The Importance of Face-to-Face Communication
Today there is no such thing as “undivided attention.” No matter what we are trying to focus on, we are also texting, checking our email, refreshing Twitter, and thinking about lunch. What does this mean for businesses? I’d say good and bad news.
The good news is that email is perfect for simple and quick questions, answers, and sharing documents. Emailing and texting has been a great resource in all office settings because it allows employees to be accessible at all times.
The bad news? Well, communicating face-to-face has benefits that cannot be matched in emailing or any other online form of communication. Especially when working with clients or donors, undivided attention is pertinent to the delivery of the deal. Although face-to-face meetings take more time and effort, here are 5 reasons why you should still do them.
Clarity
Not everyone communicates in the same way you do. Interpreting thoughts and feelings can be extremely difficult when you are not familiar with the way someone speaks. The last thing you want is for an “Okay!” text to come across as “Ok.”
When you are face to face, you can see and respond to people’s reactions. Judging by people’s facial expressions, body language, and tone of voice, you are able to gather more information from their response than you would have gathered from an email that was paragraphs long. With this, you have the ability to ask thoughtful probing questions that show that you have been actively listening and you understand the client’s perspective. Sending a short email in response to an issue that the client may care strongly about can come across as rude and insensitive.
Credibility and trust
Face-to-face situations allow you to share your strategy, explain it clearly, and answer questions honestly. When a client can see you in your work environment, they can trust you more easily and see how actions align with words. Sending your client an email full of information that they don’t understand isn’t beneficial for your credibility. Taking the time to meet your client enhances their ability to trust your opinion and allow them to understand.
Relationships
Interacting directly with other leaders, managers and employees expands your network and establishes shared experience that can enhance future communication. You have 500 followers on Twitter? Big deal, so does everyone else! Face to face communication helps create relationships that matter. When the time comes and your client is considering who to recommend to a friend, are they going to choose the PR pro that did a fantastic job and sent them 100 emails or someone who did okay but took the time to talk to them. Communication face to face helps create camaraderie that is the basis of cooperation and success across the organization.
Feedback
Meeting in person helps clients feel valued and gives them a chance to contribute input to organizational strategies and communication. You are also given a chance to confirm their understanding of key issues, identifying gaps, and encouraging ongoing feedback and engagement. Public relations is two way communication, which cannot always be done electronically. When you send your client an outline of what you are going to do for them, chances are they email you back and say they agree, without evening revising your proposition. However, if you sit them in a room and present your proposition to them, they will have the chance to provide primary feedback before you spend your time and money on their campaign. Sometimes clients can provide excellent feedback because they are knowledgeable in their company.
Sensitive Issues
You demonstrate respect for clients and a commitment to a successful outcome when you deal with a sensitive issue face to face. Whether you are providing specific feedback to increase their success or delivering a tough message, focus on your desired outcome and prepare by understanding the client’s mindset and possible reactions. Ultimately your involvement means a lot and taking the time to meet can help turn a challenging conversation into a trust-building interaction.
Texting and emailing are truly great, but as a PR practitioner, I recommend that you clear some time in your schedule to make room for face-to-face appointments.
Jaclyn Ermoyan, Administrative Assistant | Jaclyn is currently a sophomore at Grand Valley State University pursuing a major in Advertising and Public Relations and minors in Public and Nonprofit Administration. Along with her first semester in GrandPR, Jaclyn is working at the GVSU Career Center maintaining their social media and assisting with their marketing efforts. She has a passion for planning for the future and building a professional reputation. She is always looking to learn and apply lessons to better her life. She loves to innovate, create, and to problem solve. She hopes to find a job in either an advertising agency or a public relations firm. This summer, she will be working as a Brand and Business Model Public Relations Intern at Amway.