OBJECTIVES OF COMMUNICATION

Major part of our active life is spent in communicating with others. People need to communicate as they move from situation to situation, in family, organization and other social groups for getting their work done and for relationships. Communication is a very pervasive activity and we interact for many reasons. Communication serves many objectives and takes various forms. In each of these ways of communication, the exchange of ideas, views, opinions, feelings, invariably takes place. The main objectives of communication are as follows:

1. Exchange of Information

The most important purpose of communication is the exchange of information with others. For example, in a business organization, the management uses communication to keep the employees informed about the goals, policies and rules. When the employees are well informed about various aspects of the job, they would perform better. Meetings, telephones, notices, employee handbook and bulletins are used to convey necessary information to the employees. Similarly, an organization communicates with outsiders (investors, customers, suppliers, government, public etc.) to provide them information about products, policies, contribution to social responsibilities, etc.

A business organization needs different types of information not only to manage its operations but also to ensure its existence in the competitive world. Information acts like lubricating oil for business to work better and thrive in the competition. To be able to get complete and precise information, business should cultivate the system that facilitates the people to share what they know.

The information gathered from the external sources include the following:

a. Information about government’s policies, rules and regulations affecting the business.

b. Information about consumer’s response to etc. products, their price, quality

c. Information about the sources of finance and capital market.

d. Information about the sources, quality, price, transportation, etc. of materials.

e. Information about efficiency and efficacy of several of various advertisement media.

f. Information about sociological factors affecting business. Such factors include demographic characteristics, literacy rate, standard of living, etc.

g. Information about science and technology relevant to the business.

2. Issue of Orders

Another purpose of communication is to issue orders and instructions to the employees. An order is a directive to do something and an instruction indicates how to carry out the order. Orders and instructions are based on the superior’s authority and the subordinates are expected to obey them. An order or instruction is enforceable because the superior has got power to use sanctions against a subordinate who refuses to carry out an order or do so in an appropriate manner.

In order to be effective, an order should possess the following features:

a. The order should be stated in unambiguous and clear-cut words to be easily understood by the subordinate.

b. The order could be accomplished within the authority given to the subordinate. The order should be reasonable and the subordinate should have the capability to execute it.

c. The order should be in written form, particularly if it is of a non-routine nature. Generally, the orders and instructions are issued to the subordinates orally. But, sometimes, it becomes essential to issue written orders. Whether an order should be oral or written will depend upon factors like the relationship between them, the need for avoiding overlapping instructions and the need for issuing a non-routine order in clear-cut terms.

The points listed above make it quite clear that orders and instructions should be clearly stated and properly communicated. It the orders do not make any sense, they will not be obeyed. Therefore, every manager should be particular about the fact that his orders make sense and he should also devise some mechanism to ascertain that he is being properly understood by his subordinates.

4. Advice and Counselling

The managers often give advice to their colleagues and subordinates on both personal and official matters. Advice involves personal opinion of the advisor and so may be subjective (biased) whereas information in factual and objective (i.e., without any bias). The purpose of offering advice is to influence the behavior of the other party. It is generally offered in a face-to-face contact. Besides giving advice to subordinates, the managers also provide them counselling when the latters are in difficulty or are under stress. For example, an employee is having some family problems and is not able to do his job properly. In such a situation, psychological counselling can help a lot in modifying the behavior of the employee under stress and in overcoming his problems.

5. Persuasion

Communication is aimed at persuading others for a favorable response. Persuasion means making efforts to change or influence the behavior and attitude of others. A great deal of communication in a work-space is persuasive. Take any example from marketing or finance, the people in the organization are always engaged in persuading one another in the context of organizational goals. When employees have to be convinced of the need for greater efforts, when goods have to be sold despite competition, when dues have to be collected from an unwilling customer-all these situations call for persuasive efforts. Skill and ability to use words, both spoken and written, are essential to have the desired influence on others.

6. Suggestion

Suggestion is supposed to be a very mild or subtle form of communication. It may move both ways – downward and upward. Downward suggestion enjoys one great advantage over other means of communication like advice or order. Advice comes from an expert; order comes from a higher authority. In either case, the recipient is slightly conscious of his inferiority and may resent it. Accepting a suggestion is at his discretion, so a suggestion is usually welcome. Suggestions from employees to management (i.e., upward) are also encouraged in modern organizations. Under an organized suggestion system, suggestion boxes are placed at some convenient place in the office or the factory. Workers are encouraged to drop their suggestions in to these boxes. Sometimes these suggestions have to be written on specially prepared cards. If an employee does not want to reveal his name, he is allowed to do that. The suggestion boxes are opened at regular intervals, the suggestions received are scrutinized and the employees offering the best suggestions are awarded prizes.

7. Education

Business firms frequently use effective methods of communications to educate workers and consumers. They train and direct their employees for greater productivity and educate consumers about the quality and uses of products. Good communication helps in molding employees’, behavior favorably. It will lead to better industrial relations and go a long way towards achieving greater acceptance of new ideas. It will also reduce worker’s resistance to change. Communication is also used for the purpose of education of consumers and general public. Consumers are made aware of the availability of products, their price range, quality, uses, etc. by inserting advertisements in newspapers, magazines, etc. Even the government also educates the general public about its programme and achievement.

8. Motivation

Motivation is the process of inducing people to work hard for achieving organizational goals. Communication is a very effective means of motivation of people by recognizing their talents and achievements and sharing ideas with them. The contents, tone and timing of communication exercise a significance influence on motivation. Employees need to be kept well informed about the organization and its progress. Face-to-face talks and company magazines are used to create a sense of mutual understanding. Suggestion schemes, joint consultation, praise for outstanding efforts, etc. also help to improve motivation.

9. Raising Morale

Morale reflects the attitudes of employees towards organizational policies and management. Good communication is intended to would the attitudes of employees and raise their morale by creating an atmosphere of openness and mutual trust. Communication about the policies and programme of the organization helps to improve the morale of employees. Notices, bulletins and meetings are used to prevent improve the morale of employees. Notices bulletins and used to prevent/remove rumors and fears among employees. Upward communication in the form of suggestions and grievances is also used to raise morale. In fact, free flow of communication helps to release pent-up emotions and provide a feeling of reassurance to staff.

10. Warning

Warning involves informing about the unpleasant and unfavorable consequences, if certain course of action is not changed. Such course of action may be negligence, mishandling material and machinery, misbehaving with others, etc. The purpose of warning is to ask the employee to abide by the rules and regulations and work with dedication and discipline. Warning can be general or particular. General warnings are not directed to any particular person or group. Warnings like No Smoking, Outsiders are not allowed’, ‘No admission without permission’ are general warnings. Particular warnings are issued against particular persons to make them follow the rules and regulations.