On the basis of nature, time and importance of the message that will be sent, media of communication will be selected. The followings are the important media of downward communication.
- Oral media: When important message to be delivered to the sub-ordinate and others openly, then oral media is sued.
- Written media: When organization’s goal, plan, method, work structure etc. will be sent to sub-ordinate, then written media will be used.
- Audio media: When some order, instruction of message is required to circulate to other sub-ordinates then audio media is the best alternative.
- Visual media: Some multimedia companies circulate their program through visual media.
- Audio-visual media: When communication takes place by using both sound and picture, it is known as audio-visual communication. Such as TV, Cinema, Multimedia projector etc.
How can you make downward communication effective? or Essential elements of effective downward communication.
Essentials of effective downward communication are following:
- Idea about organization: The superiors have to know details about the organizational objectives, procedures, activities, achievements etc. and later to inform subordinates, and then downward communication will be effective.
- Detail information: Required information that will be sent to subordinates should be detail. If so, the downward communication will be effective.
- Decentralization: If duties and responsibilities are decentralized to various departments, then downward communication should be effective.
- Proper channel/media: In downward communication, information should be reached to the destination through the proper channel.
- Idea about receiver’s knowledge: If useful message are sent to receiver on the basis of their awareness, then communication should be effective.
- Willingness: If sender and receiver of the message tame willingly and sincerely then communication will be effective.
- Positive communication attitudes: In downward communication, superiors and subordinates both parties should positive communication attitudes.
- Developing communication plan: Without developing communication plan, effective downward communications are not ensured.
- Shortening the communication line: If shortening the communication line, downward communication will more effective.
- Necessary explanation and feedback: Providing necessary explanation and feedback is another prerequisite of effective downward communication.
- Building trust: Effectiveness of downward communication mostly depends on building good trust between superiors and subordinates.
- Creating inspiration: Top level executives should create inspiration to do the work of the organization.
- Evaluation of employee’s attitudes: Top level executives should properly evaluate the employee’s attitudes towards works and organization before communicating with them.
- Following the chain of hierarchy: Effectiveness of downward communication mostly depends on the transmitting the message following the chain of hierarchy.
