General Introduction to Business Communication and note on Downward Communication Dr. A V Bharathi

What is Business Communication Business Communication is a process of activity of sharing or exchange of information in an organization

Objectives Achieving desired goals Working up in team spirit Providing Information Controlling member behaviour Motivation Emotional fulfillment Contact with external agencies Advertising and Marketing

Factors responsible for growing its importance Large size of organizing Growth of Trade Union Technical Advancement Human relation aspect Public relation aspect

Dimensions/Directions Vertical Horizontal Diagonal or crosswise

Types of Vertical Communication Downward Upward

Flow of Downward Communication Downward Communication flows from superior to subordinate staff.

Forms of Downward Communication Written Oral Instruction Memoranda Speeches Letter Meetings Policy Statement Telephone Pamphlets Loud Speaker Procedures Electronic News Display

Uses/Objectives of Downward Communication Giving Job Instruction Explaining Policies Providing Feedback Instilling a sense of mission in the worker

Limitations Authoritarianism Time Consuming Possibility of Distortion Under Communication/Over Communication Loss of information Resentment by subordinate staff

Tips for making effective downward communication Manager should be adequately informed Manager should be clear about how much to communicate Delegating some authority to the lower level to shorten the lines of communication Information should be fast on to the correct person

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