There are 350 million active users of Facebook today. Considering the emergence of e-mail as the primary mode of business communication, it would appear that this generation favors the time and cost savings of e-relationships. Not surprising. We can find old colleagues on Facebook, perhaps to the benefit of our business, or we can carry out negotiations by e-mail with an investor in Hong Kong. With video-conferencing on the rise, there is certainly something to be said for an eleven o’clock team meeting with the London office via Skype, and a client lunch in Chicago at noon. But as we begin to rely on the fast-pace and efficiency of e-mail, Facebook and video-chats, we must remember the limitations: much can be lost in e-translation.
In the Jan. 26 article, “E-Mail Saves Time, but Being There Says More,” in The New York Times, Joe Sharkey speaks with Don G. Lents, the chairman of Bryan Cave, an international law firm. Lents undoubtedly believes in the benefits of electronic interaction. However, he is quick to remind us that difficult conversations are best handled face to face. E-mail is often insufficient to convey the nuances of body language or attitude when dealing with more sensitive discussions, and as a result deals and relationships can be compromised. Conversely, meetings in person serve to strengthen friendships and to establish trust.
Healthcare public and investor relations are predicated on strong relationships. We at Russo Partners believe in relationships cultivated and maintained in person, and encourage our clients to do the same.
