The Public Relations world has evolved significantly. In conversation with some veteran PR practitioners in Lagos, Nigeria, over the weekend. They narrated their ordeal years ago on how news releases were syndicated before we arrived in this world of “just click send”.  According to them, it could take two working days to complete the syndication. One cannot be left to wonder how many lost man-hours there are when they hop from one location to another.

Today’s practitioners interact with both clients and the media through e-mails that are fired off in seconds. This reduces lost man-hours; however, we also lose man-hours through endless circles and reverts. Messages are skimmed rather than read, and assumptions replace clarity. Recently, I saw a mail trail of 33 exchanges. This is not ideal for resolving a client’s query or finalising a task, which will increase your rating as a top-notch client service professional.

So, what do we need to do to change this trend of endless exchange of e-mail-

We need to slow down to read and understand the client’s needs. Years ago, when I was a Customer Care Representative, we were told to reiterate the client’s query, thereby confirming the actual intent.  Take a few minutes to reflect and re-read the e-mail and come up with the various interpretations of the email. 

Taking just 60 seconds to re-read an email before sending it can prevent costly misunderstandings, unnecessary back-and-forth, and delays in execution. A poorly written email often triggers multiple replies seeking clarification, ironically slowing down the very process it was meant to accelerate.

Over time, it has been observed that not everyone on the other side is writing what they really mean or what is on their mind, or providing the required details; as such, it is important to clarify. You can engage the client in an informal phone conversation to confirm what they actually want.  Such quick calls help to resolve ambiguities in minutes that might otherwise linger in email threads for hours or even days.

We aim to break the endless cycle of reverts. This structured approach transforms emails from vague notes into effective decision-making and execution tools. It also ensures that emails are sent with a clear purpose, often eliminating the need for a response altogether.

Every client service professional should aim for an email that closes the discussion. An email that is lucid enough, resourceful and leaves no one in doubt that you are adept at what you do.

To close this short discussion, I will like to end with the required details that should be integrated into your emails-

• Message: what the email is about, stated clearly and upfront
• Action: outlines what is expected from the recipient, leaving no ambiguity about next steps.
• Details: provide the necessary context to ensure the recipient understands the full picture.
• Evidence: supports the message with data, references, or attachments that reinforce credibility and clarity.

When we rush, we leave gaps. When we leave gaps, we force our readers to assume. And in business, assumptions are the primary drivers of friction, wasted man-hours, and fractured professional relationships. Yet, communication experts are increasingly making a counterintuitive case: sometimes, the fastest way to move forward is to slow down.

Your “speed” will be measured not by how fast you hit ‘Send,’ but by how quickly your projects move across the finish line without a single hitch. “Slowing down to speed up” is a strategy for productivity and success.

Olutayo IRANTIOLA writes #PRQuotes weekly