Objectives of communication - BBA - 1

Objectives of communication:

         

        The objective and purpose of communication are inter-related. Some of the major objectives of business communication are as follows.

1. To inform:

       The first and important objective of any communication is to inform. In today’s world, information is power. Communication bridges power through information. Spreading information covers a wide range of areas, both internal and external. People within the organization should be aware with the organizational goals, objectives, procedures, processes, systems, plans, priorities and strategies. The same way, information about external communication – with customers, prospects, competitors, suppliers and the public, about product services, plans, happenings, events and achievements.

2. To educate:

     Another objective of communication is to educate. There is a need to familiarize people with the system, procedures and process. The same process will extend to customer as well. This may be done through product literature, publicity, presentation and demonstrations.

3. To train

     Communication is an integral part of any training programme. Business organizations need to train people to achieve expertise in specific skills. Organizations have to provide working knowledge through training programme. Training sessions involve teaching, instruction, demonstration, practice and discussion.

4. To motivate:

       People in any business organization should be motivated by the organization to achieve goals and higher levels of performance. Higher level of motivation is must to ensure high levels of productivity. Communication provides the means to keep the motivation levels high. Talks, meetings, lecture, films, workshops and non-verbal messages are among the means used to motivate people.

5. To integrate:

      Large business organizations have different business units and departments. Each of them contains different goals, sub-goals and target sections. Communication provides the means for an integrated approach in achieving organizational goals. Effective communication is must to ensure that people working in different functional and geographical areas are integrated into well-knit teams and working to achieve organizational goals. Communication binds together people working for a common objective and helps team-building.

6. To relate:

    Good business relationships are must for the continued success of any business organization. It is communication that provides the means for building and nurturing mutually beneficial relationships. These relationships are both internal and external. They may be among or between employees, Supervisory staff, top management, customers, suppliers, press and other media. As part of the larger community, progressive organizations make it a point to relate themselves with the community at large. It demonstrates they are sharing and caring organization. All this is achieved through well-organized communication strategies.

7. To promote:

      Promotional effects are important part of effective communication. Promotion relates to various activities such as advertising, publicity, public relations and communication, which aim at customer information, customer education, and customer communication. 

By promoting the products, customers can get knowledge of the product and the needs of the customers can also develop effective demand for products, it results in developing the purchase and demand of the product. For example, financial service providers essentially sell benefits. For this they have to organize effective promotional measures, which seek to inform and educate the clients.

8. To entertain:

       Every business is not necessarily a serious business. Whatever may be the nature of business but there is a time for entertainment. Communication facilitates entertainment. It helps in social bonding and brings in lighter moments that help in releasing tension and getting rid of negative feelings.  Humour, when used effectively, can play a vital role in foresting positive behaviour in business organizations. In the entertainment industry, communication has a much bigger role to play. Communication can serve to achieve the objective of purposeful entertainment.

9. To facilitate decision – making:

       Decision-making constitutes an important function for any business organization. Well thought decisions, quickly taken, lead to better result. Such decision-making is spread all over the functional areas – marketing, accounts, productions and maintenance. Everyday different levels of organization take various decisions. Proper facts, figures, analysis, deliberations, clarifications, confirmation and evaluation, communication both – oral and written – facilities decisions – making in any business organization.

       Communication could have many objectives depending on the groups and context. Each group has different set of goals and adjectives. In each groups, the dominant objective of communication would be to inform, connect, educate, entertain, motivate, provoke and to integrate. Communication is largely goal-oriented and the objective of any personal communication would depend on the person or group.

      Communication helps to get across and accomplish results. The objectives, activities, and interrelationships of a business organization require communication to sub-serve its many various objectives. 

Reference book: - Business Communication. Sathya Swaroop Debasish & Bhagaban Das. PHI Learning Private Limited. New Delhi.  

 

Questions for students:

1. Explain any six objectives of effective communication.