The Rural Sound: What I Learned about Life & Careers from West Virginia Christian Radio
One of the best parts of taking a cross-country road trip, besides the fact that my grandchildren will not even be able to conceptualize the “American road trip” with the advent of self-driving and flying cars, is the radio. The experience of overlapping stations fading in and out, signals and static on the road is simultaneously one of the most frustrating and enlightening parts of a trip. It reminds you that you are on a road trip, driving from state to state, landscape to landscape. The gargle of signals reminds you to stop and take a look around.
The radio channels and programs in a state are an observer’s first clue about the population, demographics, culture, and physical landscape of the state. You get a feel for the area based on the stations available, the content of those stations, as well as signal strength.
Despite the drastic technological changes in the automobile industry and among communication platforms, the radio is one of the few technologies that still exists in every car, regardless of the model, make and year. Some may have varied accessories to complement it- cassette players, CD players, Aux cords, Sirius or XM radio, but radio is standard. It is both a contemporary and idyllic part of the dissemination of information in the United States, an integral string in the fabric of American media.
During my travels I have come to appreciate NPR and local affiliate stations. However, in some places, for example in the rural mountains of West Virginia, NPR didn’t come through. One particular trip I was traveling from the eastern to the western part of the state toward Kentucky and there were virtually no stations available. I flipped between channels and I heard snippets of Christian talk shows on repeat. Just as I was deciding whether I’d throw on a CD, a program rang through discussing tactics to recruit, welcome and integrate members into church so that they remained involved and active members. Recruiting and maintaining churchgoers didn’t seem too relevant to me. That was until they said this:
“No one cares how much you know until they know how much you care.”
It is such a simple quote, and encapsulates a fundamental truth of how people relate to one another. They were saying you can’t save or enlighten newcomers, or get them to motivate them in the church until they know you really care about them. This applies in so many contexts and settings, and in virtually every professional setting.
No one cares about your business, problem or your solution., ie how you can contribute, until you connect with someone on a personal level. It likely will be about a different topic, or a shared interest, and as long as it’s from an authentic place, it is unfailing.
The most successful politicians, teachers, doctors, lawyers (insert professional here), are able to do their jobs most effectively when they have shown they care and gained the client’s trust.
You could be a genius about farming, but until the farmer knows you have his back, and you are a buddy, there’s no way he’ll give you the time of day to provide a solution (even if it’s ultimately in both of your best interests).
I think back through my journey driving from NJ to Florida, and all of my experiences- shattered stereotypes, facts learned, museums visited, unique interactions, and yet this one quote stays with me. Showing interest and empathy in someone’s life is how I get information on the ground- it is critical to relationship building, and to journalism. Talk to people like they’re neighbors, and show them you care, and they’ll respond. Simple, to the point, and remarkably effective.