The Board met and agreed to some changes in operating procedures and performance benchmarks. This new policy must now be communicated to their subordinates and disseminated throughout the company. What kind of communication is involved when information flows from those higher up in an organization to those of lower rank?

Downward communication is a process in which the message goes from the superior at the top down to the subordinates at the bottom through the formal chains.

A message start from the top of the hierarchy until it reaches those at the lower levels in the organization.

Advantages

- organizational discipline it is a useful way to maintain discipline and compliance.

- effective communication in which goals and responsibilities are properly communicated.

- Efficiency because the message comes direct from people who conduct the whole process within the organization

Disadvantages

- Distortion through all the levels going down the message may be altered or be distorted.

-Slow feedback they may be delays in responding back since the message may take long to reach those at the bottom.

- misinterpretative problems the message may be poorly interpreted due to it being distorted along the way.