Overview of Downward Communication

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INTRODUCTION
Communication which flows from the superiors to subordinates is known as downward communication means a process of starting communication process from upper level to lower level. Group leaders and managers use it to assign goal, provide jod instruction, explain policies and offer other feedback about performance. Managers can do this in various ways such as via speeches, messages in newsletter, e-mails, leaflets, bulletin boards, memos and others. When the managers of the organization assign goals to their employees, they are using downward communication. The downward communication occurs when information and messages flow down through an organization's formal chain of command or hierarchical structure. In other words, messages and orders start at the upper levels of the organizational hierarchy and move down toward the bottom levels. Responses to downward communications move up along the same path.In an organization structure, the superiors utilize their abilities to attain the desired targets which mean that they may be engaged in issuing commands, directions and policy directives to the persons working under them at lower levels. When engaging in downward communication, managers must explain the reason why a decision was made. One study found employees were twice as likely to be committed to changes when the reasons behind them were fully explained. Although this may seem like common sense, many managers feel they are too busy to explain things or that explanations will “open up a big can of worms.” Downward communication is to provide relevant information, orders, instruction to subordinates. Downward communication is called as instruction type communication system.
There are some purposes of downward communicati...

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...swer> [27 December 2013]
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• Downward communication (online). Available from [10 February 2014]
• Difference between upward and downward communication (online). Available from [18 February 2014]
• Difference between downward and upward communication (online). Available from [18 February 2014]

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