Why is there a need to use appropriate media channels in different situations?
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July 1, 2017 Show
Internal communications teams must opt for the channel that best serves their given purpose and audience.Internal communications teams are tasked with conveying all kinds of messages, but they don’t always pick the most effective channel to do so. Too often, these teams fall into the trap of trying to get an important message out quickly rather
than taking time to consider how it fits into their overall communication strategy. “If there has been a senior leadership change, for example, it can be all too easy to think, ‘I’ll just write a quick post on the intranet,’” says Iliyana Hadjistoyanova, senior research analyst at Gartner. “Instead, comms should be asking, ‘How do I make
sure employees are informed in the right way and feel equipped to deal with this leadership change?’” Read more: Strategic Planning for Communications Marketers: Build Resilience Into Your BudgetDiscover what’s working to deliver real business value no matter what comes your wayStart by identifying the channel that best supports the targeted business objectives — and then take these four steps to optimize your channel strategy: It’s easy to rely on preferred communications channels; the channel selection guide helps orient you toward the best channel — or channels — for a given purpose and audience. Critical to the equation: How does your target audience like to consume information?  You may also be interested inSorry, No data match for your criteria. Please refine your filters to display data. Contact InformationAll fields are required. First Name Last Name Person Type Company Name Country Related ResearchSorry, No data match for your criteria. Please refine your filters to display data. “I use Gartner to bolster my confidence in decision making.”Stay smarter.In your target area, which is the most common way for people to receive news or information? There are many ways to reach audiences, each with different benefits and limitations, see here. This could be radio announcements, posters, fact sheets, face-to-face talks, publications, email, videos, websites, mobile phone messages, social media campaigns, etc. Paper-based materials may not be the most efficient in some localities, and other media such as radio may be more effective. For children, make use of very visual and interactive media, like games, plays, puppet shows, cartoons, comic books, etc. See here to read about a puppet show developed for children in the Philippines and here for an example of early childhood interventions. To determine how best to communicate your information, some of the following questions may be useful:
There is no best medium. It is important that we choose the appropriate medium that can best reach our intended stakeholders. It may be one particular medium or a combination. You can download an extensive range of ready-made materials from the website of the Global Alliance for Rabies Control. Improving media outreach Media outreach is only one communication approach, but is essential for any campaign. Radio, television and other media personnel are often not aware of what you are doing unless you make them aware. You need to contact them, or even better, invite them to come and see your project/event. It is a good idea to involve journalists in the early planning stages, when you are consulting the community, and make them feel part of the solutions you are trying to plan. They are more likely to give your messages a high profile, and will represent and emphasise them correctly the more they understand the issues. The media like appealing stories, particularly ones which are relevant to their readers or viewers. They look for stories that stimulate debate, controversy or conflict. They are often looking for a personal angle to the story. Reporters are regularly looking for new angles or twists that will attract public interest. In other words, it may not be enough to say rabies is a killer disease and you are trying to make people aware of it. You may need to provide more personal stories, or highlight something unusual about your approach. Before you contact the media, ask yourself some of the following questions:
A useful tool for reporters is a pre-packaged media kit. Consider including the following items:
Engage with potential partners Going back to your initial stakeholder analysis can help you identify suitable partners. They may include:
NavigationWhat is the appropriate channel for communication?Face-to-Face Communication
No surprises here. The richest communication channel around, face-to-face meetings, is often hailed as the most effective way for teams to interact. This is because it reduces any misconstrued messages by allowing for body language, facial expressions, and other nonverbal communication.
Why are media channels important?Likewise, media channels engage in different ways of exuding responses depending extensively on your message and your audience, as well as the purpose of your communication. Sometimes, they work great as a stand-alone but in most cases, an integrated set of mediums is the tailor-crafted solution to your problem.
Why is it important to choose the correct channel of communication?The correct selection is vital to the success of a communication campaign. A basic rule of thumb in the selection of the communication channel is that the more a message needs to change behaviours and win over hearts and minds, the more it has to be delivered using a face-to-face channel.
Why is it important to use the appropriate medium or channel to communicate effectively in a particular situation?The channel or medium used to communicate a message affects how the audience will receive the message. Communication channels can refer to the methods we use to communicate as well as the specific tools we use in the communication process.
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