This question contains two parts; be sure to answer both. First, define the concept of media richness, explaining which forms of media are richer, which are less rich, and why. Next, suppose that you manage a local branch of the U.S. Post Office. You need to communicate three key pieces of information: (a) an annual performance appraisal for each of the employees at the branch, (2) an update regarding the sales of commemorative stamps to a regional manager, and (3) information regarding postage rate increases to the general public. Which type of media would you use for each of these three pieces of information?

Question

What will be an ideal response?

Answer 1

Media richness is how well a particular medium conveys information and promotes learning. Some types of media, such as face-to-face conversations, are richer in that they convey both verbal and visual information (multiple cues), and feedback is provided to the sender. Less rich media (such as newsletters) are poorer in that they lack multiple channels, and create no opportunity for feedback. Richer media are appropriate for nonroutine, ambiguous situations, and less rich media are more appropriate for routine, clear situations.

At the post office, you would want to give employees their annual performance appraisal in a face-to-face setting, which allows the receiver of the message to receive multiple cues. To provide the district manager with an update on the sales of commemorative stamps, a phone call or e-mail would be appropriate because the goal is the simple exchange of information. To notify the public of rate increases, a flier, newsletter, or poster for the general public would get the job done effectively.