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IT’S A COMMUNICATION SHOWDOWN
We live in an era when many forms of traditional communication are heading online, when demand for video communication and video conferencing are on the rise and we spend much of our working lives opposite a screen. I’m a freelance copywriter, a communications professional, so I’ve decided it’s time to ask, is the value of face-to-face meetings diminishing; do they face a redundant future?
Video is being used increasingly for team meetings, conferences and even for meetings between clients and suppliers. Statements attempting to explain why include: the rapid adoption of broadband; the need for increased staff productivity and decreased capital expenditure; issues relating to travel as a result of international terrorism and the need to reduce everyone’s carbon footprint. All of these are touted as the reason that companies see video conferencing as viable alternative to regular meetings and conferences. Why video is set to take over.
But we’ve been here before haven’t we? Video was much tipped to kill the ‘Radio Star’ in the early 80’s, yet has so far not managed to kill anyone. And I think it is unlikely to be any more successful with the professional event and meeting organiser, as despite the best efforts of video and its techie cohorts; face to face meetings are on the rise. In the UK, where I live, meetings and conferences contributed £12billion to the economy last year.
What is it about video anyway, why does it aspire to cause so much destruction? Is it really so aggressive? Perhaps we’ve all got the wrong idea about video.
It’s true that video communication has well and truly penetrated our lives; we’re used to seeing everything on a screen. The television has been the one-eyed god of our living rooms for decades and video-conferencing technology builds its success on the continued development of this visualised form of worship. It is perhaps not surprising then that when management hear the words ‘video conferencing’ they charge as if approaching the divine conferencing solution.
But the reason video fails to completely consume us is all too apparent, it lacks the ability to radiate the most essential elements of human communication: you can’t build a relationship with a screen and you can’t interact with someone fully on an emotional level, unless you’re sharing the same environment.
When a meeting is a video-conference, it lacks character and influence and there are subtle, ‘human’ benefits to a ‘real’ face-to-face meeting.
What about the inspiration and determination gleaned by the individual from being in a room full of hundreds of enthusiastic and energetic peers. Or that invaluable feeling of empowerment developed after spending a day or two in the company of fellow employees, sharing drinks, expressing ideas and rubbing shoulders with the big wigs. You can’t discount the value of the sales commitment offered by third-party dealers after attending a series of rousing speeches and inebriating beverages. Video-conferencing simply can’t provide the riches delivered by genuine human interaction and it’s a mistake to overlook the human aspect of anything, especially business.
There’s another issue with anything on a screen. It’s simply less effective than meeting face-to-face.
A meeting that involves real people creates far more intense emotions, you can’t help but feel involved and live meetings offer the opportunity to get your message across on so many different levels, meaning the message sticks in the memory that bit longer.
Ask yourself this question: What did I watch on TV a few weeks ago? If you can remember, can you remember how you felt whilst watching; the emotions it stirred in you? Most people can’t remember the plot line from their favourite soap a few months back. Do the same exercise on the last event or meeting you attended, I’m willing to gamble it’s a lot easier to pinpoint how you felt there.
What it comes down to is that sitting in front of a screen is a less effective form of communication than actually meeting. The other people can’t see you, so you don’t have to concentrate; you don’t have to conform.
When you see something on screen it’s emotionless, it doesn’t appeal to all five senses. And therefore has less impact. In many cases, the person talking isn’t even aware if you’re watching or listening, and certainly has no feeling for the mood you’re in and therefore what the appropriate tone of voice is. And as a freelance copywriter, I know how important it is to get the tone right. Communication in any form simply misses the target when the tone is wrong.
Video technology can be used to great effect as part of a conference or seminar and there are situations where the ‘human aspect’ of meetings is less important, at these times video-conferencing can save time and money. Being able to download a conference or seminar you missed to watch at your convenience is a massive bonus and adds to the success of the live event. Clearly, there’s a place for video-conferencing in the business world, as there is with much new technology, everything has its place and its role should always be to enhance and hone the delivery method. Video and live meetings can get on well; many of them work in harmony creating great effects together, so let’s stop putting them at loggerheads.
Surely video doesn’t really want to kill anyone, it’s just been misunderstood.
Use all communication in any way that is appropriate for the format, use your imagination, but don’t use video conferencing as a replacement for real meetings and conferences as you are unlikely to achieve the powerful results these face-to-face human interaction activities deliver.
