It’s no secret that the ability to write well, which typically equates to the ability to think well, is a fundamental skillset that goes a long way in many businesses and professions, certainly ours, whether the public relations or investor relations side of our practice.
The University of Chicago, however, revealed in a recent study, that no matter how well and in which medium writing is deployed—via email or text message, in a legal brief, or in our world, a press release—verbal communication is a far more powerful tool than the proverbial pen.
The study conducted by UCHI Professors Nicholas Epley and Juliana Schroeder concluded that the same information that could be conveyed verbally comes off sounding less intelligent and convincing in writing, and that picking up the phone or walking down the hall to a colleague’s office, rather than sending an email, virtually always will be more effective.
The study, “The Sound of Intellect,” revealed that voice inflection and other vocal cues show that humans are “alive inside, thoughtful, active and (written) text strips that out.”
Even if precisely the same words that can be delivered verbally—in person, in a voice message or by video—are put into written form, the study showed that the verbal medium won hands down.
None of this means emailing and text messaging are going away. And as far as skillsets are concerned, solid writing still equates to sound thinking and still reigns supreme at firms such as ours. But the study does confirm that humanity is the real winner, and if there is a choice, perhaps think twice before pressing the send button.
-Roger Pondel, email@example.com