Choose the channel for the work the message must do
A live conversation can add context and surface questions; a written post makes a stable decision easy to revisit. Use the lightest format that lets employees understand the message and take the next step.
Compare the four core formats
Use preparation and follow-through to make channel choices operational.
| Details | Leadership moment | Best use, preparation, and follow-up |
|---|---|---|
| Town hall | Explain a decision or priority that benefits from shared context and live questions. | Prepare a clear narrative, accessible slides, and a facilitator. Publish a recap and route unanswered questions. |
| Leader post | Share a concise, stable update employees may need to find again. | Put the change, rationale, and next action near the top. Link to an approved source and update the post if facts change. |
| Short video | Add a human explanation or follow-up when tone and a direct voice help. | Write a short outline, add captions, and publish a text summary so key points are available without audio. |
| AMA | Make space for candid questions where employees can hear direct responses. | Set topic boundaries, prepare a facilitator and question log, and publish answers or follow-up owners for open items. |
Make a broad update actionable
Worked Northstar Services example: a more specific post gives employees a clear next step.
Before: intent without an action
“We are focused on making handoffs better. Please keep sharing feedback as we work through improvements.”
- The affected process is not named.
- Readers cannot tell what changes now.
- There is no clear place to find the current version.
After: context, action, and follow-up
“Starting this quarter, Northstar teams will use the revised internal handoff checklist for new service requests. The change is intended to make ownership clearer at each transfer. Use the current checklist in the approved team library; we will share a recap of common questions after the next town hall.”
- Names what changes and when.
- Points employees to the current source without inventing a link.
- Sets a concrete expectation for follow-up.
Channel planning questions
Practical decisions for common communication constraints.
When should a message be repeated?
Repeat it when employees need to act, when a meaningful milestone changes the context, or when the first channel did not reach the intended audience. Preserve the same core facts and make the reason for the repeat clear.
What if a town hall has limited airtime?
Protect time for the decision and employee questions. Move supporting detail to a written recap, and state which questions will be answered later, who owns them, and when employees can expect the next update.
When is a video a poor fit?
Use a written update instead when employees mainly need precise instructions, searchable detail, or a stable reference. If using video, provide captions and a text summary.