Importance of communication:

Communication is an essential condition of our existence and the most important activity of ours. The word communicate has been derived from the Latin word communicare that means to share or participate. Every body knows that most of the time, through speech or writing or any other means like exchange of a common set of symbols, we are sharing information with other human beings. It is, therefore, first and foremost a social activity. Man as a social animal has to communicate. Hence the importance of communication for every human being. The importance of communication to an organisation is critical to its success.. It links not only the various components of the organisation but also its internal world with the social world. It has a very significant impact on the ultimate effectiveness of the whole organisation. It is through communication that the information, ideas, attitudes, or emotions get to be conveyed from one person to another, from one person to a group or vice versa, and from one group to another.

According to Scott, administrative communication is a process which involves the transmission and accurate replication of ideas ensured by feedback for the purpose of eliciting actions which will accomplish organisational goals. In today's dynamic environment, information is the life blood of business. Information based system such as MIS (management information system), DSS (Decision support system), and SIS (Strategic information system) all rest on communication. It lies at the very heart of management. Professional and result-oriented organisations are always looking for managers who can communicate persuasively and competently.

Importance of effective communication in Business

(a) Growth in the size of organisations: most of the organisations now-a-days are growing larger and larger in size. The people working in these organisations may be spread over different states of a country or over different countries. Keeping in touch with them, sending across directions and getting feedback will be possible only when communication lines are kept working effectively.

(b) Growth of trade unions:

over the last so many decades trade unions have been growing strong. No management can be successful without taking the trade unions into confidence. Only through effective communication can a meaningful relationship be built between management and the workers.

c) Growing importance of human relations: workers in an organisation are not like machines. They have their own hopes and aspirations. Management has to recognize them above all as sensitive human beings and work towards a spirit of integration with them. (d) Public relations:
every organisation has a social responsibility, specially towards customers, government, suppliers, and the public at large. communication with them is the only way an organisation can project a proper image of itself.

(e) Advances in behavioral sciences: Modern management is deeply influenced by existing discoveries made in behavioral sciences like psychology, sociology, etc. All of them throw light on subtle aspects of human nature and help in developing a positive attitude towards life and building up meaningful relationships. And this is possible only through communication. (f) Technological advancements:
The world is changing very fast, owing to scientific and technological advancements. These advancements deeply affect not only methods of work but also the composition of groups. In such a situation proper communication between superiors and subordinates becomes very necessary.

(g) Motivation and Morale: communication plays an important role in inspiring people to work hard and in fostering positive attitudes. Managers can increase the self-confidence and job satisfaction of employees by keeping in close touch with them.

(h) Corporate image: communication is indispensable for every organisation to develop and maintain reputation or goodwill in society. A business concern can keep itself in close touch with its customers, investors, dealers, suppliers and other sections of society through various forms of communication.