This document discusses the objectives of communication. It explains that one of the most important objectives is passing or receiving information about facts or circumstances. Different types of important information are outlined, including external information about customers and competitors, internal information about an organization's production and staff, and planning information. The document also provides examples of types of communication that achieve objectives like suggestion, order, advice, education, warning, and motivation. Overall it aims to cover the key objectives and forms of business communication.

1. Prepared by : Mr. Hitesh B. Joshi
THETHE
OBJECTIVES OFOBJECTIVES OF
COMMUNICATION.COMMUNICATION.

2. Prepared by : Mr. Hitesh B. Joshi
 Why have objectives? Mr. Drucker –
provides the answer. “Objectives are
needed in every area where performance
and results directly and vitally affect the
survival and prosperity of a business.”

3. Prepared by : Mr. Hitesh B. Joshi
INFORMATIONINFORMATION
 One of the most important objectives ofOne of the most important objectives of
communication is passing or receivingcommunication is passing or receiving
information about a particular fact ofinformation about a particular fact of
circumstance. It can be done eithercircumstance. It can be done either
through spoken or written language.through spoken or written language.
Managers need complete, accurate andManagers need complete, accurate and
precise information to plan and organize;precise information to plan and organize;
and employees need it to translateand employees need it to translate
planning into reality.planning into reality.

4. Prepared by : Mr. Hitesh B. Joshi
 Information on the following aspects isInformation on the following aspects is
very vital for the existence and welfare ofvery vital for the existence and welfare of
any organization.any organization.
EXTERNAL INFORMATION:EXTERNAL INFORMATION:

5. Prepared by : Mr. Hitesh B. Joshi
 Consumer’s responses to its productsConsumer’s responses to its products
in comparison with competing productsin comparison with competing products
with reference to quality and price.with reference to quality and price.
INFORMATION ABOUT ITSINFORMATION ABOUT ITS
PRODUCTS: -PRODUCTS: -

6. Prepared by : Mr. Hitesh B. Joshi
 Information about sources of credit andInformation about sources of credit and
the terms and conditions on which creditthe terms and conditions on which credit
is offered.is offered.
INFORMATION ABOUTINFORMATION ABOUT
THE AVAILABILITY OFTHE AVAILABILITY OF
CREDIT: -CREDIT: -

7. Prepared by : Mr. Hitesh B. Joshi
 How better quality raw materials can beHow better quality raw materials can be
procured on easier terms or if there areprocured on easier terms or if there are
any cheaper substitutes available.any cheaper substitutes available.
INFORMATION ABOUT THEINFORMATION ABOUT THE
AVAILABILITY OF RAWAVAILABILITY OF RAW
MATERIALS: -MATERIALS: -

8. Prepared by : Mr. Hitesh B. Joshi
INFORMATION ABOUT THEINFORMATION ABOUT THE
GOVERNMENT RULES ANDGOVERNMENT RULES AND
REGULATIONS: -REGULATIONS: -
 Information about the latest rules,Information about the latest rules,
regulations, and policies made by theregulations, and policies made by the
Government.Government.

9. Prepared by : Mr. Hitesh B. Joshi
INFORMATION ABOUT THEINFORMATION ABOUT THE
ADVERTISING MEDIA:-ADVERTISING MEDIA:-
 Their efficiency, suitability, relative meritsTheir efficiency, suitability, relative merits
and the expenses involved.and the expenses involved.

10. Prepared by : Mr. Hitesh B. Joshi
INTERNAL INFORMATION:INTERNAL INFORMATION:
--
 Information about the production andInformation about the production and
sale capacity of the organization, detailedsale capacity of the organization, detailed
information about the members of theinformation about the members of the
staff and strong and weak points of hisstaff and strong and weak points of his
own organization.own organization.

11. Prepared by : Mr. Hitesh B. Joshi
INFORMATION FORINFORMATION FOR
PLANNING: -PLANNING: -
ENVIRONMENTAL INFORMATION:ENVIRONMENTAL INFORMATION:
--
 Information about political, social,Information about political, social,
geographical, economic and climaticgeographical, economic and climatic
information.information.

12. Prepared by : Mr. Hitesh B. Joshi
COMPETITIVECOMPETITIVE
INFORMATION: -INFORMATION: -
 Information about the rival companiesInformation about the rival companies
and their products, their strong and weakand their products, their strong and weak
points, their past and presentpoints, their past and present
performances.performances.

13. SUGGESTION

14. Suggestion is a very mild and
subtle form of communication.
Bright ideas are not wasted.

15. A feeling of contribution is healthy for
employees.
It turns negative feelings of complaints
and grievance to positive feelings of
suggestion.

16. Suggestions are welcome, for it is not
obligatory to accept them.
Suggestion can be voluntary known and
submitted through suggestion boxes.
Employees should be encouraged to giv
suggestions.
ORDER

17. ORDERORDER

18. ORDER: -ORDER: -
Order is an authorities communication. ItOrder is an authorities communication. It
is a directive to somebody always ais a directive to somebody always a
subordinate to do something or to modify.subordinate to do something or to modify.
Whatever be the nature and size of anWhatever be the nature and size of an
organisation, orders are absolutelyorganisation, orders are absolutely
necessary for it.necessary for it.

19. TYPES OF ORDER:TYPES OF ORDER: --
WRITTEN ORDER: -WRITTEN ORDER: -
Written orders are usually given in theWritten orders are usually given in the
following cases.following cases.
The order is highly responsible andThe order is highly responsible and
essential to keep a record of it.essential to keep a record of it.
If it is troublesome and inconvenient toIf it is troublesome and inconvenient to
issue oral orders.issue oral orders.
The person being ordered is remotelyThe person being ordered is remotely
situated and it is not possible to give himsituated and it is not possible to give him
oral orders.oral orders.

20. ORALORAL ORDERS: -ORDERS: -
Oral orders are given in the followingOral orders are given in the following
cases.cases.
The job is required to be doneThe job is required to be done
immediately.immediately.
It is an ordinary job and there is no needIt is an ordinary job and there is no need
of maintaining any written record.of maintaining any written record.

21. GENERAL AND SPECIFICGENERAL AND SPECIFIC
ORDERS: -ORDERS: -
If orders are related to one particularIf orders are related to one particular
activity, they are specific. If there are aactivity, they are specific. If there are a
number of activities having operationalnumber of activities having operational
similarities, general orders may be issuedsimilarities, general orders may be issued
to cover all of them.to cover all of them.

22. PROCEDURAL ANDPROCEDURAL AND
OPERATIONAL ORDERS: -OPERATIONAL ORDERS: -
Procedural orders specify procedures toProcedural orders specify procedures to
be adopted. Operational orders are morebe adopted. Operational orders are more
closely related to the job.closely related to the job.

23. MANDATORY ANDMANDATORY AND
DISCRETIONAL ORDERS: -DISCRETIONAL ORDERS: -
Mandatory orders have to he obeyed.Mandatory orders have to he obeyed.
Discretionary orders are usually in theDiscretionary orders are usually in the
nature of recommendations.nature of recommendations.

24. CHARACTERISTICS OF ANCHARACTERISTICS OF AN
EFFECTIVE ORDER: -EFFECTIVE ORDER: -
It must be clear and complete so that theIt must be clear and complete so that the
person who receives the orders knowsperson who receives the orders knows
exactly what to do, how to do and when toexactly what to do, how to do and when to
do it.do it.
Its execution should be simple and easy.Its execution should be simple and easy.
It should be given in a friendly way.It should be given in a friendly way.

25. Prepared by : Mr. Hitesh B. Joshi
ADVICEADVICE

26. Prepared by : Mr. Hitesh B. Joshi
 IMPORTANCE OF ADVICE: -IMPORTANCE OF ADVICE: -
 Giving advice is another importantGiving advice is another important
objective of communication. Howeverobjective of communication. However
competent a businessman may be, hecompetent a businessman may be, he
cannot have specialised knowledge of allcannot have specialised knowledge of all
branches like finance, taxation, publicity,branches like finance, taxation, publicity,
engineering, of public relations, etc. If heengineering, of public relations, etc. If he
wants to run his business successfully, hewants to run his business successfully, he
will have to seek expert advice quitewill have to seek expert advice quite
frequently.frequently.
ADVICEADVICE

27. Prepared by : Mr. Hitesh B. Joshi
 Advice should be both men – oriented and work –Advice should be both men – oriented and work –
 oriented. It should be related to a specific piece oforiented. It should be related to a specific piece of
 work.work.
 Advice should not be given to a person to makeAdvice should not be given to a person to make
 him feel conscious of his inferior knowledge orhim feel conscious of his inferior knowledge or
 skill. The advisor should be very friendly in hisskill. The advisor should be very friendly in his
 attitude.attitude.
 Advice should be given for the betterment of theAdvice should be given for the betterment of the
 worker and his interest.worker and his interest.
 Gentle advice can often promote betterGentle advice can often promote better
 understanding between the advisor and hisunderstanding between the advisor and his
 subordinates.subordinates.
 If the subordinate staffs are given freedom toIf the subordinate staffs are given freedom to
 react, advice can become a two-way channel ofreact, advice can become a two-way channel of
 communication.communication.
HOW TO MAKE ADVICE EFFECTIVEHOW TO MAKE ADVICE EFFECTIVE

28. Prepared by : Mr. Hitesh B. Joshi
EDUCATIONEDUCATION

29. Prepared by : Mr. Hitesh B. Joshi
EDUCATIONEDUCATION
 Education is a very conscious process ofEducation is a very conscious process of
 communication. It involves both teachingcommunication. It involves both teaching
 and learning. The main purpose ofand learning. The main purpose of
 education is to widen knowledge and toeducation is to widen knowledge and to
 improve skills. It is carried out at three levels.improve skills. It is carried out at three levels.

30. Prepared by : Mr. Hitesh B. Joshi
AT THE MANAGEMENT LEVELS.
AT THE LEVEL OF EMPLOYEES.
AT THE LEVEL OF OUTSIDE PUBLIC.

31. Prepared by : Mr. Hitesh B. Joshi
EDUCATION FOR THEEDUCATION FOR THE
MANAGEMENTMANAGEMENT
 Knowledge is multiplying fast. ManagersKnowledge is multiplying fast. Managers
must be aware of latest innovations. Theymust be aware of latest innovations. They
have to be educated. Their education canhave to be educated. Their education can
take place through books, lectures,take place through books, lectures,
seminars, case study, study tours, etc.seminars, case study, study tours, etc.

32. Prepared by : Mr. Hitesh B. Joshi
EDUCATION FOR THEEDUCATION FOR THE
EMPLOYEESEMPLOYEES
 Like managers, the employees shouldLike managers, the employees should
also bealso be
 in touch with latest innovations in the fieldin touch with latest innovations in the field
ofof
 commerce and technology. Employeescommerce and technology. Employees
can becan be
 educated through talks, demonstrations,educated through talks, demonstrations,
 bulletins, etc.bulletins, etc.

33. Prepared by : Mr. Hitesh B. Joshi
EDUCATION FOR THEEDUCATION FOR THE
OUTSIDE PUBLICOUTSIDE PUBLIC
 The outside public needs knowledge onThe outside public needs knowledge on
thethe
 new products, brands, comparative pricesnew products, brands, comparative prices
andand
 discounts. This knowledge is offereddiscounts. This knowledge is offered
throughthrough
 advertisements, newspapers and articles.advertisements, newspapers and articles.

34. Prepared by : Mr. Hitesh B. Joshi
WARNINGWARNING

35. Prepared by : Mr. Hitesh B. Joshi
If employees do not follow the
norms of the organisation or
violate the rules and regulations, it
may become necessary to warn them.

36. Prepared by : Mr. Hitesh B. Joshi
Tardiness, negligence, defiance,
tampering with the records,
mishandling equipments, lackof
regularity, spreading rumours,
misleading new employees are some
of
the actions that call fora warning.

37. Prepared by : Mr. Hitesh B. Joshi
Warning is a forceful means of
communication. Some warnings
are general. “No Smoking”,
“No
Talking”, “Beware of Dogs”,
etc.
are general warnings.

38. Prepared by : Mr. Hitesh B. Joshi
More often, warnings are given
to particularpersons. They
involve disciplinary actions in
the
formof warning.

39. Prepared by : Mr. Hitesh B. Joshi
The aim of giving a warning
should be the betterment of the
organisation. Warning may be
given orally orin writing.
Warning should be confidential.

40. Prepared by : Mr. Hitesh B. Joshi

41. Prepared by : Mr. Hitesh B. Joshi

Morale stands for mental health. It isMorale stands for mental health. It is
the sum of several qualities likethe sum of several qualities like
courage, patience, resolution andcourage, patience, resolution and
confidence. High morale and efficientconfidence. High morale and efficient
performance go hand in hand. It acts asperformance go hand in hand. It acts as
 a kind of lubricant among people,a kind of lubricant among people,
binds them with a sense of togetherness.binds them with a sense of togetherness.

42. Prepared by : Mr. Hitesh B. Joshi
HOW TO CREATE HIGH MORALEHOW TO CREATE HIGH MORALE
Every worker gets work suited to hisEvery worker gets work suited to his
physical and intellectual calibre.physical and intellectual calibre.
He feels his work is important andHe feels his work is important and
thethe
authorities appreciate it.authorities appreciate it.

43. Prepared by : Mr. Hitesh B. Joshi
He is free to do his work, as he likes.He is free to do his work, as he likes.
He is encouraged to giveHe is encouraged to give
suggestions.suggestions.
The atmosphere of the organisationThe atmosphere of the organisation
should be pleasant.should be pleasant.

44. Prepared by : Mr. Hitesh B. Joshi
The superiors are efficient and theirThe superiors are efficient and their
 attitude is constructive. They enjoy theattitude is constructive. They enjoy the
respect of workers.respect of workers.
Promotional avenues are available toPromotional avenues are available to
the workers.the workers.
Genuine grievances of the workers areGenuine grievances of the workers are
promptly removed.promptly removed.

46. Prepared by : Mr. Hitesh B. Joshi
Motivation energises and activates aMotivation energises and activates a
 person and chanalizes his behaviourperson and chanalizes his behaviour
towards the desired goals. Atowards the desired goals. A
motivated worker does not needmotivated worker does not need
much supervision. He does his workmuch supervision. He does his work
as if it were his own. Offeringas if it were his own. Offering
monetary incentives is the mostmonetary incentives is the most
effective form of motivation.effective form of motivation.

47. Prepared by : Mr. Hitesh B. Joshi
The following points deserveThe following points deserve
consideration in discussing motivation as aconsideration in discussing motivation as a
form of communication.form of communication.
The workers should be invited to giveThe workers should be invited to give
suggestions.suggestions.
They should be allowed to participate inThey should be allowed to participate in
the decision making process.the decision making process.

48. Prepared by : Mr. Hitesh B. Joshi

If a suggestion coming from a juniorIf a suggestion coming from a junior
employee is accepted, he will feel motivatedemployee is accepted, he will feel motivated
to work hard, and prove that his suggestionto work hard, and prove that his suggestion
was a really good.was a really good.
Apart from the satisfaction of their basicApart from the satisfaction of their basic
human needs like food, clothing andhuman needs like food, clothing and
shelter, all human beings yearn for security,shelter, all human beings yearn for security,
existence. They would definitely feelexistence. They would definitely feel
motivated to work in an organisation.motivated to work in an organisation.

49. Prepared by : Mr. Hitesh B. Joshi