Information received by the organisation must be communicated to the target audience in the organisation. Every personnel must make an effort to assist in the distributing of messages to the right individual.Formal channels typically fall into one of four broad categories:· Electronic: Communications that are delivered and/or accessed electronically, either by computer, telephone, television or other devices. Examples include email, intranet, video and webcasts, DVD, electronic newsletters, podcasts, blogs, wikis, voicemail, conference calls, SMS text messaging, screensaver messaging, Desktop alert messages, desktop news feeds and internal social media tools (e.g.: internal Twitter-style sites such as Yammer)· Print: Paper-based communications. Examples include letters, postcards and other ‘desk drops’, posters, memos, communication packs or ‘toolkits’ for line managers, etc.· Face-to-face: One-to-one and one-to-many forums where people are physically present. Examples include a ‘cascade’ of team meetings or briefings, conferences, site visits, ‘back to the floor’, consultation forums, ‘brown bag’ lunches, round-table discussions, ‘town meetings’, etc.· Workspace: The working environment. Examples include notice boards, plasma and LCD screens.
Selecting channels
One of the key challenges any internal communicator will face is how to select the right channels – and the right mix of channels – for both the audience and the message.The practical considerations are:· Availability: what channels either already exist within the organisation or can be introduced effectively?· Audience: who are they, where are they based, how do they prefer to access information and how effective will the proposed channel be in reaching them and engaging them?· Objectives: what does the organisation want people to learn, think, feel or do as a result of the message?· Content: what is the context and substance of the message? (For example, sensitive messages may need to be communicated face-to-face, rather than by, say, SMS text message.)· Timing: how urgent is the message? (For example, communications in times of crisis which require quick dissemination of important messages.)
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