Before you hit ‘send’: Should you call or text instead?

Sometimes email is the right way to connect with a colleague or client, but often it isn’t. Here’s a guide to when to use other outreach methods.

Ragan Insider Content

Ever exchange 12 emails with someone in an office next door, when a 10-second conversation would do? It happens all the time at our PR agency and plenty of other companies.

And here we thought we were the communications experts.

In award-winning novelist Joe O’Neill’s compelling new book, “The Dog,” the narrator has a tricky relationship with his employers, who are mysterious Middle Eastern billionaires. The relationship is so tenuous that the hero spends hours “mental-mailing,” or composing emails he rarely sends.

I can identify. PR people and other communications professionals do it, too. Since we juggle multiple constituencies, and our livelihood often depends on getting the attention of very busy people, we are well served to be selective about our outreach. It’s easy to hide behind email, but options for communication should be weighed carefully.

Every relationship benefits from a mix of communication channels, and the forms keep evolving.

Here are the best times and scenarios for the various channels at your disposal:

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