4 Choosing the Right Communication Channel (2.3.3)
J.R. Dingwall; Chuck Labrie; Trecia McLennon; Laura Underwood; and Verna Johnson
Information Richness: Choosing the Right Communication Channel
Information richness refers to how much sensory detail or non-verbal information a communication channel provides. The more a message engages the senses—through sound, tone, facial expression, or gestures—the richer it is. For example, if you speak to a colleague in a flat tone without expression or movement, the message will feel less clear. But when you add facial expressions, hand gestures, and vocal variety, your message becomes easier to understand.
Some channels offer more detail than others. A face-to-face conversation allows you to see facial expressions and gestures, making it more expressive than a phone call. A phone call, in turn, gives you tone and pace, which makes it more personal than an email. Studies show that effective managers use these higher impact channels more often than less effective ones (Allen & Griffeth, 1997; Fulk & Body, 1991; Yates & Orlikowski, 1992). See Table 1.2 for further examples of channels and their respective amounts of information richness.
Table 1.2: Information Richness in Communication Channels
| Channel | Information Richness |
|---|---|
| Face-to-face conversation | High |
| Videoconferencing | High |
| Telephone | High |
| Medium | |
| Mobile devices | Medium |
| Blogs | Medium |
| Letters | Medium |
| Written documents | Low |
| Spreadsheets | Low |
(Adapted from Daft & Lengel, 1984; Lengel & Daft, 1988)
Channels like face-to-face conversations and video calls are high in richness because they allow you to see and hear more than just words—you can also observe tone, facial expressions, and gestures. Emails, blogs, and letters fall into the medium richness category because they use words and sometimes images but lack real-time feedback and non-verbal cues. While they can express emotion, tone is easier to misinterpret without voice or body language. Spreadsheets and legal documents are considered low in richness. They may be clear and structured, but they leave out emotions and non-verbal cues.
When to Use Verbal or Written Communication
When choosing a communication channel to use, ask yourself: Am I sharing facts or feelings?
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Verbal communication is best for emotional, personal messages, or when real-time feedback is important.
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Written communication works better for detailed, factual, or complex information that someone might need to review later.
Example:
Imagine a manager speaking to 20 employees. The manager speaks clearly and at a steady pace, and the team seem engaged. But managers may not communicate as effectively as they think.
Most people speak at about 125 words per minute. However, listeners can process information at 400–500 words per minute (Leed & Hatesohl, 2008). This gap gives listeners extra time—time in which their minds may wander. That’s one reason verbal communication isn’t always the best choice best for sharing detailed or technical information.
How to Choose Between Verbal and Written Communication
Use this guide to help you choose the right method:
| Use Written Communication | Use Verbal Communication |
|---|---|
| To share facts | To share emotions |
| When you need a permanent record | When no record is needed |
| When a quick reply is not required | When you need a fast response |
| When feedback is not urgent | When you need immediate feedback |
| To explain complex or detailed information | To explain something simple and direct |
(Source: Barry & Fulmer, 2004)
Communication Direction Within Organizations
In the workplace, communication can flow in several directions:
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Lateral (sideways) – between colleagues
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Upward – from employee to manager
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Downward – from manager to team members
The direction of the message—and the roles of the people involved—can affect how it’s received. For example, if a senior manager sends a memo to a supervisor, the supervisor will likely read it carefully. But if the supervisor sends a message to the senior manager, it may not get the same attention. The manager may only focus on what seems most relevant to them.
Requests are only one type of communication. Others involve giving, receiving, or exchanging information. Studies show that employees who communicate often with their supervisors tend to perform better and contribute more to the organization (Snyder & Morris, 1984; Kacmar, Witt, Zivnuska, & Guly, 2003).
Communication between coworkers (called lateral communication) also affects employee turnover. In other words, strong communication between colleagues can help people stay in their jobs longer (Krackhardt & Porter, 1986).
External Communications
External communication refers to messages an organization sends to people outside the company. These messages may go to customers, the public, or other businesses. The goal is to create a clear message that the audience will understand—and possibly, share with others. Examples include press releases, advertisements, websites, and direct messages to customers.
Press Releases
Public relations (PR) professionals craft messages about a company’s products, services, or activities. These PRmessages are sent to people or groups—called receivers—who are likely to share them with others. Over time, these messages can spread and appear like natural trend or public opinion—even though they originated with the company.
PR messages may target:
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B2B (business to business)
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B2C (business to consumer)
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Or media outlets
A press release is a common type of PR message. It’s written like a news article so editors or reporters can easily use it in newspapers, websites, or news broadcasts. PR campaigns may also include contests, events, trade shows, or interviews to spread their message.
Advertisements
Advertisements (ads) are another common form of external communication. Companies pay to place ads on TV, websites, social media, or print (such as magazines or newspapers). Costs depends on the size of the audience and how valuable that audience is to the business. Today, many people try to avoid ads by using ad blockers, skipping commercials, or paying for ad-free content. In response, companies are creating new types of ads that are harder to avoid, such as:
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Advertorials: Articles that look like news stories but are actually paid advertisements
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Product placements: Showing branded products in movies, TV shows, or video games
Websites
A company’s website is one of its most powerful communication tools. It often combines many types of content—press releases, advertisements, blog posts, customer support information, and product or service information. This makes the company website a central hub for both promotional and informative content.
Unlike reports or printed brochures, online content is often more conversational and informal. For example, a blog post on a company website may use a friendly, helpful tone to build trust and engage readers. A well-organized, regularly updated website boosts credibility, supports customer needs, and improves user experience.
Blogs remain effective tools when part of a broader content strategy. When used well, blogs can help tell the company’s story, highlight expertise, answer questions, and improve search engine visibility. The best business websites are mobile-friendly, easy to navigate, and updated regularly relevant content for their audience.
Social Media
Social media platforms like LinkedIn, Instagram, Facebook, YouTube, TikTok, and X (formerly Twitter) are now essential tools for business communication. Organizations use them to connect with customers, promote products or services, share news, and build brand identity.
To use social media effectively, businesses need a clear understanding of their audience, platform norms, and brand voice. Strong business accounts use consistent visuals, tone, and messaging across all platforms. Short videos, customer testimonials, behind-the-scenes posts, and interactive features like polls or Q&As help businesses engage followers.
Even though social media communication is often more casual, it still requires careful planning—since posts are public and can spread quickly. Every post reflects the company’s professionalism and values. In many organizations, social media is managed by communications or marketing teams who align posts with business goals.
Customer Communications
Businesses often communicate directly with customers through:
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Email
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Text messages
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Phone calls
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Letters
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Direct mail
Some customers ignore these messages. Others may respond, especially if there’s a clear benefit like a discount or special offer. To be effective, messages should be personal and engaging. Customers often ask, “What’s in it for me?” —so the message needs to offer a clear reason to pay attention.
Conclusion
Strong communication is at the core of effective management. Whether you’re choosing a channel, crafting a message, or responding to others, your decisions shape how information flows within and outside the organization. Internal communications may more upward, downward, or sideways—and each direction requires thoughtful strategy. External communication, including social media, websites, press releases, and customer outreach, also reflects your organization’s professionalism and values.
Understanding the strengths and limitations of different channels will help you deliver messages clearly, appropriately, and with impact. As a manager, how you communicate will influence not just what gets done, but how people feel while doing it.
Check In
You should aim for 100% on these five questions to ensure you understand key concepts.
Attribution:
This section was adapted from Chapter 4, “Communication Channel,” in Professional Communications and is used under a Creative Commons Attribution 4.0 International License.
References:
References are at the end of this chapter.
Media Attributions
- Comm Channel MOD 1
Public Relations
