How to choose the right channels of communication

On 4 May, 2023
6 min


Communication is an essential aspect of any organisation. It is through effective communication that companies can achieve their goals and objectives. However, with the multitude of communication channels available, selecting the most appropriate one for your company can be challenging. Choosing the right communication channels can have a significant impact on the success of your organisation

  • What are channels of communication? 

Communication channels are methods by which you can communicate with other people. The purpose of a communication channel is to share a message. Communication channels can be both internal and external within a business. Traditionally, these methods included phone calls and faxes. As digital technology has exploded, today there is a whole host of different communication channels to think about. 

  • Why is it important to choose the right channels of communication? 

To grow as a company, it is important to choose the right channels of communication. These channels can impact your target audience and can be used gauge if your message has been understood or not. It can help employee growth and development. 

How to select the most appropriate communication channels for your company? 

The first step in selecting the most appropriate communication channels for your company is to identify your communication objectives. What do you want to achieve through communication? Is it to increase sales, improve customer satisfaction, or enhance employee engagement? Once you have identified your objectives, you can then determine the type of communication channels that will be most effective in achieving them.

The second step is to identify your target audience. Who are you communicating with? Is it your employees, customers, or stakeholders? Understanding your target audience is crucial in selecting the right communication channels. Different audiences have different communication preferences and habits. For example, younger audiences may prefer social media platforms such as Instagram or Twitter, while older audiences may prefer traditional channels such as email or phone calls.

The third step is to evaluate the different communication channels available. There are various communication channels available, including face-to-face meetings, phone calls, email, social media, and instant messaging. Each channel has its strengths and weaknesses, and the effectiveness of each channel depends on your communication objectives and target audience.

Face-to-face meetings are ideal for building relationships and trust. They are particularly effective when you need to communicate complex or sensitive information. However, they can be time-consuming and expensive, especially if you need to travel long distances.

Phone calls are suitable for quick and efficient communication. They are particularly effective when you need to communicate urgent information. However, they can be intrusive, and it can be challenging to get your message across without visual aids.Email is a widely used communication channel. It is ideal for communicating information that requires documentation, such as contracts or policies.

Email is also suitable for communicating with a large number of people simultaneously. However, email can be impersonal, and messages can be lost or ignored.

Social media platforms such as Facebook, Twitter, and LinkedIn are effective for reaching a wide audience quickly. They are particularly useful for marketing and public relations. However, social media platforms can be challenging to manage, and messages can be misinterpreted or misunderstood.

Instant messaging platforms such as WhatsApp and Slack are effective for quick and efficient communication. They are particularly suitable for team collaboration and remote work. However, instant messaging can be distracting and can make it challenging to focus on important tasks.

Corporate communication

The fourth step is to select the most appropriate communication channels based on your evaluation. Consider the strengths and weaknesses of each channel and select the ones that are most effective in achieving your communication objectives and reaching your target audience. It is also important to consider the cost and resources required to implement each channel.

What are the different types of communication channels? 

Internal and external, digital, and offline, there are several ways to communicate your message to an audience. Communication channels can be formal or informal, depending on the nature of the message to be communicated. Discover some of the most effective communication channels.

Face to Face 

  • Meetings, public events, appearances, and live conversations online. 
  • Internal – face-to-face meetings with employees can have more impact than emails. A good way to brainstorm with colleagues. 
  • Body language, eye contact and facial expressions. Simple, but important when communicating face to face. 

Phone call 

  • Sense of urgency. Tone of voice. Allows for lengthy discussion and is more direct than a large conference or video call with several people. 

Written communication 

  • Emails. Formal and fast way of communicating within a business. You can indicate the importance of a message by flagging it. 
  • Letters, memos, magazines, leaflets, and other more traditional forms of communication. 
  • Quarterly reports, staff contracts. 

Digital communication 

  • Internal digital communication channels include email, instant messaging, audio notes, and internal social media sites. 
  • External digital communication channels include social media, Video chat, blogs, websites, press releases, and advertising. 
  • Company website: one of the most important channels of communication for customers. It is normally the first impression they have when they discover a brand or product. Once a customer is on a website, the company is in control of everything they see. Attention spans are getting shorter, so it is important to have a strong website. 

Social media 

  • A core part of modern communication especially when targeting a younger audience. 
  • Platform for engagement. 
  • Useful research tool. 
  • Cost-effective
  • Within a company Facebook groups, Teams messenger, LinkedIn are good tools to boost internal communication and outlook. 

In conclusion, selecting the most appropriate communication channels for your company is crucial in achieving your communication objectives and reaching your target audience. The process involves identifying your communication objectives, understanding your target audience, evaluating the different communication channels available, and selecting the most appropriate channels based on your evaluation. By following these steps, you can effectively communicate with your employees, customers, and stakeholders, and achieve your organizational goals and objectives.


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