A "channel" is the vehicle that transmits a message from the source (you) to the receiver (your audience). How will your audience get the communications messages you've created? In addition to determining what communications strategy to use (Social Marketing, Media Advocacy, or Community Outreach tactics), you'll need to determine where and how your audience regularly receives information and how you can tap into that channel.

Examples of channels:

• Interpersonal or face-to-face interaction (teacher to student, parent to parent, physician to patient)
• Planned group meetings or gatherings (communities of faith, classrooms, workplaces)
• Community venues (libraries, periodic civic events, local government organizations, shopping centers and malls)
• Mass media (radio, television, newspapers, magazines, newsletters, direct mail, billboards)
• The Internet (e-mail, Web pages, bulletin boards)
• Organization or association newsletters or meetings (volunteer organizations, service organizations, professional societies)

Questions to consider:

• Through which channel(s) does your audience usually receive this type of information?
• Will the audience perceive this channel to be a credible source of information?
• Given the budgetary, personnel, and time resources available to you, is it feasible to use this channel?
• Is there any evidence that this channel will successfully reach your audience?

Considerations for choosing between channel types:

• Mass media:
• The least interactive format
• Best suited to simple and easily understood messages that do not need feedback
• Can reach the largest number of people
• Interpersonal communication:
  • Allows for much greater audience participation (question and answer)
  • Well-suited for situations where the audience needs interaction and feedback
  • Can be the most labor-intensive
• Events
  • Has elements of both media and interpersonal communication
  • Reaches large numbers, but gives more opportunity for involvement and participation

* Adapted from The Health Communication Unit at the Centre for Health Promotion, The University of Toronto (http://www.thcu.ca/index.htm).