Choosing the right channel

When planning your communication, choosing the right channel is one of the most important factors. Different audiences receive information in different ways and have varying expectations when it comes to tone, format and accessibility.

• For external audiences – such as the general public, partners or the media – channels like the website, press releases, social media or printed materials are often the most effective. The aim is usually to create interest, build trust and reach a wider audience.
• For internal audiences – employees, students or collaborating units – channels such as the staff web, email, newsletters or internal meetings may be more suitable. In these contexts, clarity, accessibility and opportunities for dialogue are key.

Think about which channel best supports the purpose of your message. Is your goal to inform, engage or start a dialogue? Often, using a combination of channels is most effective – but your choice should always be guided by your audience.

Questions to consider when choosing a channel

• Who is the target audience?
  Think about who you want to reach and how they prefer to receive information.
• What is the purpose?
  Is your goal to inform, engage, influence or create dialogue?
• What type of message?
  Is it factual, inspirational, news-oriented or a call to action?
• How urgent is it?
  Does the message need to reach people quickly, or can it be spread over time?
• What format fits best?
  A short text, a longer article, image, video, infographic or oral presentation?
• Which channels does your audience already use?
  Adapt to the platforms where they are active.
• Do you need to use several channels?
  Sometimes a mix is most effective – for example, intranet + newsletter, or website + social media.