Choosing Communication Channels

Date of Publication
2020

A communication channel is a medium or method used to deliver a message to the intended audience.

A variety of communication channels exist, and examples include:
• Mass media, such as television, radio (including community radio) and newspapers
• Community engagement, also known as social mobilization with two-way participation that fosters community ownership, such as community dialogues, listening groups or action planning
• Print media, such as posters, flyers and leaflets
• Social and digital media, such as mobile phones, applications and social media
• Inter-Personal Communication, such as door-to-door visits, phone lines and discussion groups


Different channels are appropriate for different audiences, and the choice of channel will depend on the audience being targeted, the messages being delivered and the context of the emergency. Using a variety of channels or a channel mix, is recommended so that messages can be reinforced through multiple sources

Some messages will not be appropriate for every channel of communication. Messages should be created with consideration of audience needs and intervention activity. Understanding the behaviors, knowledge, aspirations, and feelings of an audience can help identify messages and activities that resonate and motivate behavior change. It also informs the selection of
approaches and delivery channels to which audiences are more likely to respond for the desired changes to occur.