CHAPTER 04

7Cs OF EFFECTIVE COMMUNICATION

 The seven Cs
• 7 Cs are the basic principles of “effective
communication” .
• These principles tell us how your message can
become effective for your target group.
• Provide guideline about style and importance
of the message.
• They are applicable to both verbal and written
communication.
• To some extent the principles overlap
because they are based on a common concern
for the audience.
Seven C’s of Effective Communication

1. Completeness
2. Conciseness
3. Consideration
4. Concreteness
5. Clarity
6. Courtesy
7. Correctness
 1.Completeness
 Business message is complete when it
provides all the information the reader or
listener needs for the reaction you desire
 Guidelines to ensure completeness:
 Provide all necessary information
 Answer all questions asked
 Give some extra information when/where
required
 Reading material
• Providing all necessary information : 
It means to provide entire information keeping in mind
the readers point of view for their better
understanding. It can be done by answering all
questions i.e. who, what, when, where, why and other
essentials like how?
• Answer all questions asked:
A reply or reaction to an incomplete reply is most likely
to be unfavorable. Not answering all the questions
builds an image of being careless or trying to hide
some weak spots, leading to question on our tact’s and
honesty
 Reading material
 Give something extra, when desirable 

It refers to providing some extra information related to the

question asked by the opposite party. Giving a satisfactory
reply is the main issue which would attract the opposite
party for an interaction. For example if a new member in
your society wants to know about the place where the next
meeting will be held? So your reply should not only consist
of the place where the meeting would be held it should
also consist of other information relevant to the meeting
like at what time, where, when, objective behind the
meeting should be mentioned and an invitation to him in
the end will make the reader more eager to attend the
meeting.
 Benefits of completeness
• Achieving desired result without further
expense on messages

• Building goodwill

• Turns away costly law suit.

 Examples (Completeness)
 Suppose you are working with multinational
company who is engaging with engineering
goods , like A.C. Now let say one of your major
customers want 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.
 Examples (Completeness)
Good Example:
Hi everyone,
I just wanted to remind you about tomorrow's meeting on
the new telecommuting policies. The meeting will be at 10:00
a.m. in the second-level conference room. Please let me
know if you can't attend
This message shows complete information about the meeting
Bad Example
Hi everyone,
I just wanted to send you all a reminder about the meeting
we're having tomorrow!
This message is not complete, for obvious reasons. What
meeting? When is it? Where? The person has left his team
without the necessary information .
 Five W’s
• One way to make your message complete is to answer the
five W’s.
– WHO?
– WHAT?
– WHEN?
– WHERE?
– WHY?

• The five question method is useful when you write

requests, announcements, or other informative messages
e.g., to order (request) merchandise, make clear WHAT you
want, WHEN u need it, WHERE is it to be sent.
 2. Conciseness
• Conciseness means “convey the message
by using fewest words”.

• “Conciseness is the prerequisite to effective

business communication,” as time is the
most valuable asset for all businessmen.

• 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.

 Some Wordy Expressions
Wordy Concise

At this time Now

Due to the fact that Because

In due course Soon

Have need for Need

 Examples
• Wordy: Please be advised that your admission statement was
received.
• Concise: Your admission statement has been received. 

• Wordy: Allow me to say how helpful your response was. 

• Concise: Your last response was helpful.

• Wordy: Please find attached the list you requested.

• Concise: The list you requested is attached.

• Wordy: There are four rules that should be observed.

• Concise: Four rules should be observed.
 3.Consideration
• Consideration means – to consider
the receiver’s Interest/Intention.
• It is very important “C” among all
the seven C’s.
• While writing a message always
keep your target group in your
mind.
 Three specific ways to indicate
consideration
 Focus on “you” instead of “I” or “We”;but
remember using “you” is helpful, but over
use leads to a negative reaction

 Show audience benefit or interest of the

receiver

 Emphasize positive, pleasant facts.

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 shop’s
timings to make shopping easier.
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.
Some positive words to which people react
positively include; benefit, cordial, happy, help,
generous, loyal, pleasure, thanks, thoughtful etc
Some negative words which generally arouse
negative reaction of people include; blame,
complaint, failed, fault, negligence, unfair, trouble,
regret etc
Always try to address his/her need and want.
 4. Concreteness
• Message should be specific, definite &
vivid instead of vague & general.
• Misunderstanding of words creates
problems for both parties (sender and
receiver).
• Always use facts & figures instead of
generic or irrelevant information.
 Guidelines to achieve Concreteness
 Use specific facts and figures
 Choose image building words e.g.
 General
He is very intelligent student of class and stood first in the
class.
Concrete
Ali’s 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.
 Examples
• Some words which lead to confusion e.g.
slightly , small, soon, early, high, about, most,
a few, slow, very, almost, several etc.
• Vague: You will soon receive appointment
letter from the manger.
• Concrete: You will receive appointment letter
around tenth of this month from the HR
manager.
 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.

 Always Choose precise, concrete and familiar

words

 Construct effective sentences and paragraphs

 Tips to ensure clarity
 Selecting an exactly the right word to convey
your meaning ensures clarity
 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 can understand
 Try for an average sentence length between
17 & 20 word
Familiar words Pretentious words
after subsequent
pay remuneration
home domicile
about Circa (Latin)
invoice Statement of payment
 6.Courtesy
• 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”

• Appling socially accepted manners is a form of courtesy

• It is politeness that grow out of respect and concern for others

• Courteous communication generate a special tone in their writing

and speaking.
 How to generate 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 can’t 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 Sometimes my wording is not
read my latest FAX precise; let me try again
 Benefits of courtesy
• Help to build goodwill
• Cordial and courteous managers are
congratulated and appreciated (to a
person inside & outside)
• The value of goodwill or public
esteem for the firm may be worth
thousands of dollars.
 Tips to ensure courtesy in writing
• Ask yourself: Does the communication have a
sincere” you-attitude?”
• In case of doubts have a third person read your
writings
• Be cautious in using humour ( again get it
checked by a third person)
• Be careful in using discriminatory language-,
awareness about gender, race, age colour, creed,
ethnic origin etc.
 7. Correctness
Correctness refers to the correction of
 Grammar
 Punctuation
 Spelling.

The term correctness, as applied to business messages also mean three

characteristics:

 Use the right level of language

 Check the accuracy of figures, facts and words

 Maintain acceptable writing mechanics

 Use the right Level of Language
The three levels of language are:

1. Formal
2. Informal
3. Substandard
 Formal and Informal Words
 Formal writing is often associated with scholarly
writing: doctoral dissertations, scholarly, legal
documents, top-level 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 incorrect words,
incorrect grammar, faulty pronunciation all
suggest as inability to use good English. Some
examples follow:

Substandard More Acceptable

Ain’tisn’t,aren’t
Can’t 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
 Have someone else read your message if the topic involves data.
 Determine whether a “fact” has changed over time
 PRESS RELEASE
Written or recorded communication directed at members of
the news media for the purpose of announcing something
ostensibly newsworthy. Typically, they are mailed, faxed, or
e-mailed to assignment editors at newspapers, magazines,
radio stations, television stations, or television networks.
Source: http://en.wikipedia.org/wiki/Press_release

Purpose: Online marketing & Digital communication

Targets: announce new hires, partnerships, product
launches, and more.
Feature: tough to write as few people understand their
structure
 Types of press release
• Financial results
• Product launches
• Performance high lights
• New branches
• New offices
• Change in management
• Benefits to customers & share holders
• Community oriented initiatives
• Tie up & joint ventures
• Cessation of business
• Awards & achievements
• Rating & Ranking
• Meeting & conference
 Press release Vs. Press report.

• A correspondent representing a newspaper or

news agency covering an event on his own
writes a press report.

• A company sending matter for publication

prepared by its own staff is issuing a press
release.
 Main
Heading

Sub
Heading
 Practice press release
Chipotle became the darling of the fast-food world by attracting
blue-collar workers and even whole families with its promise of
high-quality, sustainably sourced Mexican-inspired cuisine. But a
series of food poisonings and other challenges are threatening
its reputation. The latest crisis began in November, 2015 when
Chipotle closed 43 restaurants in Washington state and Oregon
after health authorities linked an E. coli outbreak to six
restaurants in the region. health officials said the cause was
norovirus, a common virus, while citing the restaurant for two
health violations: improper handling of poultry and the presence
of a sick employee.
Suggestions:
Chipotle has pledged to sanitize its operations, hired food safety
consultants and announced that it would introduce more-
stringent testing of its ingredients. 
THANK YOU