Communication, it’s the heart and soul of our business.  It’s what we live and breathe (if you have been in the business as long as I have!) and yet we are raising and mentoring a generation that is less familiar with actually speaking.

Digital natives were born into a world that was connected 24/7.   They are most comfortable texting or typing or updating their online footprints.  You can spend hours with them and never a word needs to be spoken, the only sound is fingers flying over keyboards or tapping out commands on the newest electronic device.

While this may put them light years ahead of those of us who just have our “digital green cards”, it can also put them at a disadvantage when it comes to building relationships.  And relationships, regardless of the media channel, are what set a good media agency apart from a great media agency.

Relationships are very personal and need to be nurtured.  They are built on trust, experience and most importantly on the ability to see both sides.  Emails and texting are efficient ways to communicate, but sometimes the message can be lost in the translation.  Having a conversation, where the ebb and flow of words, the nuances of syntax, can lead to outcomes less likely to be achieved via email or text.

It is important to remember that conversation, whether on the phone or face to face, is a powerful tool that can connect you personally with your partners.

Knowing when to push your point, when to pull back and let your partner speak is what dialogue is all about.  So pick up the phone every once in a while and have a conversation – you never know where it might lead.