How do we choose a proper communication channel

Here is a useful overview to remind you of the types of channels and their level of richness when communicating with target audiences:

Channel	Richness level	Characteristics
Face-to-Face	High	Immediate feedback, body language, tone, gestures
Video Conferencing	High	Visual and auditory cues, interaction
Phone Calls	Medium to High	Auditory cues, immediate feedback
Live chat	Medium to High	Real time interaction, quick feedback
Email	Medium	Can be detailed and engaging
SMS	Medium	Quick, brief, interaction is possible
Social Media posts	Medium	Visual impact, some interaction is possible
Instant Messaging	Medium	Quick Real time feedback possible
Blog posts	Low-Medium	Detailed, certain level of interaction
Forums	Low-Medium	Community feedback, detailed discussion
Infographics	Low-Medium	Visual impact, no real time feedback
Newsletters	Low-Medium	Informative, no real time feedback
Social Media Comments	Low	Public, brief, asynchronous
Ads (print and digital)	Low	Visual impact, no real time feedback
TV, Radio	Low	One way, no real time feedback

Resources Availability:

Communication efforts yield expenses, and having and managing this budget for any YO is important. Certain channels and their basic usability level can be free (social media), while others can incur costs (direct mail, advertisements).
It’s also useful to assess the tools and platforms you have access to that you can use in your external communication strategy.

Consistency:

In order to have our YO Brand Consistency you must ensure that the chosen channel aligns with your brand’s voice and messaging style. Consistent use of certain channels strengthen this identity and organizational values.

Feedback:

In the communication strategy that aims to be effective, communication is a two way proces. We always seek (and would like to receive) a response. Keeping this in mind, we should choose channels that facilitate feedback as interaction is of high importance/. Social media, live chats, and forums are good for this. They allow for inclusive and open communication with quick flow and exchange of thoughts and ideas.

Context:

Communication has context as its frame. Every YO needs to know the context in which they are sharing, distributing and promoting its information. The context of the situation (e.g., formal vs. informal) can also influence the choice of channel. If you’re operating in diverse environments, another category to consider is cultural preferences and norms related to communication channels. For example, some cultures might prefer short, frequent, digital communication over longer, periodical communication.

The medium through which a message is communicated influences how the audience perceives the message. Each communication channel has its advantages, disadvantages, and written or unwritten rules for appropriate use in a professional context. Let’s pin the list of current most common communication channels and their advantages.

Communication channels and when to use them:

Channel	When to use:
Email	Good for detailed, urgent and non-urgent communication.
Social Media	Ideal for broad, engaging, and interactive messages
Phone Calls	Good for urgent, personal, or more complex conversations
Instant Messaging	Great for quick, real-time communication
Video Conferencing	Effective for remote but face-to-face interactions
Newsletters	Useful for regular updates and informational content.
Direct Mail	Appropriate for formal communication or promotional materials
Webinars	Effective for educational or informational sessions with interactive elements.

Channels of understanding:

Using the right communication channels

How do we choose a proper communication channel

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