An objective is something that we want to attain or

accomplish by our efforts;

it is the purpose with which we undertake an

activity.

 The main objectives are Information and

Persuasion.
Other objectives are aspects of these two broad

objectives.

Information
moves in all directions in an organization
moves downward from superiors to subordinates Moves upward from subordinates to superiors going out to the public receives and collects data from outside

 Modern managements keep employees well

informed about its activities

notice boards, manuals and instruction sheets,

bulletins and pamphlets are used

personal information about employees is also

circulated

Persuasion
efforts to change or influence the attitudes and

behaviour of others. using the best arguments to win over and convince others skill and ability to use the symbols of communication effectively

Three factors of Persuasion

1. Source Credibility
2. Emotional appeal must be suitable and effective 3. The logic of the persuasion must be reasonable

Objectives of Downward Communication

Instructions and Orders Instruction is information about processes and procedures
Instructions means directions Instructions means orders

 Order is formal.
It is in written form.

The matter in it is formally and finally accepted.

Simplification and explanation is necessary.

Education and Training

Lectures and discussions, handouts and notes,

demonstration and actual work experience are used for training Training is done through organized courses and programmes induction,orientation,refresher courses, workshops

 Used for changing attitudes and developing a

committed work force.

Customer education acquired importance

On-the-job Training
Skill in the actual handling of the job work
An understanding of the routine has to be gained. Training through apprenticeship

Motivation
providing people with a motive, an incentive, an inner

urge to make effort to do their best

 This can be done in several ways:

Listening to them and respecting their views. Ensuring that credit is given where it is due. Avoiding criticism of persons even when opposing

their ideas.

Raising Morale
Morale is the individual and collective spirit and moral

condition of employees with regard to discipline and confidence

 can be maintained with an open communication

climate information must be circulated details must be publicized consultations on proposed changes

morale - low = performance -poor

Advice
matters related to work, or on personal matters if the

relationship permits
requires tact and skill and a sympathetic nature

Counselling
organized and specialized form of advice
Companies concerned with employee welfare have

counselling centers

Warning
urging or advising someone to be careful

authoritative or formal notice of something

unfavourable
purpose is not to sever relationship
Courtesy can maintain healthy relationships

Appreciation
important for creating a good attitude among the staff
expressed orally, in writing and by non- verbal

methods makes the recipient feel good and improves the motivation

Objectives of Upward Communication

Request
by staff for various kinds of permission or favours two stages: first, orally with the immediate superior then, through the immediate superior, a written

request to a higher authority.

Application
a written request, giving full details of the matter and

supported with reasons, whenever necessary

Appeal
an earnest request for help or for something that does

not fall within your privileges may be written or oral, by an individual or by a group Power of persuasion is necessary

Demand
put through an employee union
has to be supported by good arguments usually collective and in writing

Representation
always in writing
by an employee who feels that he/she has not been

given what he/she deserves

Complaint
when there are faults or defects -so that they may be

corrected
In commercial transactions, it is necessary to make

complaints in writing.

Suggestion
made by any employee or customer
a well- operated suggestion scheme is an effective

moral- builder.

Objectives of Horizontal Communication

Communication between persons of the same status is

mainly for exchange of information requests, suggestions and advice may be exchanged informally main purpose is coordination

Grapevine
personal, informal channel of communication
no pattern or direction complex web of oral communication sometimes move along in a chain or in clusters

 can affect an organizations working

presence be recognized and accepted needs to be skillfully controlled

the morale - high = employees are well-motivated =

grapevine thin and slow when the morale drops= it becomes thick and fast. cannot be crushed entirely can be used constructively