Choosing the right means of communication in business: a practical guide

Michaela Pontiki

Following a recent meeting with our marketing team, I found myself guiding them on choosing the right communication channels for different types of messages. It’s a topic I’ve reflected on many times before, and while the answer may seem obvious at first, it often isn’t. With that in mind, I decided to share my perspective in this blog.

In today’s fast-paced business world, we are spoiled with choices when it comes to communication. From emails and Zoom meetings to phone calls, WhatsApp messages, and face-to-face conversations, every method has its time and place. But with so many options, the big question remains: what is the right means of communication for each occasion in business?

Below, we’ll break down the most common communication methods used today and when each is most effective.

  1. Email: formal and traceable communication

Best for: Official updates, contracts, documentation, formal requests

Email is still the backbone of professional communication. Its strength lies in its formality, clarity, and traceability. When you need to send a clear message, set expectations, or have a written record for future reference, email is your best option.

However, emails should not be overused. For urgent or personal matters, other communication channels may work better.

  1. WhatsApp and text messaging: quick and urgent communication

Best for: Everyday urgent matters, short updates, informal coordination

For small, time-sensitive issues, a WhatsApp message or a traditional text can be far more efficient than an email. Younger generations lean toward WhatsApp, while older colleagues may prefer SMS.

This is particularly useful when:

  • You need a fast response
  • The issue is not complex
  • Formal documentation isn’t necessary
  1. Messenger and Facebook groups: community-based communication

Best for: Local teams, small businesses, community groups

In smaller organizations or local business environments, Messenger or Facebook groups are often the go-to tools. They create an accessible space for updates, quick polls, and informal collaboration.

If your company culture is rooted in community and accessibility, Messenger can be a strong supplement to more official communication methods.

  1. FaceTime and video calls: presence on the go

Best for: One-to-one conversations, quick discussions when visual presence matters

FaceTime or similar video apps allow for personal yet flexible communication. The choice of having your camera on or off can also send a message:

  • Camera on: “I’m fully engaged and ready to connect.”
  • Camera off: “I’m here but not in a position for eye-to-eye engagement.”

This makes FaceTime great for situations where you want to be present but not overly formal.

  1. Online meetings (Zoom, Google Meet, Teams): official and collaborative

Best for: Team meetings, presentations, cross-department updates, remote collaboration

Online meetings carry more weight and structure than casual video calls. They are ideal for:

  • Official team discussions
  • Project updates
  • Brainstorming sessions
  • Training

Features like screen sharing, recording, and note-taking integrations make them essential in today’s digital workplace. Remember, though, to always get consent before recording.

  1. Phone calls: direct and personal without the formality

Best for: Urgent clarifications, sensitive conversations, relationship-building

The traditional phone call often gets overlooked in today’s digital-first workplace, but it remains one of the most effective and personal tools of communication. Unlike text messages, a call conveys tone, urgency, and emotion far more effectively.

Phone calls are especially useful when:

  • You need an instant answer without back-and-forth messages
  • The issue is too sensitive to be left in writing
  • You want to build rapport with a client or colleague
  • Internet connection for video calls isn’t reliable

That said, if the matter requires formal confirmation or record-keeping, it is advisable to follow up the call with a summary email. This ensures that both parties have a clear reference point and avoids misunderstandings later on.

  1. Face-to-face meetings: the gold standard of business communication

Best for: Performance reviews, negotiations, leadership discussions, conflict resolution

No matter how advanced our technology becomes, nothing replaces the warmth and trust of in-person communication.

Use face-to-face meetings when:

  • Delivering sensitive feedback
  • Coaching or mentoring
  • Discussing personal development
  • Negotiating business deals

A follow-up email after the meeting ensures there’s a written record of what was agreed upon.

Why human interaction still matters

While AI, chatbots, and digital tools continue to grow in business communication, they cannot replace the human touch. Leadership, company culture, and long-term business relationships thrive on personal interaction.

A simple handshake, a face-to-face conversation, or genuine eye contact often makes the difference between a lasting partnership and a failed one.

Final thoughts: keep it real, keep it present

The key to effective business communication is knowing which method suits the occasion. Use email for formal matters, WhatsApp for urgent updates, Messenger for community engagement, phone calls for direct and personal contact, online meetings for structured discussions, and face-to-face for the moments that truly matter.

Technology brings efficiency, but it also presents us with an overwhelming number of choices that can sometimes be confusing. The guidelines above should help you navigate any meetings you plan to hold, both now and in the future – at least until AI invents a way to manifest and transmit our thoughts directly to the inbox of others without the need of using words! In today’s world, who knows what might come next?

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