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Effective Communication Channel Selection

The document discusses selecting the appropriate communication channel to effectively deliver messages to target audiences. It notes that while rich channels like face-to-face interactions are most effective, they are also expensive. Alternatively, channels like email are cost-efficient but less effective. Choosing the right channel involves considering factors like whether synchronous or asynchronous communication is needed, whether the channel pushes information to or pulls people to it, the message content, and the credibility and saturation of the channel. Selecting channels requires balancing effectiveness and efficiency for the audience, message, and desired outcome.

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Htoo Kyaw Nyo
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42 views18 pages

Effective Communication Channel Selection

The document discusses selecting the appropriate communication channel to effectively deliver messages to target audiences. It notes that while rich channels like face-to-face interactions are most effective, they are also expensive. Alternatively, channels like email are cost-efficient but less effective. Choosing the right channel involves considering factors like whether synchronous or asynchronous communication is needed, whether the channel pushes information to or pulls people to it, the message content, and the credibility and saturation of the channel. Selecting channels requires balancing effectiveness and efficiency for the audience, message, and desired outcome.

Uploaded by

Htoo Kyaw Nyo
Copyright
© All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd

Communication Channels

Using the right channel to communicate the right message to


the right audience at the right time
Let me tell you a story…
Intel and Global Contact Management

Call Center Web Portal


• One-to-one comms: • One-to-many comms:
Effective but expensive Cost-efficient but less
(inefficient). effective.
What Are Communication Channels?
• The media we use to communicate
our message.
• Any single form of communication is
a channel, from the obvious:
• Email
• Phone
• Poster
• Newsletter
• To the not-so-obvious:
• Body language
• Dress
The Challenge is Not a Lack of Channels
• Phones • Newsletters
• Voicemail • Memos
• Email • Bathroom readers
• Instant Messages • Text
• Intranet • Meetings
• Intercomm • Posters
• Video monitors • Video
• Blogs • Home mailers
• Training Modules • Presentations
With So Many Choices, We Get Lazy
• Too often we default to the easy channels:
• Email
• Fliers
• Etc.
• Rather than really think about what is the
best channel, based on the…
• Audience
• Message
• Desired Outcome
Things to Consider When
Selecting a Channel
Channel Selection: Effective vs. Efficient

• In general:
• The richer (more effective) the
channel, the less efficient.
• The less effective, the more
efficient.

• The challenge is to find the right


balance.

Robbins, S.P., & Judge, T. A. (2011). Organizational Behavior, 4th Ed. Boston, MA: Prentice Hall.
Amazon’s Web Services and Zombies
• Clause 57.10 of the AWS terms of
service stated: “This restriction will not
apply in the event of the occurrence
(certified by the United States Centers for
Disease Control or successor body) of a
widespread viral infection transmitted via
bites or contact with bodily fluids that
causes human corpses to reanimate and
seek to consume living human flesh, blood,
brain or nerve tissue and is likely to result in
the fall of organised civilisation.”

[Link]
Channel Selection: Synchronous vs. Asynchronous
• To what degree do you need
real-time feedback?
• Synchronous: Face-to-face,
telephone
• Asynchronous: Email, voicemail

• NOTE: Some can go either way,


such as texting or IM.
Channel Selection: Push vs. Pull
• Push channels are sent out to the audience.
• Email
• Phone calls
• Home mailers
• Pull channels are retrieved by the audience.
• Websites/Intranets
• Knowledge Bases
Channel Selection: Reach
• The percentage of the target audience
that is exposed to the message.
• If you’re communicating to a sales team
that spends 90% of its time on the road,
a face-to-face event may not be your
best option.
• If you’re communicating with an hourly
manufacturing team, email may not be
your best option.
Channel Selection: Frequency
• How many times you reach a given
percentage of the target audience.
• It’s common to use multiple channels to
increase reach and frequency.
Channel Selection: Message
• The nature of the message you’re
delivering.
• If HR is making a major change to employees’
compensation package, a form email may not
be as appropriate as a visit from HR.
Channel Selection: Credibility
• The degree to which the audience will trust information from the channel.
• If HR is making a major change to employees’ compensation package, a visit from a
low-level generalist may not be as credible as a visit from the VP of HR.
Channel Selection: Saturation
• The degree to which a channel may
be buried in clutter.
• If your company regularly sends out
multiple perfunctory emails each
week, employees may be in the habit
of hitting “delete” before even
glancing at the message.
• “Emails are like rabbits. If I send out
one I know I’ll get five in return.”
Channel Selection: Cost
• Different channels come at different
financial costs.
• Face-to-face is a rich, effective channel,
but it’s expensive.
• Email is cheap, easy, and reaches mass
audiences, but it’s not rich and is
overused.
Great Job!
Now let’s review
our upcoming
assignments.

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