The Virtues and Perils of Virtuality

Some thoughts from the virtual world...

Ok, I recognize that “virtuality” does not exist in Webster’s dictionary, but it does have a nice way of rolling off the tongue, and seems so descriptive of the modern work environment. We’ve been practicing it at my PR firm (INK inc.) for the last thirteen years without really aptly describing it. We’ve described ourselves as a “virtual agency, but with a brick and mortar headquarters.” Or more aptly as saying, “most of our people work from home offices around the world.” Cool...very “global”...almost like Burson-Marsteller or Edelman, except without the pomposity and burdensome overhead. And most importantly for our clients, we learned long ago that a fancy high-rise office has nothing to do with the effectiveness of a media pitch...only the news value of the pitch itself determines this.

Virtuality not only has been the infrastructure of my company but also is apparently the wave of the future. The trend had clearly started prior to this current recession, but with the severe cuts in budgets, overhead, and consolidation of job responsibilities since 2008, virtuality almost has become the goal of many organizations as they reorganize to survive. Undoubtedly, the virtual office structure can and should save a bundle in overhead expense by eliminating the need to “house” employees in a leased building space with the attendant utilities like telephone, electricity, and heating and cooling costs thrown in. It saves the employees the costs of commuting in whatever manner, and possibly even clothing. And importantly, it saves the psyche from much of the stress of family separation and sometimes office politics as well as an occasional overbearing boss.

All of that said, virtuality has a few shortcomings as well. No communal water cooler or office coffee room to gather and share morning insights or a laugh or two.

Thus, making it difficult to catch up on TV shows or sporting events from the night before, or the latest on internal gossip. No external discipline setting the rules for workplace behavior or attire (if at all)…and no company storeroom to snitch some pilot pens or a work pad or two. And of course, there’s the conference calls that seem to be constantly scheduled just to keep that newly free and independent employee tethered tightly to home base. Conference calls, teleconferences, and now even more invasive…the webcast calls...all supposedly necessary for collaboration and synergy…require certain rules of etiquette. A recent forum in MyRagan, clarified two of the most important…learn to use the mute button to keep other participants from the extraneous noises of barking dogs, children or mates, and…very important, never initiate your call from the bathroom. Very uncool.

However, given those few exceptions, I’ll settle for virtuality’s lower overheard and increased productivity…just don’t forget to hit the mute button.