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The 7 characteristics of effective communication

Today we're exploring the 7 characteristics of effective communication, as


outlined byUniversity of Wisconsin professor Scott M. Cutlip in his
book Effective Public Relations(1953). Over time, his listing of features of
effective communication has become one of the key concepts in advertising
and PR theories, and is now known as the 7 C's of communication.
#1 COMPLETENESS
To be effective, communication should be complete, i.e. it should include all
the information the recipient needs to evaluate its content, solve a problem
or make a decision. Complete communication reduces the need for follow-up
questions and answers, and improves the quality of the overall
communication process.
#2 CONCISENESS
Conciseness is not about keeping the message short, but rather about keeping
it to a point. Conciseness in communication happens when the message does
not include any redundant or irrelevant information. Concise
communication prompts a better understanding of the message, because the
recipient can focus on the key points and does not get distracted by a wealth
of minor details.
#3 CONSIDERATION
When engaging in communication, a sender should always consider and
value the recipient's needs, moods and points of view. Tailoring the contents
and style of your messages based on their target audience strengthens the
key points delivered within, as the sender can use argumentations and
examples relevant to the recipient's experience, thus catering for a more
thorough understanding of the message.
#4 CONCRETENESS
Effective communication happens when the message is supported by facts
and figures. Concreteness in communication is also about answering to
questions timely and consistently, and developing your argumentations
based on real-life examples and situations rather than on general scenarios

or theories. Concreteness fosters effectiveness in communication, as the


recipient gets a more comprehensive overview of the message and its
implications.

#5 COURTESY
Courtesy in communication implies being respectful of the recipient's culture,
values and beliefs. Also, it involves the need to adopt a register your
audience can easily relate to and understand. Courteous communication has
a positive impact on the overall communication, as it prompts a more
positive and constructive approach to the conversation.
#6 CLEARNESS
To be effective, communication has also to be clear and specific. To achieve
clearness, the message should focus on a single objective, thus emphasising
its importance and catering for a prompt understanding of its contents.
Clear communication also requires the adoption of the relevant terminology,
thus reducing ambiguities and confusion in the communication process.
#7 CORRECTNESS
Using grammar and syntax correctly vouches for increased effectiveness
and credibility of the message. In fact, grammar and syntax mistakes make
it harder for the recipient to decode the message and understand its contents.
Also, they have a negative impact on the overall communication, as they
show that the sender hasn't taken his time to craft his messages more
carefully.

OBJECTIVES OF COMMUNICATION
1. STRONGER DECISION MAKING
Your ability to communicate effectively increases productivity , both yours
and your organization.
2. INCREASED PRODUCTIVITY

With good communication skills , you can anticipate problems , make


decisions , co-ordinate work flow , supervise others , develop relationships
and promote products and services.
3. STEADIER WORK FLOW
Communication acts as tool for the effective work related flow of
information.
4. STRONG BUSINESS RELATIONSHIPS & ENHANCED
PROFESSIONAL IMAGE
You can shape the impressions you and your company make on colleagues ,
employees ,supervisors , investors ,and customers in addition to perceiving
and responding to the needs of these stakeholders(the various group you
interact with ) without effective communication , people misunderstand each
other and misinterpret information. Ideas misfire or fail to gain attention
and people and companies flounder.
5. CLEARER PROMOTIONAL MATERIALS
Your organizations need for effective reach of company name and public
promotions are based on effective promotional material such as
advertisements , bill boards , online add , posters etc are all communicated
for effective message delivery and meaning.
6. PROVIDE ADVICE
Giving advice is based on individual-oriented and work-oriented ,advice
should not given to the person for pinpointing his mistakes rather it should
be helpful for his improvement. Effective advice promotes understanding
and it can be a two way process if the subordinate staff given freedom.
7. PROVIDE ORDER

Order is an authoritative communication pattern and it is directive to


somebody always a subordinate to do something. Orders will be written and
oral orders , general and specific orders ,procedural and operational orders ,
mandatory and discretionary order. Order should be clear and complete
,execution should be possible and given in a friendly way.
8.SUGGESTION
Suggestion is supposed to be very mild and subtle form of communication.
Suggestions are welcomed for it is not obligatory to accept them , it can be
voluntary and anonymous and submitted through suggestion boxes.
9. PERSUASION
Persuasion may be defined as an effort to influence the attitudes , feelings
,or beliefs of others , or to influence actions based on those attitudes , feelings
, or beliefs. Persuasion can be done to others if you are convinced , you do not
impose , you are not rigid are prepared to meet half-way and you can look
at the situation from the other persons angle also.
10. EDUCATION
Education is a very conscious process of communication ,it involves both
teaching and learning by which organizations provide to their employees in
the form of training. Education is given for management , employees and
outside public.
12. WARNING
If the employees do not abide by the norms of the organization warning is a
power communication tool and it can be general and specific. Specific
warning should be administered in private and after thorough investigation.
The aim of the warning should be the organization betterment.

13. RAISING MORALE AND MOTIVATION


Morale stands for mental health and it is a sum of several qualities like
courage , resolution , confidence .High morale and effective performance go
hand to hand. Motivation is a process that account for an individual
intensity, direction , and persistence of effort towards attaining a goal.
14. TO GIVE AND RECEIVE INFORMATION
. Communications main idea is to give and receive information because
managers need complete , accurate and precise information to plan and
organize employee need it to translate planning in to reality. Information
will cover all aspects of the business.
15. TO PROVIDE COUNSELLING
Counseling is given to solve employees mental stress and improve the
employees productivity.
16. TO IMPROVE DISCIPLINE
. Finally discipline is the foremost part of any business communication. The
various disciplinary codes are effectively communicated to employees
through disciplinary codes.

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