Internal and External Organizational Communication - Diagonal Communication - BBA - 1

Internal and External Organizational Communication

1. Internal communication: It is an interaction between members of the same organizations. It could be formal and informal.

1. Formal communication: for example, newsletters - annuals reports to communicate with employees.

Merits / advantages:

- Satisfy the information needs

- Integrates the organization

- Co-ordination and central

- Sorts the information from high level executive

- Restrict unwanted flow of information

- Reliability and accuracy of the information

Demerits/disadvantages:

- Time consuming and expensive

- Increases workload of the supervisor

- Information may get distorted

- Creates gaps between top executive and lower executive

2. Informal communication:

Forms of informal communication:

1. Grapevine communication

2. Social gatherings

3. Manager walking around and talking

4. Telephonic talk

5. Information from secretaries

Merits/ advantages:

- Satisfies social needs of member

- saves time

- Not expensive

- Better human relationships

- Less workload

- Quick response

- Linking chain

- Fills the gap

Demerits/ disadvantages:

- No proof

- Not reliable/ authentic

- Responsibility cannot be fixed

- Information can be leaked

- No proof/ record for future reference

- Incomplete information

2. External communication: communication outside of organization. For example, letters, reports, forms, advertisements etc.

- Purpose of external communication:

1) Providing information to customer

2) Promote the organization

3) Handling enquiries of the organization and advertise the organization.

- External communication includes:

- Advertising

- Media interactions

- Public relations

- Negotiations

- Mails

- Telegrams

- Letters

       External communication could again be oral or written. It is communication with the external customers, so it also needs the expert to handle this department and communication process.

Diagonal Communication

       Diagonal or crosswise communication includes horizontal flow of information, among persons at different levels who have no direct reporting relationships. This speeds the flow of information to improve understanding.

       For example, when a supervisor in the credit department direct communicates with regional marketing manager, who is not only from a different department but also at a higher level in the organization, they are said to be engaged in diagonal communication. This way of communication is very important in the organization. 

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