In today’s connected world, where communication underpins every professional relationship, it is disappointing how often messages and emails go unanswered. The lack of response to such efforts reflects a deeper issue of professional etiquette that extends beyond agencies and marketers to encompass job seekers, service providers and others trying to initiate meaningful dialogue.
Marketers and decision-makers must recognise the effort it takes to research and identify the right contact, craft a personalised message and follow up respectfully. Ignoring such messages, particularly after repeated attempts, comes across as dismissive. While it is understandable that not every message warrants an immediate response, when the effort to connect is clear and considerate, reciprocation is not only courteous but also essential to fostering a culture of respect and professionalism.
The lost art of acknowledgment
Every unanswered email represents not just a missed opportunity but also wasted effort. When agencies, suppliers or job seekers receive no acknowledgment, it creates a ripple effect in terms of time spent chasing responses, momentum lost, relationships hindered and lost business commitments. A simple response, even if it is to decline interest or defer an opportunity, is enough to conclude a conversation and allow both parties to move forward.
In marketing, where we pride ourselves on being communicators, this behaviour is particularly ironic. If we fail to practice the very values we advocate for openness, responsiveness and engagement, how can we inspire confidence in our ability to build meaningful connections for brands and consumers?
Building a culture of responsiveness
Creating a culture of timely acknowledgment starts with a shift in perspective or attitude. Responding to messages, even those with no immediate relevance, demonstrates respect and consideration. It fosters an environment where communication feels valued and the effort to reach out is appreciated.
While some argue that they are too busy to respond to every message, a quick “Thank you for reaching out. Though we do not see any opportunity to collaborate at this moment, we will keep your details on file and reach out when the opportunity may arise” can be enough to convey professionalism and maintain goodwill. Eventually, if you believe there is an opportunity to partner or collaborate, do reach out or respond to the messages appropriately.
Why it matters
In the fast-paced world of business, communication is more than a courtesy as it directly impacts outcomes. Acknowledging messages, even when opportunities are not immediately relevant, helps nurture trust and goodwill, paving the way for future collaborations. The simple act of responding to inquiries or outreach demonstrates respect for the effort and thought behind them.
From a brand reputation perspective, organisations that prioritise responsiveness are perceived as approachable, reliable and professional. These traits not only enhance their public image but also make them more attractive to talented professionals, potential clients and strategic collaborators. Consistent acknowledgment of communication signals a commitment to transparency and respect, paving a way for long-term loyalty and trust.
Respect for Effort: A response shows that the sender’s time and effort are recognised, no matter the outcome.
Professionalism: Consistent acknowledgment reflects positively on the individual and the organisation they represent.
Opportunities: Dismissing initial outreach could mean missing innovative ideas or valuable partnerships.
Collaboration: Encouraging open communication fosters trust and strengthens long-term relationships.
Moving forward
As an industry rooted in communication, we must hold ourselves to higher standards. If this is not too much to ask, let us commit to simple gestures of acknowledgment, turning even a polite decline into an opportunity for connection and mutual respect. By doing so, we set an example that echoes beyond the professional sphere, inspiring a more collaborative and considerate culture across industries.
Timely responses, no matter how brief, are a testament to professionalism. Together, we can champion this change, ensuring that communication, the cornerstone of our industry, never loses its place.
By Sanjay Bhatia, Business Director, Cheil MEA
