ABSTRACT
This chapter explores employee preferences for channels and reviews this alongside the information that employees want. Medium theory is used as the framework that helps us to understand how properties of the medium itself and the information provided are inextricably linked. Medium theory asks questions about message dissemination, about how the medium enables long-term messages to be established, and the ability to respond either individually or with everyone. Information richness is defined as the ability of information to change understanding within a time interval. Familiarity is associated with M. C. Yzer and B. G. Southwell’s model which includes ‘experience with channel’ as an attribute. M. Welch observes that some media formats such as print may annoy or irritate employees and these negative feelings may be transferred to the reading of the message. The Content-Channel Mapper is intended as a general guide only. A lot depends on how valued the channel is by employees and how the content is presented.
