Usefulness of Communication :
Barnard said "Communication is the central point to operate all business activities which are communi-cation-centric. Such definition signifies about the usefulness of communication in business. Some of those are as follows :
1. Achievement of goals :
Every Organization works to achieve its own goal. To do such, the first and prime objective of communication is to establish link between management and employees so that predetermined goals may be achieved through their combined effect.
2. Exchange of information :
In order to define and explain the predetermined goal of an Organization, there must be exchange of information from top to bottom of the Organization. To accomplish the goal, both internal and external communication is required.
3. Enhancement of employee Skill :
Human resources may boskilled, semi-skilled or unskilled. Skilled and efficient human resources are considered to be the assets of an enterprise. To transform human resources from unskilled to semi-skilled, and from semi-skilled to skilled it requires training. Such training is implemented through effective communication.
4. Formulation and execution of plan :
In this age of competition, every Organization formulates its plan in such a way, so that it can edge over competitors in terms of price, quality & service. So, the development and thereafter execution of plan involves extensive communication.
5. Direction to the subordinates :
For better job performance, subordinates require specific instructions and orders from their respective bosses. Communication is the link which creates network between boss and subordinate to share message and make proper feedback.
6. Facilitating joint effort :
Management alone is helpless to achieve its goal. It requires co-operation of all employees for the purpose. Communication flows to create joint initiative of management and the employees.
7. Motivating employees:
Motivation acts as energizer. It makes and keeps employees active. Motivation must be situational i.e persons at different levels require different types of motivation. Such motivation is accomplished through communication.
8. Increasing job satisfaction :
If employee is not satisfied then it affects his performance. So, causes of dissatisfaction are to be identified and steps are to be taken to solve the problems through financial or non-financial incentives. In all the cases, communication is needed.
9. Maintaining effective labor relations :
Good management-labor relation is a pre-requisite for achieving target results. Any sort of confusion or misunderstanding may hamper the joint effort Close relations should be developed between employer and employees. Such situation is created when both interact or communicate formally or informally.
10. Maintaining co-operation and co-ordination:
An Organization consists of various departments which need co-ordination because the activities of one department is dependent on another department While, all officers and employees need mutual co-operation for proper functioning, Communication facilitates such purpose.
11. Making the employees aware of change"
Everything changes due to time and changes should be considered to keep pace with the moving world. So, employees must be informed in advance regarding any future change so that they are not likely to resist the change. Communication is a powerful mean here
12. Investigation & marketing research :
In this competitive age every business wants to satisfy its customers and consumers. So. business makes research regarding taste, choice & demand of buyers as well as the impression of market and without any communication, investigation and marketing research is impossible.
13. Advertisement and Circulation :
Due to advancement of technology, any piece of public information can be circulated within a second. Every Organization is trying heart and soul to create and expand its market by defeating its competitors. Communication aids an Organization to advertise and circulate its product and service towards the mass people and therfore helpful for market creation.
14. Development and Implementation of Internal Control Structure :
Internal control structure (ICS) sets the tone for an Organization. It helps in proper functioning of all activities and effective utilisation of resources. To formulate and implement ICs, there is nothing alternative than communication.
15. Connection with stakeholders :
Shareholders, creditors, suppliers, regulatory bodies, govt. are the interested parties called stackeholders. They have different interests towards a business such a shareholders want regular payment of dividend at a better rate, creditors want better servicing of their extended credit, regulatory bodies want compliance to various rules & regulation of the state etc. Each and every interest of the stackeholders are fulfilled interms of active communication.
Overall development is the ultimate goal of every Organization and communication should be directed owards that goal. A communication is adapted to the needs and interests of the receiver in order to cause the eceiver to react in a manner that accomplishes the purpose of the sender.