Joe Goldblatt: Face-to-face meetings could help create second enlightenment

Published on Wednesday 29 April 2009 19:47

"THE AIG effect" has recently become a buzz phrase in US business lexicon, after the insurance firm, while receiving millions of dollars to save it from administration, conducted business meetings described by some media reports as "extravagant and luxurious and irresponsible" given the amount of public support it was receiving. The same can also be said of many UK and European organisations.

While the world continues to experience financial after-shocks from the economic meltdown, it has also just witnessed the "Obama effect" with the US president and other world leaders visiting London and other European cities to conduct business.

Are these meetings, and their costs, both financially and environmentally necessary, given the shortage of money and the carbon emissions generated? History will prove that the answer is absolutely in the affirmative. In fact, these meetings or events are not expenses, but investments in the future of business, government and in turn potential human advancement.

From a Scottish perspective, business tourism brings 826 million a year to the country, and accounts for 20 per cent of its total tourism spend.

In the 1970s, many international corporations decided they could eliminate some face-to-face meetings by using teleconferencing. They soon learned that, while basic communications can be conducted using this technology, they could not develop rich human understanding, effective persuasion and the fostering of goodwill and friendship.

In fact, nothing has, would or ever will replace the compelling need to, and profound benefit from, meeting in person.

President Obama knows this very well. In the past weeks, his meetings with world leaders were not conducted by e-mail, telephone or even teleconference. Rather, he is aware that in-person meetings mean greater opportunities for partnerships in the future.

Businesses and other organisations should heed this example and continue to make meetings and events a untouchable part of their budgets and overall strategies.

Scotland gave birth to the age of enlightenment through small and large meetings held in pubs, taverns and drawing rooms throughout the city. The second age of enlightenment – so badly needed today – may only result from people coming together to communicate, in person, their dreams and strategies for a better future.

Perhaps the impact of our Scottish meetings and events may even rival the Obama effect, But first, we must clearly demonstrate our courage and capacity for bringing forth the second enlightenment, through dynamic and successful meetings and events.

&#149 Dr Joe Goldblatt is the executive director of the International Centre for the Study of Planned Events at Queen Margaret University.