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

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

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

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

5. Dimensions/Directions
Vertical
Horizontal
Diagonal or crosswise

6. Types of Vertical Communication
Downward
Upward

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

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

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

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

11. 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

12. THANK YOU