1. Objectives of Communication An objective is something we want to achieve or accomplish by our efforts, it is the purpose with which we undertake an activity. What are the objectives of communication? The main objectives of communication are information and persuasion. The other objectives are aspects of these 2 broad objectives,

2. Information and persuasion Information consists of facts and figures and data arranged in patterns which are useful for different purposes. For eg. A list of names, addresses and telephone nos of customers who have not paid their dues is needed by the collections and accounts department. Each of these depts. Will communicate with customers in that list with the objective of persuading them to pay or place orders. Persuasion needs a basis of information. We cannot persuade customers to buy unless we give them information about the goods and services we offer. Information does not include emotion. Persuasion is achieved by skilful appeal to emotions.

3. Objectives(R.C. Bhatia) The overall objective of business communication in organizations is to ensure effective functioning of the organization. Communication can be used for the following purposes: To give and receive Information: Messages which give information contain data on which the conduct of business is based. The syllabus for a course, a stock market report, a TV or a radio or press news report are examples of information. It moves in all directions: Upward, downward, horizontal.In an organization, the managemt uses communication to keep the employees well informed about the goals, policies and rules. Case: Lui De Souza and the gas leak at Dahanu. To issue Instructions and orders:In order to get things done, a manager issues orders and instructions to his subordinates. An order is a directive to do something whereas an instruction indicates how to carry out the order. Order involves assignment of task while instruction specifies the way the task is to be performed. An order is more formal and less detailed than an instruction. George Terry tells us the 5 W’s and one H of business communication.To be effective an order must tell the subordinate who, what, when, where, why and how. E.g. Mr. Gokhale is appointed as a superintendant, in place of Mr. Mehta who is on sick leave till the 10 th of August. Mr. Gokhale will occupy the west wing cabin and will attend to all the staff complaints in addition with his normal duties. Case : Rohit Gehani and 2 Executives Joseph and Murad.

4. To impart Education and training: Education and training both imply discipline and development by means of study and learning.eg. Oral communication in the form of lectures and discussions, handouts and notes, demonstration films are used extensively for demonstration of methods and processes. Training of employees is done through organized courses and programs. These are induction and orientation courses for new entrants and refresher courses for the more experienced. The main purpose of education Is to widen knowledge for the management, for the employees and for the outside public.

5. To motivate people: It means providing people with a motive, an incentive, an inner urge to make effort to do the best. Managers constantly try to improve the performance in the workplace by motivating the staff. Motivation requires regular and careful communication which managers and supervisors need to do skillfully.As Mr. Paul Mayer tells us” Man is not pulled from the front nor is he pushed from behind rather he is driven from within” Case: Motilal.(targets, follow up, consultng in decision making, never shouted or reprimanded, showed a subtle preference for the good workers.) To improve morale: Morale reflects the mental health of people. High morale is necessary to improve efficiency and performance. One important factor is an open communication climate where information about programs, plans and policies, where upward communication is encouraged and where there are assurances of job security., informal tea meetings and special morale boosting communication Case: Dinshaw Mechanical works. To provide Advice: 1. on matters relating to work 2.personal matters, if the relationship permits oral face to face communication, informal and confidential. If the advice is official the superior can speak with authority otherwise can only advice as a suggestion.

6. To provide Counselling: Organized and specialized form of advice which requires the help of professional expertise and an objective approach. Modern age is full of stress and strains. When an employee is facing some personal or family problems his morale and efficiency tend to decline. Companies concerned with welfare of employees have counseling centres for their employees. Maladjustment, tension and other emotional pressures can be sorted out treated and corrected at the health counselling centre or the employee welfare centre of the company. Communication for counseling is mostly oral.

7. To issue Warning and Notice: Warning and notice are usually given only after milder methods like advice and appeal fails to achieve results. Warning implies a notice to caution people in special situations. Warning may be given in writing or may be given orally.but it should be confidential. A written warning is known as a memo.For example, management must issue notice in writing before suspending an employee. Warning is a forceful form of communication because it carries a sense of urgency. It demands immediate action and in case of default it may lead to punishment.

8. To persuade people: means making efforts to change or influence the attitude and behavior of others. Means using the best argument to win over and convince others. 3 factors of persuasion: personal character and reputation of the persuader must be respected and accepted by others. Emotional appeal must be suitable and effective. Logic of the presentation must be reasonable. People must be shown how they will benefit by accepting the prposed ideas, views or actions. Case eg. Apex Computer company and Farid department stores.

9. To give Appreciation: 1. Of good effort 2. Of work 3. Achievements of employees By supervisors and managers is important for creating a good attitude among the staff. It should be expressed at the earliest public occasion like a meeting or a function, maybe thru’ a letter of appreciation, notices or may be expressed non verbally by awarding a certificate at a function, or by a promotion, or by invitation to a special meeting or function or giving an opportunity for career development. This helps to improve motivation.

10. To receive suggestions: Employees and customers are a useful source of new ideas for business as they are in direct touch with operations and procedures of organizations. Executives should set aside their ego and should have an open mind towards constructive suggestion from their subordinates. To improve discipline: Actions taken to enforce discipline become more acceptable to employees when the actions are properly explained. Communication is also used to create safety consciousness among people. Training given to prevent accidents also involves communication.

11. Objectives of Upward communication:(U.S.Rai) Most of the communication in an organization always moves from superiors to subordinates, but a good deal of communication also moves upwards from subordinates to superiors. Companies encourage this kind of communication because it creates and maintains a good atmosphere. 1. eg: Requests: permissions or favours, requests for leave, or for an increase in salary Application: for a job or leave, written request 2.Appeal: Request for help or support for something that does not fall within your priviledges, a written or oral by a person or a group 3. Demand: Employee union and supported by good arguments, Usually collective and in writing

12. 4. Representation: Always in writing An employee who feels that he has not been given what he deserves for eg, a promotion A representation must contain: Full explanation of the case Evidence A representation is always done through by a group of persons.. Eg. A group of students represent to the University Vice Chancellor to get their grievances redressed. 5. Complaint: Faults or defects in the system Courtesy in making a complaint 6. Suggestion: Employee/ Customer Suggestion Schemes.

13. Objectives of horizontal communication Communication between people of the same status mainly for exchange of information. The main purpose is coordination. **************************************************