Face To Face Is Better

We often hear that the public relations business is all about communication. In fact at its best it is all about changing people’s opinions and perceptions through that communication.

We spend a lot of time shaping messages. Then we find an appropriate media through which to send that message. Traditionally we think of newspapers, radio and television doing that job – these days it is websites, blogs, Twitter and the limitless resources of the internet.

But the most powerful way to change opinion is through the most basic form of communication – face to face meetings and chats.

We saw a great example of that this month when Prince William popped round to personally apologise to 109-year-old Catherine Masters after The Queen sent her the same birthday card for the fifth year in a row.

The pensioner had written to the Queen to complain that the monarch was wearing an identical yellow dress on the front of each card. William turned up personally to have a chat and, hey presto…one dissatisfied customer is now very happy indeed.

Now I am not suggesting that businesses send the MD (or the MD’s grand-child!) round to see every dis-satisfied customer – but there is a big lesson for all of us here.

Too often businesses hide behind e-mail and letters when a telephone chat or a face-to-face meeting will pay dividends. At Empica we have been involved in helping one major corporate prepare for public consultation meetings over a major planning application this month.

The people who will have to face the public at the exhibition are understandably nervous but a run through of the major issues that are likely to be raised and a rehearsal of the company line has boosted their confidence.

Simply being there to answer face to face and showing that you are a human being too is a powerful way to get your message across to potential critics.

The people who attend the consultation will feel much more valued and will also feel they have contributed to the plans – and not just been communicated with! By bringing about as many opportunities to meet your customers face to face you will increase your business reputation – and ultimately your income!