Transcript Objectives of Communication

Objectives of Communication
An objective is something we want to
achieve or accomplish by our efforts, it is
the purpose with which we undertake an
activity.
What are the objectives of
communication?
The main objectives of communication are
information and persuasion. The other
objectives are aspects of these 2 broad
objectives,
Information and persuasion
• Information consists of facts and figures and data
arranged in patterns which are useful for different
purposes. For eg. A list of names, addresses and
telephone nos of customers who have not paid their
dues is needed by the collections and accounts
department.
• Each of these depts. Will communicate with customers in
that list with the objective of persuading them to pay or
place orders.
• Persuasion needs a basis of information . We cannot
persuade customers to buy unless we give them
information about the goods and services we offer.
• Information does not include emotion. Persuasion is
achieved by skilful appeal to emotions.
Objectives(R.C. Bhatia)
The overall objective of business communication in organizations is to
ensure effective functioning of the organization. Communication can be
used for the following purposes:
• To give and receive Information: Messages which give information
contain data on which the conduct of business is based. The syllabus
for a course, a stock market report, a TV or a radio or press news report
are examples of information. It moves in all directions: Upward,
downward, horizontal.In an organization , the managemt uses
communication to keep the employees well informed about the goals,
policies and rules. Case: Lui De Souza and the gas leak at Dahanu.
• To issue Instructions and orders:In order to get things done, a
manager issues orders and instructions to his subordinates. An order is
a directive to do something whereas an instruction indicates how to
carry out the order. Order involves assignment of task while instruction
specifies the way the task is to be performed. An order is more formal
and less detailed than an instruction. George Terry tells us the 5 W’s
and one H of business communication.To be effective an order must tell
the subordinate who, what, when, where, why and how.
• E.g. Mr. Gokhale is appointed as a superintendant, in place of Mr.
Mehta who is on sick leave till the 10th of August. Mr. Gokhale will
occupy the west wing cabin and will attend to all the staff complaints in
addition with his normal duties.
• Case : Rohit Gehani and 2 Executives Joseph and Murad.
• To impart Education and training: Education
and training both imply discipline and
development by means of study and learning.eg.
Oral communication in the form of lectures and
discussions, handouts and notes, demonstration
films are used extensively for demonstration of
methods and processes.
Training of employees is done through organized
courses and programs. These are induction and
orientation courses for new entrants and
refresher courses for the more experienced. The
main purpose of education Is to widen
knowledge for the management, for the
employees and for the outside public.
•
To motivate people: It means providing people with a motive, an
incentive, an inner urge to make effort to do the best. Managers
constantly try to improve the performance in the workplace by
motivating the staff. Motivation requires regular and careful
communication which managers and supervisors need to do
skillfully.As Mr. Paul Mayer tells us” Man is not pulled from the front
nor is he pushed from behind rather he is driven from within”
Case: Motilal.(targets, follow up, consultng in decision making, never
shouted or reprimanded, showed a subtle preference for the good
workers.)
• To improve morale: Morale reflects the mental health of people.
High morale is necessary to improve efficiency and performance.
One important factor is an open communication climate where
information about programs, plans and policies, where upward
communication is encouraged and where there are assurances of
job security., informal tea meetings and special morale boosting
communication
Case: Dinshaw Mechanical works.
• To provide Advice: 1. on matters relating to work
2.personal matters, if the relationship permits
oral face to face communication , informal and confidential.
If the advice is official the superior can speak with authority
otherwise can only advice as a suggestion.
• To provide Counselling: Organized and specialized
form of advice which requires the help of professional
expertise and an objective approach. Modern age is full
of stress and strains . When an employee is facing some
personal or family problems his morale and efficiency
tend to decline.
• Companies concerned with welfare of employees have
counseling centres for their employees.
• Maladjustment, tension and other emotional pressures
can be sorted out treated and corrected at the health
counselling centre or the employee welfare centre of the
company.
• Communication for counseling is mostly oral.
• To issue Warning and Notice: Warning and
notice are usually given only after milder
methods like advice and appeal fails to achieve
results. Warning implies a notice to caution
people in special situations. Warning may be
given in writing or may be given orally.but it
should be confidential. A written warning is
known as a memo.For example, management
must issue notice in writing before suspending
an employee. Warning is a forceful form of
communication because it carries a sense of
urgency. It demands immediate action and in
case of default it may lead to punishment.
• To persuade people: means making efforts to
change or influence the attitude and behavior of
others.
• Means using the best argument to win over and
convince others.
• 3 factors of persuasion: personal character and
reputation of the persuader must be respected
and accepted by others.
• Emotional appeal must be suitable and effective.
• Logic of the presentation must be reasonable.
People must be shown how they will benefit by
accepting the prposed ideas, views or actions.
• Case eg. Apex Computer company and Farid
department stores.
• To give Appreciation: 1. Of good effort
2. Of work
3. Achievements of employees
By supervisors and managers is important for
creating a good attitude among the staff.
It should be expressed at the earliest public
occasion like a meeting or a function, maybe
thru’ a letter of appreciation , notices or may be
expressed non verbally by awarding a certificate
at a function, or by a promotion, or by invitation
to a special meeting or function or giving an
opportunity for career development.
This helps to improve motivation.
• To receive suggestions: Employees and
customers are a useful source of new ideas for
business as they are in direct touch with
operations and procedures of organizations.
Executives should set aside their ego and
should have an open mind towards constructive
suggestion from their subordinates.
• To improve discipline: Actions taken to enforce
discipline become more acceptable to
employees when the actions are properly
explained. Communication is also used to create
safety consciousness among people. Training
given to prevent accidents also involves
communication.
•
Objectives of Upward communication:(U.S.Rai)
Most of the communication in an organization always
moves from superiors to subordinates, but a good deal
of communication also moves upwards from
subordinates to superiors. Companies encourage this
kind of communication because it creates and
maintains a good atmosphere.
1. eg: Requests: permissions or favours, requests for
leave, or for an increase in salary
Application: for a job or leave, written request
2.
Appeal: Request for help or support for something that
does not fall within your priviledges, a written or oral by
a person or a group
3.
Demand: Employee union and supported by good
arguments, Usually collective and in writing
4. Representation: Always in writing
An employee who feels that he has not
been given what he deserves for eg, a promotion
A representation must contain:
•
Full explanation of the case
•
Evidence
A representation is always done through by a group of
persons.. Eg. A group of students represent to the
University Vice Chancellor to get their grievances
redressed.
5.
Complaint: Faults or defects in the system
Courtesy in making a complaint
6.
Suggestion: Employee/ Customer
Suggestion Schemes.
Objectives of horizontal
communication
• Communication between people of the
same status mainly for exchange of
information.
• The main purpose is coordination.
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