What is Downward Communication?

Downward Communication is the flow of information within an organization from higher levels of authority, such as managers or executives, to lower levels, such as employees or subordinates. It involves the transmission of directives, instructions, guidance, feedback, policies, procedures, goals, and other relevant information from superiors to their subordinates.

Features of Downward Communication:

• Directive Nature: Downward Communication is directive and authoritative in nature. It involves the transmission of instructions, guidance, goals, policies, procedures, and other relevant information from higher levels of authority to lower levels within the organizational hierarchy.
• Initiated by Superiors: Downward Communication is typically initiated by managers, supervisors, or executives who hold positions of authority within the organization. These individuals convey information, directives, decisions, and feedback to their subordinates to guide their actions and behaviors.
• Formal Channels: Downward Communication often follows formal channels and protocols established within the organization. It may be conveyed through official meetings, memos, emails, company newsletters, performance reviews, organizational announcements, or other designated communication channels.
• Motivation and Recognition: Effective downward communication includes praising and recognizing employee achievements, milestones, and contributions, which can motivate and inspire employees to perform at their best.

Upward and Downward Communication are both very crucial for organizational success. Downward Communication ensures that employees understand their roles, goals, and expectations, while Upward Communication allows employees to contribute their ideas, voice concerns, and provide valuable feedback for organisational improvement.