FLOW OF COMMUNICATION
An organization is a group of people associated for business, political, professional, religious, social,
or other purposes. Its activities require human beings to interact and react, that is, to communicate.
They exchange information, ideas, plans, order needed supplies and make decisions, rules,
proposals, contracts, and agreements. All these activities require one skill, that is communication.
So we can say that communication is the "Lifeline" of every organization
An exchange of information within an organization is called internal communication. It takes place
at different levels -- downwards, upwards and horizontal
To exchange information within and outside the organization we use a variety of formal and
informal forms of communication that carry the flow of information.
Flow of Communication
Memo, letter, report, e-mail & faxes that follow
company's chain of command
Casual Communication among employees
e-mail face to face conversation
phone calls, discussions
The formal Communication Network
∑ The formal flow of information follows the official chain of command.
Direction of flow within the organization
decisions are made at
top level and then flow
down to the people
who carry them. When
the management, they
become motivated and more efficient. They need clear job directions, safety rules, facts about
organizational strategy, products, and viewpoints on important controversial issues. They are
concerned about their benefits such as health care, promotions, pensions, training, etc.
∑ To solve problems and make intelligent decision manager need what is going on in the
organization. Upward internal communication is also very important. Many executives want
comments from employees in addition to the usual periodic reports. Successful managers listen
closely to opinions, complaints, problems, and suggestions, especially when these are clearly put
forward. They want to know about problem, emerging trends.
∑ Horizontal flow takes place between peers in organizations in order to solve problems, perform job
duties, prepare for meetings, and cooperate on important projects. So you can imagine that people
spend time on listening to and making requests, writing notes and memos, and discussing and
writing about projects. And they do it through communication.
Informal Internal Communication
∑ Every organization has an informal communication network a grapevine that supplements
official channel. It is important source of information. It is casual conversation of an organization.
∑ Communication that takes place outside the organization is called external communication. The
right letter, proposal, report, telephone call, or personal conversation can win back an angry
customer, create a desire for a firm's product or services, encourage collections, motivate
performance, and in general, create goodwill.
Planned communication with outsides
Memo, letter, report
e-mail, Fax's that follow company's chain of command
Casual Communication among Customers,
suppliers, investors, e-mail face to face conversation
phone calls, discussions
Various Aspects of External Communication
Informal External Communication
Although external communication is formal, informal contacts with outsiders are important for
learning customer's needs. Plenty of high level manager recognize the value of keeping in touch
with "the real world by creating opportunities to talk with and get feedback from customers and
Ways of External Communication
∑ Letters, pamphlets, annual reports, interviews with the news media, etc.
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