Why is it important to have effective communication within your company?

Effective communications establishes credibility (displays to your customers that you know what you are doing), engages the audience (ensures everyone is delivered and understands the messages), ensures the communications are delivered in the appropriate method (keeps the audience attention and practises active listening), whilst having the right balance of intellectual, judgemental/validity and emotional components to show reason, appeal and buy-in from the audience when delivered in the most appropriate manner to the audience. The aim is to deliver a common understanding to audiences that often have different needs, in order to support the strategy and goals of the company, so at the end, everyone has a clear understanding of what is expected of them and everyones effort is directed at achieving the company objectives. Get it wrong and you can easily get fragmented, demotivated teams that are often working against each other.