This is useful communications advice but impractical when noise overpowers everything.  Look around and watch people talking on cell phones, listening to music on headphones, watching movies or playing games on their iPhones, tapping messages into their laptops or iPads and occasionally chatting with someone else.  One has to work hard now to achieve silence, to get time to think.  Modern life thrives on noise and seeks to get louder.  While this provides more avenues for communicators to send messages, it also means the chance of messages getting through has declined.  This is the reason why messages need to be clear and compelling and why communicators need to work on message formulation harder than ever.  Perhaps people will come to realize that they need silence and will voluntarily cut back on media, but that is unlikely to happen soon.  Meanwhile, we have a job to do.

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