Effectiveness, Efficiency, and the Executive

As our everyday technology advances, our world becomes progressively smaller and communication spanning this smaller world becomes easier. No longer do we have to wait for news or messages; everything is instantaneous. One particular technology that has helped stimulate this trend is online video chatting. Conferences, meetings, and even job interviews are being done through online video communication services. While this undoubtedly cuts down on the costs and hassles involved with constant travel, it leads me to wonder whether we are losing something by removing face-to-face interactions.

Wait, What's Happening?
CEO’s and their executive teams are busy. Even if they’d like to, they do not have the time to fly all over the world meeting with clients and reporters. By using teleconferencing technologies, they can efficiently communicate messages without having to spend valuable work time traveling. The problem with teleconferencing, however, is not with efficiency, it is with effectiveness.

Science Says…
A study done by the University of Washington found that teleconference-based interaction takes away from the important non-verbal components of communication. About 93% of our understanding of a message is comprised of visual and vocal cues – not verbal. This includes eye contact and voice tone. Eye contact is a major factor in how we perceive a speaker and his message. Eye contact can show confidence or excitement in a message or reveal that facts are being left out or glazed over. In short, eye contact gives away our true feelings about a situation every time. When teleconferencing, people look at the camera when they’re talking, not the faces of their audience. Therefore, it is impossible to read this vital part of communication over video conferencing. Similarly, voice tones cannot be fully replicated by technology, hindering our innate abilities to read people.

But There’s More…
Aside from the technical hindrances to communication and message-sending, video conferencing can potentially limit the building of personal relationships. There is little opportunity for small talk about common interests. I wonder, had part of our Summit been teleconference-based, if some of our clients and editors would have lost some of the value that in-person meetings provide.

Where Does This Leave Us?
At Globalpress, we believe that the human aspect of PR will never go away. While time and efficiency are always concerns, effectiveness is always a priority. I think that our Summit and reverse press tours find a balance between those needs while also allowing for the vital networking and relationship-building between companies, their peers, and the editors that write about their products. Let’s not forget that about the relationship part of public relations.

 

 
Vin Ratford and Bruce Fienberg of Xilinx enjoy the fire with editors Jim Harrison,
John Blyler, and Gerhard Stelzer at the Summit 2012

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