Communication platforms - The right method at the right time

by Michael Massari

In this fast-moving, information-rich society where people must stay connected almost constantly, technology has certainly risen to meet that demand. We now have a multitude of communication modes from which to choose, including text, e-mail, telephone and videoconference – not to mention face-to-face. And while nothing beats the value of an in-person interaction, additional platforms can be valuable communication tools when used at the right time and for the right reasons.

I’m in the business of providing companies with the opportunity and means to meet face-to-face but, as the leader of our organization, I must also be a good steward of our business. Part of that is ensuring that we are using various communication channels in an effective and efficient way. When is it enough to call a client versus traveling across the country for an in-person meeting? When should one simply send an e-mail? Is text sufficient given a particular situation? Of course, the answers will not be the same for my business as for yours. But asking these questions is a great start in figuring out what makes the most sense in developing your communications strategy.

Text and E-mail

These quick, easy-to-use channels have become part and parcel of doing business today, and both can be effective under the right circumstances. I find that text works best for simple, informal things like scheduling a conversation or beginning an interaction with someone who has otherwise been hard to reach. It’s great for quick messages such as “I’ll meet you at 5 p.m.,” or “can we talk later today?” Text is certainly not suitable for long, meaningful conversations or when the subject matter is difficult or complex.

E-mail is great for informal communications as well but it’s also a remarkable follow-up tool. Nothing works better for such messages as, “Nice talking with you today; here’s some additional information,” or, “Glad you were able to stop by. As we discussed, here’s a proposal for you to review.” Additionally, it’s great for involving multiple people in a communication, such as distributing agreed-upon information to a large group.

While e-mail is a great way to follow up and document conversations, it’s not appropriate for things like delivering bad news or engaging in lengthy discourses. Why spend an hour e-mailing back and forth about an issue when you could probably resolve it with a three-minute phone conversation?

Particular care must also be taken when using text and email as the receiver is not able to see your facial expression or hear your tone of voice. It’s all too easy for someone to be misled into thinking you’re angry when you’re not or vice versa.

Telephone

You can obtain a wealth of information and accomplish a great deal by speaking over the phone. By hearing someone’s voice, you get more than just words; you can hear inflection, volume, speed and tone, can sense emotion and get a better impression if what the speaker is thinking. Unlike linear forms of communication, interacting over the phone is a collaborative experience that allows for real dialogue.

The phone is the optimal choice for things that aren’t “mission critical.” I use it when I need to share news or address a complicated topic that might lead a conversation down multiple paths. A phone conversation allows you to hear the other person’s reaction, assess the situation, decide where to go and then work together to reach consensus or find a solution.
 
Still, the phone has its limits. I would never use it for really important things or in a situation where I care a great deal about the answer.

Videoconference

Videoconference is a relatively inexpensive, easy-to-use solution that is becoming remarkably accessible. Some compare it to face-to-face because you can see the other participants’ facial expressions and body language, hear their tone of voice and engage in dialogue. But I compare it more to the telephone, and we often use it for interactions we previously used the phone for, such as internal company teleconferences. We would never use it to break bad news or to make a deal with a customer.

While it is a step up from the phone, videoconference is still far-removed from seeing someone in-person. There’s a presence and an energy people give off just that doesn’t translate through videoconference. It’s like using Skype to talk to your friends and family: better than the phone because you get to see their faces in addition to hearing their voices, but not nearly as good as being in the same room with them.

Face-to-Face

No matter how many new methods of communication we devise, however far technology may take us, nothing can replace face-to-face. It is the single most effective way to engage in a collaborative interaction with another human being. By experiencing the myriad ways information is sent from one person to another, there is opportunity for real, deep understanding. You can grasp a person’s intent, sincerity and character in ways you simply can’t through other modes of communication. There is a level of trust and familiarity that cannot be fostered in an email or over the phone, which is why you’re much more likely to come to an agreement in person than by any other means. And this applies whether it is one colleague interacting with another, a leader seeking buy-in from his entire team or a sales department trying to develop positive relationships with a group of customers.

On the other hand, in-person meetings are not always viable and can be unnecessarily costly if results could have been just as easily realized by some other means. But if agreement is going to be difficult to attain, if it’s going to require some give and take, or if reaching the desired outcome is critical to your business, choose face-to-face.

Modern communication platforms can be effective business tools as long as you understand when and how to use them. Whether you’re picking up the phone to ask an important question, e-mailing to follow up after a conversation, or jumping on a plane for a crucial decision-making interaction, the key is to think about why you’re doing it, whether the communication method you’ve chosen is appropriate, and how the outcome may impact your business.

For my business, I simply ask my team to keep one thing in mind: If you don’t care what the answer is, send a text or e-mail. If it’s somewhat important but not critical, pick up the phone. And if it’s really important to you – if it’s absolutely essential – get up, get out, and go see them in person.

Biography

Michael Massari is vice president of meeting sales and operations for Las Vegas Meetings by Harrah’s Entertainment. He has nearly 20 years of experience in meetings and hospitality and, in 2007, was named one of the “25 Most Influential People in the Meetings Industry” by Meeting News magazine.