Purpose of Communication

Louis A. Allen defines, ‘Communication is the sum total of all the things that a person does, when he wants to create an understanding in the mind of another. It involves a systematic and continuous process of telling, listening and understanding’.

 

Therefore, the main purpose of communication is to inform, or to bring around to a certain point of view or to elicit action.

 

Let us look at some of the purpose why people communicate:

 

1. Instruction

The instructive function unvarying and importantly deals with the commanding nature. It is more or less of directive nature. Under this, the communicator transmits with necessary directives and guidance to the next level, so as to enable them to accomplish his particular tasks. In this, instructions basically flow from top to the lower level.

 

2. Integration

It is consolidated function under which integration of activities is endeavored. The integration function of communication mainly involves bringing about inter-relationship among the various functions of the business organization. It helps in the unification of different management functions.

 

3. Information

The purposes or function of communication in an organization is to inform the individual or group about the particular task or company policies and procedures etc. Top management informs policies to the lower level through the middle level. In turn, the lower level informs the top level the reaction through the middle level. Information can flow vertically, horizontally and diagonally across the organization. Becoming informed or inform others is the main purpose of communication.

 

4. Evaluation

Examination of activities to form an idea or judgment of the worth of task is achieved through communication. Communication is a tool to appraise the individual or team, their contribution to the organization. Evaluating one’s own inputs or other’s outputs or some ideological scheme demands an adequate and effective communication process.

 

5. Direction

Communication is necessary to issue directions by the top management or manager to the lower level. Employee can perform better when he is directed by his senior. Directing others may be communicated either orally or in writing. An order may be common order, request order or implied order.

 

6. Teaching

The importance of personal safety on the job has been greatly recognized. A complete communication process is required to teach and educate workers about personal safety on the jobs. This communication helps the workers to avert accidents, risk etc. and avoid cost, procedures etc.

 

7. Influencing

A complete communication process is necessary in influencing others or being influenced. The individual having potential to influence others can easily persuade others. It implies the provision of feedback which tells the effect of communication.

 

8. 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.

 

9. Employees 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.

 

10. Other

Effective decision-making is possible when required and adequate information is supplied to the decision-maker. Effective communication helps the process of decision making. In general, everyone in the organization has to provide with necessary information so as to enable to discharge tasks effectively and efficiently.

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