Downward communication

Downward communication
See also
Oral communication Vertical communication Management by objectives Management by objectives steps Adaptation process Diagonal communication Unity of direction Internal marketing Path goal theory

Downward communication is one of three different directions (downward, horizontal and upward) of communication that organization's structure should provide. Taking place of organizational communication is embedded within the framework which are established by those directions. Downward communication is made up of procedures, policies and rules that flow form the highest-levels to levels which are lower (F. C. Lunenburg 2010).

The downward communication regards to issues which are multiple i.e. instructions and information relating policies and procedures etc., to give guidelines for enforcing goals, objectives and strategies (P. Verma 2013).

Effectiveness of downward communication is the highest if senior executives communicate directly with direct supervisors and direct supervisors communicate with their personnel. Many of evidence show that expanding the power of direct supervisors expands both performance and satisfaction among employees. The downward communication has the most important role in organization. It states upward communication style, for grapevine and horizontal communication it sets background and it is also to a large degree in charge of establishing non-ideal or ideal communication climate. Multiple factors determine downward communication (P. Verma 2013).

General objectives

Downward communication has five general objectives:

1. Objective which concerns implementanting of strategies, golas and objectives - passing new strategies and goals gives information about particular targets and behaviors which are expected. It provides direction for levels which are lower.
2. Providing job instructions and rationales - those guidelines tell about way of doing a particular task.
3. Explaining procedures and practices - those messages tell about organization's rules, policies, benefits, regulations and arrangements which are structural in order to obtain some level of uniformity in practices of organization.
4. Providing performance feedback - informing about progress reports which are departmental, appraisaling of individual performance. Those things and other means are applied to inform individuals or departments about how well they are managing in relation to performance standards and aims.
5. Socializing - trying to motivate employees to adopt mission of the institution and values which are cultural.

A channel for information, directives and instructions is provided by a downward flow of communication to members of organization. However, due to information passing form one person to another much of it gets lost. Furthermore, if the distance between a sender and a final receiver is great, the message may be deformed (F. C. Lunenburg 2010).

Downward communication and uncertainty

A study which was carried out, by Hannaway in 1985, found evidence implying that hierarchic level and uncertainty of environment may influence the communicational behavior of organization adherers. In terms of high uncertainty, lower level managers take less part in meetings ans conversations than do senior managers (P. Verma 2013).

Examples of Downward communication

• Company-wide memos or announcements: Company-wide memos or announcements are a form of downward communication which conveys news and information from the higher-levels, such as the directors and executives, to lower levels in the organization.
• Instructions or directives from management: This type of downward communication includes instructions and directives that are issued from the top of the organization to the lower-levels, such as employees and teams, about how tasks should be completed.
• Performance reviews and feedback: Another form of downward communication is performance reviews and feedback from supervisors to employees. This type of communication allows for feedback about an employee’s performance and progress to be communicated from the supervisor to the employee.

Advantages of Downward Communication

Give elaborated, expanded, expert description of advantages. Give real life examples. Give more than one advantage. Use * as a bullet. Prioritize more elaborate examples.

• Clarity: Downward communication can provide clarity to the organization by providing clear expectations and goals that are reinforced by management.
• Increased Productivity: By providing clear expectations and goals, downward communication can lead to increased productivity and efficiency as employees understand exactly what is expected of them.
• Improved morale: Providing employees with clear direction and feedback can lead to improved morale as they feel they are being supported in their roles.
• Improved decision making: By providing clarity and direction, downward communication can lead to improved decision making as employees have access to the most up-to-date information and resources.

Advantages of Downward communication

Downward communication has several advantages for organizations. Specifically, it can:

• Provide clear direction to employees. By having clear expectations, employees know what is expected of them on the job and can better focus on the tasks at hand. This can help increase productivity and morale.
• Facilitate the decision-making process. By providing employees with the information they need to make decisions, managers can increase efficiency and reduce the time it takes to make decisions.
• Enhance organizational control. Managers can use downward communication to ensure that employees are following established procedures and that quality standards are being met.
• Improve communication. Downward communication can help to ensure that all employees are on the same page and that everyone is aware of the organization's goals and objectives.
• Increase employee engagement. By providing employees with relevant information and allowing them to voice their opinions and ideas, downward communication can help to create a more engaged and motivated workforce.

Limitations of Downward communication

Downward communication comes with some limitations, including:

• Lack of openness – The flow of downward communication is usually one-way, with no opportunity for feedback or dialogue. This can limit the effectiveness of this type of communication and create resentment among staff who feel their opinions are not valued.
• Information overload – Too much information can lead to confusion and lack of clarity on the part of the receiver. This can lead to misunderstandings and a lack of understanding of the intended message.
• Loss of trust – When staff feel that their opinions and ideas are not taken into account it can lead to a breakdown in trust and a loss of morale.
• Communication gaps – When downward communication is not consistent and timely, there can be a disconnect between the sender and the receiver. This can lead to misunderstandings and gaps in communication.

Other approaches related to Downward communication

One of the most common approaches to downward communication is the use of organizational hierarchy. This is when information is passed down from the top to the bottom of the organization, with each level or division having a specific responsibility or function. Other approaches used in downward communication include:

• Participatory communication: This involves the active involvement of all members of the organization in making decisions and implementing changes.
• Non-Directive communication: This approach is characterized by being flexible, allowing employees to take initiative and express their opinions without fear of reprisal.
• Open communication: This approach encourages employees to speak openly about their ideas and concerns and to listen to one another's viewpoints.
• Feedback communication: This approach involves providing feedback to employees about their performance and offering constructive criticism.

In summary, downward communication can be an effective tool for organizations to ensure that information is effectively and efficiently shared across the organization. Different approaches such as participatory communication, non-directive communication, open communication and feedback communication can all be used to ensure that the flow of communication is open and effective.

References

• Keyton J. (2011)., Communication and organizational culture: A key to understanding Work Experiences
• Lunenburg F. C. (2010), Formal Communication Channels: Upward, Downward, Horizontal, and External, „Focus on colleges, universities, and schools”, Vol. 4, No 1.
• Verma P. (2013), Relationship between Organisational Communication Flow and Communication Climate, "International Journal of Pharmaceutical Sciences and Business Management", Vol.1 No. 1

Author: Justyna Kulesa