PRINT

The print channel comprises tactics where print is applied to a material such as paper, plastic, fabric, cardboard, wood, metal, etc. Creating a tangible item.

Strengths

Complexity: print works well in communicating information that is new, complex or lengthy.
Comprehension: print enables employees to devote all their mental resources to understanding what they are reading.
Discretionary effort: the reader determines where, when, how and at what speed they read.
Portability: print can be taken and read anywhere: on the bus, in the train, or at home.
Design: graphic-design techniques help convey messages quickly and with visual impact through the use of headers, sub-headers, text, graphics, photos, captions, break-out boxes, charts, tables and icons.

Weaknesses

Distribution: print requires considerable administration of distribution lists and management of distribution channels.
Feedback: print becomes a one-way download of information unless efforts are made to provide employees with an avenue for feedback and two-way communication.
Disengagement: there is potential for employees to not read important information when writing, editing and design elements are poorly executed by the creator.
Reference: unless the information is keyword indexed, print does not provide an efficient archival reference source.
Cost: high quality printed material can be expensive to produce.
Environment: print is not an environmentally friendly medium.

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