Need and importance of effective communication

NEED AND IMPORTANCE OF COMMUNICATION

“Identity is one of the key ingredients of effective communication. In fact, unless your listeners can identify with what you’re saying and how you’re saying it, they’re likely not to receive or understand your message.”

Communication refers to the exchange of points of view, ideas, thoughts, beliefs and feelings with the intention of transmitting information from the sender to the receiver, through verbal or non-verbal means. We communicate for many reasons, such as sharing information, learning, consulting, connecting with others, writing rules and regulations, giving advice, sharing values ​​and mission, teaching, expressing our expectations/ creativity/ philosophy/ research work, selling products. / services, for publicity, public relations and publicity maintenance, networking with people with common interests or even with internal and external sources of the organization.

A study conducted by North Carolina State University found that in most organizations, communication skills were considered more important than technical knowledge or computer skills. This in itself conveys the importance of communication in the workplace. Many experts explain communication as ‘the foundation of every relationship’, ‘the lifeblood of an organization’, ‘the lifeblood of a successful team’, etc.

The importance of effective communication is discussed further:-

# The success of any business depends on a solid professional relationship between both parties and communication plays a crucial role in building, maintaining and improving such relationships.

# Communication not only includes the exchange of words, but listening, understanding and interpreting are also part of effective communication.

# Human resources (HR) are the most important element in any organization. The management of ‘Man’ is the biggest challenge for the organization. Communication is the lubricant that keeps this resource moving throughout the organizational machinery, as it involves communication at all levels – Vertical/Horizontal/Parallel/Lateral and Diagonal.

Research has revealed that managers spend much of their work time communicating; they generally spend 6 hours per day on communication that includes both written and oral communication.

Top management uses communication for internal sources to:-

 Communication provides effective guidance to employees by informing them of their duties, responsibilities, authorities and the power they have to perform the task.

 Impart organizational values, mission, vision, goals, objectives to the workforce.

 They also use communication for the implementation of the organization’s short- and long-term objectives.

 Communication allows an adequate flow of information for effective decision making and problem solving.

 Communication provides a channel through which employees can give and receive ideas, points of view, suggestions, opinions, comments, etc. for the growth and development of the organization.

 Communication allows management to get feedback on its products/services from existing and potential customers.

 Miscommunication or even a lack of communication can create confusion and misunderstandings that lead to undesired results, poor performance and low employee morale.

 Management explains its financial plans, operating structure, job expectations, work ethic, corporate social responsibilities, compensation system, rules, regulations and policies and even provides training and development to the middle and lower levels of the hierarchy.

 Write financial reports for directors and shareholders to inform and intimate them about the progress and future plans of the company.

 Communication allows messages to reach the target audience and get appropriate feedback from them.

For external sources, communication is required for the following reasons:-

 Find potential investors.

 Obtaining permits/licences.

 Dealing with buyers/agents/distributors and suppliers.

 Build long-term relationships with existing customers.

 Find new customers/potential customers.

 Build healthy relationships with government agencies/organizations/organizations.

 Improve relations with the media and NGOs (Non-Governmental Organizations).

 Build a pleasant relationship with stakeholders and society in general.

However, it is often observed that the best way to communicate with internal and external sources is by establishing an organizational culture of open doors, collaborative sharing, and supportive management that helps create a safe and healthy environment.