You have something to say, and you have put great consideration into just what information to include, which words to wield, and the audience you are approaching. But have you thought about which communication mediums will deliver your message most effectively? This choice can seem obvious or even arbitrary, but the way people receive information can be more impactful than the information itself.
Canadian communication theorist and the father of media studies Marshall McLuhan coined the phrase “The medium is the message”[1], highlighting the importance of how we relay information. The same message delivered through different communication mediums can have a vastly different impact. For example, breaking up with your partner in person compared to via text message.
The importance of choosing the correct communication medium often goes overlooked, especially in the workplace. Most people can think of many examples of meetings that could have been emails, or misunderstandings that could have been avoided by picking up the phone. Each communication medium has its advantages and disadvantages. Together we will explore the six most common communication mediums in the professional world so you can choose the right medium for your message.
In-Person
Speaking face-to-face is the most personal kind of communication, and one that many people are eager to get back to in the post-COVID era. This medium is especially useful for incorporating interactive elements and allows for the option to utilize both print and digital materials. That being said, face-to-face communication can alienate remote contacts and can be more time consuming than other methods (especially when factoring in potential barriers such as scheduling conflicts or the need to commute).
Reasons to Use In-Person Communication
- The most personal
- Allows for many different kinds of interactivity
- Verbal tone and full body language help minimize misunderstandings
Cons of In-Person Communication
- Not always feasible/practical
- Can be challenging to facilitate
Video Conferencing
This medium has become ubiquitous in our age of advancing technology and remote work. Video calls can connect people from all over the world in a way that is more personal than a phone call. There is also the added feature of utilizing visual aids via screen sharing. Video calls do often require a level of preparedness, whether in the form of creating a presentation, carving out time in the day, or navigating around technological issues.
Reasons to Use Video Conference Communication
- Great for long distance
- Puts a face to the name
- Multimedia capabilities
Cons of Video Conference Communication
- Can require more time/planning
- Potential for glitches to stall the meeting
Phone Calls
In a world where many of our interactions take place primarily (or even entirely) over email or text, it is easy to forget the value of voice in communication. Picking up the phone allows for a more conversational style of speaking. It also allows for the use of tone to communicate emotion and intent more clearly. Of course, this only works if the other person is available to take your call. This medium also omits the use of body language and facial expression.
Reasons to Use Phone Communication
- Quick and easy to initiate
- Instant feedback
- Use of conversational language and tone
Cons of Phone Communication
- Playing “phone tag”
- Lack of non-verbal communication cues
Email Messages
Email is one of the most frequently used communication mediums in the business world, and for good reason. A written exchange provides a “paper trail” to re-read and refer back to, which is especially useful for ensuring clarity and continuity. Emails tend to be more formal and impersonal, though they can be used alongside other more personal forms of communication such as phone calls or in person meetings to recap verbal conversations. Being a longer form medium, email often lacks the instant response time of other forms of communication, and the absence of verbal tone can contribute to miscommunication.
Reasons to Use Email Communication
- Can reference later
- Allows time to gather information and form a response
- Useful for outlining complex ideas and documenting decisions
Cons of Email Communication
- Less personal
- Potential for misunderstanding tone
Instant Messaging (IM)
Whether using company software, a social media app, or classic text messaging, more and more business communications are happening over IM. Unlike the formal format of email, this medium is all about quick and casual conversations. IM can be a great way to get a fast answer to a simple question or to ask someone about their availability to schedule a more involved meeting. IM is optimized for short-form communication, meaning it is an inconvenient way to relay ideas in great detail. The casual nature of IM can lend itself to relationship building, but is not always appropriate for more serious or sensitive matters.
Reasons to Use IM Communication
- Instant and easily digestible information
- Casual style makes communication faster and more relational
- Can facilitate communication via other methods
Cons of IM Communication
- Does not work well for long/complex topics
- Not always appropriate
Announcements
As a medium, announcements include a variety of mass-distributed communications, including social media posts, printed bulletins in common areas, or even blogs like this one. Announcements are one-way forms of communication designed to disperse information to a larger audience. They can be great for spreading awareness, fostering engagement, and starting conversations. They are of course limited in that they lack the give-and-take relationship of other forms of communication. Announcements are also public by nature, meaning this medium is not well suited for sensitive or private matters.
Reasons to Use Announcement Communication
- Reach many people with one message
- Useful for education and engagement
- Opens the door for further communication
Cons of Announcement Communication
- The least personal medium with limited capacity for feedback
- Not suitable for all topics
Each communication medium has its strengths and weaknesses, which makes choosing the right one crucial. Determine the goal of your message and see how it aligns with the qualities of the six communication mediums. For example, if your goal is to present your service offerings to a potential client, video conference allows for open discussion and follow up questions, but email lets you clearly outline the details for future reference. Consider combining communication mediums that compliment each other to maximize their benefits and get the most out of your messages. Remember, it’s not just about what you say, it’s about how you say it!
[1] McLuhan, Marshall. Understanding Media: The Extensions of Man. London: Sphere Books Limited, 1969.