CHANNELS AND

OBJECTIVES OF
COMMUNICATIO
N
BY POOJA VAIDYA
 FORMAL COMMUNICATION: Formal communication is generally official. It
takes place within the line of authority. Under formal communication
system, the message flows according to a fixed and prescribed way.

 INFORMAL COMMUNICATION: Informal communication emerges

wherever there is a group of men and women working together. Informal
channel takes place because of common interest between people in
organisation who share information with each other.
FORMAL
COMMUNICATION
FORMAL
CHANNELS
VERTICAL
COMMUNICATIONS
 Downward communication  Upward communication

 Downward communication occurs  Upward communication occurs when

information flows much better than information flows from subordinates
subordinates. Superiors send to superiors in the organization
information, orders, instructions, hierarchy. The aim of upward
decisions, etc. for their subordinates communication is usually to provide
through downward communication. information for the managers from
Downward communication could subordinates. Generally, subordinates
possibly be of written or oral. Written convey their failings, attitudes,
forms of downward communication opinions, suggestions, complaints,
are manuals, handbooks, notices, etc. making use of their superiors
electronic news displays, etc. through this communication. Upward
whereas, face-to-face conversation, communication is initiated with the
telephonic conversation, speeches, lower to the next stage the
meetings, etc. include the oral media organization and reaches the content
of downward communication. up the management hierarchy.
We can say downward communication occurs when messages flow from upper level of
lower levels by following the organizational hierarchy.
OBJECTIVES OF DOWNWARD
COMMUNICATION
To give specific job instructions and directives.

To inform about organizational rules and regulations.

To apprise subordinates about their performance

To highlight the link between the job, the employee’s performance
and the organisations success

To be supportive in their organizational and personal problems

 Advantages of Downward Communication:-  Disadvantages of Downward
Communication:-
 1) Provide Directions: Downward
communication helps managers to give  1) Inner conflicts of Leadership : This type of
directions to the employees. Proper directions problem arises when supervisors under
help the employees to undertake their activities communicates with their subordinates. This may
effectively. lead to confusion in minds of employees.
 2) Control on Activities: The superiors can  2) Time Consuming: Since downward

also control the activities of their subordinates. communication moves along with the line of
The management can take proper control to authority, it becomes a time consuming activity.
correct and control the shortcomings of  3) Loss of Information: According to research,
employees. as the information passes down, only 20% finally
 3)
reaches the lowest level. This is true in case of oral
Motivate Employees: Downward communication.
communication can be used to motivate the
employees to perform better. Weaknesses of  4) One-way Communication: Downward
employees can be corrected through communication is a one-way communication and
motivational talks with the employees. does not allow the employees to share their views
and ideas leading to frustration among them.
 4) Clarifications: Through effective
 5) Too Authoritative: Dictatorial attitudes
downward communication, the management
can clarify the plans and policies of the among the managers may lead to misuse of
organisation. downward communication. Employees at the lower
level may not experience a sense of participation.
 5) Discipline: With the help of downward  6) Difference in values and Perception :
communication, the management can inform Superiors view their contribution with
the rules and regulations of the organisation to achievements while subordinates see them as long
the employees. This helps to bring about hours and hard work.
discipline in the organisation.
OBJECTIVES OF UPWARD
COMMUNICATION
To respond to downward comm. Like orders, directive and
instruction.

To inform about commencement and progress of departmental

activities

To suggest and submit ideas for organizational development.

To encourage participation of subordinates in the decision making

process

To improve inter-personal relations.

 Advantages of Upward Communication:-  Disadvantages of Upward Communication:-

 1) Feedback for Management: Management  1) Fear of Authority: Employees are not prepared to
receives feedback on various matters like whether their talk freely about their problems with their superiors.
orders and instructions are implemented, whether the They feel their problems will not be understood by their
employees are satisfied with working conditions, superiors.
whether they require help, etc. Feedback received helps
in evaluating the decisions and modifying them  2) Distrust of Superiors: Subordinates may feel that
wherever necessary. their superior is autocratic, unsympathetic and task
oriented. This will develop a feeling of distrust among
 2) Complaints: Upward communication helps the them and they will withhold useful information.
employees to express their complaints to higher
authorities. It helps the management to be aware of the  3) Unwillingness to Admit Failure: Due to the
genuine problems faced by the employees in the feeling of insecurity about their jobs, employees may
organisation. Employees feel satisfied that they have tend to share only good things about their jobs. They
expressed their problems to the management. may be unwilling to share their failures and problems.
 3) Suggestions: The employees are closer to the job  4) Superior Attitude: The executives are not serious
and as such they know the job better than the superiors. on matters coming from employees, neither very much
Therefore, management must encourage suggestions attentive, nor inclined to listen. Hence, the lower level
from the employees. The management, many times, employees feel discouraged to transmit any information
implements the suggestions received from the fully and freely.
employees.
 5) Skipping of Ranks: Sometimes, an aggressive
 4) Schemes: The management can introduce various employee may skip his immediate boss and directly
schemes like reorganisation or restructuring on the basis approach to the top executive. This may create a hostile
of suggestions given by the employees. The employees environment in an organisation.
may easily accept such schemes as they play an
important role in the decision making process. If they  6) Subordinate Attitude : withhold info that can
have any objection to such schemes, they can easily damage their image, deliberate distortion of info.,
communicate the same to the management with the reluctant to be bearers of unfavourable info., etc.
help of upward communication.
 7) Organisational structure : blocked upward
 5) Bring about Cooperation: Upward communication comm.,senior executives working at the HQ while
brings about trust and emotional bonding between workers are in field office, only pleasant messages reach
management and employees. This creates the the superior not honest.
environment of understanding and cooperation in an
organisation.
OBJECTIVES OF HORIZONTAL
COMMUNICATION
To coordinate functions throughout the organization

To share information

To solve problems

To resolve conflicts.

 Advantages of Horizontal Communication:-  Disadvantages of Horizontal
 1) Coordination: Horizontal communication helps Communication:-
to promote coordination between people of equal  1) Waste of Time: Horizontal communication
status and thus facilitates smooth functioning in an may make employees too friendly with each-
organisation. other and there is possibility that they will waste
 2) Problem Solving: People working together can their time in gossiping, arguing and debating
help each-other solve job-related problems. over issues and decisions.
Horizontal communication facilitates quick
 2) Disturb Central Planning: A well
exchange of information which helps in problem
solving. organised group may come together and disturb
the planning of the management. This is one of
 3) Time Saving: Horizontal communication is a the worst fears of every management.
time saving device because people of equal status
and authority meet, discuss and sort out problems.  3) Ego Clashes : Competition between
Thus, the day-to-day functioning of the organisation departments, conflicts and personal rivalries
becomes more effective and smooth. may disturb horizontal communication.
 4) Eliminate Rivalry: Friendly relations among  4) Suppression of Differences : Doubtful
staff results from successful horizontal proposals, shared guilt may bring together some
communication. It eliminates misunderstanding, colleagues. They may decide to protect each
jealousy, ego-clashes etc. among people of equal
status in the organisation.
other thus harming the organisation.
 5)  5) increased specialization: two people
Relieves Top Management from Routine
Matter: Horizontal communication facilitates having the same status could be handling
effective coordination. Employees avoid referring different projects, which affects the
unnecessary matters to their superiors. It gives communication, rotation of area is required.
relief to superiors from exempting them from certain  6).
matters. Lack of Recognition : it is important that
that their role in task coordination or solving of
problem should be recognized and applauded.
INFORMAL
COMMUNICATION
Single Strand Chains are those which follow single chain transmission.

For example, A tells to B, who tells it to C & so on. The longer the strand, the more is the
distortion and filtering effects. For example, if any employee is at the verge to be
declared as the new team leader, then this message travels in a single chain.
 Gossip chains ( wheel pattern) are those in which Group of people gather up to discuss matters of
mutual interest. These chains are generally considered to be slow in passing the information.

For example, a message of ‘not-on-job’ is passed through this type of chain.

Probability Chain (random pattern) is an informational network where each of the individual
randomly tells others the same message. The source of information for each of the person hearing
the message is different.
Cluster chain is an informational network where someone first tells the message to the selected
individuals and those selected individuals pass the same information to other selected individuals
and the process continue in the same way.
OBJECTIVE OF
COMMUNICATION
 INFORMATION

BOOSTING THE
ADVICE
MORALE

WARNINGS ORDERS

OBJECTIVES

EDUCATION
INSTRUCTIONS
AND TRAINING

MOTIVATION PERSUATION
INFORMATIO
N
 The transferring and receiving of information about a particular fact or situation.

 It may be Oral, Written or conveyed by Signs and Symbols

 Senior personnel requires complete, accurate and precise information to plan and organize.

 Subordinate personnel are well informed about the the various aspects of the organization to
perform efficiently and with responsibility.

E.G:
1. Presenting a report to the committee.
2. Provision of library in an organization.
3. A bank employee being well informed about various deposit
schemes.
4. Acquiring information about a candidate through their
biodata for and interview.
 Quality of Information Acquired From
• Accurate or Correct • Old files ( past performances)

• Timely • Mass media

• Relevant • Library research

• Reliable • Chambers of commerce ( latest info)

• Sensible • Meetings seminars and conferences (exchange of

ideas)

• Personal interviews

• Questionnaires (customers, retailers, employees)

• Trade fairs and exhibitions (variety of information)

• Personal observation about the progress of an

organisations efficiency and reliability of
employees
 External Information Internal Information
• About its products • About job assignments and procedures
governing them.
• About availability of credits
• About the status and decision making power.
• About raw material
• About the policies and activities of the
• About rules and regulations organisation

• About the advertising media • Capacity of the organisation

• About the latest technological developments • Capability of the staff

• About rival organisation • Its own strengths and weaknesses

• Social political and economical conditions

• Cultural, geographical and climatical

conditions
ADVICE
 Advice is given by the experienced people or superiors to subordinates to overcome personal
problems
or to tackle difficult situations.

 Personal advice or counselling helps and employee to sort out his personal problems which
indirectly
affects his professional performance.

 It is conveyed orally, through articles in magazines ad journals, talks

by experts.

 One drawback , it may seem as criticism.

E.G:
1. Needing expert advice if an organization is venturing
from garment business into real estate.
2. Seeking the help of a colleague or superior who can
help one out.
3. Advised to improve or change ones behavior if found to
be indifferent.
ORDERS
1. Oral and Written Orders

Oral orders are issued, for carrying out certain jobs immediately and
there is no need of maintaining any written record. Written orders are
issued when it is essential to keep a record of it and the job is of a
repetitive nature, etc.

2. General or Specific Orders

If orders are related to a particular activity, they are specific but

sometimes general orders are issued where there is a similarity of
working or operating in a number of activities.

3. Procedural and Operational Orders

These are issued when the subordinates have to follow exact

procedure and operational instructions specifying how a particular job
is to be done.

4. Mandatory and Discretionary Orders

Mandatory orders have to be obeyed, and they are compulsory in

nature. Discretionary orders are in the manner of recommendations.
AN EFFECTIVE ORDER
MUST BE:

Clear
and Workabl Reviewe
Friendly
complet e d
e

STEPS IN THE ORDER GIVING OPERATION:

Verificatio
Preparing Presenting
Planning n of Action Follow-up Appraisal
the order the order
Reception
INSTRUCTIO
NS
 Subordinates are given instructions and guidelines about
the tasks to be carried out

 Circulars and letters with instructions about procedures,

practices and policies for conduct of business are sent to
employees.

 All instructions are implied orders, but all orders are cant be
instructions.
PERSUASIO
N
 Is defined as “an effort to influence the attitudes, feelings, behaviour or
beliefs of others.

 Key element in sales letters, collection letters, complaint letters, and

appeals to actions.

 Used by politicians for votes, non-profit organization for donations or

candidates for job application.

GOALS OF A PERSUASIVE
MESSAGE

MESSAGE OF
MESSAGE OF MESSAGE OF MESSAGE OF
DISCOURAGING
ADOPTION CONTINUATION DISCONTINUATION
AN ACTION
LEVELS OF
PERSUASIVE MESSAGE
1. They appeal to the reader’s sense of  Persuasive appeal depends on
reasoning. credibility of the organization, the
2. Establish the credibility of the document. writer and the message.
3. Evoke an emotional response from the  Most powerful persuasive appeal is
reader.
the appeal of emotions like positive
emotions (hope, pleasure, pride) and
Persuasive flow for sales letter: (AIDA) negative emotions(fear and anxiety).
 Document credibility depends on:
Att • Attract the readers attention
ent
ion - choice of language,
• Advantages , plus points, benefits with - focus on benefit rather than feature,
Int
ere supportive documents
st
- use of testimonials praising the
De • The product/service organization,
sir
e - the product or the idea

Act
• BUY NOWW!!!
ion
MOTIVATION

 Is defined as ‘ that inner state that energizes, activates or moves and which directs or
channels behavior ’.
 Motivated employees work more efficiently and productively.

 A happy workplace has higher productivity, and higher productivity generates higher revenue
in return.

 HR dept. are concerned with the employee related aspects.

Motivation Motivation
Factors Areas
Appreciation Emotional Environment

Recognition Clear Objectives

Organisational
Job Satisfaction
Information
Success At Work Role Model

Growth Human Relations

EDUCATION AND
TRAINING
 Education helps nurture the general abilities of the mind, Training is supervised or guided
practical education in a particular area.
Education and

Senior Level
Training

Junior Level

Public Level
 Senior Level Junior Level Public Level
• Update through reading • Informed about the general • Educating customers, clients,
professional magazines , policies, code of discipline, the financial and other institutes,
journals, attending Seminars, goals of the organisation, the government bodies and society
conferences and workshops. method of manufacturing, at large.
achievements, new product,
• Interact with people from other mergers, new ventures etc. • Advertising and PR is the best
organisations from similar medium.
fields. • Obtained either orally or
employee manuals, policy • Gather public support by doing
• Sharing and discussing new statements and instructions charity work, being sponsors
ideas, innovations at booklets. for events( art, culture, sport ),
workplace, improved providing platform for young
techniques, solutions to • Orientation and refresher talents.
problems, etc. programmes provide info.
about new techniques. • Contribute to social welfare by
• Training at this level focuses organising medical camps
on making successors. • Provide education on hygiene,
wealth, safety, civic behaviour, • Organisation requires good will
• Senior personnel often etc. and support from society.
supervise which instils
confidence to take charge and • Trained to change attitudes
acute observation. and developing committed
work force.
WARNING
 Given when employees don’t abide by the norms or violate rules and regulations.

 Lack of regularity, punctuality, pilfering/stealing , tardiness/laziness, negligence, defiance/resistance,

tampering, mishandling an equipment, indifference call for a reprimand/disapproval or a warning.

 Its urgent and demands immediate action.

 Aims to improve existing situation and for effectiveness it must be used sparingly or discretely.

 They are given Orally or written ‘Memo’ ,which carry bad new but mostly instructions and routine
information.

Particular
General Warning
Warning
Aimed at everyone
Given to an individual.
who reads it.

E.g.: ‘POISON – KEEP Reprimand for a wrong

AWAY FROM doing or reasoning for
CHILDREN’ a particular behaviour.
BOOSTING THE MORALE OF
EMPLOYEES
 Defined as ‘the capacity of a group of people to pull
together persistently and consistently in pursuit of a
common purpose.’

 A team with high morale has vigor and confidence to

work together for a common cause.

 Encouraging open discussion of problems, listening and

redressing to grievances, keeping a check on false
rumors will maintain employee faith in organization.

 Devices like notice board, house journal, audio-visual

aids should be used.

 Send out Questionnaire to get feedback regarding new

policies, working conditions and improvement of
organization structure and functions.
 REASONS FOR LOW EMPLOYEE
MORALE
Intra- •
•
Jealousy, rivalry,
personal pressure,
personal •
•
repeated instances of failure,
lack of interest in the job.
level

Inter- • Strict, critical superiors,

• lack of appreciation,
personal • absence of smooth channels of
communication
level • Constant comparison with others

• Absence of healthy working

Infrastructur environment,
• Poor compensatory package,
e level • Unchecked circulation of rumours,
• Lack of disciplined staff
THANK YOU!!!