Communication which flows from the superiors to subordinates is known as downward communication. In an organization structure, the superiors utilize their abilities to attain the desired targets which mean that they may be engaged in issuing commands, directions and policy directives to the persons working under them (at lower levels). Under downward communication, the superiors anticipate instant recital of a job that’s why it is highly directive.

Downward communication can be defined as, “Information flowing from the top of the organizational management hierarchy and telling people in the organization what is important (mission) and what is valued (policies).”

Some examples of downward communication include notice, circulars, instructions, orders, letters, memos, bulletins, handbooks, annual reports, loudspeaker announcements and group meetings. Communication from superior to subordinate can be face to face as well as through written memorandums, orders, job descriptions etc.

The authority line flows from the top to the bottom according to the organizational structure (hierarchy). It is needed to get things done, to prepare for changes, to deject lack of understanding and doubt; and to allow the organizational members to develop feeling of pride of being well-informed about all organizational matters. The other elements of downward communication include: -

- Directions to carry out a specific task.
- Job instructions.
- Information intended to create understanding of the task and its relation to other organizational tasks.
- Job principle.
- Information about organizational processes and patterns.
- Response to the subordinate about his performance.
- Information of an ideological character to inculcate a sense of mission
- Indoctrination of goals.

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