Communication Channels and their effectiveness

Choosing the right communication channel

Choosing the right communication channel is vital for effective communication, as each channel has its own strengths and weaknesses, depending on various factors that need to be considered. For example, general information about an upcoming event shared through a letter or notification might send a clear message to one or two individuals it is addressed to. However, this method is not efficient when it comes to communicating news to a larger number of people or a broader target audience.

On the other hand, complex information is more effectively conveyed through a written or printed document than through a verbal message, as the recipient can absorb the information at their own pace and review the sections or articles they may not have fully understood.

The communication channel is the term used to define or describe the way we communicate or interact with the target audience of the communication. Recently, due to the evolution of the internet, there are multiple communication channels available to everyone. Here are some examples: live conversations that take place at seminars or conferences, phone calls, text messages via SMS or other messaging apps, emails, the internet (including social networks such as Facebook, Instagram, TikTok, X, and others), radio, TV, letters, brochures, catalogs, reports, etc.

Good communication experts create the right content for their audience as efficiently as they create communication channels aimed at delivering messages. This involves using appropriate language, chosen according to the target audience, which makes the information simpler and clearer, anticipating and eliminating the risk of misunderstanding and confusion. Effective encoding and clear formulation of the message are essential communication skills. Everything depends on the experience and skills of the person who builds the entire communication process.

The recipients of messages can provide feedback on their understanding and interpretation through verbal or non-verbal reactions. Experienced and effective communicators must pay close attention to this feedback, as it allows them to verify whether the message has been well-received and understood. They need to understand that feedback provided during a live conversation or over the phone is instant, whereas messages broadcasted on TV, radio, or the internet may be less direct and much delayed. The feedback received from the audience (target public) will help the communicator adjust or modify the message in future communications to ensure better receptiveness and action.

A partial or complete misunderstanding of the message can occur at any stage of the communication process. Effective communication involves minimizing gaps or deficiencies in messages and overcoming any communication barriers related to their delivery and understanding.