In today's world, communication channels are important elements of administration activity in the organization. They provide abilities of power and control to superiors as well as satisfaction and performance to subordinates. This has always been connected with leadership management and its performance. Organization and communication cannot be separated into parties because there is no organization without communication as well as no communication without organization and both supplement each other when communication channels usually serve as an utilization elements to encourage organizational effectiveness and productivity. This conceptual study aims to highlight the importance of communication channels in management communication and and their role in organizational planning and strategy. The communication channels have significant effect in communication system and practice of the company's leaders to move the organization forward. Communication is the dynamic connection among top management, co-workers and employees. These communication tools also bring about a sense of satisfaction and friendship between managers and employees as key factor of the company and help sustain the drive for the successful achievement of long term quality goals.

Over the last decade, organizational communication has begun to use non-traditional means of communication channels as strategies for companies, while social media are adopted as modern communication channels. However, among the biggest companies in Rwanda is Sulfo Rwanda Industries Limited which was the focus of the present study. The fundamental objective of the study was to examine the most efficient and effective channels of communication vis-a-vis face-to-face, addressed documents, mobile (cellular) telephone calls, land (fixed) lines telephone calls, SMS, e-mails and Facebook in the aforementioned company and between the managers and employees. Further, the means of communication are tested using three competencies; the Role Understanding Competency, the Organization’s Culture Awareness Competency and the Employees’ Performance Competency. The study adopts mixed method by collecting data through closed ended survey questionnaire as well as open ended questionnaires. The data sample of 459 was used for the quantitative while 8 interviewees were administered questions for the qualitative. The quantitative was subjected to linear regression while the qualitative was analysed by coding/thematic. The quantitative findings indicate that the most used communication channels were e-mail, addressed documents, face-to-face, land line telephone, mobile telephone SMS and Facebook. Further analyses show that all variables are significant at p= .000. However, they have negative Beta values indicating practical significance. In addition, the qualitative findings of this study demonstrate that internet is the most means of communication followed by addressed documents, internal and external telephone, face-to-face and other channels such as walkie-talkie are used. It also proved that usage of newspaper, magazines, radio and television as communication channels between company and government authorities also they are useful with publics. The study suggests that modern companies should provide new devices to employees as the study found the preference of media, from traditional to new technology tools of communication.

As has been developed communication technology from tradition to new communication channels that support organizational communication became more affective on the field, the question of how managers and employees are perceived richness communication channels. This study aims to examine most used communication channels among seven communication channels namely: face-to-face, addressed document, mobile telephone, fixed line telephone, SMS, E-mails, and Facebook based on organization’s culture awareness competency. The findings showed that most used communication channel was addressed documents; telephones (landline and mobile) are also favored. However, other means of communication (E-mails, face-to-face, SMS and Facebook) as well are useful but in different level of useful. The results also showed that there is negative relationship between the organization’s culture awareness competency and the level of effectiveness of communication channels. Keywords: Organization’s culture awareness competency; Media richness; Communication channels