Best Way - How Does a Manager Select Effective Communication Channels?

Any message, no matter how well-written, will fail unless it is delivered along effective communication channels to the targeted audience. Delivering the message using the same media channels they do is important. You should consider the limitations and advantages of each channel.

The Target Audience

1. Researching the audience makes it easier to find what will be appealing in a message. Perform in-depth interviews with audience members to uncover behavior motivations or find new segments. Uncover what media they commonly use and how they use it. Tailor messages to fit the target. Prepare the message for use on the media platforms they prefer, such as the Internet or network television.

Channel Considerations

2. The Internet works best for simple, short and quick communication. This form makes it easy to search for specific information that may need to be retrieved multiple times. The Internet and other digital forms of communication need to be used when the message is urgent and must be delivered to a large number of people.
   
   Paper works best with complex and lengthy messages. Any large business changes, new policies or major training issues should be delivered by paper.
   
   Finally, face-to-face conversation should be applied in any situation where a manger will encounter resistance. This will allow the target audience to ask questions and be a part of the message.

Multiple Platforms on the Internet

3. As stated, the Internet works best for quick communication. There are, however, many different platforms and channels of communication through the Internet. Some, such as email, are effective for more personalized messages and one-on-one dialogue. Others, like social networking sites or Intranets, provide a better way for communicating messages to groups.
   
   The Internet is also a good place to put follow-up information for discussions initiated by paper or face-to-face. A list of frequently asked questions or key points will streamline the communication process and alleviate confusion. Social networking sites, online forums and wikis can become channels to keep conversations going and ensure effective communication.