The Importance of Face-to-Face Communication in PR

In today’s ever-evolving world of social media, the realm of public relations now covers a broad range of types of communication.

Computers and the Internet have revolutionized the way in which the PR industry works. However it is still important to continue to recognize the value of face-to-face communication and how it remains significant to the PR world today.

Face-to-face communication is underestimated nowadays. With new tools and technologies, people in the PR industry can do business without ever meeting one another. Although these forms of communication are incredibly useful, we cannot forget the importance of speaking with someone face-to-face.

Face-to-face communication has many benefits:

  1. There is more of a personal connection made between those who do business and speak in person.
  2. More viable bonds and relationships can be made when it comes to working together in “real life.”
  3. There is a sense of empathy that can be expressed, whereas an online connection is much different.
  4. Many times, online communication leads to miscommunication.

Speaking face-to-face allows for facial expressions and body language—a direct feedback that might not be reached via the Internet. Feedback is key to the transactional model of communication—a process in which communicators work together to make meanings. Face-to-face communication leaves no room for miscommunication. This is important in the PR world because getting the right message across is absolutely crucial to delivering an effective campaign.

Face-to-face communication has been in existence prior to the innovations in social media and will always be reliable and efficient. The new forms of communication made available to us only add to our capabilities in the public relations industry, but face-to-face communication will always have its place.

This “old school” form of communication continues to be extremely valuable and holds a significant role in the public relations field.

Is there ever a time where you think digital communication can be better than face-to-face communication?

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