We want to know how we can factor that kind of communication into our daily routine as well.”Among the efforts already made by Unique Digital are fortnightly update meetings. “We’ve treated staff gatherings as we would treat client meetings, providing comforts such as sandwiches. But the pressures of day-to-day work always take priority and everyone winds up hurrying. I don’t think the meetings are viewed as important.”Next on his list is to try banning the use of Instant Messenger on Fridays.

“It’s very impersonal and more time consuming than email or face-to-face conversations. But it’s easier to send one of these than actually to talk.”I’m concerned that actually enforcing something like that would be too grave a step, however,” adds Mr Stevens.Unique Digital is also considering relaunching the staff manual in a new format. “When we devised the handbook, which includes sections on everything from house style to how to answer the phone, we produced it digitally and it is held on the server for staff to access. I have my doubts that it is even read.”Effective communication is critical for several reasons, believes Mr Stevens. In a creative industry, free speaking is far more productive than hiding behind technology, he says In addition, it improves morale. “And because me and my co-managing partner, Simon Ander- son, have different management styles, it’s particularly important that these are un- derstood – which is far less likely through the written word.

You could, for example, wind up with a misunderstanding of an expectation.” THE EXPERTS SAYAngela Baron, organisation and resourcing adviser, the Chartered Institute of Personnel and Development (CIPD) “Communication is more about environment, both physical and cultural, than technology. It is interesting that most of the best communication takes place down the pub, or at least off-site. This would seem to indicate that individuals find it difficult to get together in an informal way on the premises, either because there is nowhere to meet or because such ad hoc brainstorming is somehow seen as ‘not part of the work process’.”Unique Digital needs to address two issues. This first is making sure there are areas – around the coffee machine is usually a good place – where people can meet and chat informally. Then the company needs to ensure it is fostering a culture which emphasises that this form of communication is an important part of the job.”It won’t achieve this by banning Instant Messenger or introducing more meetings, but rather by allowing time for people to talk and building a culture based on trust and teamworking.”Gill Bond, chartered occupational psychologist and chairman of the West Midlands Women in Business Association”Unique Digital, a fast-paced global business, has developed a number of internal communication mechanisms, but face-to-face dialogue is not valued.”Raising the stature of internal communications means fostering a culture in which the bottom line increases, the customer base is developed and employees can be heard.”Team meetings need formal structures and agendas. Allocate time for day-to-day issues, business strategy, customer or project information, new ideas and employee feedback.”The written word can be misinterpreted Managers must work together demonstrating the same message. Bring everyone together to share company information.”Business communication is a skill and can be learnt by training.