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.
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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
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Through the spoken word can be specific, convey tone of voice
Through non-verbal sounds can create emotional response, realism
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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
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| 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
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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
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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
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| 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
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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
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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
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| 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
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Through the written word can be specific, self-paced
Through still images can be direct and memorable, self-paced
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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
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| 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
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Through the written word can be specific, self-paced
Through still images can be direct and memorable, self-paced
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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
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| 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
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Through the written word can be specific, self-paced
Through still images can be direct and memorable, self-paced
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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
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| 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
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Through the written word can be specific, self-paced
Through still images can be direct and memorable, self-paced
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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
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| 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
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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
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| 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
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Through the written word can be specific, self-paced
Through still images can be direct and memorable, self-paced
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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
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| 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
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Through the spoken word can be specific, convey tone of voice
Through non-verbal sounds can create emotional response, realism
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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
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| 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
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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
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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
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| 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
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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
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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
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| 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
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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
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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
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| 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
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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
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Video confer-
encing
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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
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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
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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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