They will also be more likely to respond favourably to the message if it appears to be reasonable and fair to both the receiver and the business. Bad communication will have exactly the opposite effect. People will be confused by the message and less likely to do what the business wants. That is why good communication is so essential. Your message should be easy to understand and take account of the receivers' own attitudes and feelings.
Most communications are two-way, with some feedback , or response, required from the receiver.
If some official response was wanted to the message about turning off lights, a different means of communication would have to be used. Instead of putting up a notice, a memorandum , or a brief written message on a form, would have to be sent to the heads of all departments asking them to ensure that all lights should be turned off when not in use. The sender could ask for the message to be acknowledged, or for the heads of departments to report what action they were taking to put the order into effect. If the sender wanted to make the message more persuasive, a reason for the request could be given, which might be the need to reduce costs. Directions of Communication Within any organization, the character of the communication varies according to whether it is going downwards, upwards or sideways.