Communication channels are means by which the communication entity transmits the message to the target audience. Communication channels include personal communication, media, external information, public events. Communication channels may be institutionalized (e.g. any media) and may not be formalized (oral communications).
Communication channels are direct, indirect, official and informal, personal and not personal. Direct channels of communication allow the information to be transmitted directly from the informant to the person informed, indirect channels of communication provide mediated information, official channels of communication provide an opportunity to engage with official authorities, and the informal channels of communication operate unverified, informal information through rumours or exchange of views. Personal channels of communication are the most effective, ensuring the interaction of several people in the communication process, both directly and via telephone, via correspondence, through live television. Unavailable channels of communication can be used without direct feedback and personal contact.
The PR Reporter issue of 26 August 1991 provided a hierarchy of communication channels, according to which " face-to-face " conversations, a small group of people ' s discussions, speeches to audiences, telephone conversations, personal written communications were recognized as the most effective channels. Postal mail, information letters, news in the media, media advertising and External advertising♪