Building relationships in the digital age

Anyone who has spent time in public relations would agree: The industry is built around relationships. Whether it’s with clients, journalists, politicians, you name it-- forming connections is the bedrock of what PR is all about.

​Although cell phones and email make it easier than ever to keep in contact with clients, it’s important to remember these strategies should be used to compliment relationship-building efforts, not as a substitute. Overly relying on email or texting also has its hazards.

For example, consider the oft-cited fact from a 1970s study that only about 7 percent of communication is verbal; the rest is from body language and tone. When communicating solely through email, it can be easy for intended message to become misconstrued. Well-intentioned messages can come across as cold and impersonal. If your client seems distant, pick up the phone: Perhaps they have been reading your emails differently than you intended.

Another hazard of email reliance is that a simple task could be stretched out for days. People get countless emails every day: Waiting for email approval on a time-sensitive assignment can cause you to miss deadlines. More often than not, picking up the phone or meeting in person to hash things out is faster and more efficient.

Here at Mack Communications, we strongly believe in taking clients out for lunch or coffee. Taking time out of your day to meet with a client shows them that you think they are important. It’s also simply a good way to get to know someone as a person, and pick up on better ways to approach your work together.

Remember: Clients, journalists, legislators are all people. Give them a ring!