With the growing technology there is invention of various communication channels within organization or even outside organization. Process starts with selection of communication channel, communication content and ends at achieving the aimed outcome.

Channel selection and choosing the right content has given birth to various streams like media management, corporate communication etc where in order to make message effective through right channel  selection and content is designed by experts.

While talking about channel selection, for instance, if a company with moderate infrastructure, choose to promote its product via media where it reaches to all part of country and inquiries flow, company shall not be in position to deliver the product/ service due to its capacity, and finally constructs the wrong impression of company to customer; of not being able to fulfill the requirement. Hence wrong channel selection lead to conveying the negative message, and one must fasten the fact in mind every channel has its strength and weakness.

Selection of wrong communication channel hampers the communication, form wrong impression of sender and create mistrust. Hence, especially for organization internal communication various channels should be clubbed, such as at the time of appraisal mangers should not just circulate the mail to employees appreciating their performance and job completion, since this would be too dry expression. Hence must convey the appreciation through face to face communication, memo describing their achievement and profit made by company, growth achieved etc.

When it comes to external communication one has to be more conscious in channel selection, since this may lead to offending the customer. Try to personalize the communication since no customer would like to have general or standardize treatment. Hence after certain stage when rapport has been developed, majority of communication should moved via phone rather then just sending mail and waiting for two three days for solution .

As the relationship progresses between customer and company, clarity of matters should be communicated through faster communication mode this in turn lead to appropriate actions and on stipulated time. Companies which are transcending the national boundaries are equipped with various channels and making the effective use of same realize the success.