Communication is the lifeblood of an organization. It is the vehicle that ensures proper performance of organizational functions and the achievement of organizational goals. As a separate field of study, business communication has the following objectives:
Objectives of Business Communication
(i)To exchange information: The main objective of business communication is to exchange information with the internal and external parties. Internal communication occurs within the organization through orders, instructions, suggestions, opinions, etc. Externally, an organization communicates with investors, customers, suppliers, competitors, government agencies, etc.
(ii) To develop a plan: Plan is the blueprint of future courses of action. The plan must be formulated for attaining organizational goals. In order to develop a plan, management requires information. In this regard, the objective of communication is to supply the required information so the concerned managers.
(iii) To implement a plan: Once a plan is prepared, it as to be implemented. Implementation of a plan requires timely communication with the contented parties. Thus, communication aims at transmitting a plan throughout the organization for its successful implementation.
(iv) To facilitate policy formulation: Policies are the guidelines for performing organizational activities. Policies are also termed as standing decisions to recurring problems. Every organization needs to develop a set of policies to guide its operations. Preparing policies also require information from various sources. Therefore, the objective of communication is to collect necessary information for policy formulation.
(v) To achieve an organizational goal: Collective efforts of both managers and workers are essential for achieving organizational goals. Communication coordinates and synchronizes the efforts of employees at various levels to achieve the stated goals of an organization.
(vi) To organize resources: Various kinds of resources are available in the organization such as human resources, material resources, financial resources and so on. Organizing these resources in an effective and efficient way is a key challenge to the managers. Communication is the vehicle to overcome this challenge.
(vii) To coordinate: Information is a basic management function. It involves linking the various functional departments of large organizations. Without proper and timely coordination, the achievement of organizational goals is impossible. Therefore, the objective of communication is to coordinate the functions of various departments for the easy attainment of organizational goals.
(viii) To direct the subordinates: The job of a manager is to get the things done by others. In order to get the things done, management needs to lead, direct, and control the employees. The performance of these managerial functions depends on effective communication with subordinates.
(ix) To motivate employees: A pre-requisite of employees’ motivation is the satisfaction of their financial and non-financial needs. Financial needs are fulfilled through monetary returns. However, in order to satisfy non-financial needs, management must communicate with employees on a regular basis both formally and informally.
(x) To create consciousness: Employees of an organization must be conscious regarding their duties and responsibilities. Communication supplies necessary information and makes them conscious about their duties and responsibilities.
(xi) To increase efficiency: In order to increase employee efficiency, they should be provided with the necessary information and guidelines. Communication supplies such information and guidelines for them.
(xii) To bring dynamism: Organizations should be dynamic to cope with the internal and external changes. Bringing dynamism requires finding new and better ways of doing things. For this purpose, communication helps to seek new ideas and suggestions from the internal and external parties.
