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The importance of traditional forms of communication

There has, since the turn of the 21st century, been a rapid rise in new forms of communication, which, when coupled with new technology, have had a tremendous impact on how all types of organisations engage with their stakeholders.

Interestingly, against this backdrop of innovation, this sea of change, traditional forms of communication have nevertheless remained important. We take a look at how in a highly connected and digitally communicative world, traditional forms of communication remain as integral as ever to being successful.


While other methods of communication do very well to offer relevant and effective engagement, nothing beats face-to-face contact. It puts a human face to your business, it offers a more personable experience and it delivers much more by way of insight.

A woman with a headset

Executives are certainly of this opinion. A study from Forbes showed that eight out of ten leaders still prefer to communicate in person, explaining that face-to-face business meetings and conferences help to build “stronger, more meaningful” relationships.

However, this is an appreciation that these days, where other factors have much more of an influence on the decision-making process – namely cost – the opportunity and practicality of regular face-to-face communication is less realistic.

Meetings therefore need to be focused and used sparingly. Moreover, each time this form of communication is delivered, it has to achieve – if not exceed – all objectives (such as building trust, reinforcing commitment, explaining new strategies and problem-solving).

Face-to-face key takeaways:

-      Build stronger relationships with key stakeholders

-      Better read stakeholders (body language and facial expressions)

-      Investing in the human touch (face-to-face interaction more personal)


More relevant than ever in this day and age, voice, which also delivers the human touch, is perhaps just as important as face-to-face contact. Indeed, it is reasonable to state that it is conceivably more important for the fact that it is the dominant form of communication in business and the key link between traditional and more modern methods of engagement and working.

Usually, voice is the first point of contact either from an organisational point of view or a stakeholder – you either dial out or receive a call. Beyond that, custom dictates taking the relationship further with face-to-face contact, but once a rapport has been achieved, you once again return to voice.

Fascinatingly, this form of communication has been bolstered by technology. For example, far from diminishing its relevance, software and hardware developments – as in social media channels and modern headsets – have reinforced its centrality to most efforts in-house and externally.

What is vital these days is for voice to be of the highest quality. After all, customers expect more these days – they have exacting demands. Investing in voice so that audio is superior, contact time is more immediate and engagement more empathetic will help define the right kind of environment to support your business efforts.

Voice key takeaways:

-      The go-to form of communication that connects traditional and new forms of communication

-      Time-efficient, cost-effective and flexible (work from home, away from desk, across multiple devices)

-      When delivered well, is just as powerful as face-to-face communication

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