The downward communication, from management to employees, occurs when information and messages flow down through the formal chain of command or hierarchical structure of an organization.
In other words, messages and orders start at the higher levels of the organizational hierarchy and work their way to the lower levels. Responses to downstream communications follow the same path.
Top-down communication is top management's process of reaching conclusions, which change or improve the workplace or business systems. These conclusions are subsequently communicated to the employees, who work to achieve the objectives, with other employees or individually..
Some lower-level managers can provide information on how to achieve the end goal. However, they may not have the authority to change policies, without the approval of the highest level of management..
This type of communication involves managing a project. That is, the manager has complete control over the delegation of tasks, the establishment of the project calendar and deadlines..
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Downward communication is useful for managers to inform employees, vision, mission, goals, objectives, policies and procedures of the organization.
It can take the form of oral communication: face-to-face conversation, meetings, speeches, conferences, etc. o written communication: manual, notices, circulars, digital news, warnings, etc..
Downward communication can increase the use of specific programs in the workplace by making employees aware of their availability, clearly explaining how to access and use services, and demonstrating that management supports and values those programs..
With downward communication, it is up to the manager to fully discern the strengths and weaknesses of each member of the work team and delegate the appropriate tasks to them..
While downstream communication can sometimes invite a response, it is generally one-way rather than reciprocal - the higher-level communicator does not invite or expect a response from the lower-level recipient.
Differences in experience, knowledge, authority levels and status can make it very likely that the sender and the recipient do not share the same assumptions or understanding of the context, which can cause messages to be misunderstood or misinterpreted.
Ensuring effective downward communication is not necessarily an easy task.
Creating clear and unambiguous communications, while maintaining a respectful tone, can overcome these problems and increase effectiveness..
All aspects must be taken into consideration, especially how a decision will affect employees. This is why downward communication is especially beneficial for organizations with talented and knowledgeable leaders..
Downward communication follows the hierarchy of the organization. This means that organizational discipline and member compliance is much easier to maintain..
Top-down communication provides subordinates with the necessary directions, orders, instructions, and explanations on various complex problems. This ultimately increases employee efficiency..
Offers efficiencies because instructions and information come from power sources, who can coordinate activities from the top of the organization.
Top management can easily communicate goals and assign responsibilities for achieving those goals.
Making decisions from the top allows leaders to be clear about goals and expectations. It also gives employees more time to focus on their work tasks, rather than attending meetings where possible directions for the company are discussed..
Delegation is much easier if it comes directly from the vertical communication structure that represents the chain of command..
When a strong leader is at the forefront, managers can take charge quickly and effectively. Also assign tasks to teams or employees and set solid deadlines..
With only senior executives making decisions, their conclusions can be viewed as lacking in creativity and detrimental to overall performance..
Downward communications can become distorted as they progress through multiple levels of the organization.
It takes time for messages to travel down the entire organization and then up the organization, then back down again. This means that feedback can be slow, resulting in problems, especially in a dynamic environment..
Downward communication presents interpretation problems due to distortion effect and slow feedback for clarification of the message.
Having a heavy reliance on downward communication impairs the worker-management relationship. This is because it does not provide any direct communication scope between them..
Given the time it takes to communicate and the problem with distorted messages, downward communication can have a negative impact on organizational motivation..
When used correctly, downward communication can help establish a clear vision for the direction of the company. But can easily be seen as bossy or dictatorial.
Particularly with a weak leader, employees can grow resentful and challenge one-sided decisions. Therefore, downstream communication is not the best for companies struggling to implement change effectively..
Examples of downward communication include explaining an organization's mission and strategy or explaining the organizational vision. Effective downward communication thus gives employees a clear understanding of the message they have received.
Whether informative or persuasive, effective downward communication causes recipients to take action or behave in accordance with communicators' expectations..
At work, managers' orientations to employees are the most basic form of downward communication. These can be written manuals, instructions, notes, policies, or oral presentations..
Another example of downward communication is a board of directors instructing management to take specific action..
Most organizations operate with some type of downward communication. Some well-known examples are the Trump Organization, Helmsley Hotels, and Martha Stewart Living..
These companies are good examples because they were led by three highly powerful and knowledgeable individuals, who were able to successfully make all the decisions about the direction of the company..
Companies in highly regulated industries are also more likely to use downstream communication, such as banks and financial institutions.
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