Objectives and Purpose of Downward Communication
Downward communication mainly aims at providing subordinates with the goals, policies and procedures of the company along with the instructions, orders, and directions of the superior. In the following the main objectives/purposes of downward communication are discussed:
To inform the subordinates: The prime objective of downward communication is to communicate organizational goals, plans, programs, policies, and procedures to the employees. Downward communication also helps the employees to understand their duties and to relate their duties to those of others in the organization.
To give task directives: Another main objective of downward communication is to give directives to the subordinates. Through downward communication, managers issue various task directives to their subordinates and keep them well informed of their duties.
To explain organizational policies and procedures: Subordinates may not always correctly understand the inner meanings of organizational policies and procedures. In such a situation, managers provide necessity explanations of organizational policies and procedures to the subordinates through downward communication.
To provide performance feedback: Downward communication is a means to provide performance feedback of the employees. Based on such information, employee can take step to improve their performance.
To delegate authority: Delegating authority is necessary, for smooth functioning of the organization. Downward communication is the vehicle through which superiors delegate authority to their subordinates.
To motivate and inspire employees: Another objective of downward communication is to le motivate and inspire employees.
To establish discipline: In performing organizational activities, proper discipline should be maintained. Though downward communication, managers issue task related rules and regulations time to time in order to maintain discipline.
To explain the changed environment: In order to cope with the environmental changes, manages require to change organizational plans, policies, procedures, and programs. Those changes are communicated to the subordinates through downward communication.
In fine, we can say that downward communication sends all the relevant information from superiors to subordinates and ensure, proper functioning of the organization.