Push versus pull communication

A part of ensuring that your audience receives your communication is choosing the best method for sending it. These methods fall into two broad categories: push communication and pull communication.

Push communication is communication that you send to the audience. The audience has no choice in the matter; they simply receive the message. Examples of push communication are e-mail, voicemail, and paper newsletters placed on each person's desk.

Pull communication is communication that the audience must actively seek and obtain. The audience has complete control over whether or not they receive the communication. Examples of pull communication include online employee portals, search engines, and a pile of newsletters on a table in the break room that employees can choose to read. Live communications, such as meetings and conference calls, also fall into this category, as people can choose whether or not to attend.

Your communication plan should contain a combination...