3.2: Choosing the Right Communication Channel
- Page ID
- 134814
This page is a draft and is under active development.
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- Describe the consequences of choosing the wrong channel
Choosing the Right Communication Channel
Effective communication in business is not just about what you say but also how you say it. A communication channel refers to the medium used to convey a message, such as email, phone, video conferencing, or face-to-face meetings. Choosing the right channel is essential because it influences how the message is received, understood, and acted upon. The best communication channels ensure clarity, maintain professionalism, and match the urgency and sensitivity of the message. Using inappropriate channels—such as sending a complex discussion via text or delivering bad news over email—can lead to misunderstandings, inefficiencies, and even damaged relationships.
Consider these criteria when determining which communication channel to use:
- How important is the message?
- What is the level of confidentiality?
- How much interactivity is needed?
- How much information needs to be conveyed?
- Who is the audience?
The table below outlines common business communication channels, their descriptions, and when they are the most effective choice:
| Communication Channel | Description | Best Used For |
|---|---|---|
| Face-to-Face | In-person, direct conversation | Important discussions, sensitive topics, negotiations, conflict resolution, and brainstorming sessions |
| Phone Call | Voice communication over the phone | Urgent matters, quick clarifications, personal touch without needing a meeting |
| Video Conference | Online meeting with video and audio | Remote team meetings, interviews, and discussions requiring visual cues |
| Written digital message | Formal communication, documentation, detailed instructions, and non-urgent updates | |
| Instant Messaging (IM) | Real-time text-based messaging | Quick questions, informal team chats, and brief updates |
| Text Message (SMS) | Short text communication via mobile devices | Urgent notifications, brief confirmations, and informal updates |
| Project Management Tools (e.g. Slack, Microsoft Teams, Trello, Asana) | Platforms for team collaboration and task tracking | Ongoing projects, team collaboration, and document sharing |
| Company Intranet or Internal Blogs | Digital platforms for internal communication | Organization-wide announcements, policy updates, and resource sharing |
| Printed Memos or Letters | Hard-copy written communication | Official documentation, formal notices, and legal correspondence |
| Social Media | Public or private online platforms (LinkedIn, Twitter, etc.) | Brand communication, public relations, and marketing messages |
Example of a Company Using the RIGHT Communication Channel:
Microsoft’s Response to Remote Work (2020)
When Microsoft transitioned to remote work during the COVID-19 pandemic, it used video conferencing (Microsoft Teams) as the primary communication channel for employees. The company recognized that video calls provided a balance between face-to-face engagement and the flexibility of remote work. In addition to video meetings, Microsoft used email for official updates, instant messaging for quick questions, and internal blogs for leadership communications.[1]
Results:
- Employees stayed informed and engaged
- Video meetings helped maintain a sense of teamwork and collaboration
- Using multiple channels appropriately ensured clear communication without overwhelming employees
Example of a Company Using the WRONG Communication Channel:
Better.com’s Layoff Announcement (2021)
In December 2021, mortgage company Better.com laid off 900 employees via a three-minute Zoom call.[2] The CEO, Vishal Garg, abruptly informed employees that they were losing their jobs, without warning or a follow-up support system in place.
Why This Was the WRONG Channel:
- A mass video call lacked empathy and personal consideration
- The announcement should have been handled in one-on-one meetings (for higher-level employees) or through personalized calls or emails with HR follow-up
- The company failed to provide emotional support or additional resources immediately
Results:
- Employees felt disrespected and blindsided
- The company faced severe backlash on social media
- The CEO took a temporary leave of absence, and Better.com’s reputation suffered[3]
Key Takeaways:
Choosing the right communication channel impacts employee morale, public perception, and business success. Companies that use appropriate channels foster trust, clarity, and engagement, while poor choices can lead to confusion, dissatisfaction, and damaged reputations.
Contributors and Attributions
- Using the Right Communication Channel. Authored by: Robert Danielson. Provided by: Lumen Learning. License: CC BY: Attribution
Footnotes
[1]Staff, Inside Track. “Microsoft Teams Increases Collaboration in the Modern Workplace at Microsoft - Inside Track Blog.” Inside Track Blog, June 4, 2024. www.microsoft.com/insidetrack/blog/microsoft-teams-increases-collaboration-in-the-modern-workplace-at-microsoft/
Spataro, Jared. “Remote Work Trend Report: Meetings.” Microsoft 365 Blog, June 29, 2022. www.microsoft.com/en-us/microsoft-365/blog/2020/04/09/remote-work-trend-report-meetings/.
[2] Maruf, Ramishah. “Better.Com CEO Fires 900 Employees over Zoom | CNN Business.” CNN, December 6, 2021. www.cnn.com/2021/12/05/business/better-ceo-fires-employees/index.html.
[3] Aratani, Lauren. “Better.com CEO to Take Time off After Firing Hundreds of Employees Over Zoom.” The Guardian, December 12, 2021. www.theguardian.com/us-news/2021/dec/10/bettercom-ceo-vishal-garg-time-off-firing-employees-zoom.