The process of selecting the appropriate channel of communication for message delivery

Effective communication is the backbone of any successful team and company and are the foundations in making sure that your team is set up for success. Making sure that you’ve chosen the right channel can be particularly important to make sure that what you're trying to communicate can be understood clearly, efficiently and with the correct intended impact.

With so many options available, how do you work out the best way to communicate effectively between differing levels of the organisation? Team members? To customers even?  In this blog we'll go through some handy tips to talk about what to consider when selecting an appropriate channel of communication for message delivery. 

What is the dominant communication channel used in business?

There are multiple different methods of communication in business which may tend to differ depending on the size, location or type of business that you are. For example a construction business with frontline workers may find it easier to communicate via phone and text message versus a remote based startup who may prefer to chat via virtual meetings and instant messaging.

Overall, the most common internal communication channels used in business are:

• Phone Calls

• Instant Messaging

• Emails

• Virtual Meetings &

• Face to face meetings

• Town Halls/Company Wide Meetings 

Each channel has its strengths, so choosing the right one depends on what you’re trying to say and who you’re saying it to.

What is channel selection in the communication process?

Channel selection in the communication process is choosing the correct channel to convey information to either a single person, a team, the entire organisation or to the public. Knowing your audience combined with the contents of the message is important to help make the correct channel selection process. When chosen correctly it can help build trust, make team members feel validated and heard and provides them with opportunities to express reviews and raise issues. 

For example, a company wanting to celebrate reaching their end of financial year goals may want to mention it in a town hall speaking to everyone across the company, whereas a manager wishing to have discussions with a direct report about performance may wish to have a meeting 1-1 in person. 

How do you determine the correct communication channel?

There are multiple considerations to take into account when determining the correct communication channel. Some considerations to take into account include: 

• Is the matter sensitive or can it be said more openly? 

• Do you need a response from a team or individual? 

•  Is the matter urgent and time sensitive or is it something that can wait?

• Who is your audience - Is the individual a peer, higher up or someone that reports to you?

• Does the comms need to be formal or can it be informal?

• Is the information general or specific?

• Is nuance and tone needed so that the intent of the message won't be misconstrued?

• Is the message something better conveyed via internal communication channels or is it something more suited for public communication channels? 

• What tools do you and your team have access to? 

• What is the person or your team members' preferred way of communicating? 

• Are your team all working remotely from each other or are they all in the same place? 

These are all important things to consider when choosing the right method of communication.

Why Is Selecting the Right Communication Channel So Important?

Choosing the right communication channel ensures that:

• The message is understood as intended.

• Productivity is maximised by reducing unnecessary back-and-forth.

• Employee engagement improves through clear and effective communication.

• Important business decisions are made efficiently.

• Promote team trust and psychological safety

Using the wrong channel can lead to misunderstandings, delays, and disengagement, affecting overall business performance.

In a recent report from The Economist, it was reported that poor communication has a significant impact in the workplace with different communication styles, generational differences and discrepancy between effectiveness of different communication tools the biggest causes for issues within the workplace such as inefficiencies, misunderstandings and even financial losses. 

Common communication mistakes that people can make 

Even with considering the above, people can still make mistakes. Here are some common communication mistakes that people can make: 

• Using email for urgent matters - due to the amount of emails the average person receives each day, it can be easy for an urgent matter to be lost in the fray. For urgent matters it is best to call or message instead. 

• Over reliance on instant messaging - sometimes things need to be said with nuance which can easily get lost in its deliverance. 

• Avoiding face to face conversations - trickier conversations are best held in person or at the very least over a virtual call if working in a remote based company so that nuance and tone are effectively communicated. 

• Using one channel for everything - while it might seem helpful, it can also hinder productivity and team culture. 

If a communication mistake occurs 

If a mistake occurs, its important to not be hard on yourself as no one can get it correct 100% of the time. If it does happen however it’s important to: 

• Assess the severity of the situation 

• Acknowledge that the mistake has occurred 

• Take accountability (and apologise if needed) 

• Determine a more effective communication method in future

Final Thoughts 

Choosing the right communication channel isn’t just about convenience and productivity, it’s about making sure your message is heard and understood in the best way possible. Making sure to think about your message, audience, and the level of urgency can be quite important in making sure that communication is effective, impactful and clear. When you get it right, workplace communication becomes smoother, more efficient, and way less frustrating and in fact improves productivity and team culture as a whole. While not every person and company can get this right 100% of the time, it’s important for companies to make sure that they continually work to improve their internal communication methods.