DIRECTIONS: Read the passage and answer the questions that follow.

The primary purpose of communication is to keep people informed. Communication is a reciprocal, two ways and a continuous social process.it should serve the organizational objects. To accomplish this, management adopts an effective media and network of communication. To make it effective communicator must possess certain quality's, understand the receiver, convey the message and get to act on it. Practical experience in the field makes both the center and receiver to reach perfection. Communication translate organization information into the language commonly understood in the organization. lack of feed-back, interaction and effective decoding of signs or words into receiver capability are the important problems in communication. But they do not later the basic essential for successful communication. Wilbur Schramm has suggested for any communication to be transmitter effectively from source to receiver, whether the source is personnel or non-personnel, the message must need the following three requirements:

1. It must be so designed and delivered as to gain the attention of the receiver.

2. It must use signals that are understood in the same way by both source and receiver.

3. It must arouse needs in the receiver and suggest some way of satisfying these needs that is appropriate to the receiver's group situation when moved to make that desired response.