Communication: Nature & Its Importance

The transmission of any meaningful message is communication.

Since man is a social animal, it is vital that he express his feelings and emotions, receive and exchange information. It is here that communication comes into play.

In case of organizations, it becomes even more important as people working in different departments have to achieve common objectives. The working of inter-personal relationships is possible only through communication.

Defining Communication:

The word communication has been derived from the Latin word communis, which means to share or to participate.

Thus, communication stands for sharing or transmission of information, an idea, an opinion, an emotion, a fact or an attitude. It includes both, the act of communicating as well as the message to be communicated.

“Communication means to share in, to give to another or the interchange of – thoughts, opinions or information.” Webster

“Communication is an exchange of facts, ideas, opinions, or emotions by two or more persons.” W. H. Newman and C. F. Summer Jr.

“Communication in its simplest form is conveying of information from one person to another.” Hudson

“Communication is the process of passing information and understanding from one person to another.” Keith Davis

“Communication is a continuing and thinking process dealing with the transmission and interchange with understanding of ideas, facts and courses of action.” George R. Terry

“Communication is the transmission of information, ideas, emotions, skills, etc. by the use of symbols, words, pictures, figures, graphs, etc. It is the act or process of transformation that is usually called communication. ” Berelso and Steiner

According to Harold D. Lass well, a convenient way to describe an act of communication is to answer the following questions:

Who

Says What

In Which Channel

To Whom

With What Effect?

Nature of Communication:

“Communication maintains and animates life. It creates a common pool of ideas, strengthens the feeling of togetherness through exchange of messages and translates thought into action.” UNESCO – Many Voices One World.

(i) Interchange of information:

The basic nature of human communication is that it aims at exchanging information. It is a two-way process. The exchange can be between two or more persons. It may be at the individual or the organizational level.

(ii) Continuous process:

Communication is a continuous process. It is not static. It is constantly subject to change and is dynamic. The people with whom communication is held, its content and nature, and the situation in which communication is held – all keep changing.

(iii) Mutual understanding:

The main purpose of communication is to bring about mutual understanding. The receiver should receive and understand the message in the manner that the sender intended him to.

(iv) Response or reaction:

Communication always leads to some response or reaction. A message becomes communication only when the receiving party understands and acknowledges it, and also reacts and responds to it.

(v) Universal function:

Communication is a universal function, which covers all levels of authority.

(vi) Social activity:

Communication is a social activity, too. The components of a society are into a relationship of sharing, be it information, feelings or emotions.

The same holds true for business communication. It involves the effort of people to get in touch with one another and to make them understood. The process by which people attempt to share meaning and relate to one another is, thus, a social activity.

Purposes of Communication:

Communication is meant:

i. To inform

ii. To reassure

iii. To teach

iv. To deliver news, whether good or bad

v. To understand

vi. To explain

vii. To persuade

viii. To transact

ix. To organize

x. To control

xi. To co-ordinate

xii. To direct…

Among other things

Importance of Communication:

The importance of communication to an organisation cannot be overemphasized. It is critical to the-success of any organisation and has a very significant impact on the ultimate effectiveness of the whole organisation. Communication is a means by which behaviour is modified, change is effected, information is made productive and goals are achieved.

Business communication can be internal when it is directed to persons within the organisation such as superiors, co-workers or subordinates. Business communication can be external when directed to customers, suppliers, government, public, etc.

Effective internal communication works towards establishing and disseminating of the goals of an enterprise, evolving plans for their achievement, organizing human and other resources in an efficient way. It helps in selecting, developing and appraising members of the organisation, in motivating and encouraging people to put in their best, and in controlling their performance.

Growth in the size and multiple locations of organizations require keeping in touch with employees spread over different states of a country or over different countries. Sending directions and getting feedback from them would be possible only through effective communication.

Rapid technological advancements deeply affect not only the methods of work but also the composition of groups. In such a situation, proper communication between superiors and subordinates becomes very necessary.

External communication relates an organisation to the environment outside. No enterprise can thrive in a vacuum. It has to be aware of the needs of the customers, the availability of suppliers, regulations of the government and the concerns of a community.

Only through effective communication can an organisation become an open system interacting with its environment.

Thus communication:

(i) Binds people together.

(ii) Improves the morale in an organisation.

(iii) Helps in proper planning and co-ordination.

(iv) Forms the basis for decision-making.

(v) Helps in the efficient running of an organisation.

(vi) Helps in achieving increased productivity at lower costs.

(vii) Builds up mutual trust and confidence.

Let us have an overview of the factors that have contributed to this growing importance of communication:

(i) Big size of organizations:

Modern organizations are gigantic as compared to those of yesteryears. Moreover, they are in a continuous process of expansion. Communication is the only link among the large number of people in the set-up.

(ii) Growing importance of human relations:

Modern management has brought in the concept of human resource management. Its importance cannot be ignored. The style of working has changed considerably over the years. It is no longer a management-decides-and-workers- follow kind of working pattern.

Participative management has become the watchword. Men will not cooperate unless they are treated humanely. This has only increased the importance of communication in business organizations.

(iii) Public relations:

Just like human beings, organizations cannot function in isolation. Every organisation has certain social responsibilities. It also has to interact with different segments of society. The responsibilities are towards customers, shareholders, suppliers, traders, trade unions, media, government and the people in general.

(iv) Advances in behavioural sciences:

Modern management lays great stress on the theories of behavioural sciences like sociology, psychology, philosophy, spiritualism and transactional analysis. Their growing importance can be judged by the tremendous surge in the sale of books on these subjects.

The essence of all the writings is that we change the way of looking at human nature. Improvement in communication skills can do this effectively.

(v) Technological advances:

Today’s computer age affects not only the methods of working, but also the composition of groups. Communication is the only way to meet the challenge and to strengthen the relationship between superiors and subordinates. Teleconferencing has become a key link for immediate decision-making and feedback in large business organizations.

(vi) Growth of trade unions:

The last century has seen a tremendous increase in the size of the unions of workers. These unions occupy a very important place in an organizational set-up. Hence, mutual understanding between the management and the unions is very important. Communication, therefore, has a vital role to play.

(vii) Consumerism (increase in the demand for consumer goods):

Communication has become an inevitable cycle since the growth of consumerism. In this era of the global marketplace, the competition is really tough, and companies are under constant pressure to attract clientele and to perform. The effort to persuade customers to buy a product is virtually never-ending. This has led to a tremendous growth in communication.

From pamphlets, brochures and advertisements in the print and the electronic media, to workshops, demonstrations, contests and attractive schemes, consumerism has spawned a whole new way of communication.

(viii) Distance education:

The advent of the Open University system has led to an increase in communication. In many countries, a large segment of population is receiving distance education. In India, IGNOU (Indira Gandhi National Open University is an example.)