EFFECTIVE

COMMUNICATION :

THE SEVEN CS
A POINT TO PONDER …….

Wisdom is knowing what to do

skill is knowing how to do it

And virtue is doing it.

COMMUNICATION

The sharing of information

between two or more individuals
or groups to reach a common
understanding.
EFFECTIVE COMMUNICATION

 Effective Communication follows some basic

principles.

 These principles tell us how the message can

become effective for the target group.

 These principles also tell about style and

importance of the message.

 These principles are commonly known as the 7

C’s of effective communication.
BENEFITS OF EFFECTIVE
COMMUNICATION
Solves a problem very fast
Helps in quick decision making
Increases productivity
Steadies work flow
Builds stronger business relationships
Enhances professional image
Improves stakeholder response
Increases customer loyalty/ delightedness
 THE SEVEN CS OF
COMMUNICATION ARE :

 Correctness

 Clarity

 Conciseness

 Completeness

 Consideration

 Concreteness

 Courtesy
 CORRECTENESS
 Correctness in communication
implies that there are no
spelling mistakes, no
punctuation errors & no
grammatical errors in
communication.

 It implies the right level of

language and accuracy of
facts ,figures and words.
 CORRECT COMMUNICATION HAS THE
FOLLOWING FEATURES:
 The message is exact, correct and
well-timed.
 If the communication is correct, it
boosts up the confidence level.
 Correct message has greater
impact on the receiver.
 It checks for the precision and
accurateness of facts and figures
used in the message.
 It makes use of appropriate and
correct language in the message.
WRONG EXAMPLE :

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
 Shecooks her family and her dog (yes, the dog looks
worried!)??? I think they meant “…finds inspiration in cooking,
her family and her dog.”

 Let’seat grandpa.
Let’s eat, grandpa.

 Twentyfive-dollar bills. = $100

Twenty-five dollar bills. = $25

Faulty punctuation causes ambiguity.

Go. slow work in progress
Go slow. work in progress
 CLARITY
  Clarity means getting your
message across to the receiver
without any ambiguity 

 Clarity of thought:
 Careful consideration of the
objective, content and
medium of communication.
 Clarity of Expression:
 Use simple word, easy to understand words.

 Avoid them Use them

Compensate Pay
Facilitate Help
Utilise Use
 Use single words for long phrases.

Long Phrases Single Words

At all times Always
For the purpose of For
Previous to Before
On account of Because
 Use verbs for nouns (its brings about
simplicity and clarity).

Using Nouns (Difficult) Using Verbs(Simple)

Come to a conclusion Conclude
Make a decision Decide
Submit a proposal Propose
Take into consideration Consider
CLARITY IN COMMUNICATION HAS
FOLLOWING FEATURES:

 Clarity makes comprehension easier.

 Complete clarity of thoughts and ideas

enhances the meaning of message.

 Clear message makes use of exact,

appropriate and concrete words.
WRONG EXAMPLE:

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
RIGHT EXAMPLE:

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
Kevin
CONCISENESS
 Conciseness means communicating what you want
to convey in least possible words without forgoing
the other C’s of communication.

 Conciseness is a necessity for effective

communication.
CONCISE COMMUNICATION HAS THE
FOLLOWING FEATURES:
 It is time-saving and cost saving.

 It underlines and highlights the main message.

 It provides short and essential message in

limited words.

 It is more appealing and comprehensible to the

receiver.

 It is non-repetitive in nature.
WRONG EXAMPLE:

Hello 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
RIGHT EXAMPLE:

Hello 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 to enhance our brand
image. We’ll talk in detail tomorrow.
Regards
Jennifer
COMPLETENESS

 The communication must be complete & adequate.

 It should convey all facts required by the receiver

,to avoid misunderstanding & delayed actions.
FIVE WS
 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.
 For instance, to order (request) merchandise,
make clear WHAT you want, WHEN u need it,
WHERE it is to be sent.
A COMPLETE COMMUNICATION HAS
THE FOLLOWING FEATURES:
 Complete communication develops and enhances
reputation of an organization.

 Moreover, they are cost saving as no crucial

information is missing and no additional cost is incurred
in conveying extra message if the communication is
complete.

 It leaves no questions in the mind of receiver.

 Complete communication helps in better decision-

making by the receivers of message as they get all the
desired and crucial information.
WRONG EXAMPLE:

Hello All,

Let us meet tomorrow to discuss the product

launch event. Please be there on time.

Thanks
Chris
RIGHT EXAMPLE:

Hello 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
CONSIDERATION
 Consideration implies “stepping into
the shoes of others”.

 Effective communication must take

the receiver into consideration, i.e,
the receiver’s view points,
background, mind-set, education
level, etc.

 You should modify your words to

suit the receiver’s needs .
CONSIDERATE COMMUNICATION
HAS THE FOLLOWING FEATURES:

 It emphasizes on “you” approach.

 It empathizes with the receiver and exhibit

interest in the receiver. This will stimulate a
positive reaction from the receiver.

 It shows optimism towards the receiver .

Emphasize on “what is possible” rather than
“what is impossible”.
CONCRETENESS
 When shaping your communication you must
ensure that you are specific and that the logic
and messages that you’re using fit together, build
on each other and support each other.
 Your arguments should be based on solid facts
and opinions from credible sources and you
should share irrefutable data to support your
argument.
 Concrete communication implies being specific,
definite & vivid rather than vague & general.
CONCRETE MESSAGE HAS THE FOLLOWING
FEATURES:

 It is supported by specific facts and figures.

 It makes use of words that are clear and that build

the reputation.

 It is particular and clear rather than fuzzy and

general.

 It reinforces confidence.

 Concrete messages can not misinterpreted.

Wrong Example :

“Hilltop Resort is the best resort. Do come to

us on your next holiday”

Right example:
“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!”
 COURTESY

 Courtesy in message implies the message should

show the sender’s expression as well as should
respect the receiver.

 The sender of the message should be sincerely

polite, judicious, reflective and enthusiastic.
COURTEOUS MESSAGE HAS THE
FOLLOWING FEATURES:

 Courtesy implies taking into consideration both

viewpoints as well as feelings of the receiver of
the message.

 Courteous message is positive and focused at the

receiver.

 It makes use of terms showing respect for the

receiver of message.

 Courtesy builds goodwill.

THOUGHTFULLNESS &
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
WRONG EXAMPLE:

Hello 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 here on?

Regards
Stanley
RIGHT EXAMPLE:
Hello 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
FOGINDEX
 The underlying message of The Gunning
Fog Index formula is that short sentences
written in Plain English achieve a
better score than long sentences written in
complicated language. The ideal score for
readability with the Fog index is 7 or 8.
Anything above 12 is too hard for most people
to read.
AWARENESS OF THESE 7 C’S OF
COMMUNICATION MAKES YOU AN
EFFECTIVE COMMUNICATOR.
Thank you