NEED AND IMPORTANCE OF COMMUNICATION

“Identification is one of the key ingredients of effective communication. In fact, unless your listeners can identify with what you are saying and how you are saying it, they are not likely to receive and understand your message.”

Communication refers to the exchange of points of view, ideas, thoughts, beliefs and feelings with the intention of transmitting information from the sender to the receiver, through verbal or non-verbal means. We communicate for many reasons, such as to share information, learn, consult, connect with others, write rules and regulations, give advice, share values ​​and mission, teach, express our expectations / creativity / philosophy / research work, sell products. / services, for advertising, maintaining public relations and advertising, networking with people of common interest or even with an Internal and External source of the organization.

A study conducted by North Carolina State University concluded that in most organizations, communication skills were considered more important than technical knowledge or computer skills. This in itself conveys the importance of communication in the workplace. Many experts explain communication as’ the foundation of every relationship, ‘the life blood of an organization’, ‘the life blood of a successful team’, etc.

The importance of effective communication is further discussed:
# The success of any business depends on a solid professional relationship between both parties and communication plays a crucial role in building, maintaining and improving these relationships.
# Communication does not only include the exchange of words, but listening, understanding and interpreting are also part of effective communication.
# Human resources (HR) is the most important element of any organization. Managing ‘Man’ is the biggest challenge for the organization. Communication is the lubricant that keeps this resource in motion throughout the organizational machinery, since it implies communication at all levels: Vertical / Horizontal / Parallel / Lateral and Diagonal.

Research has revealed that managers spend a large part of their work time on communication; They typically spend 6 hours a day communicating, which includes both written and oral communication.

Top management uses communication for internal sources to: –
ï ?? ¼ Communication provides effective guidance to employees informing them about their duties, responsibilities, authorities and the power they have to carry out the task.
ï ?? ¼ Impart organizational values, mission, vision, goals, objectives to the workforce.
ï ?? ¼ They also use communication for the implementation of the organization’s short and long-term objectives.
ï ?? ¼ Communication allows an adequate flow of information for effective decision making and problem solving.
ï ?? ¼ Communication provides a channel through which employees can give and receive ideas, points of view, suggestions, opinions, feedback, etc. for the growth and development of the organization.
ï ?? ¼ Communication enables management to obtain feedback on its products / services from existing and potential customers.
ï ?? ¼ Lack of communication or even lack of communication can create confusion and misunderstandings that lead to undesirable results, poor performance, and low employee morale.
ï ?? ¼ Management explains its financial plans, operating structure, job expectations, work ethic, corporate social responsibilities, compensation system, rules, regulations and policies and even provides training and development at the middle and lower levels of the hierarchy.
ï ?? ¼ Drafting of financial reports for directors and shareholders to inform and inform them about the progress and future plans of the company.
ï ?? ¼ Communication allows messages to reach the target audience and get adequate feedback from them.

For external sources, communication is necessary for the following reasons: –

I ???? Find potential investors.
I ???? Obtaining permits / licenses.
I ???? Deal with buyers / agents / distributors and suppliers.
I ???? Build long-term relationships with existing clients / clients.
I ???? Find new clients / potential clients.
I ???? Build healthy relationships with government agencies / agencies / organizations.
I ???? Improve relations with the media and NGOs (Non-Governmental Organizations).
I ???? Build a pleasant relationship with stakeholders and society in general.

However, it is often observed that the best way to communicate with internal and external sources is by establishing an open-door organizational culture, collaborative exchange, and supportive management that helps create a safe and healthy environment.