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Home » Communication » Downward Communication

Downward Communication

October 18, 2021 By Hitesh Bhasin Tagged With: Communication

Downward communication is the procedure in which information or chain of command circulates from an organization’s upper level of hierarchy to the lower level. It occurs when information and messages flow down by using the formal chain of command or hierarchical structure of an organization.

In level management of communication downward, messages and orders start from the top-level management of the company and move down toward the lower-level employees. The superiors responsible for upper management like managers, directors, or CEOs convey organizational goals, procedures, policies, orders, decisions, instructions, etc., to their subordinates through downward communication.

For example, a manager of an organization channelizes business communication issuing any instructions to his or her assistant manager or supervisor providing directions to his workers.

Table of Contents

  • What is Downward Communication?
  • Downward Communication VS Upward Communication
  • Purpose of using Downward Communication
    • 1. Finding the right ways to implement goals, strategies, and objectives
    • 2. Sharing job instructions and rationale
    • 3. Communicating procedures and practices
    • 4. Sharing progress reports and performance feedback
    • 5. Improving socialization
  • Types of Downward Communication
    • 1. Oral or Verbal Method
    • 2. Written Method
    • 3. Other Methods
  • Importance of Downward Communication
    • 1. Providing an Idea
    • 2. Motivating with Objectives
    • 3. Maintaining a Discipline
    • 4. Explaining about Change
    • 5. Giving Direction and Assigning a Job
    • 6. Evaluating Works
  • Advantages of Downward Communication
  • Disadvantages of Downward Communication
  • Conclusion

What is Downward Communication?

Definition: Downward communication is defined as a formal process of passing information from top-level management to employees through a chain of instructions. The downward communication flow starts with someone at the helm issuing information or message, and the following lower person in the hierarchy passes it to those who report to the higher one.

In other words, it can be understood as an effective communication style in an organizational setup that takes place from superiors to subordinates. This flow goes on down the line. The management of any organization relies on downward communication for most of the communications.

Effective downward communication plays an essential and crucial part in an organization’s success. It helps in establishing and disseminating the goals of an organization.

Downward Communication VS Upward Communication

As the name suggests, in upward communication, the information flowing process starts from the lower level of a hierarchy and ends at the top-level management. For instance, in a company, it will start with an employee.

While communication downward is the exact opposite of the process in which information and messages flow from managers and leaders to the followers and employees. For example, in a team, communication will start with a leader.

Purpose of using Downward Communication

Five general purposes because of which an organization should choose downward communication are

1. Finding the right ways to implement goals, strategies, and objectives

It helps the organization in communicating the mission, vision, messages, and objectives decided by top-level management to the lower-level employees using the internal channels of communication in an organizational environment.

2. Sharing job instructions and rationale

It assists in the process of sharing directives concerning how to perform a job or coordinating individual as well as departmental objectives.

3. Communicating procedures and practices

Businesses or organizations use different policies, regulations, rules, benefits, guidelines, structural arrangements, etc, and share it using communication downward from top to lower levels. It ensures some degree of uniformity in organization practices.

4. Sharing progress reports and performance feedback

Organizations or companies use this form of communication for sharing departmental progress reports as well as individual performance feedback and appraisals. Managers share feedback to employees about how well they are performing as per their performance goals and standards.

5. Improving socialization

Organizations incorporate strategies to motivate employees and they use downward communication for sharing those strategies. The mission and cultural values of organizations are shared with staff members. They are also asked to participate in special ceremonies and events that help everyone to socialized and familiarize themselves by having a sense of belonging and unity of direction.

Types of Downward Communication

Types of Downward Communication

While transmitting pieces of information, principally used communications are oral and written. The segment of media depends on its nature and urgency.

1. Oral or Verbal Method

Mainly, Downward Communication is done by an oral method. The higher authority gives instructions to their subordinates through telephonic conversation or face-to-face. The managers also can exchange relevant information with their subordinates through conferences, meetings, lectures, etc.

2. Written Method

Organizations, irrespective of their size and nature, send important messages and information to their employees in written forms through circulars, manuals, letters, bulletins, posters. Usually, letters communicate necessary organizational directives; Manuals, circulars, and bulletins communicate procedures and policies.

3. Other Methods

Inclusions to oral and written methods, audio, visual and audio-visual media are also used in downward communication. Television, radio, poster, signal, graphs, etc., are some of the commonly used mediums that transfer information to the subordinates. In this digital era, emails, PPT, messages (SMS), WhatsApp, etc., can be included here.

Importance of Downward Communication

In an organization, Downward Communication is crucial and effective.

1. Providing an Idea

A superior person sitting at the helm of an organization can give and transfer a complete understanding to his/her subordinates through downward communication regarding rules, policies, objectives, decisions, and many more.

2. Motivating with Objectives

An organization can resort to downward communication to encourage lower-level workers or employees. It motivates the employees to work more and perfect for an organization to achieve goals and objectives.

3. Maintaining a Discipline

Downward communication follows an organizational hierarchy. Every department follows the set rules or procedures. In this way, discipline is maintained in an organization.

4. Explaining about Change

When there is any change in respect of works, plans, procedures, policies, rules timings, etc., downward communication is the most looked forward communication that explains changes.

5. Giving Direction and Assigning a Job

Superior can direct any assignment, work-related things, tasks through downward communication to their subordinates. Assigning jobs to the employees can be given through Downward Communication by the superiors.

6. Evaluating Works

Downward communication helps superiors to evaluate works performed by their employees. Through Downward communication, employees are informed of their evaluations.

Advantages of Downward Communication

Advantages of Communication Downward

1. Efficiency

Downward communication provides effectiveness and coherence because information and instructions came from the sources in power. It enables the coordination of activities from the higher part of the organization, thus maintaining the efficiency of the employees.

2. Easy and effective delegation

The delegation becomes so easier and effective coming from the superiors to the employees representing a chain of commands.

3. Organizational Control and Discipline

As downward communication follows the organization’s hierarchy, control, discipline, and members’ compliance become much easier to preserve.

4. Builds Good Relationships

Downward communication builds good relationships between the hierarchy. A strong feeling of participation happens in this communication for the subordinates.

Disadvantages of Downward Communication

1. Distortion

As information proceeds through different levels of the organization, chances of distorted information and messages can be there.

2. Loss of Information

The possibility of losing information is quite there in this type of communication.

3. Time Consuming

It takes time for information to be transferred from one stratum of employees to another, so feedback can be slow, resulting in time loss.

4. Lowers Morale

Downward communication, in some ways, can have a negative impact when supervisors misuse their position and power, so it can result in lowering the morale of employees.

Conclusion

Now, it is clear that downward communication is crucial for supplying information, assigning work, explaining policies/pans, and directing subordinates in an organization.

It is also useful in distributing interdepartmental duties and responsibilities, explaining the changing environment, sharing performance evaluation, delegating authority, and establishing discipline.

How important do you consider downward communication for sharing ideas and completing tasks in an organization?


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About Hitesh Bhasin

I love writing about the latest in marketing & advertising. I am a serial entrepreneur & I created Marketing91 because I wanted my readers to stay ahead in this hectic business world.

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Types of Communication
Types of Communication - 1
  1. Types of Communication
  2. Internal Communications
  3. External Communications
  4. Upward Communication
  5. Downward Communication
  6. Two Way Communication
  7. Horizontal Communication
  8. Vertical Communication
  9. Marketing Communication
  10. Business Communication
  11. Group Communication
Types of Communication - 2
  1. Crisis Communication
  2. Organizational Communication
  3. Online Communication
  4. Public communication
  5. Intercultural Communication
  6. Mass Communication
  7. Interpersonal Communication
  8. Oral Communication
  9. Written Communication
Types of Communication - 3
  1. Visual communication
  2. Verbal Communication
  3. Nonverbal Communication
  4. Miscommunication
  5. Grapevine Communication
  6. Assertive Communication
  7. Asynchronous Communication
  8. Communication media
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