Non-contact networking

By Alistair Kellie, Managing Partner

Some of the more ‘experienced’ Hacks are saying that one of the toughest aspects of this pandemic is that they have been unable to network with Flaks and other contacts over a lunch or coffee.  

Whilst in recent years the bottles of Picpoul have been replaced by Perrier (though not exclusively!), these face-to-face meetings have allowed both sides to build a rapport and trust, which is crucial in the eye of a challenging situation.  So what’s happening instead… both online and in the physical world?

Clearly, as with all other sectors, LinkedIn has come into its own.  Originally a job search platform, it’s adapted over recent years into being the pre-eminent digital business networking tool and a means to share content and opinion.  It became particularly useful for media relations in the early days of lockdown when Flacks could only contact Hacks via email or if they had a prized mobile number for the journalist.  Understandably journalists have always been hugely protective of their personal mobile numbers and many don’t share them on databases or email signatures.  Senior Hacks I’ve spoken to said that at the start of lockdown they valued the fact that their landline wasn’t constantly ringing but they soon realised that they couldn’t depend solely on email for their story ideas.  At the same time, us Flaks were trying to contact journalists in any way we could…with LinkedIn often proving the most effective route.

For some people the inability to meet physically has been a blessing.  It’s provided a more time-efficient opportunity for a virtual coffee or lunch via video conference.  But a virtual lunch doesn’t quite offer the same opportunity for collective conversation or to read the room.  Similarly, a one-on-one virtual coffee isn’t quite as relaxed and informal as sitting in the trendy coffee shop swapping stories and ideas.

So then what about the more arts and sport-related, or active networking opportunities?  As we know, the arts are really struggling and there’s real concern for the longer-term viability of many live event venues.  As lovely as it has been to watch performances of the National Theatre virtually or even Hamilton on Disney+, it’s not quite the same as being there in person with a business contact.  

In terms of sport participation, one of the first to restart was golf, the executive’s favourite, which appears to be seeing a resurgence after a steady decline in recent years to other sports such as cycling.  Renewed interest in golf is increasing to such an extent that Michael Vaughan, the former England cricket captain, warned that a whole generation of youngsters could be lost to bat and ball.  

Rugby, which is another popular networking sport, is in danger of facing the same fate and to lose ground to football.  As a ‘contact sport’, social distancing is somewhat of a challenge… even the junior version is called Touch Rugby!  Similar to cricket, it’s expected to start at the highest levels behind closed doors before spectators are allowed back into stadiums.

Interestingly one of the active networking winners has been virtual cycling.  Business networking groups such as BDO Velo were quick to move from face-to-face networking to virtual rides on platforms like Zwift.  

So until we return to a more ‘usual’ way of living and working we have to make do with non-contact networking and continue to think of ways to make this as engaging and useful to participants as possible – and to avoid Zoom fever.