Download Objective and Purpose of Communication

•OBJECTIVE
& PURPOSE OF COMMUNICATION
•An
objective is something that we want to attain or
accomplish through our efforts
-When we speak/write to friends do not have specific
purpose except keep in touch
-Chat with group of friends- socialize and express
ourselves
•Official
/Business situation
-Speak/Listen/write/to
customers/subordinates/colleagues/superiors
-We have a specific purpose of accomplishing
something
Communication could have many objectives
depending on the context and persons
involved
 Communication within a
family/classroom/theatre/seminar/
boardroom /organization has different
objectives-depends on the purpose that has
to be achieved
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To inform:-Foremost objective of any
communication
-Information is power
-Information needs –within /outside the
organization are met through communication
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To persuade :- Business work through
persuasion
- Important to persuade employees-work
efficiently/customers to buy our products
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To educate:-To disseminate knowledge and
develop skills & attitudes among people
To train:- Communication is a integral part of
any training programme
Training is required –achieve proficiency in
specific skills
Instruction /demonstration /practice &
discussion
To motivate:-High level of morale & motivation
must-productivity/efficiency-sustainable
To integrate:-Large business organizations
have different business units/departments
territorial divisions-different targets
-Communication provides the means
-for building and nurturing mutually beneficial
relationships
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To entertain:-whatever be the nature of
business there is always time for
entertainment
-facilitates social bonding/lighter
moments/relieves tension
Objectives of communication are dynamic &
ever changing
 Common objectives of official communication
-get/give information
-ask for or give instructions
-advice /suggestions
-To make requests and to persuade other
people to agree with us
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Sometimes we communicate with intention of
-complaining
-Warning unfortunately we do this angrilyarguments
-If we learn to complain and warn in an
acceptable & constructive manner
-Our serious intention can be conveyed
effectively without damaging relationships
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To caution
Counsel
Clarify
Apprise
Evaluate
Reprimand
Organize
Other such objectives we should make use of
communication
Communication has unlimited scope which
can be understood under two broad
headings:(1) External dimension
(2) Internal dimension
EXTERNAL DIMENSION:- External dimension
regarding communication has a bigger arena
which includes
-building relations with external agencies and
stakeholders
-Effective communication can establish a
healthy external organizational climate
-trust
-co-operation
-collaboration
-innovation & commitment
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Self involvement of people in various
activities is inculcated to create a vibrant and
congenial atmosphere
Effective communication -the advertisement
dep/public relation help in building the public
image and goodwill of the organisation
INTERNAL DIMENSION:-A lot of
communication takes place within the
organization by formulating
-the corporate vision
-Laying down policy objectives/goals
 For formulating policies
-Top management needs to obtain the
information from middle and lower
management
-various forms
-implementation of its top management
policies
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The internal communication facilitates proper
understanding of policies in their right spirit
Public relations-a management function
depends on the right communication
Different functions to be performed by
various functional departments-to keep the
organization running
Within each department and across different
dept functional heads have to communicate
-to their subordinates
-by giving job related instructions
/suggestions/advice & orders
-for interdepartmental co-operation exchange
of information plays a key role
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Let us see the scope of function at each
functional departments
 Example:- Lets take the HR department
-handles communication to avoid
grievance/dissatisfaction & Industrial unrest
in the entire Organization/to conduct
effective interviews arrange better training
programs etc
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PR- communication becomes essential to
design appropriate advertisements &
promotional material
In addition to external and internal
dimensions the scope of communication can
further be expanded
-Oral and Non –verbal
-Interpersonal /Intrapersonal/mass
communication
-Human communication*
-Reading/writing/speaking & listening
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In the middle sixties a team of mental health
researchers at Palo Alto Mental Research
institute started paying attention to the
behavioral effects of human communication
-They produced the first general theoretical
treatment of human communication as a
transactional system
-The focus on behavior is extremely significant
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Three hierarchical levels
Subsystem(one individual)-
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Second level is the system –the relationships
of one individual or several others
The third level is the suprasystem-the social
environment in which the system works
Example:-a boss and her employee represent
a system
-The boss herself is a subsystem & the dept is
the suprasystem
-The only way individuals can affect a system
is through their behaviors
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Observable behavior
You do not affect each other through
feelings/thoughts/beliefs-they have to
translated into observable behavior
Egg and Hen theoryBulls eye theory
The ping pong theory
1.
Information sharingspolicies/rules/dev/rewards/settlements union
2.
Feedback-achievements/fulfillment of goals/difficulties
faced
3.
Influence-info power/change attitudes/congenial
working relationship
4.
Problem solving-between union/consensus/grievance
5.
Assists in decision making-achieve goals/needs
info/views
6.
Facilitating change-clarity & spontaneity /comm
between mgrs & employees
7.Group building-relationships/breaks group disintegrate/lubrication
8.Gate Keeping-linkage with outside world
9.Conveying the right message-to the right person/right perspective/carry
same meaning/action effectively
10.Helps in co-ordination of efforts-tool/different activities/differencesdept/div/delegation/decentralization/authority/power
help-letters/circulars/meetings/telephone-goal
11.Good Industrial relations-feelings/ideas/opinion/better understanding
bet two parties
12.Development of managerial skills-understand human behaviour at
work/facts/ideas/opinions-add value to the knowledge of mgr –
happenings in org & behaviour of people
13.Ensuring effectiveness of policies-convey properly for execution –responsible-to
achieve larger objectives/effectiveness of policies-effective comm
14.Moivating people-expectation from mgmt/plans/policies/respect to their career
growth/promotion/welfare/declare incentive -rewards
15. Performance feedback- subordinates /know how well they work/need to
achieve/exceed expectation -standards
16.Job Instruction-lead to confusion/wastage/inefficiency/effect production/bottom
line
17.Controlling people-rules/to regulate behaviour/circulars issuedprocedures/mgmt info system –control mechanism/ensure plans carried
18.Spreading rumours-informal/grapevine comm/create misunderstanding/mgmt
uses it assess impact/reaction-policies introduced
19.Emotive functions-facilitates expression of
feeling/satisfaction/dissatisfaction/unhappiness-release frustration-grievance
procedure-handle emotional problems