Distinctive Dispatch #28: Why conversations matter
Investing in human comms - and how to make it count; join the powerhouse showcase in Gloucestershire; Rees reflects on time as Bristol’s mayor; crisis comms 101 for when things go wrong.
Better comms for people, places and work
There’s a distinctly back-to-school feeling in the air at Distinctive. As the nights draw in, we look forward to forging ahead with clients old and new.
In this edition of the Dispatch, we make the case for taking comms offline. In-person workshops, meetings, presentations, and media visits can create impact that lasts far beyond another email trail. They create space for deeper engagement, human connection, and authentic storytelling that no video call can match.
How valuable do you find face-to-face conversations at work? Share your thoughts in the comments - or get in touch to arrange a coffee and a chat IRL!
The power of connection - creating impact beyond the inbox
Many of us can send emails at a mile a minute and command a Teams call with confidence, but standing in front of an audience still feels daunting – even to seasoned comms professionals.
A few months ago, I presented to a room of people. Staring out at the rows of faces, my knees felt weak, and my palms were distinctly sweaty (to paraphrase Eminem). Despite my nerves, I could feel the energy in the room shifting as I spoke.
Ideas that might seem nebulous or complicated in writing began to take shape as I shared the latest research and offered practical advice. I finished the presentation to a round of questions, and a renewed sense of confidence. It felt like we’d moved our understanding forward in a tangible way, simply by sharing the same space.
In the past few years, digital communication has transformed how we work and connect with others. Virtual presentations, webinars, and online consultations are second nature for organisations of all sizes – for good reason. They’re quick, cost-effective, and scalable. We use these tools every day to support our work.
But in the rush to embrace digital-first strategies, we mustn’t overlook the irreplaceable value of human engagement.
Why conversations still matter
The common refrain of ‘this meeting could have been an email’ rings true in many cases. Research shows that workers are stretched thin when it comes to time and resources. It’s not surprising that we’re reliant on tech to keep projects on track.
While video calls can cover the basics, they don’t always allow for the in-depth discussions or relationship building that form the basis of a successful project or collaboration.
Unlike a webinar where people can easily switch off or multitask, in-person sessions demand a level of attention and engagement that can lead to exciting breakthroughs.
A well-delivered presentation in person can leave a lasting impression. The energy of a live room, the ability to read and respond to the audience, and the chance for spontaneous discussion all make the experience more memorable.
Workshops thrive on interaction, whether it’s sticky notes, brainstorming walls, or (whisper it) the dreaded ice-breaker. While online collaboration tools help, they rarely match the creative flow of being in the same room.
Not everyone feels comfortable contributing in online meetings. Fostering a friendly, inclusive atmosphere during an in-person workshop can encourage less visible team members to share their stories and uncover hidden PR gems at every level of your business.
When people step away from their screens, they bring fresh thinking and a sharper focus. Ideas are built on more quickly, and solutions often emerge faster, as the fog of email-fatigue fades.
Show don’t tell to grow trust
For journalists and influencers, we know that seeing is believing. A behind-the-scenes tour offers insights and experiences they can’t get from a press release or virtual briefing.
Media visits are an incredibly valuable way to drum up interest in a new development and uncover stories or case studies that resonate with audiences. Being there in person allows reporters to see, hear and touch key features, and meetings with construction workers offer fresh perspective on milestones reached during the build.
Equally, when big decisions are in the balance, stakeholders want to feel heard. It’s important to allow space for meaningful dialogue, reassurance, and trust-building. Our work with housing developers places that connection at the core of our approach to engagement.
Done well, feedback gathered during these events provides a crucial steer for the project team. The simple act of showing up demonstrates commitment and reassures residents that their views matter enough to warrant time and presence. This builds confidence in the process and the outcome.
Flexibility takes you further
Digital tools encourage efficiency, inclusivity, and reach. But in a world dominated by screens - and increasingly by AI - human contact is more valuable than ever.
Trust is the foundation of any strong relationship, whether with clients, colleagues, or media partners. The organisations who stand out are those who strike the right balance: using digital channels for accessibility, while investing in face-to-face time where it really counts. After all, it’s good to talk.
Top tips for pitching, presenting and in-person working
Getting the most from in-person opportunities means being intentional in how you show up. Here are a few tried-and-tested tips from our team.
Do your research and understand your audience: Tailor your content to the interests, challenges, and priorities of the organisation they work for. Bonus points if you can use relevant real-world examples!
Prepare well, but don’t over-rehearse: Knowing your topic inside-out can reduce the risk of drying up mid-flow but avoid reading from a script. People are likely to drift off if they feel like they’re being lectured.
Keep it focused: Avoid information overload or death by statistics. Aim instead for impactful examples and key takeaways that stick. Does that additional line help people to understand your argument? If not, don’t use it.
Engage the room: Don’t be afraid to keep your audience on their toes! Ask questions, use visuals, and invite contributions to keep people involved. Something as simple as a show of hands can be enough to change the energy.
Follow up: The power of in-person doesn’t end when the meeting does. Send a summary, next steps, or a thank-you to cement the relationship and keep up momentum.
Photo in the header is by Kelly Sikkema on Unsplash.
How Gloucester’s regeneration builds confidence and change
Providing communications that help places thrive is a key part of our work at Distinctive. We’re proud to support The Forum, a £107m development at the heart of Gloucester’s wider city centre transformation. Since 2018, our team has worked with partners to shape a clear narrative, build local support and attract interest.
Today, The Forum stands as a symbol of regeneration on a scale not seen in Gloucester for a generation. It proves what’s possible when partners work together with purpose.
Next month we’ll join South West Business Insider to showcase The Forum at a business breakfast on 2 October. Focused on the region’s thriving tech community, the event brings together leaders from across the South West to discuss how places like Gloucester can drive growth and attract talent. You’re welcome to join us.
Things we’ve seen
Marvin Rees on Have We Got Planning News for You: Former Bristol mayor Marvin Rees speaks candidly about the challenges of delivering on his commitment to deliver thousands of new homes on this planning industry podcast. A snapshot of how local growth can be stifled by ‘selfish politics’, it was interesting and not at all surprising to see Bristol media pick up on his comments.
Things we’ve read
The pandemic is still disrupting young people’s careers – The Conversation: Five years on, young people still feel the impact of the Covid-19 pandemic on their careers, education and mental health. School closures, cancelled exams, and a shift to online learning created educational gaps, and economic uncertainty led to job losses and ‘boomerang’ trends, with young adults returning to live with parents. This ‘COVID echo’ continues to cause ‘scarring’, potentially affecting long-term employment and earnings, and will need serious action to address.
Why trust in public relations is more than a barometer - Wadds: PR professionals are ‘trust architects’, shaping credibility through consistency, transparency, and authenticity. In this blog, comms consultant Charlotte Dimond argues that trust is too often viewed as a barometer when it should be the bedrock of communication.
Why earned media is so powerful in the age of AI and GEO – Influence: As the media landscape evolves, podcasts, social content, blogs and opinion pieces all form part of the mix alongside other coverage. There’s also a role for PR in training and informing AI. Bots like ChatGPT and Perplexity draw upon previously published material in their responses. Which has brought the emergence of GEO – generative engine optimisation – the practice of optimising content so that you’re included in responses from generative AI search tools. This is a live topic for us, as we work to better understand how AI uses ours and our clients’ content and signposts people towards it. This piece explains why it matters.
Things we’ve heard
Good Hang featuring Aubrey Plaza: Comedian Amy Poehler was joined on her podcast Good Hang by close friend and actor Aubrey Plaza, who shared her experience of grief after the death of her husband – describing it as ‘a giant ocean of just awfulness’. A powerful reminder of the depth, compassion, and vulnerability that emerge when two people connect on a human level.
Fake news: how we can save ourselves from disinformation (Eliot Higgins) - Radical with Amol Rajan: Eliot Higgins, founder of the open-source investigative collective Bellingcat, speaks about how distrust in institutions fuels conspiracy theories and pushes people away from mainstream news. Speaking vividly about a trend he sees as a threat to democracy, he highlights the need for everyone to verify online information and sharpen our media literacy. Drawing on Bellingcat’s huge scoops – from the Salisbury poisonings to MH17 – he shows how open-source investigative communities challenge disinformation.
Things we’ve said
Crisis Comms 101: How a business responds to a crisis can make or break its reputation. This summer’s infamous Coldplay kiss cam scandal was a welcome reminder to expect the unexpected – and plan accordingly. We share the nine steps that comms teams can take to minimise the fallout if things get rocky.
Helping Underfall Yard recover: Crisis comms underpinned the first part of our work with the historic and iconic Underfall Yard as it recovered from a devastating arson attack. A positive drumbeat of good news stories helped to build momentum as the boat yard continued to restore, rebuild and rise from the ashes. This was a truly inspiring story to tell about purposeful place-making and community in Bristol. But the yard still needs public support as the rovery effort continues. Find out more and support them if you can.
Our next edition comes out on 2 October. Thanks to everyone who reads and comments on this newsletter. We welcome suggestions on what to cover, please get in touch.