5 Communication Channels
J.R. Dingwall; Chuck Labrie; Trecia McLennon; Laura Underwood; and Verna Johnson
Communication Channels
The way you share a message affects how your audience understands it. This is called the communication channel—the method or pathway you use to send your message.
Choosing the right channel can make a big difference in how clearly your message is received.
Types of Communication Channels
Communication channels can be grouped into three main types:
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Verbal
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Written
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Non-verbal
Each has its own strengths and weaknesses—and in most real-life situations, you’ll use a combination of all three.
Verbal Communication
When we think about communication, we often think of talking. Verbal communication includes both speaking and listening—it’s a two-way exchange. In this channel, the sender uses words to create a message, and the listener interprets those words to understand the meaning.
One common barrier is word choice. If the speaker uses unfamiliar or overly technical language, the listener might miss the meaning. Vocabulary and tone matter too. For example, you might use casual language with close colleagues but switch to more formal language when presenting to supervisors.
Verbal communication is used in the workplace to solve problems, coordinate tasks, share ideas, and build relationships.
Tone and Meaning
Tone plays a big role in how a message is understood. The same words can mean different things depending on how they’re said.
Consider this sentence: “I did not tell John you were late.”
Depending on which word is emphasized, the meaning shifts:
| Emphasis Implied | Implied Meaning |
|---|---|
| I did not tell John you were late. | Someone else told him. |
| I did not tell John you were late. | I didn’t say it at all. |
| I did not tell John you were late. | I may have implied it. |
| I did not tell John you were late. | I told someone else. |
| I did not tell John you were late. | I meant someone else. |
| I did not tell John you were late. | I told him you are still late. |
| I did not tell John you were late. | I told him something else. |
Non-Verbal Communication
Words are important—but what you don’t say can be just as powerful. Research suggests only 7% of a message’s meaning comes from the actual words; 38% comes from tone, pace, and volume (called paralanguage); and 55% comes from non-verbal cues like facial expressions and body language (Mehrabian, 1981).
Non-verbal cues can influence hiring decisions. In one study, interviewers watched silent videos of job applicants. Even without hearing them speak, they could guess the applicants’ social skills based on gestures, clothing, and body language (Gifford et al., 1985). This shows how much we communicate without words.
Body Language
Body language helps send messages—even when we don’t realize it. Here are some common examples:
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A firm, dry handshake shows confidence.
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A weak or clammy handshake might signal nervousness.
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Lip-biting can suggest uncertainty.
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A direct smile shows warmth and assurance.
Keep in mind: These cues are common in North America, but may mean different things in other cultures. A gesture that is polite in one culture may be inappropriate in another.
Smell
Smell can influence how people feel—even in professional settings. A real estate agent might use the scent of cinnamon to make a home feel warm and inviting. But smells can also cause discomfort. Some workplaces are scent-free to protect people with allergies or sensitivities. Always consider how smell might affect others.
Eye Contact
Eye contact is another important cue—and it also varies by culture.
In Canadian workplaces, brief eye contact (around one second) shows interest and trust. But in some cultures, especially where hierarchy is important, sustained eye contact may seem rude or aggressive.
Facial Expressions
The human face can show thousands of expressions. (Ekman, Friesen, & Hager, 2008). Even small changes can send strong emotional signals:
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Smiling shows confidence and/or friendliness.
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Wide eyes and an open mouth may signal fear.
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Shifty eyes or tight lips can suggest distrust.
We often react to these signals instantly, without thinking—they shape our “gut feelings” about a person.
Posture
Posture sends silent signals. Sitting upright with a relaxed, straight back can show confidence and attention. In interviews or meetings, mirroring the other person’s body language—leaning in, sitting back—can show you’re listening and engaged.
Written Communication
Written communication includes emails, reports, memos, manuals, policies, and more. These can be handwritten, printed, or digital. Unlike verbal communication, which happens in real time, written communication is often asynchronous. The sender and receiver do not have to interact at the same moment.
Written communication gives the writer time to plan, draft, and revise. It is a critical skill in many jobs and can be learned with practice.
Digital Communication Channels
All three principal channels—verbal, written, and non-verbal—can occur digitally. Digital formats include:
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video conferencing (verbal + non-verbal)
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emails and text messages (written)
- project management and team communication platforms (i.e. Slack, Teams) (written)
- social media platforms (written, verbal + non-verbal)
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phone calls and voicemails (verbal)
It’s impossible to identify specific digital communication skills you’ll need, as change is so constant. Digital tools often attempt to mirror traditional communication but introduce new factors such as lag, noise, context collapse, and/or visual clarity. Using a written digital channel, like email or a team communication platform, removes the ability to clarify a message through non-verbal communication, which can impact a message’s tone, clarity, and effectiveness.
Information Richness: Choosing the Right Communication Channel
Information richness refers to how much sensory detail or non-verbal information a communication channel provides. The more a message engages the senses—through sound, tone, facial expression, or gestures—the richer it is. For example, if you speak to a colleague in a flat tone without expression or movement, the message will feel less clear. But when you add facial expressions, hand gestures, and vocal variety, your message becomes easier to understand.
Some channels offer more detail than others. A face-to-face conversation allows you to see facial expressions and gestures, making it more expressive than a phone call. A phone call, in turn, gives you tone and pace, which makes it more personal than an email. Studies show that effective managers use these higher impact channels more often than less effective ones (Allen & Griffeth, 1997; Fulk & Body, 1991; Yates & Orlikowski, 1992). See Table 2 for further examples of channels and their respective amounts of information richness.
| Channel | Information Richness |
|---|---|
| Face-to-face conversation | High |
| Videoconferencing | High |
| Telephone | High |
| Medium | |
| Mobile devices | Medium |
| Blogs | Medium |
| Letters | Medium |
| Written documents | Low |
| Spreadsheets | Low |
Channels like face-to-face conversations and video calls are high in richness because they allow you to see and hear more than just words—you can also observe tone, facial expressions, and gestures. Emails, blogs, and letters fall into the medium richness category because they use words and sometimes images but lack real-time feedback and non-verbal cues. While they can express emotion, tone is easier to misinterpret without voice or body language. Spreadsheets and legal documents are considered low in richness. They may be clear and structured, but they leave out emotions and non-verbal cues.
When to Use Verbal or Written Communication
When choosing a communication channel to use, ask yourself: Am I sharing facts or feelings?
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Verbal communication is best for emotional, personal messages, or when real-time feedback is important.
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Written communication works better for detailed, factual, or complex information that someone might need to review later.
Example:
Imagine a manager speaking to 20 employees. The manager speaks clearly and at a steady pace, and the team seems engaged. But managers may not communicate as effectively as they think.
Most people speak at about 125 words per minute. However, listeners can process information at 400–500 words per minute (Leed & Hatesohl, 2008). This gap gives listeners extra time—time in which their minds may wander. That’s one reason verbal communication isn’t always the best choice for sharing detailed or technical information.
How to Choose Between Verbal and Written Communication
Use this guide to help you choose the right method:
| Use Written Communication | Use Verbal Communication |
|---|---|
| To share facts | To share emotions |
| When you need a permanent record | When no record is needed |
| When a quick reply is not required | When you need a fast response |
| When feedback is not urgent | When you need immediate feedback |
| To explain complex or detailed information | To explain something simple and direct |
Communication Direction Within Organizations
In the workplace, communication can flow in several directions:
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lateral (sideways) – between colleagues
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upward – from employee to manager
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downward – from manager to team members
The direction of the message—and the roles of the people involved—can affect how it’s received. For example, if a senior manager sends a memo to a supervisor, the supervisor will likely read it carefully. But if the supervisor sends a message to the senior manager, it may not get the same attention. The manager may only focus on what seems most relevant to them.
Requests are only one type of communication. Others involve giving, receiving, or exchanging information. Studies show that employees who communicate often with their supervisors tend to perform better and contribute more to the organization (Snyder & Morris, 1984; Kacmar et al., 2003).
Communication between coworkers (called lateral communication) also affects employee turnover. In other words, strong communication between colleagues can help people stay in their jobs longer (Krackhardt & Porter, 1986).
External Communications
External communication refers to messages an organization sends to people outside the company. These messages may go to customers, the public, or other businesses. The goal is to create a clear message that the audience will understand—and possibly share with others.
Websites
A company’s website is one of its most powerful communication tools. It often combines many types of content: press releases, advertisements, blog posts, customer support information, and product or service information. This makes the company website a central hub for both promotional and informative content.
Unlike reports or printed brochures, online content is often more conversational and informal. For example, a blog post on a company website may use a friendly, helpful tone to build trust and engage readers. A well-organized, regularly updated website boosts credibility, supports customer needs, and improves user experience.
Blogs remain effective tools when part of a broader content strategy. When used well, blogs can help tell the company’s story, highlight expertise, answer questions, and improve search engine visibility. The best business websites are mobile-friendly, easy to navigate, and updated regularly with relevant content for their audience.
Social Media
Social media platforms like LinkedIn, Instagram, Facebook, YouTube, TikTok, and X (formerly Twitter) are now essential tools for business communication. Organizations use them to connect with customers, promote products or services, share news, and build brand identity.
To use social media effectively, businesses need a clear understanding of their audience, platform norms, and brand voice. Strong business accounts use consistent visuals, tone, and messaging across all platforms. Short videos, customer testimonials, behind-the-scenes posts, and interactive features like polls or Q&As help businesses engage followers.
Even though social media communication is often more casual, it still requires careful planning—since posts are public and can spread quickly. Every post reflects the company’s professionalism and values. In many organizations, social media is managed by communications or marketing teams who align posts with business goals.
Customer Communications
Businesses often communicate directly with customers through:
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email
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text messages
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phone calls
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letters
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direct mail
Some customers ignore these messages. Others may respond, especially if there’s a clear benefit like a discount or special offer. To be effective, messages should be personal and engaging. Customers often ask, “What’s in it for me?” —so the message needs to offer a clear reason to pay attention.
Conclusion
Strong communication is at the core of effective management. Whether you’re choosing a channel, crafting a message, or responding to others, your decisions shape how information flows within and outside the organization. Internal communications may move upward, downward, or sideways—and each direction requires thoughtful strategy. External communication, including social media, websites, press releases, and customer outreach, also reflects your organization’s professionalism and values.
Understanding the strengths and limitations of different channels will help you deliver messages clearly, appropriately, and with impact. As a manager, how you communicate will influence not just what gets done, but how people feel while doing it.
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Attribution:
This section was adapted from Chapter 4, “Communication Channel,” in Professional Communications and is used under a Creative Commons Attribution 4.0 International License.
