Importance of Communication

IMPORTANCE OF
COMMUNICATION
By Dr. Suparna Karkun
INTRODUCTION
• The main purpose of all communication in an organization the general welfare

of the organization.
• Effective communication is needed at all stages in order to ensure this welfare.
• In view of this elaborate and complex commercial structure, communication
can be used for any or more of the following Objectives.
TYPES OF OBJECTIVES OF
COMMUNICATION
• Information
• Advice
• Order
• Instruction
• Suggestion
• Persuasion
• Education
• Warning
• Raising Morale
• Motivation
OBJECTIVES
Effective communication is needed at all stages in order to ensure the welfare of
the organization.
 The main purpose of all communication in an organization is the general

welfare of the organization.
 In view of this elaborate and complex commercial structure, communication

can be used for any or more of the above
objectives.
INFORMATION
Executives need information to plan & organize; employees need it to execute
their job satisfactorily.
2 )Information can be collected from a variety of sources.

1. old files
2. observations
3. mass media of communication
4. library research (good storehouse of information)
INFORMATION
• meetings, seminars conferences

• personal interviews
• questionnaires
• trade fairs and exhibitions
• current electronic communication media
INFORMATION
• Information must be..
 from a reliable source,
 Complete
 Recent
 Accurate
ADVICE
• Effective advice
is both man-oriented and work-oriented
2 does not make the worker feel inferior
3 is given in the worker’s interest.
4 promotes understanding,
5 can become a two-way channel of communication
COUNSELLING
1 is impersonal & professional
2 is often sought eagerly,
3 often means psychological handling

ORDER
• Order is a directive to a subordinate to do something in a particular way
• Orders move downwards:
• Orders may be:
1) Written or Oral
2) General or Specific
3) Procedural or Operational
4) Mandatory or Discretionary
ORDER-II
• Order should be
1) clear & complete
2) capable of being executed
3) given in a friendly tone
ORDER
• Orders can be:

• Oral or Written
• Mandatory or Discretionary
• Procedural or Operational
• Orders move downwards but as far as possible must be give in a friendly tone.
INSTRUCTION
• It is a particular type of order in which the subordinate is not only ordered to do a job
but is also given guidance on how to do it.
• Thus instruction is ordered with guidance
SUGGESTION
• It enjoys one great advantage over other means of communication like advice or
order. Advice comes unsolicited; Order comes from an higher authority
1) Suggestions are welcome, for they are not obligatory to accept them.
2)Suggestions can be voluntary and anonymous; submitted through
suggestion boxes
3) Employees should be encouraged to give suggestions.
PERSUASION-I
1) It needs conviction on your part.
You can persuade others if :
2)You are yourself convinced,
3)You do not impose yourself on the receiver of your communication.
Do not overwhelm him with arguments.
Give indirect hints and clear suggestions.
PERSUASION
4)You should not impose.

If the other person is docile and has a flexible mind ,he will be easily persuaded.
Concede a few points to him in the beginning.
Then gradually round him on the other points
5)You are not rigid ,be prepared to meet half way.
6)You can look at the situation from the other person’s angle also.
EDUCATION
It is a very conscious process of communication . It is carried on at three
levels:
a) At the management level: knowledge is multiplying fast with new
innovations. Managers are required to keep abreast at the latest innovations.
They have to be educated through books ,lectures, seminars, case studies
&study tours etc.
b) Education for the employees :- Just as the managers are required to keep
abreast of the latest innovations in the field of commerce and technology ,the
employees have to be educated to use them in the office and factory
EDUCATION
Education for the outside public:
The outside public needs knowledge on the new products being
introduced into the market, the relative merits of the various brands
already existing, the availability of the substitutes .This useful
knowledge is offered through advertisements , newspapers,
information talks and articles to the outside public.
WARNING
• Warning can be general or specific. ’No smoking, No talking , Beware of the
dogs’ are general warnings.
• Specific warning should be administered in private and after thorough
investigation.
• Reprimand should not be administered to a person in the presence of others. It
will make him feel humiliated. The worker should be summoned in the privacy
of the supervisor’s room and talked.
• The aim of warning should be the organization betterment.
RAISING MORALE
• Every worker gets work suited to his physical and intellectual caliber . He feels
his work is important. He is free to do his work as he likes . He is encouraged to
give suggestions.
• The atmosphere in the premises is congenial . The supervisors are efficient and
their attitude is constructive . They enjoy the worker’s respect.
• Promotional avenues are available to the workers.
• Genuine grievances of the workers are promptly removed
MOTIVATION
• It can be achieved through:

1) monetary incentives
2)making the workers participate in the decision making process
3)making achievements goals very specific
4)giving security and a congenial work environment
INTEGRATION:
• It is consolidated function under which integration of activities is endeavoured.
• The integration function of communication mainly involves to bring about
inter-relationship among the various functions of the business organization.
• It helps in the unification of different management functions.
IMAGE BUILDING
• A business enterprise cannot isolate from the rest of the society. There is
interrelationship and interdependence between the society and an enterprise operating
in the society.
• Goodwill and confidence are necessarily created among the public. It can be done by
the communication with the different media, which has to project the image of the firm
in the society.
• Through an effective external communication system, an enterprise has to inform the
society about its goals, activities, progress and social responsibility.
EMPLOYEE ORIENTATION
• When a new employee enter into the organization at that time he or she will be
unknown to the organization programs, policies, culture etc.
• Communication helps to make people acquainted with the co-employees, superior and
with the policies, objectives, rules and regulations of the organization.
THANK YOU

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IMPORTANCE OF

• The main purpose of all communication in an organization the general welfare

 The main purpose of all communication in an organization is the general

 In view of this elaborate and complex commercial structure, communication

2 )Information can be collected from a variety of sources.

• meetings, seminars conferences

1 is impersonal & professional

2 is often sought eagerly,

3 often means psychological handling

• Orders can be:

4)You should not impose.

• It can be achieved through:

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