One message, many channels

Communication in an organization must not be conducted with blinders on. Communication is based on the company's strategy and utilizes the channels most suitable for the purpose from the various communication channels available.

It makes sense to build communications processes so that the same basic work can be used to convey the message via different channels. Skillfully implemented, a multi-channel approach helps get a message across and enables a topical issue to be handled thoroughly. In an efficient communication process, it is essential to understand the nature of each communications channel.

If a change that needs to be communicated takes place in the company’s operations, for example, it makes sense to get familiar with the issues once, and then use that information to communicate the change via multiple channels. This brings more subtleties to the content when the potential of each communication channel is taken into consideration in the way the topic is handled.

A talented communications professional can adapt the issue to be communicated into a factual-based, one-paged, concise press release, or into a more extensive article for simultaneous publication on the company’s web site. And an even more in-depth article about the topic can later be published in a stakeholder magazine.