Organizations the world over are recognizing the importance of knowledge and Communication as a means to gain or sustain competitive advantage.

Knowledge management is concerned with the sharing of both these forms of knowledge within an organisation. To facilitate smooth communication of knowledge, it is converted into information, in a situation where knower’s are sharing what they know they know. For example, person may know a great deal in baking cakes. But unless he speaks, presents, communicates or demonstrates his knowledge, it benefits only himself. He can communicate his knowledge within the organisation using technology as well as people based methods.

Communication is a two-way process. It is interactive in its very nature. This concept of communication demands participation. In the context of an organisation communication is a unifying means by which its members are linked together to achieve a common objective. It is a broad-spectrum and permeative activity which runs through all areas of the enterprise. Communication establishes connections for the organisation with external community, as well. For administration of any kind, in any organisation, communication is an indispensable tool.