Effective Communications

(7 Cs)
Lecture # 6

The seven Cs
When We talk about Effective Communication

one thing that comes in mind, what are the basic

principles of effective communication .
These principles tells us how your message can
becomes effective for your target group,
These principles also tell about style and
importance of the message.
These principles commonly known as 7 Cs of
effective communication.

Seven Cs of Effective
Communication
1.
2.
3.
4.
5.
6.
7.

Completeness
Conciseness
Consideration
Concreteness
Clarity
Courtesy
Correctness

1) Completeness
Message Receiver- either listener or reader, desire

complete information to their question. e.g.

suppose you are working with multinational company who
is engaging with engineering goods , like A.C. Now let
say one of your major customer wants some technical
information regarding thermostat (because he wants to
convey the same to the end users ). In this case you have to
provide him complete information in a short span of time.
If possible, provide him some extra information which he
does not know,.
In this way you can maintain a good business relation with
him, otherwise he may switch to an other company.

Five Ws
One way to make your message complete is to answer the

five Ws.
WHO?
WHAT?
WHEN?
WHERE?
WHY?
The five question method is useful when you write
requests, announcements, or other informative messages.
For instance, to order (request) merchandise, make clear
WHAT you want, WHEN u need it, WHERE it is to be sent.

Conclusion of completeness
At the end we can say that, you must provide
him:1. All necessary information as requested by
him.
2. Answers to his all questions carefully
3. Provide some more information, which he
is not requiring , just to maintain good
relations.

2) Conciseness
Conciseness means convey the message

by using fewest words.

Conciseness is the prerequisite to
effective business communication.
As you know that all businessmen have
very short time .
Hence a concise message save the time
and expenses for both the parties.

How To achieve the conciseness ?

For achieving the conciseness you
have to consider the following.
1.Avoid wordy expression
2.Include only relevant material
3.Avoid unnecessary repetition.

Avoid Wordy Expression

E.g. Wordy:- at this time.

Instead of at this time you can just use only

a concise word:- NOW ,
Always try to use To the point Approach in
business scenario perspective.

Include only relevant information

Always try to provide only relevant information to the

receiver of the message.

Lets say one of your customer requested

for clients of the company

in reply you should provide simply list of clients at the panel of your
company.
No need to provide detailed business information about client at all.

Observe the following suggestions to Include only relevant

information.

Stick to the purpose of message

Delete irrelevant words
Avoid long introduction, unnecessary explanation etc.
Get to the important point concisely.

Avoid un-necessary Repetition

Some times repetition is necessary for

focusing some special issue.

But when the same thing is said with out
two or three reasons, the message become
wordy and boring.
Thats why try to avoid Un-necessary
repetition.

Some ways to eliminate unnecessary words

Use shorter name after you have mentioned the

long once. e.g.

Spectrum communications Private limited use
spectrum.
Use pronouns or initials E.g.
Instead of world trade organization use WTO or
You can use IT for Information Technology.
( keeping in views that receiver knows about these
terms)

3) Consideration
Consideration means To consider the

receivers Interest/Intention.
It is very important in effective
communication while writing a message
you should always keep in mind your target
group
consideration is very important C among
all the seven Cs.

Three specific ways to indicate consideration

i-Focus on you instead of I or We
ii-Show audience benefit or interest of the
receiver
iii-Emphasize positive, pleasant facts.
Using you help you, but over use lead a
negative reaction.

Always write a message in such a way how

audience should be benefited from it. e.g.
We attitude
I am delighted to announce that we will
extend to make shopping more.

You attitude
You will be able to shop in the evening with
the extended hours.
Readers may react positively when benefit
are shown to them.
Always try to address his/her need and want.

 Always show/write to reader

what has been done so far as his/her query

is concerned.
And always avoid that his/her need and
wants.
Always avoid that has not been done so
far.

4) Concreteness
It means that message should be specific

instead of general. Misunderstanding of

words creates problems for both parties
(sender and receiver).
when you talk to your client always use
facts and figures instead of generic or
irrelevant information.

The following guidelines should help you to

achieve the Concreteness.
i- use specific facts and figures
ii-choose image building words
e.g
General
He is very intelligent student of class and
stood first in the class.

Concrete
Alis GPA in B.Sc Electrical Engineering
2k3-f session was 3.95/4.0, he stood first in
his class.
Always write on a very solid ground. It
should definitely create good image as
well.

5) Clarity

Accuracy is purpose of clarity

In effective business communication the
message should be very much clear. So that
reader can understand it easily.
You should always Choose precise words.
Always choose familiar and easy words.
Construct
effective
sentences
and
paragraphs.

In business communication always use

precise words rather longer statements.
If you have a choice between long words and
shorter one, always use shorter one.
You should try your level best to use
familiar/easy to understand words so that
your reader will quickly under stand it

Familiar
1-after
2-home
3-for example
4-pay
5-invoice

Next familiar words

subsequent
domicile
e.g.
remuneration
statement for payments

6) Courtesy

Courtesy
Knowing your audience allows you to use statements of

courtesy; be aware of your message receiver.

True courtesy involves being aware not only of the
perspective of others, but also their feelings. courtesy stems
from a sincere you-attitude.
it is not merely politeness with mechanical insertions of
please and Thank you .
Although Appling socially accepted manners is a form of
courtesy .
rather, it is politeness that grow out respect and concern for
others.
Courteous communication generate a special tone in their
writing and speaking.

How to generate a Courteous

Tone ?
The following are suggestions for generating a courteous tone:
Be sincerely tactful, thoughtful and appreciative.
Use expressions that show respect for the others
Choose nondiscriminatory expressions
Be sincerely Tactful, Thoughtful and Appreciative
Though few people are intentionally abrupt or blunt, these
negative traits are common cause of discourtesy.
avoid expression like those in the left hand column below;
rephrase them as shown in the right-hand column

Tactless, Blunt

More Tactful

Stupid letter; I cant

understand

I should understand it, as

there is no confusing word in
this letter, could you please
explain it once again ..?

Its your fault, you did not

properly read my latest FAX

Sometimes my wording is not

precise; let me try again

Thoughtfulness and Appreciation

Writers who send cordial, courteous messages of deserved
congratulations and appreciation (to a person inside & outside) help to
build goodwill. The value of goodwill or public esteem for the firm may
be worth thousands of dollars.

7) Correctness

7) Correctness
At the core of correctness is proper grammar,
punctuation and spelling.
however, message must be perfect grammatically and
mechanically
. The term correctness, as applied to business
messages also mean three characteristics
o Use the right level of language
o Check the accuracy of figures, facts and words
o Maintain acceptable writing mechanics

Use the right Level of

Language
we suggest that there are three level of language
1. formal
2. informal
3. substandard.
Take a quick guess: what kind of writing is
associated with each level? What is the style of
each?

Formal and Informal Words

Formal writing is often associated with scholarly writing:
doctoral dissertations, scholarly, legal documents, toplevel government agreements and other material where
formality is demanded.
Informal writing is more characteristic of business writing.
Here you use words that are short, well-known and
conversational as in this comparison list:
More Formal
less formal
Participate
Join
Endeavor
try
Ascertain
find out
Utilize
use
Interrogate
question

Substandard Language
Avoid substandard language. Using correct words,
incorrect grammar, faulty pronunciation all
suggest as inability to use good English. Some
examples follow:
Substandard
More Acceptable
Aint
isnt,arent
Cant hardly
can hardly
Aim to proving
aim to prove
Desirous to
desirous of
Stoled
stolen

Facts and Figures Accuracy

Check Accuracy of Facts, Figures and words
It is impossible to convey meaning precisely, through words, from the head
of the sender to a receiver. Our goal is to be as precise as possible, which
means checking and double-checking and double-checking to ensure that
the figures, facts and words you use are correct.
A good check of your data is to have another person read and comment on
the validity of the material
Figures and facts
Verify your statistical data
Double-check your totals
Avoid guessing at laws that have an impact on you, the sender and your
Have someone else read your message if the topic involves data.
Determine whether a fact has changed over time

Proper Use of Confusing Words !

Our Language (Any) is constantly changing. In fact,even dictionaries can
not keep up with rapid change in our language. the following words
often confusing in usage:
A, An

use a before consonants and

consonants sounds or a long u
sound. Use an before vowels.

Accept, except

accept is a verb and means to

receive. except is a verb or a
preposition and relates to
omitting or leaving out.

Anxious, eager

Anxious implies worry, eager

conveys keen desire

Exercise -3
Find single word substitutes for the phrases

Along the same lines

At this time
Consensus of opinion
Date of policy
Due to the fact that
During the time of the day
During the year of
Few and far between
For a price of

For the reason of that

From the point of view of
Have need of
In accordance with your request
In due course
Allow me to say
In reply , I wish to say
Please be advised
Please find attached

Example of Completeness
To reserve a hotel banquet room, specify the

accommodation needed (What), location

(Where), Sponsoring organization (Who), date
and time (when), event (why), and other
necessary detail (How).

Exercise -4
Rewrite the following by omitting articles, trite
expressions, rambling sentences and
repetitions:
At this time I am writing to you to enclose the post
paid appointment card for the purpose of
arranging a convenient time when we might gettogether for a personal interview.

Exercise 4contd.
We hereby wish to let you know that we
fully appreciate the confidence you have
reposed in us.

Exercise 4 contd
Will you ship us sometime, any time during the
month of October , or even November if you are
rushed , for November will suit us just as well , in
fact a little bit better , 300 of the regular three and
a half inch blue arm bands with white sewn letter
in the middle .

Ex.5-Write with a you attitude , it

shows consideration
I want to send my congratulations for -- We will ship soon the goods your May 4
order--- We pay eight percent interest on -----

Ex.5-Write with a you attitude , it

shows consideration ( contd)
May I take this opportunity to express my thanks
for the account you recently opened with our
store. We are pleased to furnish a wide variety of
products for the home of the individual customer.
We want you to take full advantage of the store
services, for we have the largest store in the city.
Also we make deliveries for our customer free of
charge with in a 30 miles radius of our store.We
welcome you to Ebony. If we can be of additional
help please let us know .

Ex 6-Avoid negative unpleasant words to

show consideration

It is impossible to open an account for you today.

We dont refund if the returned item is soiled and

unusable.
When you travel on company expense, you will not
receive approval for first class fare.
T To avoid further delay and inconvenience , we are
sending this report by express mail.

Ex 7:Show reader benefit or interest in the

reader ; in the letter from an insurance company
to policy holders .

Because we have not written to you in

sometime , please help us bring our record
by filling and returning the other half of the
card .

Ex:8- Rewrite the following in concrete

form as the sentences are too general and
vague.
This computer reproduces campaign letters
fast
Our product has won several prizes.
These brakes stop a car within a short
distance.

Ex:9-Put action into the words by using

active instead of passive voice.
Tests were made by us
A full report will be sent to you by the supervisor.
The contract had a requirement .
Mr. Singh will give consideration to the report .

Ex : 10-Use vivid image building words

adjectives and adverts , and use less of
abstract nouns
The camera has a system that gives good
pictures.

Ex : 11-Use simple words

Circa(L)
Subsequent
Promulgate
Inadvertence
e.g..(L)
Domicile
Remuneration

Ex: 12-Choose a conversational style

After perusal of pertinent data the conclusion is that a
lucrative market exists for the subject property .
Easement for egress and ingress

A letter from the quality bureau to a plumber said The

efficacy of hydrochloric acid is indisputable, but the
corrosive residue is incompatible with metallic
permanence .

 Headings:8-10 words
Sentence length:15-20 words
Paragraphs:40-70 words
Soft words vs hard words

Ex : 13-Show courtesy by avoiding tactless

& blunt language.
Your letter is not clear at all:
Obviously, if you would read your policy
carefully you will be able to answer these
questions yourself.
Apparently you already forgotten what I
wrote you two weeks ago.

Ex : 14-Use gender friendly substitutes

Mankind
The best man for the job
Manmade
Manpower
Businessman
Sales man
Chairman

Ex 14 Contd.
You guys should all be concerned about the
issue.
Each manger has an assigned place he
should park his car.
Each customer will have change noted on
his bill

Ex: 15-SEMANTIC FACTORS IN

WRITING
Meeting room---

Dog----Gay----Womens libber----Fair wages---Cheap---Speed--Scholar--Fat check--Worm---

EXAMPLE
only inserting word you does not ensure You-

attitude As;
You will be glad to know that we now have a
walkup window open 7-9am and 3-8pm every
weekday
Some readers wonder, so what?
So, it should be like;
You can now take care of your banking needs at our
new Walk-up Window. It is open with a capable
teller to serve you 7-9am and 3-8pm, Monday
through Friday

USE SPECIFIC FACTS AND

FIGURES
Use exact and precise statement or a figure

instead of a general word to make your

message more concrete.
EXAMPLE
Vague, General, Indefinite:
Student GMAT scores are higher.
Concrete, Precise:
In 1999 the GMAT scores averaged 600; by
1997 they had risen to 610.

End