This document discusses coordination in corporate communication management. It defines coordination as the essence of management that is present in all its functions. Coordination is needed due to interdependence between departments and must be continuously exercised to ensure smooth functioning. Managers at all levels must consciously coordinate through clearly defined goals, cooperation, harmonized policies, communication systems, and liaison officers. The document also discusses delegation, decentralization, and the differences between centralization and decentralization of decision-making in organizations.

1. SHREYA VERMA
CORPORATE COMMUNICATION MANAGEMENT
1st year [2021-2023]
PAPER CODE:- CC-02
ENROLL-NO:-
409463

2. CONTENT
 COORDINATION
 APPROCHES TO
COORDINATION
 DELEGATION AND
DECENTRALIZATION
 CENTRALIZATION AND
DECENTRALIZATION

3. COORDINATION
PLANNING
ORGANIZING
STAFFING
DIRECTING
CONTROLLING

4.  Co-ordination is not a separate function but the very essence of management. It is present in all
the functions.
 Need for co-ordination arises due to inter-dependency of various functional departments.
 Co-ordination is a dynamic process and it is to be exercised all the time to ensure smooth
functioning of departments.
 The managers across the level have to consciously exercise co-ordination.
 It is required in group efforts and not in individual effort. Hence it involves orderly arrangement of
group effort.
 The objective of coordination is to facilitate accomplishment of overall objectives. It works on the
fulcrum of unity of purpose.

5. Clearly Defined Goals
Cooperation
Harmonized/Combine
policies & practices
Managerial Hierarchy
Communication
system
Liaison Officer
(Link)

6. Delegation of authority refers to distribution of power in few hands
to make smooth working in the organization. When manager get
overburdened with work, he transfers some of his routine work to
lower level managers/ employees.

7. Delegation process starts
when the manager distributes
some of his responsibility to his
subordinates.
 Responsibility refers to total
work assigned to an individual
 Power without responsibility
is dangerous.
Responsibility flows upward
i.e. top level has maximum
responsibilities.
RESPONSIBILITY
In order to fulfill
responsibilities, on requires
authority. So the manager also
passes authority to some
extent, so that the
subordinates can perform the
task effectively and efficiently.
Authority refers to power of
taking decisions.
Flows up-ward i.e. top-level
has maximum level of
authority whereas the lower
level has minimum.
AUTHORITY
It is final step of the process
of delegation.
Making employees
accountable refers to making
them answerable for non
completion of work
Under delegation,
accountability can ‘t be
completely transferred. It can
only be shared.
Accountability is imposed.
ACCOUNTABILITY

8.  Increase coordination: Role clarity in the mind of individuals
 Development of employees: Provides an opportunity to the employees to work and think like a
manager
 Creates future manager: Shortlist the subordinates who has the ability to be a manager in future.
 Effective management: more active in finding the solution of core problems of the organization.
 Facilitates organizational growth: Organizational growth depends on the smooth working condition
and efficiency of manager as well as the subordinate.
 Superior-subordinate relationship: When the managerial tasks are assigned to the subordinate it
increase their trust towards manager and organization.

9.  Decentralization is extension of delegation.
 Delegation is restricted to certain levels only then there will be no complete decentralization also.
 Example: If directors give the responsibility to production head to complete the target of 50,000
units per annum and authorize him to hire the required workers, decide their salaries and working
conditions.
 Delegation is necessary in every organization but decentralization is optional.
 No organization can work without using the concept of delegation.
 Delegation is a tool to get the work done effectively and efficiency through often whereas
decentralization is required when the organization grows and expands.

10. One of the most important decision which affects the whole organizational structure and also the
working condition is the decision of distribution of authority.
Basically, there exist two-types of distribution
1. Centralization
2. Decentralization

11. When the organization restricts the
decision making power in few hands
(mainly the top level management)
then it is known as centralization.
It helps in centralized control of the
org. in the hands of top-level
management which helps in
coordination and uniformity of
actions.
EXAMPLE:- Apple, people’s
republic of China, UK, Denmark,
France…. Etc.
CENTRALIZATION
When the decision making power
gets evenly and systematically
distributed in whole org. then it is
termed to be as decentralized.
Under this every individual gets
some sort of authority according to
their responsibility in the org. which
increase the effectiveness and
efficiency of the org.
EXAMPLE:- hotels, supermarkets,
Johnson and johnson.
DECENTRALIZATION

12. According to Henry Fayol, the organization should not be completely centralized or decentralized but a
combination of both must be exercised in order to get maximum possible output.
Decision related to financial and structural matters must be strictly restricted in the hands of top level
management, whereas decision related to general functioning should be decentralized, it not only
boost the moral of employees but also increases their efficiency.