossed?  Are you leaning in? Are you displaying RBF (Resting Bert Face, iykyk)?
6. Stay Open-Minded: Listening is more than just hearing the words—it’s about being open to different ideas. This is crucial when you’re working with creative teams or clients who have a vision that’s, let’s say, “unique.” Before you shut down an idea, give it a real listen—you might just end up with something brilliant.
7. Practice Empathy: When you listen with empathy, you hear not just what’s being said, but the feelings behind the words. This is a game-changer when dealing with stressed-out clients or overworked team members. Spoiler alert: People appreciate it when you genuinely care to the point that they want to work with you more often.  Score!

Conclusion (No Skimming Allowed)

Listening isn’t just a skill—it’s your secret weapon. From avoiding costly mistakes to wowing your clients with exactly what they wanted (and maybe even more), listening well sets you apart. Follow these tips and watch how listening can take your work—and your relationships—from “good enough” to “wow, they really get it.”

Still with me? Congratulations, you’re on your way to becoming an OOH listening master. Now, go forth and listen like a pro!  And contact me if you, or your team, need help with communication.

Does your team need help improving their communication skills?  Contact me:  Janea at janea@edgehrconsulting.com. Visit www.edgehrconsulting.com