We cannot achieve organisational aims and objectives without effective communication It is the greatest cementing force in an organisation. Millet has rightly described communication as “the blood stream of administrative organisation”.
As a blood stream to body so is the communication to the administrative machinery. Without proper flow of blood in the body there can be apoplexy in the brain and anaemia at the extremes. Similarly without proper, flow of communication all the organs of body will not work properly. Pfeiffer has considered communication as “the heart of management”.
Communication is the means by which people are linked together in an organization to achieve a common purpose. This is still the fundamental function of communication. In fact, no group activity is possible without communication. Coordination and change can be effected only by communication.
We are living in a complex and fast developing age which is often called an age of communication. Without effective communication we cannot think of keeping ourselves abreast with the progress made by different countries, the way different nations are talking their problems, the advance technology being used by the developed nations, etc.
This is why almost all Governments in the world have set up their own information, publicity and public relation departments. We can undermine the importance of communication only at the cost of our progress and development.
Communication in an organisation helps in its successful and efficient working. The workers work more willingly when they understand the aims and objectives, programmes and policies, interests and difficulties of the organisation. This is why there is a need for well defined channels of communication in any organisation.
Talking about the purpose of communication, Koontz and Weibrich have rightly pointed out that communication is needed to:-
(i) Establish and disseminate goals of an enterprise.
(ii) Develop plans for their achievement.
(iii) Organize human and other resources in the most effective and efficient way.
(iv) Select, develop and apprise member of the organization.
(v) Lead, direct Motivate and create a climate in which people want to contribute, and
(vi) Control performance.
Talking about the importance of communication Fnitzj. Roethlisberger has rightly pointed out that the executive in environment is verbal. To quote him, “It seems to be obvious, however, ‘that the higher the executive goes in an organization the more important it becomes for him.
If he is to handle effectively one aspect of his job to ‘deal competently with his verbal environment”. He has to become skilful in using words that will appeal to the listeners.
In trying to secure the co-operation of individuals in the common purpose of the organization the executive often has to practice the art of persuasion be skilful in using as well as listening to words.