BBA Business Communication Study Material Importance and Purpose of Communication

  • Technological Advancement:

As has been repeatedly observed and stated, the world is changing fast owing to scientific and technological advancement. Often it leads to problems as subordinates resent or support these changes. This affects the relationships between superiors and subordinates very vitally. If there is no proper communication between the two, the work suffers and complaints and disputes may crop up. Technology affects not only the methods of working but also the composition of groups. Such changes disrupt the inter-relationships and pose a challenge to the management to educate the subordinates so that they may smoothly adapt to the dynamic character of the organization.

  • Advances in Behavioural Sciences:

Management today is profoundly influenced by the advances and thrilling discoveries and theories of behavioral sciences like sociology and psychology, Transactional Analysis, Philosophy, both ancient and modern, and Spiritualism. A well-educated modern executives is excited by and familiar with the writings of Freud and Jung, Eric Berne and Thomas A. Harris, Dale Carnegie and Stephen Covey, Edward DE Bono and Deepak Chopra. The sum total of the writings of all these thinkers and educators is that we start looking at human nature from very different angles, appreciating different aspects of human behavior and become better communicators. And in that process we improve relationship and realize the importance of communication.

BBA

BUSINESS COMMUNICATION
STUDY MATERIAL

PURPOSE OF INTERNAL COMMUNICATION

IMPORTANCE AND PURPOSE OF COMMUNICATION

Taking all these factors into account we realize that no organization can function satisfactory or achieve its goals without effective communication that operates both internally and externally. Internally it is important because it integrates the managerial functions. The most important of these functions are:

  1. Establishing and dissemination of the goals of an enterprise.
  2. Developing plans for their achievement.
  3. Organizing human and other resources in the most effective and efficient way.
  4. Selecting, developing and appraising members of the organizations.
  5. Leading, directing, motivating and creating a climate in which people want to contribute their best, and
  6. Controlling performance.

BBA

BUSINESS COMMUNICATION
STUDY MATERIAL

PURPOSE OF EXTERNAL COMMUNICATION

IMPORTANCE AND PURPOSE OF COMMUNICATION

Externally, communication relates and enterprise to the environment outside. It is through information exchange that managers become aware of the needs of customers, the availability of suppliers, the claims of stock-holders, the regulation of governments, and the concerns of a community. It is through communication that any organization becomes an open system interacting with its environment and responds to it fruitfully, purposefully and desirably. Just to take one example, it cannot be forgotten that the customer, who is the most important entity for all business, exists outside a company. It is through the communication system that the needs of the customers are identified. The knowledge of his needs enables the company to provide products and services profitably. In the same way, it is through effective communication that the organization becomes aware of competition and other potential threats and constraining factors. After all, no enterprise can thrive in a vacuum.

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