(vii) Flows top and down and also from side to side: Communication flows downward from a
superior to subordinates and upward from subordinate to a superior. It also flows between two or
more persons operating at the same level of authority.
(viii) An integrated part of the process of exchange: It refers to the exchange of ideas, feelings,
emotions, and knowledge and informations between two or more persons.
19.4 OBJECTIVES OF COMMUNICATION a. Sending the correct and right message: Communication is meant for conveying the right message
to the right person. The message conveyed should be well understood, accepted,and translated into
practice as well.
b. Co-ordination: Communication serves as a tool to co-ordinate the efforts of all who are involved
in running a business. Without communication co-ordination is a remote possibility.
c. Helathy industrial relations: Communication aims at healthy industrial relations.
d. Development of managerial skills: Communication is a learning process. Facts, informations,
ideas etc., enriches the knowledge of the executive who tries to make use of the acquired knowledge
which results into an increase in his wisdom and skill.
e. Effectiveness of policies and programmes: Policies and programmes of the enterprise need
communication to those who are to execute them. Effectiveness of the policies can be judged from
its success which depends on effective communication system.
f. Boosting the morale: Productivity goes up and the cost of production shows a declining trend if
the communication is effective and workers have understood its letter and spirit.
19.5 PROCESS OF COMMUNICATION Communication is a process, a concept of change rathers than that of static existence. The various
elements involved in this process are shown in the following figure.
Communication -- Message -- Encoding -- Channel -- Receiver -- Decoding
Feedback
Fig 9.1 The Communication Process
