Cutting Edge PR
  • Home
  • Free Articles
  • Blog
  • Buy eBooks
  • Testimonials
  • About
  • Contact Us
Cutting Edge PR Cutting Edge PR
  • Home
  • Free Articles
  • Blog
  • Buy eBooks
  • Testimonials
  • About
  • Contact Us
  • Home
  • Free Articles
  • Blog
  • Buy eBooks
  • Testimonials
  • About
  • Contact Us
Ideas and information to boost your career
Home / Blog / Free Articles / PR trends / Real human connections remain the most important

Real human connections remain the most important

In this era of growing technological sophistication, we need to keep reminding ourselves that the most effective type of contact is directly with other people. We tend to forget this amid all the clamor on automation; AI; VR; chatbots; smart assistants; robots; smart speakers; WhatsApp, Slack and other communication apps; social media apps, etc. Many aspects of these innovations are positive and useful, especially with an extended audience. But using tech without sufficient thought tends to drown out the most vital connection of all – the human, face-to-face  connection.

Some things remain fundamental, and person-to-person communication will continue to be one of them. Just because the tech is available, doesn’t mean it’s necessarily the best solution. In fact, in some ways it can be the lazy solution, just as sending an email is easier than phoning or going to someone’s office to speak to them. And just think about the individual privacy problems created by the tech world!

Firms like Belgian PR-software company Prezly understand this issue: “The only way PR would achieve long term success in the digital space was to not lose sight of the one thing that makes PR PR – relationships.” In developing their software, the firm says their “product is going to continue to evolve to reinforce the relationship aspect of PR.”

Employees want more face-to-face contact with their boss

Recent research supports the importance of human communication, even in basic situations. A study of German employees found that “employees preferred to communicate with their leaders via face-to-face as compared to email or phone,” which is no surprise. However, what is surprising is that “employees indicated that they wanted more than they currently have,” despite 60% of leader-subordinate communication already being face-to-face.

The emphasis on digital tools largely overlooks the key human skills needed by professional communicators. For instance, as the World Economic Forum 2018 Future of Jobs report noted, employers will be seeking people with these human skills even more in the next 5 years:

  • analytical thinking
  • creativity and initiative
  • critical thinking and analysis
  • complex problem-solving
  • leadership and social influence
  • reasoning, problem-solving and idea-forming
  • trustworthiness and ethical behavior.

We need to generate more of these skillsets. Most of them can be learnt. For instance, creativity and initiative, and analytical thinking can easily be developed, as noted in my web article, “4 naturally easy ways to increase your innovative thinking.” These will be among the central skills to the role of the effective comms pro in the future, according to the WEF survey report mentioned above.

Tech tools are fine, and we certainly need them for marketing comms and for wider PR audiences. But we need the smarts to manage the new tech tools. We need the professional judgment, analytical thinking, problem-solving skills, etc to know how to use them the most effectively. We need the ‘soft’ skills to solve complex problems, apply critical thinking and analysis, use professional judgment, etc to deal with vital organizational matters in the increasingly complex business environment of today, like issue management, risk and crisis communication, change communication, employee recognition, creativity, PR ethics and privacy, stakeholder relations, and reputation, etc.

Illusion of connection

Technology [including digital media] has created the illusion of connection, but unless it is used in the right way it will make people less productive, less engaged, and more lonely, according to Dan Schawbel, author of Back to human: How great leaders create connection in the age of isolation. It was instructive to see how many PR people responded to the issue of workplace loneliness last year.

Significant workplace issues like employee loneliness and team relationships all need human responses that give greater social support to our peers. We need to make our team members feel valued. For example, even small initiatives can help them feel accepted instead of alone, such as  offering to go to lunch with a new worker, or celebrating birthdays. Opening a conversation with some praise or finding personal interests in common can help to start a positive relationship. These nudges can steer a workplace in the right direction, creating a healthier, more supportive culture. When workplaces become more supportive, performance and retention improves. Tech tools can’t solve these types of problems.

PR and professional communication are all about human relationships – internal and external. That will never change. People are the decision-makers, and therefore our profession needs to keep a strong focus on strategic thinking, using initiative and being valued as leaders.

Let’s keep foremost in our minds that the human connection is the most important of all!

About the author Kim Harrison

Kim J. Harrison loves sharing actionable ideas and information about professional communication and business management. He has wide experience as a corporate affairs manager, consultant, author, lecturer, and as former CEO of a non-profit organization. Kim is a Fellow and former national board member of the Public Relations Institute of Australia. He ran his State’s professional development program for 7 years, helping many practitioners to strengthen their communication skills. Kim was a judge of the PRIA’s annual national Golden Target Awards for Excellence in 2018 and 2019.

Posted in Free Articles, PR trends

share facebook twitter
Here's how to make a powerful call to action in a business presentation
Nine top ways to develop an annual communication plan
Follow us on
LinkedIn
Sign up to free newsletter

Actionable information to help you achieve great results!

Fresh intelligence and insider tips in our monthly newsletter.

Loading...

Your privacy is always protected – view our privacy policy.

View Latest E-news

To view the current issue of Cutting Edge PR e-News, click here

Article Categories

Change communication (14) Core communication skills (67) Creativity and innovation (8) Employee recognition, engagement (20) Event management (3) Internal communication (32) Interpersonal communication (2) Issues and crises (25) Leadership and managerial communication (6) Leadership role (6) Marketing communication (28) Media relations (35) Persuasion, influence, motivation (22) PR and the internet (14) PR consulting (3) PR ethics (3) PR management (50) PR measurement (14) PR planning and strategy (18) PR trends (3) Project management (6) Reputation, trust, stakeholder relations (26) Social media (20) Speeches and presentation (11) Sponsorship (12) Values, culture (0) Visual communication (11)

Article Search

Featured e-book

How to deliver winning business presentations

Your complete guide to getting the results you want!

See What's Inside

Testimonial

I certainly am finding the sponsorship e-book useful – it’s quality information. I appreciate you taking the time to produce such a good resource.

Gregory Dunkley

  • Home
  • Free Articles
  • Blog
  • Buy eBooks
  • Testimonials
  • About
  • Contact Us
  • Reprints
  • Your Privacy
  • Terms of Use
  • Sitemap
  • Feedback
Cutting Edge PR
Ideas and information to boost your PR career
Published By Cutting Edge Insights Pty Ltd
© 2005 - 2019 Cutting Edge PR Insights: Boost Your Career. All rights reserved. ABN 74 620 629 825