Some 'rules' I was told early in my career and that in the main I still follow.
1. Never chip from rough (of any kind).
2. Never chip from more then 2yds from the green.
3. Chips are just putts with an bit of extra oomph, you need to read the green in the same manner as a putt. (They fly 25% of the distance and roll the other 75%)
4. Pitches work from the rough but you need to be close to the green but will land about 50% of the overall distance, after that you have to read them as a putt.
5. Flops work well in most situations but there is very little roll (except on the very long flops 33yds + ) so you need to be VERY accurate.
For me overall the flop is my short shot of choice, but then that's the one I'm used to. From longer distances 35yds plus I use a punch from rough or choked full shot from the fairway, but for me, choked shots usually end up short so add 3 - 5yds (local knowledge on the holes is paramount on this one though)
NOTE: (before Courtney points it out) my short game stats aren't great, so take this advice with caution.