FLOW OF COMMUNICATION:Internal Communication, External Communication

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Lesson 2

FLOW OF COMMUNICATION

An organization is a group of people associated for business, political, professional, religious, social,

or other purposes. Its activities require human beings to interact and react, that is, to communicate.

They exchange information, ideas, plans, order needed supplies and make decisions, rules,

proposals, contracts, and agreements. All these activities require one skill, that is communication.

So we can say that communication is the "Lifeline" of every organization

An exchange of information within an organization is called internal communication. It takes place

at different levels -- downwards, upwards and horizontal

To exchange information within and outside the organization we use a variety of formal and

informal forms of communication that carry the flow of information.

Flow of Communication

Formal

Planned communication

Memo, letter, report, e-mail & faxes that follow

company's chain of command

Internal Communication

Casual Communication among employees

e-mail face to face conversation

phone calls, discussions

Informal

Internal Communication

The formal Communication Network

· The formal flow of information follows the official chain of command.

President

Finance

Production

Sales

Human

Marketing

Resources

Sales

Manager

Midwest

East

International

West

District

Manager

Sales

Rep

Direction of flow within the organization

Downward Flow

· Organizational

decisions are made at

top level and then flow

down to the people

who carry them. When

employees receive

appropriate downward

communication from

the management, they

become motivated and more efficient. They need clear job directions, safety rules, facts about

organizational strategy, products, and viewpoints on important controversial issues. They are

concerned about their benefits such as health care, promotions, pensions, training, etc.

Upward Flow

· To solve problems and make intelligent decision manager need what is going on in the

organization. Upward internal communication is also very important. Many executives want

comments from employees in addition to the usual periodic reports. Successful managers listen

closely to opinions, complaints, problems, and suggestions, especially when these are clearly put

forward. They want to know about problem, emerging trends.

Horizontal Flow

· Horizontal flow takes place between peers in organizations in order to solve problems, perform job

duties, prepare for meetings, and cooperate on important projects. So you can imagine that people

spend time on listening to and making requests, writing notes and memos, and discussing and

writing about projects. And they do it through communication.

Informal Internal Communication

· Every organization has an informal communication network a grapevine that supplements

official channel. It is important source of information. It is casual conversation of an organization.

External Communication

· Communication that takes place outside the organization is called external communication. The

right letter, proposal, report, telephone call, or personal conversation can win back an angry

customer, create a desire for a firm's product or services, encourage collections, motivate

performance, and in general, create goodwill.

Formal

Planned communication with outsides

Memo, letter, report

e-mail, Fax's that follow company's chain of command

External Communication

Casual Communication among Customers,

suppliers, investors, e-mail face to face conversation

phone calls, discussions

Informal

Various Aspects of External Communication

Informal External Communication

Although external communication is formal, informal contacts with outsiders are important for

learning customer's needs. Plenty of high level manager recognize the value of keeping in touch

with "the real world by creating opportunities to talk with and get feedback from customers and

frontline companies.

Ways of External Communication

· Letters, pamphlets, annual reports, interviews with the news media, etc.

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