2. Communication aims at sub serving those goals. In each of these groups, the dominant objective of communication would be to inform, connect, educate, entertain, motivate, provoke, integrate, reassure and persuade, as the case may be. Communication is thus the means to an end. Communication is largely goal-oriented and the objective of any personal communication would depend upon the person or the group one is addressing and the purpose or object one has in mind, 3. Let us now look at the objectives of communication in business organizations. It is a process common to every business, whatever be its primary function.
Business organizations exist for the purpose of meeting specific needs of the community in which they operate. Every business organization sets its goals and objectives in relation to the specific need it aims to fulfil. Every organization uses resources, including human resources to function effectively, and also targets specific clients and markets. Businesses are often associations of people coming together for specific purposes. It has people within and it also addresses people outside the organization.
The activities of any organization require both people within and people outside to act, interact, reach, share, exchange and get across to each other so that specific objectives are accomplished in an effective manner. The word ‘business’ connotes a commercial motive. As distinct from a charitable or religious organization, any business organization is driven by a profit motive. This implies that the organization would like to ensure that its objectives are achieved with the optimum utilization of resources like time, money and effort. The communication system that is put in place within the organization should, therefore, address and meet these objectives.
Since business organizations are multi-disciplinary in nature, communication encompasses wide areas and is inter-disciplinary in approach. Large organizations are described as networks of interdependent relationships. The objectives, activities and inter-relationships of a business organization necessitate communication to sub serve its many diverse objectives.