Principles of comm

7 C’S FOR EFFECTIVE
COMMUNICATION

1. COMPLETENESS
Your business message
is “ complete” when it
contains all the facts
the reader or listener
needs for the reaction
you desire. Remember
that communicators
differ in their mental
filters; they are
influenced by their
 Backgrounds
 Viewpoints
 Needs
 Experiences
 Attitudes
 Status
 Emotions

Completeness is necessary for several reasons:
 To get desired results
 For building goodwill
 To help avert costly lawsuits

Keep the following guidelines in mind:
a. Answer all the questions asked
 If you have no information, say NO
 If you have unfavorable information, reply with
tact and honesty.
 List the needed details before answering the
inquiry.

b. Give something extra, when desirable.
 Sometimes write more to the sender. May be
they don’t know what they want.

Incomplete
 Thank you for the
confidence you have
shown us by the account
you recently opened.
Complete
 Thank you for the
confidence you have
shown in First Federal
by the savings account
you recently opened. Our
goal is to make all our
services to you both
pleasant and helpful.

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.

Wordy
at this time
date of the policy
in most cases
in order to
in some cases
due to the fact that
for the reason that
from the point of view of
Concise
now
policy date
usually
to
sometimes
because
because
as

EXERCISE

Wordy: She bought desks that are
of the executive type.


Concise: She bought executive-
type desks.


Include only relevant statements.
 Stick to the purpose of the message.
 Prune irrelevant words and rambling sentences.
 Omit information obvious to the receiver.
 Avoid long introductions, unnecessary
explanations.
 Get to the important point tactfully and concisely.

 Wordy:
We hereby wish to let you know that we fully
appreciate the confidence you have reposed in
us. [ 18 words]
 Concise:
We appreciate your confidence in us.[ 6 words]

 Avoid unnecessary repetition.
Sometimes repetition is necessary for
emphasis. But when the same thing is said two
or three times without reason, the message
becomes wordy and boring.
 Use a shorter name
For ex after you have mentioned the long one
once:“University of Central Punjab, UCP” and
afterwards use “it”.

EXERCISE
 Cut out all needless repetition of phrases and
sentences. e.g
Will you ship us sometime, anytime during
the month of October, or even November if
you are rushed, for November would suit us
just as well, in fact a little better, 300 of the
regular 3_ by 15_inch blue felt armbands
with white sewn letters in the center. [ 49
words]

Please ship parcel post, before the end of
November, 300 regular 3- by 15- inch blue felt
armbands with white sewn letters in the center.
[ 25 words]

3. CONSIDERATION

Emphasize positive, pleasant facts.

Apply integrity and ethics.
Apply integrity with persons outside the
organization.
Let your receiver know you are doing
something for their interests.

Focus on “you” instead of “I” and “We”.

We-Attitude
 I want to send my
congratulations for……
 We pay 8% interest on…
You-Attitude
 Congratulations to you on
your…….
 You earn 8% interest
on….


We-attitude.
May I take this opportunity to express my
thanks for the account you really opened with
our store. We are pleased to furnish a wide
variety of products for the home or individual
customers.


You-attitude.
Thank you for the account you recently
opened at Bekinson’s. Serving you with your
needs for clothing and home furnishings is a
pleasure.

4. CONCRETENESS

Use specific facts and figures.
Whenever you can, substitute an exact
statement or a figure for a general word to
make your message more concrete and
convincing.

General word
 This computer
reproduces campaign
letters fast.
 These brakes stop a car
within a short distance.
Concrete
 This computer types 400
personalized 150-word
campaign letters in one
hour.
 These Goodson power
brakes stop a 2-ton car
traveling 60-miles an
hour, within 240 feet.


Put Action in your Verbs.
Use Active versus Passive voice.
Use Actions in Verbs, not in Nouns.

Passive
 Tests were made by us.
 A full report will be sent to
you by the supervisor.
 These figures are
checked by the research
department.
Active
 We made tests.
 The supervisor will send
you a full report.
 The research department
checks these figures.

Choose vivid, image-building words
Colorless
 The camera has a
system that gives you
good pictures.
Vivid
 The SONY camera has a
UNIQUELY precise
metering system that
assures you PROPERLY
exposed, true-color
pictures.

5. COURTESY

Be tactful instead of blunt and show
thoughtfulness and appreciative efforts.

Omit expressions that Irritate, Hurt, Belittle.

Tactless

Your letter is not clear
at all; I can’t
understand it.

Obviously, if you’d
read your policy
carefully, you’d be
able to answer these
questions yourself.
Tactful

If I understand your
letter correctly,……..

Sometimes policy
wording is a little hard
to understand. I am
glad to clear up these
questions for you.

6. CLARITY

Choose short, familiar, conversational words.

Choose effective sentences, paragraphs and
topic sentence to express main idea.

Include examples, Illustrations and other visual
aids when desirable.

Unfamiliar
 After our perusal of
pertinent data the
conclusion is that a
lucrative market
exists for the subject
property.
Familiar
 The data we studied
show that your
property is profitable
and in high demand.

7. CORRECTNESS
 Use right level of language ,that is, Formal
Language.
 Check accuracy of figures and facts.
 Maintain acceptable writing mechanics.
Refer Dictionary
Use computerized speller
Double check for any careless omissions.

Formal
 Anticipate
 Endeavor
 Interrogate
 Utilize
Informal
 Expect
 Try
 Ask
 Use

Principles of comm

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Principles of comm