PURPOSE OF GROUP COMMUNICATION
i. To share and exchange information and ideas. When individuals are involved in group communication each and every individual can air their different views and opinions which are shared among people involved e.g. giving an opinion that was not initially familiar to members of the group
ii. To socialize and solve problems among individuals /organization. As people share ideas and views they are able to interact better within the organization thus they are able to identify appropriate solution to problem affecting them in the organization e.g. Where there are conflicts and disagreements, group communication try to find middle ground solution that satisfies everyone.
iii. To discuss issues related to particular topic in relation to group itself or for the benefit of the audience. As people come together in group communication individuals are able to discuss some topics such as; policies, objectives and different strategies governing the group. For example, when members of the group are not agreeing to a particular topic, they are left to research and come up with the mutual solution.
iv. To elaborate upon any work undertaken or research done in order to elicit feedback. When the group is given or assigned work/project to research, each individual is given time to do his/her own research and when they meet, they analyze their finding and come up with an effective feedback relating to the project. For example in class group discussion, individuals research on their own and come up with various feedback which are discussed by the group so as to come up with a mutual feedback.
v. When there is need to motivate and inspire members of the group, staff or sub-ordinate of an organization, group communication will be applicable. For example when managers want to give the performance appraisal to workers or group members.
vi. To collect information or feedback on any project/policy/scheme
To arrive at a decision on important matters
MERITS OF GROUP COMMUNICATION
a) Enhance good relation or socialization among members.
b) Promotes health feedback used to identify areas of weakness and implement change.
c) It helps learners to think about issues and problems relating to them.
d) It encourages learners to exchange their own experiences thereby making learning more active and less isolating.
e) Fosters positive peer support and feeling of belonging.
f) Enhances effective decision making.
Individuals are more satisfied with decisions that they are helped to make