Technology is changing how professionals in the public
relations industry communicate. While email and social media make connecting with
key stakeholders more accessible, many professionals form relationships with
clients without ever speaking to them in person. The disadvantage of technology
is that it allows for PR professionals to hide behind their screens. However, the best communicators
understand the value of face-to-face public relations.
Communicating beyond the screen is essential to creating
stronger and more personable relations. In our current culture of technology, public
relations professionals are more transparent than ever before. It is essential
for PR professionals to engage in meaningful conversations with clients that go
beyond an email correspondence or a weekly account memo because it creates
trust and credibility. Meeting regularly with clients allows you to clearly
meet each other's expectations, effectively reach decisions together and walk
away with a sense of accomplishment.
Beyond transparency, making time to meet face to face with
stakeholders shows that you care. It demonstrates that you are willing to walk
away from the screen and take time out of your busy day to go above and beyond
for your clients. Generally, there is a lot of miscommunication when
professionals communicate strictly online. When you meet in person with a
client, you can grasp how they feel based on their expressions and tone of
voice which is primarily absent from online communication. Taking the time to
discuss and plan with your client in person helps you better understand how to
meet their needs.
Moving away from the screen, and creating a friendly
presence for your clients is well worth the effort. We depend too much on
technology to communicate, and often forget how rewarding it is to communicate
in person.
How has communicating face-to-face improved your PR
practices?
This guest blog was written by PRowl staff member Colleen Chase.
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