To give an idea

With the help of downward communication objectives, policies, rules are explained to the subordinates by
superior to give complete understanding.

To encourage
Employees are required to be motivated to work more to achieve organisational objectives. Management has to
resort to downward communication to encourage lower-level employees.

To maintain discipline
Such communication follows the organisational hierarchy, so every section unit or department must follow the
set rules or procedure. As a result discipline is ensured.

To inform job rationale

An important objective of this type of communication is to give information regarding the rationale of the task
assigned and its relation to other organisational tasks.

To explain about change

Changes are dependent to circumstances. When there is any change in respect of plans, policies, procedures or
rules etc. such are communication with explanation through downward communication.
To give direction
To direct any assignment, job or task to the subordinates, superior makes downward communication.
Assignment of job
To assign job according to efficiency of the workers, superior makes justification through downward
communication.
To control
Since necessary instructions are forwarded through downward communication, employees are very much
aware about their task and activities. Therefore such communication can act as a control tool.

To evaluate
Downward communication helps supervisors to evaluate works performed by the employees. Downward
communication is used to inform the employees of their evaluations.

Interpretative problems
Downward communication presents interpretation problems because of the distortion effect and the slow
feedback for message clarification.
Distortion
Ever played the grapevine game? Downward communications can become distorted as it proceeds through
multiple levels of the organisation.
Not motivating
Given slow feedback and the dependence on formal channels of communication, this method of
communication doesn’t really help with motivation.

Slow feedback
It takes time for messages to go down the organisation and then up the organisation and then back down again.
This means that feedback can be slow, resulting in problems, especially in a dynamic environment.

Lowers morale
Given the time communication takes and the problem with distorted messages, downward communications can
have a negative impact on organisational morale.

Good Relations
Subordinates express their opinions in terms of upward communication. As a result, the harmonious
relationship prevails between the superiors and subordinates.

Providing Counsel
Subordinates can provide their constructive opinions to the superiors through upward communication. These
opinions may be useful to the achievement of organisational goals.

Favorable Organizational Environment

Upward communication enriches the relationship between subordinates and superiors. As a result organisation
attains continuous development.

Knowing Employee Attitude

Every organisation starts some welfare measures for the employees. If upward communication is active then
management can know that how far employees are satisfied with the welfare activities.

Feedback
Through such communication, the subordinates send back their reactions to the decision sent by the superiors.
Thus upper-level management can ensure whether the lower-level employees have accepted the message sent
by the superiors.

Prompt Appreciation
Because of upward communication, subordinates get the opportunity to praise their boss for any positive or
effective movement. This ultimately results in a cordial relationship between superiors and subordinates.

Decision Making
Upper management wants to know specific information regarding production, procurement, marketing,
financial matters and so on before making any decision. Subordinates supply the related information through
upward communication and thus decision making is made easier and quicker.

Development of Creativity
Upward communication calls for a creative environment to grow where employees show their initiatives for
development.

Motivation
Upward communication allows the lower-level staff to express their attitude or opinion to upper-level staff. As
result subordinates are influenced to work more towards fulfilment to target.
 Development of Plan
Upper-level management can collect information from lower level management through upward
communication. Information obtained from such communication can be used to develop and implement any
plan.

 It provides emotional and social assistance to the organisational members.

 It helps in solving various organisational problems.
 It is time-saving.
 It can also be used for resolving conflicts of a department with other department or conflicts within a
department.
 It facilitates co-operation among team members.
 It is a means of information sharing.
 It facilitates coordination of the task.