What a queue told me about just how critical audience engagement is

It’s 2018. I’m stood in a shelter in Escuintla, Guatemala. There are queues of people lining up to leave the shelter clasping bottled water. They’ve lost their homes, their livelihoods and in some instances their friends and family. But they haven’t lost their culture or their customs. They are queuing to leave the camp to wash.

And this perhaps isn’t a strange thing, until you look and see a shower block, proudly badged with the DFID logo, standing empty. Because, you see, hill dwellers and farmers on the volcano slopes of Guatemala have never seen a shower, they don’t know what it is, it isn’t their custom, so they aren’t going to start using it now.

And that moment was the clearest signal I’ve ever seen to never assume you know what people want, think or need… especially when their culture or perspective is different to yours.

Displaced people queuing in a shelter in Escuintla, Guatemala, after the Volcán Fuego eruption in 2018

Not listening leads to failure

And it isn’t just when there are different continents involved. We all have our quirks, our differences, our likes and dislikes. Assuming that what I, the person leading the communications activity, has the same views, experiences and thoughts as other groups we want to communicate with, means my plans will be flawed. It is critical to talk to your audiences, to listen to them, and crucially, to act upon what your audiences tell you.

I always think one of the biggest failings of the UK Government in my lifetime is not anticipating that Brexit could happen. It demonstrated clearly that those in power – both elected and civil servants – were detached, and that led to incredibly little planning taking place. The bubble of London didn’t see the discontent and difficulties found by the truckload across other parts of the UK. The fact it happened in and of itself isn’t the failing, but the fact it wasn’t considered an option sure is. If Government had been genuinely listening, talking to communities, especially the disenfranchised (and likely doing that through third parties) we would be in a better position today.

There is, however, such thing as feedback fatigue. And, as with everything, it’s a balancing act. Asking people their opinion is a drain on their time and energy, especially when the topic is charged… and let’s be honest, most things are.

So, talk to people, but be efficient and respectful with their time, and make sure you act on what they tell you. And if you can’t act, then explain why. Keep the loop going, bring people into decision-making, and with that you will strengthen the work you are doing.