 Assessing your communication options
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Communication
methods compared
IT IS NOW POSSIBLE to look at
the applicability of each method by identifying where it sits against each of the four
dimensions and the media elements it is capable of employing.
|
Characteristics
by dimension |
Media
characteristics |
When
to use |
| Audio tape/CD |
Recorded, so consistent,
considered, accessible when suits user Passive,
so requires less effort from recipient, quicker
Local, so potential for high quality, portable
Pull, so less stressful, good for large quantities
of info |
Through the spoken word
can be specific, convey tone of voice Through non-verbal
sounds can create emotional response, realism |
When the message can be conveyed
using sound alone; when interaction is not required; when recipients have access to
players; when no other medium is suitable, e.g. when travelling Typical applications: education and training on the move |
| Videotape |
Recorded,
so consistent, considered, accessible when suits user Passive, so requires less effort from recipient, quicker
Local, so potential for high quality, portable
Pull, so less stressful, good for large quantities
of info |
Through the spoken
word can be specific, convey tone of voice Through
moving images can be direct and memorable, attract attention, show motion,
including body language
Through non-verbal sounds can create emotional
response, realism |
When the message
requires high quality moving images; when you need to create a memorable impression; when
interaction is not required; when the size of the audience makes it cost-effective; when
recipients have access to players Typical
applications: corporate communications |
| CD-ROM |
Recorded, so consistent,
considered, accessible when suits user Interactive,
so opportunities for feedback, can check message has been understood, recipient can
control pace, message can be tailored
Local, so potential for high quality, portable
Pull, so less stressful, good for large quantities
of info |
Through the written word
can be specific, self-paced Through the spoken
word can be specific, convey tone of voice
Through still images can be direct and memorable,
self-paced
Through moving images can be direct and memorable,
attract attention, show motion, including body language
Through non-verbal sounds can create emotional
response, realism |
When the message requires a wide
range of media types; when interaction is required; when the message needs to be tailored
to the recipient; when the size of the audience makes it cost-effective; when recipients
have access to players Typical applications:
training and point-of-sale programmes |
| Letters /
memos / reports |
Recorded,
so consistent, considered, accessible when suits user Interactive, so opportunities for feedback, can check message has
been understood, recipient can control pace, message can be tailored
Local, so potential for high quality, portable
Push, so message will reach target on time |
Through the written
word can be specific, self-paced Through still
images can be direct and memorable, self-paced |
When the message
can be conveyed using text and still images; when it is important that you know the
recipient will see the message; when the message needs to be tailored to the recipient;
when e-mail is not available, when portability is needed or when hard copy is essential Typical applications: everyday business communications where no on-line
alternative |
| Manuals |
Recorded, so consistent,
considered, accessible when suits user Passive,
so requires less effort from recipient, quicker
Local, so potential for high quality, portable
Pull, so less stressful, good for large quantities
of info |
Through the written word
can be specific, self-paced Through still
images can be direct and memorable, self-paced |
When the message can be conveyed
using text and still images; when an intranet is not available, portability is needed or
hard copy is essential Typical applications:
reference, where no on-line alternative |
| Printed
materials |
Recorded,
so consistent, considered, accessible when suits user Passive, so requires less effort from recipient, quicker
Local, so potential for high quality, portable
Pull, so less stressful, good for large quantities
of info |
Through the written
word can be specific, self-paced Through still
images can be direct and memorable, self-paced |
When the message
can be conveyed using text and still images; when quality is important; when the size of
the audience makes it cost-effective; when an intranet is not available, portability is
needed or hard copy is essential Typical
applications: corporate communications, marketing materials |
| Fax |
Recorded, so consistent,
considered, accessible when suits user Passive,
so requires less effort from recipient, quicker
Push, so message will reach target on time |
Through the written word
can be specific, self-paced Through still
images can be direct and memorable, self-paced |
When the message can be conveyed
using text and still images; when it is important that you know the recipient will see the
message; when the recipient is at a distance; when e-mail is not available; when the
recipient has a fax machine; Typical
applications: business messages if no on-line alternative |
| E-mail |
Recorded,
so consistent, considered, accessible when suits user Interactive, so opportunities for feedback, can check message has
been understood, recipient can control pace, message can be tailored
Remote, so no delays, regardless of distance
Push, so message will reach target on time |
Through the written
word can be specific, self-paced |
When the message
can be conveyed using text alone; when it is important that you know the recipient will
see the message; when the recipient is at a distance; when the message needs to be
tailored to the recipient; when both parties have e-mail access Typical applications: everyday business communications |
| Intranet |
Recorded, so consistent,
considered, accessible when suits user Interactive,
so opportunities for feedback, can check message has been understood, recipient can
control pace, message can be tailored
Remote, so no delays, regardless of distance
Pull, so less stressful, good for large quantities
of info |
Through the written word
can be specific, self-paced Through still
images can be direct and memorable, self-paced |
When the message can be conveyed
using text and still images; when the recipient is at a distance; when the message needs
to be updated regularly; when interactivity is required; when the recipient has access to
the intranet Typical applications: corporate
communications, reference, discussion forums, training |
| Radio |
Passive,
so requires less effort from recipient, quicker Remote,
so no delays, regardless of distance
Pull, so less stressful, good for large quantities
of info |
Through the spoken
word can be specific, convey tone of voice Through
non-verbal sounds can create emotional response, realism |
When the message
can be conveyed using sound alone; when the recipient is at a distance; (if live) when
communication needs to be immediate; when the recipient has a radio receiver Typical applications: none |
| TV |
Passive, so requires less
effort from recipient, quicker Remote,
so no delays, regardless of distance
Pull, so less stressful, good for large quantities
of info |
Through the spoken word
can be specific, convey tone of voice Through moving
images can be direct and memorable, attract attention, show motion, including body
language
Through non-verbal sounds can create emotional
response, realism |
When the message requires high
quality moving images; when the recipient is at a distance; (if live) when communication
needs to be immediate; when the recipient has a TV receiver Typical applications: corporate communications using satellite |
| One to
ones |
Live, so
immediate Interactive, so
opportunities for feedback, can check message has been understood, recipient can control
pace, message can be tailored
Local, so can take place anywhere
Push, so message will reach target on time |
Through the spoken
word can be specific, convey tone of voice Through
moving images (in this case normal sight) can be direct and memorable, attract
attention, show motion, including body language |
When the message
requires the parties to see each other; when interaction is required; when communication
needs to be immediate; when the message needs to be tailored to the recipient Typical applications: interviews, everyday business communications |
| Meetings |
Live, so immediate Interactive, so opportunities for feedback, can check message has
been understood, recipient can control pace, message can be tailored
Local, so can take place anywhere
Push, so message will reach target on time |
Through the spoken word
can be specific, convey tone of voice Through moving
images (in this case normal sight) can be direct and memorable, attract attention,
show motion, including body language |
When the message requires the
parties to see each other; when interaction is required; when communication needs to be
immediate; when the message needs to be tailored to the recipient Typical applications: presentations, seminars, reviews, briefing sessions,
group decision-making |
| Phone |
Live, so
immediate Interactive, so
opportunities for feedback, can check message has been understood, recipient can control
pace, message can be tailored
Remote, so no delays, regardless of distance
Push, so message will reach target on time |
Through the spoken
word can be specific, convey tone of voice |
When the message
can be conveyed using sound alone; when interaction is required; when communication needs
to be immediate; when the recipient is at a distance; when the message needs to be
tailored to the recipient; when both parties have access to a phone Typical applications: everyday business communications |
Video confer-
encing
|
Live, so immediate Interactive, so opportunities for feedback, can check message has
been understood, recipient can control pace, message can be tailored
Remote, so no delays, regardless of distance
Push, so message will reach target on time |
Through the spoken word
can be specific, convey tone of voice Through moving
images can be direct and memorable, attract attention, show motion, including body
language |
When the message requires the
parties to see each other; when interaction is required; when communication needs to be
immediate; when the recipient is at a distance; when the message needs to be tailored to
the recipient; when both parties have access to video conferencing facilities Typical applications: important meetings held at a distance |
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