This study was designed to examine media choice in performance feedback, an organizational communication process that has been overlooked in the literature. Specifically, we adopted a multifaceted approach and examined how contextual variables in feedback, variables identified from media choice theories, and individual differences in media perception influenced selection of a medium to communicate performance information. A policy-capturing survey was administered to 178 full-time employees in Hong Kong. Participants read feedback scenarios and provided media preference ratings of face-to-face, telephone, electronic mail, and written communication. Results showed that the three facets jointly influenced media choice. Given that communication quality is partly determined by the medium selected, the present work sheds light on the understanding of initiation process in performance feedback.