Objectives of Communication
The objective of communication is to transmit the message with meaning and understanding. It is the purpose of the activity we do. When we communicate, we have reason to do it. For example, when we speak or write to our friends, our purpose is to keep in touch and be friendly. In business or official situations, when we communicate with customers, subordinates(નીચેના), or superiors(ઉપરી), we have a specific objective(ઉદ્દેશ્ય) or purpose (હેતુ) that we want to fulfill something, means to get success in getting something done.
In business, there are reasons or purposes of communication. Like to give information, to make a request, give instructions, or make a complaint, to make others understand and agree with what we say. For example, a leader or a manager has to maintain teamwork so that the person needs to motivate them, show appreciation, and sometimes have to scold them.
If we want clear and good communication, we need to have clear objectives of our message.
There are two broad objectives of communication:
Information: Means what we say
Persuasion: Means to make others agree with and accept what we say
Objectives of Downward Communication:
Messages moving from seniors to subordinates(Higher to lower) or from expert to layman (common man) are called downward communication.
It has several objectives like,
Giving instructions
Motivate people to put in their best efforts,
Maintain discipline and conduct
Give advice and suggestions
Persuade others
Educate and make people aware
1) Instructions
Instructions provide guidance on how to perform tasks or processes. Supervisors regularly instruct their staff, either orally or in writing, depending on the situation. Oral instructions are often supported with written or visual materials for clarity. Demonstrations are a hands-on way to show how something is done, such as operating machines. These are particularly useful in technical environments. Films or videos can also be used to demonstrate procedures.
2) Orders
An order is a formal directive assigning a specific task, usually in writing, which must be followed without deviation. Simple orders may be given orally but are expected to be carried out promptly. Orders must be clear and precise, especially for junior staff who may not have the experience to fully understand their responsibilities without detailed instructions. An office order is a formal document recording changes in routine or policy, sent to all relevant parties. It ensures that everyone is informed and that the changes are properly implemented.
3) Education and Training
Education focuses on developing the mind and intellectual abilities, while training is practical education aimed at teaching specific skills under expert supervision. Both processes involve providing information and encouraging practice. Effective communication in education and training often includes lectures, discussions, and written materials, as well as demonstrations and hands-on experience. Training is also used to change attitudes and foster commitment to high standards of performance. Customer education, often managed by the marketing department, teaches customers how to use products effectively, enhancing satisfaction and goodwill.
4) On-the-Job Training
When a new employee starts a job, they need specific instructions and training to handle their tasks, even if they have prior experience. Supervisors or experienced colleagues guide and correct the new employee until they are proficient. This training is generally informal, with communication being primarily oral, supported by manuals, policy statements, or pamphlets as needed. The mentor or supervisor must be patient and skilled in teaching.
5) Motivation
Motivation involves inspiring employees to perform their best. Effective communication is crucial in this process, as it helps employees feel valued and recognized. Managers motivate by listening to employees, appreciating their efforts, avoiding unnecessary criticism, and maintaining an open communication environment. Clear communication of expectations is vital so that employees understand what is required of them and are motivated to meet these standards.
6) Raising Morale
Morale refers to the confidence, discipline, and enthusiasm of employees. High morale results in better performance and a positive workplace atmosphere. To maintain high morale, an organization should promote open communication, ensuring that employees are well-informed about policies, changes, and progress. When morale is low, performance suffers, and issues like absenteeism and rumors can arise. Effective communication, such as meetings and circulars, is essential to address concerns and boost morale during challenging times.
7) Counseling
Counseling is a specialized form of advice provided by experts in fields like psychiatry, medicine, or law. Companies may offer counseling services to support employees' well-being and career development. Counseling sessions are confidential and rely on open, two-way communication. The success of counseling depends on the willingness of the person seeking advice to discuss their issues openly with the counselor.
8) Advice
Managers or supervisors often give advice on work-related or personal matters, especially when the relationship with the employee is close. Advice on work issues can be given with authority, while personal advice should be offered as a suggestion. This communication is usually informal, oral, and confidential. The advisor should be tactful and sympathetic to be effective.
9) Persuasion
Persuasion is the process of influencing others to change their attitudes or behavior. It involves using credible arguments, appealing to emotions, and presenting logical reasons. In an organizational context, persuasion is used to motivate employees, sell products, or gain public support. Effective persuasion requires understanding the audience's needs and concerns, making the communication more compelling.
10) Warning
A warning is an alert given to caution someone about potential danger or to urge them to correct their behavior. Warnings are issued when other methods, such as advice or instruction, fail to achieve the desired results. They can be given orally or in writing and are typically confidential. A warning is meant to correct behavior without damaging the relationship and should be delivered with courtesy and respect.
11) Appreciation
Appreciation is the recognition and praise of good work by employees. It can be expressed in various ways: orally, through written communication, or via non-verbal methods such as awards or promotions. Immediate verbal appreciation, formal letters, or public recognition at meetings can significantly boost employee morale and motivation. Non-verbal appreciation, such as career advancement opportunities, also reinforces positive behavior and contributes to a supportive work environment.
Conclusion
Downward communication is crucial in any organization as it ensures that employees receive clear instructions, understand orders, and are properly educated and trained. It helps in motivating staff and maintaining high morale, which in turn leads to better performance and a positive work environment. By effectively using downward communication, managers can guide their teams toward achieving organizational goals while fostering a culture of respect and cooperation.
Objectives of Communication to Authority:
Communication from subordinates to superiors or from customers to businesses serves various purposes, such as making requests, appeals, demands, representations, complaints, and suggestions. These forms of communication help in maintaining a healthy work environment and ensuring that issues are addressed efficiently. This communication is known as the Upward Communication.
Requests
Requests are made when employees need something from their superiors. For instance, an employee might request leave to attend a family function or permission to attend a training session. Typically, requests are first discussed orally with an immediate superior and then submitted in writing to a higher authority. For example, if a staff member needs to leave work early for a personal matter, they would first ask their supervisor and then submit a formal leave request.
Appeals
Appeals are earnest requests for special favors or support that go beyond regular privileges. For example, an employee who was denied a promotion might appeal to the management for reconsideration, providing reasons why they deserve the promotion. Appeals can be made individually or by a group and can be oral or written.
Demands
Demands are formal requests, often made by employee unions, for better working conditions or pay. For instance, a union might demand higher wages for workers. These demands are typically made in writing and supported by strong arguments. If management is unresponsive to requests or appeals, these may escalate into formal demands.
Representation
Representation involves a written statement made when an employee feels they have been unfairly treated. For example, if an employee believes they were unfairly passed over for a promotion, they might write a representation to the HR department, explaining their case and providing evidence like their performance records.
Complaints
Complaints are made when something is wrong or unsatisfactory. For example, if an employee notices that the office equipment is malfunctioning, they might complain to the maintenance department to get it fixed. In a business context, customers might complain if a product they purchased is defective. Complaints can be made orally or in writing, depending on the seriousness of the issue.
Suggestions
Suggestions are ideas proposed to improve work processes or conditions. For example, an employee might suggest a new way to organize workflow that could save time. Suggestions can be made informally during a meeting or formally in writing, especially if the suggestion requires careful consideration. Companies often have suggestion boxes or programs to encourage employees to share their ideas.
Conclusion
Upward communication, including requests, appeals, demands, representations, complaints, and suggestions, is crucial in maintaining a positive and productive work environment. It allows employees to express their needs and concerns, which helps organizations address issues before they escalate and improves overall morale and efficiency. By encouraging open communication, organizations can foster a more collaborative and supportive atmosphere where every voice is heard and valued.
Objectives of Communication Among Equals
Communication among persons of the same status is very important for co-ordination and planning. Managers need to meet at regular intervals to ensure that the organization's activities are in harmony. While official issues may be taken up in formal meetings, requests, suggestions and advice may be exchanged informally. This communication is also known as Lateral or Horizontal Communication.
The main functions of horizontal or lateral communication are
(i) Exchange of information:
Heads of departments and other peer groups need to share information about work, activities, progress and processes. Some information is conveyed formally through copies of documents like letters and reports; a good dese of information is exchanged orally by formal and informal meetings or over the intersern.
(ii) Requests:
Informal and formal requests may be made among peer grotips for suggestions, advice, favours and so on.
iii) Discussion:
Plans and projects require discussion and review; formal and informal meetings are held for this purpose. Daily routine matters may be settled by informal discussion. Discussions among persons of equal status have an educative value, and are used in training programs.
(iv) Co-ordination:
Projects and tasks involve several departments; co-ordination needs lateral communication. Every department must know how the other aspects of a task are progressing so that all can make proper contribution. Members of a team need to meet regularly to review and understand the progress of their project.
(v) Conflict resolution:
Conflicts are unavoidable when different personalities work together. Regular lateral communication is necessary for preventing and resolving conflicts that arise between departments or individual members of a team.
(vi) Problem solving:
Problems may arise in the course of carrying out any task or project. Most of these can be solved by horizontal communication among all those who are concerned with the problem and affected by it. Brainstorming is often used for finding solutions.
(vii) Advice:
Persons of the same status also exchange useful suggestions and advice in a friendly informal way. (viii) Social and emotional support: One of the important and informal objectives of lateral communication is to provide social and emotional support among peers. Persuasion plays a large part in horizontal communication, as matters are discussed and agreed upon and co-ordinated.
Source:
Rai, Urmila, and S. M. Rai. Business Communication. Ninth ed., Himalaya Publishing House, 2015.
