Understanding how people currently receive, trust, and use information will determine which channels you will use, and which formats are best suited for these channels.
Your formative research should help answer the following questions for your target audience(s):
- Which channels are already used
- Which channels are trusted
- Who can access which channels (literacy, language, cost, connectivity)
- Which groups may be excluded
- What intermediaries and networks are active locally
- What channels allow two-way communication
Tip: Opening a new channel is a long-term investment
Launching a new institutional channel — such as a new social media account, new mobile app, new SMS service, or new website — is not a quick win. It requires:
- time to build an audience
- repeated promotion
- staffing and content production
- consistent engagement
- active moderation and response
- trust-building with communities
- technical maintenance
New channels rarely gain meaningful visibility during a crisis.
Selecting the right channels: How will information reach people?
Channels are pathways through which information moves. They determine reach, speed, accessibility, and interaction. Here is an overview of various channels and their respective strengths and limitations
Mass media channels (earned or paid)
These channels reach large audiences and often require partnership or advertising.
Examples
- Newspapers and magazines
- Radio
- Television
- Online news media
Strengths
- Broad visibility and reach
- Trusted voices
- Effective for public awareness
Limitations
- Limited interaction
- May not reach remote areas
- Requires payment or media engagement
- Broadcast messages are not stored
Physical distribution channels (owned or paid)
These materials are produced and placed directly by institutions or communities.
Examples
- Posters
- Flyers and leaflets
- Community notice boards
- Information displays in markets, transit hubs, schools
Strengths
- Persistent, visible
- Targeted to specific locations
- Works with low literacy populations
- Technology-free
Limitations
- Requires distribution networks
- Can be overlooked
- Printing and placement costs
- Limited depth of information
Mobile channels
Mobile channels allow rapid, direct communication via personal telephone devices.
Examples
- SMS alerts
- Messaging apps (WhatsApp, Viber, Telegram)
- Voice notes
- Mobile applications
Strengths
- Instant delivery
- Can support geolocalization
- Ideal for early warning
- Can support two-way interactions
Limitations
- Requires network access and devices
- Data costs may exclude some groups
- Not ideal for complex content
- Trust varies across platforms
Social media channels
Enable rapid, participatory communication and social amplification.
Examples
- TikTok
- YouTube
- X (Twitter)
Strengths
- Can drive high engagement
- Supports visual and rich media content
- Fast dissemination
- Can support interactions and two-way communication
Limitations
- Digital divides
- Vulnerable to mis/disinformation
- Algorithm-driven visibility
- Short attention span
Web channels
They provide space for detailed, reference-oriented content as well as rich-media content.
Examples
- Websites
- Blogs and portals
- Email newsletters
Strengths
- Stable, authoritative source
- Hosts detailed guidance
- Supports multiple formats
Limitations
- Requires connectivity and digital skills
- Users rarely visit without being directed
- Maintaining content requires resources
Face-to-face and community channels
They emphasize interpersonal interaction, trust, and cultural grounding.
Examples
- Community meetings
- Group discussions
- Door-to-door outreach
- School and youth programmes
- Cultural associations and CSOs
Strengths
- Builds trust and dialogue
- Can drive behaviour change
- Supports real-time clarification
Limitations
- Limited reach
- Resource-intensive
- Requires strong facilitation
Then select formats: How should the information be expressed?
Once channels are selected, choose formats that fit those channels.
| TEXT | Can provide specific, detailed information | May be less engaging than other formats Requires more time from the audience Requires literacy Language may present additional barriers |
| AUDIO | Less costly to produce than visual Enables audiences to multi-task, eg travel or work while listening to audio (radio or podcasts) Allows anonymity for contributors | Lack of visuals can limit ability to convey complex information May require partnering with already popular stations or shows to reach a wide audience |
| VISUAL | Can demonstrate actions visually Audiences can see “people like me” Can be highly engaging | Can be costly to produce well Requires greater attention from audience (limited multi-tasking) Can be difficult to get attention in crowded markets |
Adapted from RICA guide