Effective communication is essential for organizations.

Communicators face two main challenges. The first is to ensure that information is easy to comprehend. The second is to get a message noticed. This is particularly important because people are bombarded continually with new information. This involves choosing the right media and delivery vehicle for a particular audience.

When choosing the right tools, it is essential to consider the audience’s expectations, the development time and cost of the message, how long it will take to distribute it, how many people it will reach, and whether the audience will read it.

Tools available to communicators include traditional methods, such as interoffice memos, bulletin boards, and brochures, and technology-enhanced methods, such as on-demand custom-printed booklets, e-mail, and Web sites. Making messages more interesting has become an important component in an organization’s overall communication strategy.

Not only does technology allow firms to develop highly personalized messages, but it also facilitates measuring return on investment. Communicators can develop a decision matrix to identify which tool will be most effective in a given situation. In some cases, they may choose to combine options.

Discussion Questions 1. The video explores the importance of choosing the right media and delivery vehicle when communicating. Using the model presented in Chapter 9, explain which stage of the communication process this involves.

2. Technology has had a significant effect on communication within and between companies. Using the discussion of technology in Chapter 9 as a basis, explain how technology has increased the speed of communication in the workplace.

3. Using media richness theory presented in Chapter 9, explain which medium would be most effective for communicating:

(a) highly sensitive material, (b)

messages of an emotional nature, and

(c) a short thank-you note.