7Cs of Effective Communication

10/9/2019
Effective Communication
Reference
Invensislearning {Dot} Com
You are nothing But What you Communicate

A study conducted by McKinsey Global Institute and
International Data Corporation reveals that employees
spend close to 30% of their time on emails. Beyond
that, meetings, conference calls, presentations, report
writing and several other activities at the workplace
involve communicating with peers, superiors and other
colleagues.
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You must Communicate Effectively

Otherwise …… don’t expect good results?
To ensure that you communicate in the most efficient
and engaging manner possible and thereby enhance
your productivity at work, your communication needs
to follow the 7Cs: Clear, Correct, Complete, Concise,
Concrete, Coherent, Courteous.
7 C’s of Effective
Communication
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Clear Communication
1. Clear (‫)صاف‬
Try to minimize the number of ideas in each sentence.
Make sure that it's easy for your reader to understand
your meaning. People shouldn't have to "read between
the lines" and make assumptions on their own to
understand what you're trying to say.
Clear Communication
1. Clear (‫( )صاف‬cont.…)

• Any message needs to come out clearly from your
communication rather than the recipient having to
assume things and coming back to you for more
information. This will only lead to more time being
wasted on emails.
• Do not try to communicate too many things in one
message. This will dilute the attention of the reader.
For an example of poor communicating skills, look at
this email below.
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Clear Communication
Is this message Clear enough?

Dear James,
I would like to talk to you about the new client’s project
which the engineering team had discussed yesterday. I
might need the help of John from your team.
Regards,
Kevin
Clear Communication
Remarks about the Clear Message Example

There are innumerable things that are wrong in this
email. James might not even know who the new client
is or what the project is about. He probably was not
part of the meeting with the engineering team.
Furthermore, there might be more than one John in
James’ big team. Kevin also mentions that he wants to
talk. However, he hasn’t mentioned what time he
would like to talk, neither has he asked James if he
would be free at any of the time slots available.
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Clear Communication
Here’s how this email could be made clearer.

Dear James,
As you may know we have signed up XYZ as our new client. I had a
meeting with the engineering team yesterday and had discussed the
campaign requirements for this project. John Redden from your team
had done a pretty good job last time doing the social media campaign
for ABC and so I would like him to work on the XYZ campaign too.
Would you be available sometime tomorrow to discuss this further?
Regards This email has all the information James needs to know. He can be
Kevin well prepared for the meeting and also check on John’s availability
and have an answer for Kevin when they meet the next day – in
whichever time slot both the men are free.
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Concise Communication
2. Concise (‫ﺟاﻣﻊ‬, ‫)ﻣختصرا‬

Stick to the point and keep it brief. Your audience
doesn't want to read six sentences when you could
communicate your message in three.
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2. Concise (‫ﺟاﻣﻊ‬, ‫( )ﻣختصرا‬cont.)

People more often than not tend to write 4 sentences
in a place where they could have finished the message
in 2 sentences. This wastes the time of the sender and
the receiver and in turn limits their productivity too.
Furthermore, try not to add fillers such as ‘I mean’, ‘sort
of’, ‘for instance’, ‘basically’, etc. Your message needs to
be accurate, to the point and crisp. Here is an example
of a bad email.
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Is the message Concise enough?

Hi Suzanne
I think we need to talk about the CSR campaign, I mean the
one which we need to do as a quarterly exercise. I think it is a
great way of enhancing our brand image. Basically, it would
just be a visit to an orphanage but we can sort of do other
things too. For instance, we could take the kids out for a short
trip to a nearby park or zoo. Let us sit and talk tomorrow.
Regards
Jennifer
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Remarks about the message

The mail is full of fillers and extended phrases wherein
she could have finished the email in just two sentences,
such as the one below.
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Good example of a Concise message

Hi Suzanne
I need to discuss the quarterly CSR campaign with you.
Let us take the kids out this time to a nearby park or
zoo instead of just visiting them. This will help enhance
our brand image. We’ll talk in detail tomorrow.
Regards
Jennifer
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Concrete Communication
3. Concrete (‫)ٹهوس طريقے سے‬

Your audience has a firm picture of what you're telling
them. There are details (but not too many!) and vivid
facts, and there's laserlike focus. Your message is solid.
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3. Concrete (‫( )ٹهوس طريقے سے‬cont.)

You need to believe in you what you want to convey to
the audience. Concreteness is a quality which needs to
come to the fore especially during marketing or
advertising campaigns. There need to be details that
capture the attention of the audience, not bore them.
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Is this message Concrete enough?

“Hilltop Resort is the best resort. Do come to us on
your next holiday”
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Remarks about the previous message

This is a vague ad message. It is made to sound like just
another resort advertisement among a hundred others.
The audience will never remember this ad message.
There are no concrete details to take away from this
message.
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Good example of a Concrete message

“Hilltop Resort is the jewel of the western hills. Take a
break from your work. Escape from life’s chaos and
stress. Relax and rejuvenate yourself at Hilltop. Go back
fresh and energized!”
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Remarks about the good example of the

Concrete message.
This message gives you visualizing details. The reader
can actually imagine being in a beautiful resort
breathing fresh air and swimming in a pool instead of
slogging away at his or her office. That is a concrete
message conveyed to the audience.
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Correct Communication
4. Correct (‫)درست‬
The message fits your audience and is error-free
communication.
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4. Correct (‫( )درست‬cont.)

When too many emails are being written in a day, people tend
to type fast and therefore might make spelling mistakes. Spell
check will not be able to catch it if the wrongly spelt word is in
fact another word in the English language. You also need to
ensure that you address people the right way and spell their
names correctly. Additionally, you need to ensure that the
reader has sufficient knowledge and education to understand
the technical terms that you use in your communication.
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Is this message Correct enough?

Dear David,
Further to our conservation today, I am attaching the
plan for the first stage of the project. Hope the one
weak deadline is okay with you and your team.
Regards
Sally
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Remarks about the Previous Message

There were two glaring spelling errors in this e-mail.
‘Conversation’ was spelt ‘conservation’ and ‘week’ was
spelt ‘weak’. Though these are minor errors, they could
gravely impact the credibility of your professionalism
and the brand image of the organization you represent.
Therefore, it is absolutely necessary to check all your
spellings and prefixes before you send an email,
especially if you are sending it to a client or a vendor
outside of your company.
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Coherent Communication
5. Coherent (‫ﻣربوط‬, ‫)ہم آہنگی سے‬

Your communication is logical. All points are connected
and relevant to the main topic, and the tone and flow
of the text is consistent.
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5. Coherent (‫ﻣربوط‬, ‫( )ہم آہنگی سے‬cont.)

Your message needs to have a logical flow. All
sentences in your email or report should be connected
to the previous one and stick to the main topic.
Without coherence, the reader will easily lose track of
what you have conveyed.
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Check if this message is Coherent enough?

Dear Nam,
Thanks for submitting the industry report. Finn will give
you some feedback on it. Finn also wanted to find out if
you will be available for the client meeting tomorrow.
We will be discussing the budget for the next phase of
the project.
Regards
Shirley
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Remarks about the bad example of a

Coherent message
The email was supposed to be about the industry
report which was submitted and the feedback for it.
The question about the meeting had come out of
nowhere and will now distract Nam and her priorities.
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Good Example of Coherent message

Dear Nam,
Thanks for submitting the industry report. Finn will give
you some feedback on it. You will be receiving an email
from him with detailed comments.
Regards This email talks only about the report. Therefore, Nam
Shirley knows that her report has been viewed and she needs to
wait for feedback. There are no other distractions. The
query about the meeting must have been an entirely
different email. 29
Complete Communication
6. Complete (‫)ﻣﮑﻤﻞ‬
The audience has everything they need to be informed
and, if applicable, take action.
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6. Complete (‫( )ﻣﮑﻤﻞ‬cont.)

A complete message will have all the information the
reader needs to know to be able to respond or take
action. If you require the reader to take some kind of
action, ensure that you have a ‘call-to-action’ in your
email and also communicate the urgency of the task in
question. Incomplete messages lead to iterations, a lot
of back-and-forth, and waste of time and effort on both
ends. Here is an example of an incomplete message.
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Is this message Complete enough?

Hi all,
Let us meet tomorrow to discuss the product launch
event. Please be there on time.
Thanks
Chris
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Remarks about the previous message

There is no mention of the time of the meeting
scheduled for, or the location, neither is there any set
agenda. The recipients of the email would have to write
back or call back to Chris to clarify.
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Good example of Complete Message

Hi all,
Let us meet tomorrow at 11am at Conference room 3
to discuss the product launch event. We will have to
decide the keynote speakers and complete the event
invite draft tomorrow. Please be there on time.
Thanks
Chris
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Courteous Communication
7. Courteous (‫شائستہ‬, respectful)

The communication is friendly, open, and honest. There
are no hidden insults or passive-aggressive tones. You
keep your reader's viewpoint in mind, and you're
empathetic to their needs.
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7. Courteous (‫شائستہ‬, respectful) (cont.)

Being courteous is of profound importance in a
corporate setting. Individuals who work together are
not necessarily friends and therefore, to maintain a
healthy working relationship, being courteous is a
necessity. Hidden insults and aggressive tones will only
cause trouble among individuals and result in reduced
morale and productivity.
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Check the Courteousness in this message

Hi Drew,
I really do not appreciate how your IT team ignores the
requests of my team alone. My team is an important
function in this organization too and we have our own
IT requirement. Can you ensure that your team
responds promptly to my team’s requests hereon?
Regards
Stanley
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Courteous Issues in the previous message

This email is condescending, judgmental and
disrespectful. Drew might now order his team to not
respond to your team’s requirements entirely.
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Good example of a Courteous message

Hi Drew,
I understand that the IT team is swamped with work and gets
requests from every department in the organization. My team
however is working on a high-priority project and I would
greatly appreciate if you could ask your team members to
respond to my team’s queries promptly and help us complete
this project on time. Please do let me know if you need
anything from me.
Regards
Stanley 39
Benefits of such courteous message

As a result of the polite request, it is likely that Drew
will feel appreciated and important and he will
definitely ask his team to help your team out. Work
gets done and everybody is happy too.
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Benefits of Effective Communication based on

the 7C Strategy
To sum up, working with other individuals, be it within
your team or other teams in the organization is the
norm in today’s corporate setting. Therefore,
communication becomes a critical skill. When you
communicate well, you become more efficient, you
tend to command respect among your peers and you
maintain a healthy relationship with your colleagues.
Keep in mind the 7 Cs of effective communication and
accelerate your career growth.
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7Cs of Effective Communication

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10/9/2019

You are nothing But What you Communicate

You must Communicate Effectively

1. Clear (‫( )صاف‬cont.…)

Is this message Clear enough?

Remarks about the Clear Message Example

Here’s how this email could be made clearer.

2. Concise (‫ﺟاﻣﻊ‬, ‫)ﻣختصرا‬

2. Concise (‫ﺟاﻣﻊ‬, ‫( )ﻣختصرا‬cont.)

Is the message Concise enough?

Remarks about the message

Good example of a Concise message

3. Concrete (‫)ٹهوس طريقے سے‬

3. Concrete (‫( )ٹهوس طريقے سے‬cont.)

Is this message Concrete enough?

Remarks about the previous message

Good example of a Concrete message

Remarks about the good example of the

4. Correct (‫( )درست‬cont.)

Is this message Correct enough?

Remarks about the Previous Message

5. Coherent (‫ﻣربوط‬, ‫)ہم آہنگی سے‬

5. Coherent (‫ﻣربوط‬, ‫( )ہم آہنگی سے‬cont.)

Check if this message is Coherent enough?

Remarks about the bad example of a

Good Example of Coherent message

6. Complete (‫( )ﻣﮑﻤﻞ‬cont.)

Is this message Complete enough?

Remarks about the previous message

Good example of Complete Message

7. Courteous (‫شائستہ‬, respectful)

7. Courteous (‫شائستہ‬, respectful) (cont.)

Check the Courteousness in this message

Courteous Issues in the previous message

Good example of a Courteous message

Benefits of such courteous message

Benefits of Effective Communication based on

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