SEVEN ‘C’S OF COMMUNICATION

Ms Sneha Bajaj
Assistant Professor
GSFC University
Vadodara
 SEVEN ‘C’S OF COMMUNICATION
In communication process there are few things you need
to consider essentially. These seven ‘C’s are important:

1. Credibility : Climate of belief – built by the

performance on the part of practitioner – performance
reflects an earnest desire to serve the receiver – the
receiver must have confidence on sender and vice versa –
high regards for the source’s competence or the recourse
SEVEN ‘C’S OF COMMUNICATION
2. Content :
Crux is the main essence – message must have
meaning – message must be compatible with the value
system – message must have relevance for him –
people select those items of information which
promise them the greatest reward – the content
determines the audience
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3. Context :
Communication programme must square with the realities of
its environment – Mechanical media are supplementary to the
words – need the understanding that take place in daily living –
the context must provide the information the receiver needs for
the participation and playback i.e. the context must confirm,
not contradict the message
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4. Clarity :
Message must have meaning – simple term clear –
clarity in the mind of sender as well as in the mind of
receiver – syntax should be clear – easy but simple
language – new term if used should be properly define
and explained – avoid confusion – other words,
words must mean the same for both the parties –
complex issues must be compressed into themes,
slogans or stereotypes that have simplicity and clarity
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5. Continuity and consistency :
Communication is never ending process – requires reception
and achieve penetration – Repetition with variation contributes
to both factual and attitude learning – the story must be
consistent – the communication should always be consistent
with policies, plans, programmes and objectives of the
organization and not in the conflict with them
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6. Channels :
The established channels of the communication should be used
– channel that receiver uses and respects/understands – creating
a new one is difficult – different channels have different effects
– serves differently in different stages of the diffusion process
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7. Capability :
Communication must take into the account the capability of the
receiver – capability of the sender and receiver both have to be
kept in the mind – communication is more effective if the
capacity of both the parties are considered – also includes the
factors of availability, habit, reading and writing ability and
receiver’s knowledge