The extreme importance of an organization’s external communications hardly requires
supporting comment. Certainly, it is obvious that any business organization is dependent
on people and groups outside itself for its success. It is an elementary principle of
business that, because a business organization’s success is dependent on its ability to
satisfy the needs of customers, it must communicate effectively with these c,ustomers. It
is equally elementary that in today’ s complex business society, organizations are
dependent on each other in the manufacturing and distribution of goods as ell as the
sale of services. And this interdependence nec.essarily brings about needs for
communication. Just as with international
communication, these outside communications are vital to an organization’s operation
Not all the communication that goes on in an organizatio is operational, however. In fact,
much of th, communication in an organization is without purpose a: far as the
organization is concerned. Such communication may be classified as” personal..
Personal communication is all that incidental exchange of information and feeling which
human beings engage in whenever they come together. Human beings are social
animals. They have a need to communicate, and they will communicate even when they
have little or nothing to express.
Much of the time people spend with each other is spent in communication, for it is simply
the thing to do when people get together. Even total strangers are likely to communicate
who they are placed in a position together, as for instance on a plane trip, in a waiting
room, or at a ball game.
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