As communication flow in and without the organization, its importance can be summarized as follows:
a) Through communication the organization members information get for decision-making process. This helps in identifying and assessing alternative course of actions. Without proper system of communication, it will be difficult for the managers to carry out their plans.
b) It is through communication the employees feel motivated. They get information and clarification about the task to be done, the manner they are performing the task, and how to improve their performance if it is not up to the mark.
c) Communication also plays an important role in altering individual’s attitudes, that is, a well-informed individual will have better attitude than a less-informed individual. The manager should therefore build mechanisms of moulding employee’s attitudes. He can do this through written (magazines, journals) and oral communication (meetings) modes.
d) Human beings are social being and we do this through communication. In fact nobody can survive without communication. The managers thus should create conducive environment that fosters communication among employees. However, in case there arise disagreements, mechanisms of solving them should be in place.
e) Communication also assists in controlling process within an organisation. It helps controlling organizational member’s behaviour in various ways. The manager therefore should set principles and guidelines that the members of the organisation should adhere to. They must comply with organizational policies, perform their job role efficiently and communicate any work problem and grievance to their superiors. Without such structure of communication, there would always be conflicts and these might render organisation unmanageable.
An effective and efficient communication system requires managerial proficiency in delivering and receiving messages. A manager must discover various barriers to communication analyze the reasons for their occurrence and take preventive measures to avoid those barriers. Thus, the primary responsibility of a manager is to develop and maintain an effective communication system in the organization which will ensure employees’ and other interest group’s communication satisfaction.