Objectives of Communication

(adopted from https://www.marketing91.com/objectives-ofcommunication/)

Here we are going to mention some of the common objectives of communication.

This will make you understand why it is essential to communicate. Now there is one
thing that you need to know. It is the fact that we are talking about communication in
business and the corporate world.

So, we are going to continue from there.

1) Building Awareness

This is one of the most important things that you need to know about for sure.

Building awareness is essential for businesses and people these days. Most companies
these days want to make sure that they can spread the message about their products
and services in the best way.

This is where communication helps them out for sure. There are some benefits that a
company might get from proper communication. The better they can communicate with
the people, the more awareness they are going to get for the brand.
2) Providing Information or Educating

Now here are another one of the most important objectives that people need to know
about communication for sure.

When your client is seeking something, you need to ensure that you can provide them
with the exact things.

This is where you need to communicate with them to make them realize that you can
provide them with information and other essential things as well. Describing and
explaining your agenda to provide more information can work in your favor.

3) Creating Interest

In some instances, some clients have an interest in the product or are just familiar with
the product or service. So, you need to ensure that they can move from awareness of
the product to show great interest in it. This is something that you can achieve with the
help of communication.

When you are properly communicating with the clients, they will be able to understand
the need for the product and hence will show an interest in it.

Doesn’t that seem like a pretty good idea to you, people?Learn more

Let us have a look upon how motivation is one of the most powerful objectives of
communication-

4) Motivating People/Audiences

Either you are running a business, or channelizing any social or educational endeavors,
you must motivate your audiences in the right manner, so they can stay motivated in
accomplishing the goals.

When communication is done with the right inclusion of emotional intelligence, it

empowers the audiences to opt for a higher level of performance in a dedicated and
enthusiastic manner.

Businesses can use different means such as workshops, lectures, meet-ups, talks,
films, etc. for motivating people.

5) Promoting the brand, product or service

Publicity, marketing, advertising, public relations, product releases, customer education,

etc. are the parts of the promotion strategy, and communication plays the most
significant role in channelizing all the activities.Learn more
So, when it comes to discussing the objectives of communication, we ought to say here
that communication is the base of all sorts of promotional and branding activities of
individuals, businesses or brands.

The way you communicate with your target audiences decides how productive your
relationship is with them.

6) Organizing Resources

There are different resources such as financial resources, human resources, material
resources, etc. are integral parts of an organization, and communication serves an
essential role in organizing all these resources.

So, while discussing the objectives of communication, understanding the role of

communication in overcoming the challenges associated with the well-ordered
channelization of different resources is quite essential for the managers and business
owners.

7) Offering better Coordination

It is again one of the most crucial objectives of communication when it comes to the
effective and efficient management of an organization.

With the right use of communication strategies, managers can link different functional
departments of an organization is a result-driven manner. It also plays a significant role
in accomplishing organisational goals in a well-coordinated manner.

8) Increasing Efficiency

For increasing the efficiency of the workforce, the managers must communicate the
right practices, strategies, and things at the right time in a best-personalized manner.
Effective communication strategy serves this most adeptly.

So, increasing the efficiency of the workforce along with the overall organization is one
of the most fruitful objectives of communication that ultimately get converted into
increased productivity, sales and profits.

9) Harmonious Relationship b/w Management & Workers

Communication is the prime force that can make or break things either on the personal
front or on the organizational front. So, when it comes to objectives of communication,
its role in ensuring the harmonious relationship between management and workers
cannot be ignored.

Here, your communication strategy needs to ensure the unbiased and hassle-free flow
of information in the whole organization, so the productivity keeps on increasing.
10) Job Satisfaction of the Employees

When businesses or HR managers ensure an environment where employees are

allowed to speak their minds to express their viewpoints, desires, and demands, the job
satisfaction level of the employees will for sure be on the higher side.

Communication strategies are essential for ensuring this. When employees feel full
freedom in expressing themselves, they stay more motivated, and hence they will for
sure be more satisfied.

So, these were the top 10 objectives of communication that plays a crucial role in
effective business management. In addition to these, there are some other objectives as
well, so let us have a brief look upon those as well-

List of some other Important Objectives of Communication

 Bringing dynamism in the organization

 Ensuring effective employee orientation
 Creating better consciousness in the workforce
 Adeptly directing the subordinates
 Providing effective facilitation of policies
 Discouraging rumors, misinformation, and ambiguity
 Giving facts rather than just sharing impressions
 Persuading others and offering recommendations
 Stimulating demand and supporting a brand

Importance and Guidelines for Effective Communication

(i) Increase in Size:
With the large scale of operation in business firm, the need for effective communication
has been largely felt.
(ii) Growing Specialization:
Increase in departments has led to the requirement of specialization inside the
organisation. Sound communication is essential for ensuring mutual co-operation and
understanding between different departments for smooth functioning of the
organisation.
(iii) Cut-Throat Competition:
Due to liberalization and globalization, severe competition has resulted in between
private, public sectors and foreign banks. Communication through mass media,
newspaper, advertisement etc. has become important to survive in the race.
(iv) Trade Union Movement:
Trade unions are very strong and powerful. Regular exchange of information, consulting
union leader’s etc. helps to maintain healthy relations between them.
(v) Human Relations:
To develop mutual trust and confidence, it is necessary for management and employees
to communicate with each other. Participation of employees in the management process
has bought in a sense of belonging and loyalty towards the organisation.
(vi) Public Relations:
Every organisation needs to keep its customers, stakeholders, government and other
sections of the society informed about its product and contribution to the society. Public
relation helps in building goodwill for the organisation.
(vii) Personal Asset:
Communication skill is essential for every successful job. Managers are required to
speak to public at large on various occasions. The ability to communicate effectively is
equally essential for promotion in career.
Principles of Effective Communication(Adopted from
https://www.businessmanagementideas.com/communication/principles-of-effective-
communication/19915)

An effective communication system is based on the following principles:

(1) Principle of Clarity in Ideas:

First of all it should be clear in the mind of the sender as to what he wants to say.
According to Terry the principle of effective communication is ‘first to fully inform
oneself.’ The clearer the thought the more effective is the communication.

(2)Principle of Appropriate Language:

According to this principle, the communication should always be in a simple language. Ideas
should be clear and be devoid of any doubt. Technical words and words having various meanings
should be used to the minimum.

(3)Principle of Attention: The purpose of communication is that the receiver of

information should clearly understand its meaning. It means merely transferring
information is not communication and it is important that the receiver should understand
it. This is possible only when the receiver takes interest in the message and listens to it
attentively.

(4) Principle of Consistency:

According to this principle, communication system should maintain consistency in the
objectives of the enterprise, its procedures and processes. It means communication should be
in accordance with the policies laid down for it.

(5) Principle of Adequacy: The information sent to the receiver should be sufficient and
complete in every respect. Information more than the need or less than the need is harmful. In
the context of business incomplete information is dangerous. The sufficiency of information
depends on the ability of the receiver. If the receiver happens to be capable more information
can be given with the help of a few words. On the contrary, in case of a less capable receiver
more details are needed.

6) Principle of Proper Time:

The messages should reach the receiver whenever they are needed. Late messages are
meaningless and the utility of communication is ended. Hence, the message should be sent
before the actual need keeping in mind the time required for communication.

(7) Principle of Informality: Formal communication has a prominent place among the channels
of communication but informal communication is not less important. There are some problems
which cannot be solved with formal communication but informal communication does succeed
in solving them. Therefore, informal communication should also be given recognition in the
organisation.

(8) Principle of Feedback:

It is essential for the sender of the message that he should know about the success of the
message. It means that he should see whether the receiver has understood the message or not.
Feedback is easily obtained in a face to face communication with the help of the facial reactions
of the receiver. In the written communication the sender can get the feedback by using
appropriate means.

(9) Principle of Integration: Communication should be able to introduce all the employees in
the enterprise with its objectives so that all the employees move unitedly towards the goal.

(10) Principle of Consultation:

The suggestions of all the persons concerned should be invited while making plans for
communication. The obvious benefit of such a move will be that all those who are invited while
making plans for communication and taken into confidence will contribute to the success of the
communication system. Planning for communication aims at determining as to when, how and
through what medium communication is to be done among people working at different levels.
(11) Principle of Flexibility:
Communication system should be able to absorb the changes in the organisation. A
communication system that cannot absorb changes according to the need becomes meaningless.
(12) Principle of Economy: Communication system should not be unnecessarily costly. As far
as possible unnecessary messages should be reduced to the minimum to make communication
economical. No single employee should be burdened with the work of communication.

(13) Principle of Proper Medium:

In order to make communication effective it is necessary not only to have clarity of ideas,
consistency and completeness but also to make a proper choice of medium. For example- the
managers should make use of oral communication for individual communication and written
communication for policy matters.
Effective communication means communication free from barriers. Though ideal communication
free from all barriers is seldom achieved, communicators should acquire communication skills
and enhance effectiveness of their communication.

Types of Business Communication(Adopted from https://theinvestorsbook.com/types-of-

business-communication.html)
Definition: Business Communication refers to the exchange of thoughts, ideas, views
and information among the personnel working in or associated with the organisation.
Communication, i.e. interacting in some or the other way is essential for humans beings
to survive in a social environment.

Different Types of Business Communication

Communication is a need in today’s business world. The people either work for or are
associated with an organisation, including employees, stakeholders, banks, customers,
suppliers, advertisers, etc. Thus, they need to interact and communicate with each other
to achieve business objectives as well as fulfil their requirements.

Let us now understand the various ways in which interactions take place in an
organisation. Business communication can be classified by its structure, direction of
flow of information, modes of communication and response.

Content: Types of Business Communication

1. Based on Structure
 Formal
 Informal
Based on the Medium of Communication
 Verbal
 Non-Verbal
Based on Flow of Direction
 Upward
 Downward
 Horizontal
 Diagonal

4.Based on Response

 One-Way
 Two-Way
Based on Structure

The first one is the structure of communication; the channel used for interaction plays a
vital role.

It can be further bifurcated into the following two categories:

Formal Communication

It is a regular and organised channel of work-related communication within a company,

where the employees have to coordinate through a proper medium among themselves.

Types of Formal Communication Network: A communication network is a pattern

designed to understand how information travels from one person to another.
Let us now go through the different networks provided under formal communication:

 Chain: When an employee passes on official information to the other employee

who further communicates it to a third employee creates a chain pattern. For
example; the CEO informs the sales target to the General Manager, the GM also

transmits it to the Sales Manager.

 Wheel: When a single employee communicates any organisational information to a
group of co-workers, a wheel pattern is formed. For example; Team leader reading
out a circular issued by the management in front of other co-workers.

 Circular: An employee communicates information to his colleague, who passes it

on to another co-worker and so on. The message passes from one employee to
another and finally reaches to the person who initiates the process.

 Free Flow: In this type of network, no particular pattern is followed. Information is

spread in a non-systematic manner by anyone. For example; in an emergency
condition in the organisation, say in case of a short circuit, the information is
randomly spread among the employees.
 Inverted V: Under this network, the subordinates can communicate directly with
their immediate senior as well as their senior or top management too. For
example; sales executives can interact with their team leader as well as with the
manager.

Informal Communication

It is an unofficial form of communication arising out of friendship or casual relations,

where the discussions may or may not be related to the work or the organisation.

Types of Informal Communication Network: Though there is no particular system

which is followed for informal communication, still following are the four informal
networks identified:

 Single Strand: Similar to the chain pattern, in single strand too, the information
goes on passing from one person to another; then to the next; and so on.

 Gossip / Grapevine: One single person spreads information within an informal

group where the message may or may not be valid. This pattern is also called as
grapevine.

 Probability: It is similar to the gossip pattern, but here, it is not necessary that
everyone is involved in the communication.

 Cluster: When a person passes on information only to his trustworthy people

believing that they won’t tell it to anyone, but they do the same thing. Thus, the
message spreads to a selected group of people; this network is known as a cluster.
Based on the Medium of Communication

The way a message is framed and the channel used for sending information to the
receiver determines the following forms of communication:

Verbal Communication

Transmission of information which is enclosed in words whether written or said is known

as verbal communication.

A message framed in words when spoken to the receiver is termed as oral

communication. It includes face to face interaction, calls, voice calls, video calls, a
recorded message, etc.

Whereas, when the sender drafts a message in words for the receiver to read, it is
called written communication. For example; a letter, an email, brochures, circulars,
notice, message chat, etc.
Non-Verbal Communication

As we say ‘actions speak louder than words’, expressing information other than words is
known as non-verbal communication. Any communication remains incomplete without
the use of non-verbal means.

There are different types of non-verbal communication, including kinesis, paralanguage,

chronemics, artefacts, proxemics and haptics.

Kinesis refers to interactions through facial expressions, body language, eye contact,
gestures, postures, etc. However, paralanguage is the way we speak, i.e. tone,
volume, pitch, etc.

Artefacts include the appearance, personality, dressing sense and presentability of a

person. Whereas, chronemics is the timing, punctuality, pause etc. while speaking.

Proxemics is the distance which a person maintains while communicating with others,
speaks a lot about the relation between the two. Lastly, haptics or the touch also inform
about the feelings and expressiveness of a person.

Based on Flow of Direction

The direction in which information or a message flows within a formal set up in an

organisation defines the type of communication it is.

Following are the four primary forms of communication- according to their direction:

Upward Communication

In upward communication, the sub-ordinates share their problems, suggestions and

ideas with their seniors.
Downward Communication

When the seniors pass on orders, instructions, policies, rules, norms, etc. to their
subordinates, it is known as downward communication.

Horizontal Communication

When communication takes place among two people holding a similar position in the
organisation, it is known as horizontal communication. For example; A sales manager
provides the sales revenue sheet to the finance manager.

Diagonal Communication

When the senior of a particular department shares some information with the
subordinate of the other department and vice-versa. For example; a human resource
manager warns a sales executive for excessive leaves.

Based on Response

Communication in an organisation can be differentiated as per the need for response or

feedback.

Following are the two types of business communication, based on the response:

One-Way Communication

In one-way communication, the sender passes on the information to the receiver without
seeking any feedback or response. For example; an advertisement for a particular
product on television.
Two-Way Communication

When the sender shares some information with the receiver, and in return, the receiver
responds to such information, it is known as two-way communication. For example; the
manager discusses the problem of low productivity with the team, and they give reasons
for the same.

Conclusion

We, humans, are considered to be social animals, and therefore, interaction with each
other is a necessity for us. So goes for business, no business activity can survive in the
absence of communication.