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There are four factors affecting reception of messages:

Attention

Perception

Comprehension

Acceptance

Attention refers to situations when individuals become voluntarily interested in the message. Once attention has been drawn to the message, the perception of the same begins. It means that the messages must be recognised in an unbiased manner. Comprehension is to understand the message received. Acceptance of message results in effective communication.

An effective communication serves several purposes, and benefits an organisation in many ways. First, it acts as a basic foundation for management. Since communication provides the key to facilitate the exchange of ideas, information as well as meeting of minds, it can aptly be described as the "ears and eyes" of the management.

Second, it plays a vital role in planning. The making of a plan requires facts and figures which can only be made available through effective communication. Third, it integrates the formal organisation structure and is responsible for holding together the members of a primary social group. Fourth, it also plays a pivotal role in national decision-making, organisational control, as well as building and maintaining employee morale.

The transformation of an organisation is conditional on the employees' involvement with commitment, common goals and shared purpose and vision. Communication as a continuous process ensures this. The climate of communication in an organisation, therefore, needs constant nurturing by a well- meaning and transparent management that has the manifest image that it cares for its stakeholders.

In many organizations, communication occupies a central place because the structure, extensiveness, and scope of the organisation are almost entirely determined by communication techniques. It is said that communication gives life-blood to an organisation. If organisation fail to provide careful attention to communication, a defensive climate prevails.

Experts have laid down several guidelines to improve communication. They are:

Seek to clarify your ideas before communicating.

Be sure your actions support your instructions.

Consider the total physical and human situations whenever you give instructions.

Do not over communicate but just enough for the purpose in view.

Listen attentively and develop the skill of listening, be a good listener.

Use simple language as understood by the receiver.

Follow-up on your communication: get feedback.

Concentrate on the problem rather than the people involved.

When people are being emotional, other people should try to be rational.

When people are misunderstanding and getting confused, others should try to be sympathetic and understanding.

Consult everyone affected, even though they are not concentrating at present (because they will resent not being consulted afterwards).

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