Mass Communications 307
Public Relations Processes

Comparative Effectiveness:
Channels of Communication

Comparative effectiveness of various approaches, rated from most effective to least effective. 

This research study was carried out by Frederic Volkmann, director of P.R., and communications students at Washington University, St. Louis, and quoted in P.R. Reporter. It predates the Internet; one may assume, however, that interactivity and the one-to-one nature of Web visits would place all kinds of Web communications within the top seven categories.

1. One-to-one, face-to-face communication

2. Small group discussion, meeting

3. Speaking before a large group

4. Phone conversation

5. Handwritten personal note

6. Typewritten/word-processed personal letter

7. Mass-produced, nonpersonal letter

8. Brochure or pamphlet sent as direct mail

9. Article in organizational newsletter

10. News in the popular press

11. Advertising in the mass media

12. Billboards, skywriting and the like.

Note that this ranking predates the Internet. Given its mix of user-directed information and direct interaction, where do you think it might fall in this list?

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This page was last edited on 08/29/06 by Nancy E. Hanson.