Objectives communication

Prepared by : Mr. Hitesh B. Joshi

THE THE

OBJECTIVES OF OBJECTIVES OF

COMMUNICATION. COMMUNICATION.


Why have objectives? Mr. Drucker – provides the answer. “Objectives are needed in every area where performance and results directly and vitally affect the survival and prosperity of a business.”


INFORMATIONINFORMATION

One of the most important objectives of One of the most important objectives of communication is passing or receiving communication is passing or receiving information about a particular fact of information about a particular fact of circumstance. It can be done either circumstance. It can be done either through spoken or written language. through spoken or written language. Managers need complete, accurate and Managers need complete, accurate and precise information to plan and organize; precise information to plan and organize; and employees need it to translate and employees need it to translate planning into reality.planning into reality.


Information on the following aspects is Information on the following aspects is very vital for the existence and welfare of very vital for the existence and welfare of any organization.any organization.

EXTERNAL INFORMATION:EXTERNAL INFORMATION:


Consumer’s responses to its products Consumer’s responses to its products in comparison with competing products in comparison with competing products with reference to quality and price.with reference to quality and price.

INFORMATION ABOUT ITS INFORMATION ABOUT ITS PRODUCTS: -PRODUCTS: -


Information about sources of credit and Information about sources of credit and the terms and conditions on which credit the terms and conditions on which credit is offered.is offered.

INFORMATION ABOUT INFORMATION ABOUT THE AVAILABILITY OF THE AVAILABILITY OF

CREDIT: -CREDIT: -


How better quality raw materials can be How better quality raw materials can be procured on easier terms or if there are procured on easier terms or if there are any cheaper substitutes available.any cheaper substitutes available.

INFORMATION ABOUT THE INFORMATION ABOUT THE AVAILABILITY OF RAW AVAILABILITY OF RAW

MATERIALS: -MATERIALS: -


INFORMATION ABOUT THE INFORMATION ABOUT THE GOVERNMENT RULES AND GOVERNMENT RULES AND

REGULATIONS: -REGULATIONS: -

Information about the latest rules, Information about the latest rules, regulations, and policies made by the regulations, and policies made by the Government.Government.


INFORMATION ABOUT THE INFORMATION ABOUT THE ADVERTISING MEDIA:-ADVERTISING MEDIA:-

Their efficiency, suitability, relative merits Their efficiency, suitability, relative merits and the expenses involved.and the expenses involved.


INTERNAL INFORMATION: INTERNAL INFORMATION: --

Information about the production and Information about the production and sale capacity of the organization, detailed sale capacity of the organization, detailed information about the members of the information about the members of the staff and strong and weak points of his staff and strong and weak points of his own organization.own organization.


INFORMATION FOR INFORMATION FOR PLANNING: -PLANNING: -

ENVIRONMENTAL INFORMATION: ENVIRONMENTAL INFORMATION: --

Information about political, social, Information about political, social, geographical, economic and climatic geographical, economic and climatic information.information.


COMPETITIVE COMPETITIVE INFORMATION: -INFORMATION: -

Information about the rival companies Information about the rival companies and their products, their strong and weak and their products, their strong and weak points, their past and present points, their past and present performances.performances.

SUGGESTION

Suggestion is a very mild and subtle form of communication.

Bright ideas are not wasted.

A feeling of contribution is healthy for employees.

It turns negative feelings of complaints and grievance to positive feelings of suggestion.

Suggestions are welcome, for it is not obligatory to accept them.

Suggestion can be voluntary known and submitted through suggestion boxes.

Employees should be encouraged to give suggestions.

ORDER

ORDERORDER

ORDER: -ORDER: -

Order is an authorities communication. It Order is an authorities communication. It is a directive to somebody always a is a directive to somebody always a subordinate to do something or to modify. subordinate to do something or to modify. Whatever be the nature and size of an Whatever be the nature and size of an organisation, orders are absolutely organisation, orders are absolutely necessary for it.necessary for it.

TYPES OF ORDER:TYPES OF ORDER: - -

WRITTEN ORDER: -WRITTEN ORDER: -

Written orders are usually given in the Written orders are usually given in the following cases.following cases.The order is highly responsible and The order is highly responsible and essential to keep a record of it.essential to keep a record of it.If it is troublesome and inconvenient to If it is troublesome and inconvenient to issue oral orders.issue oral orders.The person being ordered is remotely The person being ordered is remotely situated and it is not possible to give him situated and it is not possible to give him oral orders.oral orders.

ORALORAL ORDERS: - ORDERS: -

Oral orders are given in the following Oral orders are given in the following cases.cases.

The job is required to be done The job is required to be done immediately.immediately.

It is an ordinary job and there is no need It is an ordinary job and there is no need of maintaining any written record.of maintaining any written record.

GENERAL AND SPECIFIC GENERAL AND SPECIFIC ORDERS: -ORDERS: -

If orders are related to one particular If orders are related to one particular activity, they are specific. If there are a activity, they are specific. If there are a number of activities having operational number of activities having operational similarities, general orders may be issued similarities, general orders may be issued to cover all of them.to cover all of them.

PROCEDURAL AND PROCEDURAL AND OPERATIONAL ORDERS: -OPERATIONAL ORDERS: -

Procedural orders specify procedures to Procedural orders specify procedures to be adopted. Operational orders are more be adopted. Operational orders are more closely related to the job.closely related to the job.

MANDATORY AND MANDATORY AND DISCRETIONAL ORDERS: -DISCRETIONAL ORDERS: - Mandatory orders have to he obeyed. Mandatory orders have to he obeyed. Discretionary orders are usually in the Discretionary orders are usually in the nature of recommendations.nature of recommendations.

CHARACTERISTICS OF AN CHARACTERISTICS OF AN EFFECTIVE ORDER: -EFFECTIVE ORDER: -

It must be clear and complete so that the It must be clear and complete so that the person who receives the orders knows person who receives the orders knows exactly what to do, how to do and when to exactly what to do, how to do and when to do it.do it.

Its execution should be simple and easy.Its execution should be simple and easy.

It should be given in a friendly way.It should be given in a friendly way.


ADVICEADVICE


IMPORTANCE OF ADVICE: -IMPORTANCE OF ADVICE: - Giving advice is another important Giving advice is another important

objective of communication. However objective of communication. However competent a businessman may be, he competent a businessman may be, he cannot have specialised knowledge of all cannot have specialised knowledge of all branches like finance, taxation, publicity, branches like finance, taxation, publicity, engineering, of public relations, etc. If he engineering, of public relations, etc. If he wants to run his business successfully, he wants to run his business successfully, he will have to seek expert advice quite will have to seek expert advice quite frequently.frequently.

ADVICEADVICE


Advice should be both men – oriented and work – Advice should be both men – oriented and work – oriented. It should be related to a specific piece of oriented. It should be related to a specific piece of work.work. Advice should not be given to a person to makeAdvice should not be given to a person to make him feel conscious of his inferior knowledge or him feel conscious of his inferior knowledge or skill. The advisor should be very friendly in hisskill. The advisor should be very friendly in his attitude.attitude. Advice should be given for the betterment of the Advice should be given for the betterment of the worker and his interest.worker and his interest. Gentle advice can often promote better Gentle advice can often promote better understanding between the advisor and his understanding between the advisor and his subordinates.subordinates. If the subordinate staffs are given freedom to If the subordinate staffs are given freedom to react, advice can become a two-way channel of react, advice can become a two-way channel of communication.communication.

HOW TO MAKE ADVICE EFFECTIVEHOW TO MAKE ADVICE EFFECTIVE


EDUCATIONEDUCATION


EDUCATIONEDUCATION Education is a very conscious process of Education is a very conscious process of

communication. It involves both teaching communication. It involves both teaching

and learning. The main purpose of and learning. The main purpose of

education is to widen knowledge and to education is to widen knowledge and to

improve skills. It is carried out at three levels.improve skills. It is carried out at three levels.


AT THE MANAGEMENT LEVELS.

AT THE LEVEL OF EMPLOYEES.

AT THE LEVEL OF OUTSIDE PUBLIC.


EDUCATION FOR THE EDUCATION FOR THE MANAGEMENTMANAGEMENT

Knowledge is multiplying fast. Managers Knowledge is multiplying fast. Managers must be aware of latest innovations. They must be aware of latest innovations. They have to be educated. Their education can have to be educated. Their education can take place through books, lectures, take place through books, lectures, seminars, case study, study tours, etc.seminars, case study, study tours, etc.


EDUCATION FOR THE EDUCATION FOR THE EMPLOYEESEMPLOYEES

Like managers, the employees should Like managers, the employees should also be also be

in touch with latest innovations in the field in touch with latest innovations in the field ofof

commerce and technology. Employees commerce and technology. Employees can becan be

educated through talks, demonstrations, educated through talks, demonstrations, bulletins, etc.bulletins, etc.


EDUCATION FOR THE EDUCATION FOR THE OUTSIDE PUBLICOUTSIDE PUBLIC

The outside public needs knowledge on The outside public needs knowledge on the the

new products, brands, comparative prices new products, brands, comparative prices andand

discounts. This knowledge is offered discounts. This knowledge is offered through through

advertisements, newspapers and articles.advertisements, newspapers and articles.


WARNINGWARNING


If employees do not follow the

norms of the organisation or

violate the rules and regulations, it

may become necessary to warn them.


Tardiness, negligence, defiance,

tampering with the records,

mishandling equipments, lack of

regularity, spreading rumours,

misleading new employees are some of

the actions that call for a warning.


Warning is a forceful means of

communication. Some warnings

are general. “No Smoking”, “No

Talking”, “Beware of Dogs”, etc.

are general warnings.


More often, warnings are given

to particular persons. They

involve disciplinary actions in the

form of warning.


The aim of giving a warning

should be the betterment of the

organisation. Warning may be

given orally or in writing.

Warning should be confidential.



Morale stands for mental health. It is Morale stands for mental health. It is

the sum of several qualities like the sum of several qualities like

courage, patience, resolution and courage, patience, resolution and

confidence. High morale and efficient confidence. High morale and efficient

performance go hand in hand. It acts asperformance go hand in hand. It acts as

a kind of lubricant among people, a kind of lubricant among people,

binds them with a sense of togetherness.binds them with a sense of togetherness.


HOW TO CREATE HIGH MORALEHOW TO CREATE HIGH MORALE

Every worker gets work suited to his Every worker gets work suited to his

physical and intellectual calibre.physical and intellectual calibre.

He feels his work is important and He feels his work is important and the the

authorities appreciate it.authorities appreciate it.


He is free to do his work, as he likes.He is free to do his work, as he likes.

He is encouraged to give He is encouraged to give suggestions.suggestions.

The atmosphere of the organisation The atmosphere of the organisation

should be pleasant.should be pleasant.


The superiors are efficient and theirThe superiors are efficient and their

attitude is constructive. They enjoy the attitude is constructive. They enjoy the

respect of workers.respect of workers.

Promotional avenues are available to Promotional avenues are available to

the workers.the workers.

Genuine grievances of the workers are Genuine grievances of the workers are

promptly removed.promptly removed.


Motivation energises and activates aMotivation energises and activates a

person and chanalizes his behaviour person and chanalizes his behaviour

towards the desired goals. A towards the desired goals. A

motivated worker does not need motivated worker does not need

much supervision. He does his work much supervision. He does his work

as if it were his own. Offering as if it were his own. Offering

monetary incentives is the most monetary incentives is the most

effective form of motivation.effective form of motivation.


The following points deserve The following points deserve consideration in discussing motivation as a consideration in discussing motivation as a form of communication.form of communication.

The workers should be invited to give The workers should be invited to give suggestions.suggestions.

They should be allowed to participate in They should be allowed to participate in the decision making process.the decision making process.


If a suggestion coming from a junior If a suggestion coming from a junior employee is accepted, he will feel motivated employee is accepted, he will feel motivated to work hard, and prove that his suggestion to work hard, and prove that his suggestion was a really good.was a really good.

Apart from the satisfaction of their basic Apart from the satisfaction of their basic human needs like food, clothing and human needs like food, clothing and shelter, all human beings yearn for security, shelter, all human beings yearn for security, existence. They would definitely feel existence. They would definitely feel motivated to work in an organisation.motivated to work in an organisation.


Business

Objectives communication