With all our communication channels, face-to-face is still king

Posted by: reports on a study from Forbes Insights that executives still strongly prefer in-person meetings over web-meetings or other virtual get-togethers.

I couldn’t find the study myself¬† and no link was provided, so I’m taking everything that BtoB reports on it as my only source and at face value.

According to the the study out of 760 business executives surveyed in June:

  • 84% prefer in-person contact to virtual;
  • 85% said it helps them build stronger relationships;
  • 77% said it provides a greater opportunity to read another person;
  • Still, 58% said they travel less for business now than in January 2008.

All of which strikes me as obvious.

Face-to-face contact will always be the highest form of human interaction, and nothing replaces it.
The question is NEVER whether it would be better to have a face-to-face meeting. The question is always whether the circumstances justify the cost/inconvenience.

At any given time, a video chat or Webex presentation might accomplish the immediate goal, but don’t ever confuse that with being just as good as a personal meeting.


About the Author:

Bob Rosenbaum is founder and principal of The MarketFarm, a content-oriented strategic communications firm.


  1. Stuart Feil  August 30, 2009

    You can find the report on the Forbes Insights home page:


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