Inside the business: Picking the right media channel

Media has always been an essential part of business. Whether traditional or digital, various communication channels give business executives and companies the opportunity to grow with their consumers. These channels also allow them to connect and communicate their messages during both campaigns and crises.

But how can one know the right media channel?

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According to the book, “Organizational behaviour: Emerging knowledge, Global Reality,” by Steven L. McShane and Mary Ann Von Glinow, choosing the best communication channel depends on social acceptance and media richness.

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Social acceptance refers to how well the communication medium is approved and supported by the consumers. A good example of this is the use of top social media technologies such as Facebook and Twitter to enhance engagement with an organization, teams, and individuals. Some of the world’s most recognized brands such as Coke and Starbucks have taken advantage of social networking sites to create a conversation with their consumers.

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Media richness, on the other hand, is the medium’s data-carrying capacity. This includes the volume and variety of information being transmitted to the consumer at a specific time. One has to assess how effective a vehicle the medium is for what the brand wants to convey. It should cover verbal and non-verbal communication.
Steven Rindner is a business and corporate development executive with experience in media, technology, real estate services, and healthcare businesses. Find strategic similarities among these industries by visiting this Twitter page.