ЕФЕКТИВНОСТ ПРИ ИЗИПОЛЗВАНЕ НА КОМУНИКАЦИОННИТЕ КАНАЛИ
EFFECTIVENESS IN THE USE OF COMMUNICATION CHANNELS

Summary/Abstract: Communication between people is a fundamental process in society, through which information, ideas and emotions are exchanged. The basic rule is reason in emotions and emotions in reason. In the process of communication, information channels play a decisive role these are the means by which messages reach from the sender to the receiver for decoding. The purpose of the study is to justify the correct use of various communication channels in order to achieve the desired effect. We will try to defend the thesis that measuring effectiveness is situational dependent, tied to context, type of message, leads to action and is done with reasonable resources. The ability to use these channels correctly is important for achieving satisfaction in communications both in personal life and in the professional environment. Information channels can be physical (electronic devices, sound, paper media) and digital (internet platforms, social networks). When using them, the following characteristics play a priority role: transmission speed (how quickly the information reaches the recipient); reliability (accuracy and clarity), accessibility (ease of use) and feedback from the recipient. This also determines the measurement methods quantitative and qualitative characteristics (people reached by the message; understanding of the shared information; viewing time; decoding of the information; follow up action; efficiency in relation to the resources invested). With the results of the study, we will prove that a channel is effective when: it reaches the target audience on time; engages it with follow up action; the shared information is broken down; a legitimate action for a decision follows; the resource for obtaining the planned result is within reasonable limits. Our recommendation is to use a set of communication channels, which facilitates communication, allows for an immediate reaction from the recipient, and communication is without borders and barriers. The choice of a particular channel depends on the type of information being exchanged. If it is official information, the use of a written channel is appropriate, for quick communication, oral or digital communication is recommended, and for an emotional message personal contact. This requires competencies and opportunities for the right choice when using the variety of channels. Effectiveness will show how much a given channel achieves its goals in relation to the resources invested (time, money, effort). The formula for effectiveness includes: Reach (people) + Engagement + Understanding + Action = Effectiveness. In conclusion, we will draw a reasonable conclusion that the effectiveness of communication channels is situational, that is, there is no universally best channel, and the formulated thesis will be confirmed that measuring effectiveness is tied to context, type of message, leads to action, and is done with reasonable resources.

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