PRINCIPLES OF

COMMUNICATI
ON
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1. CLARITY OF THOUGHT

The communicator must be clear about:

a. What is the objective of communication?

b. What is to be communicated?

c. Which medium will prove to be the most suitable for this purpose?

Let us suppose that some inflammable material is stored at a particular place in the factory
and the manager wants to prohibit smoking there. The objective of communication is to
give a warning. The message to be communicated is just this: please do not smoke here.
The most suitable medium for this communication should be a visual one: a poster
showing a cross mask on a lighted cigarette.
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If the manager chose to put a notice near the stored material or on the notice board, the
message would go unheeded and the purpose of communication would be defeated. If a
small businessman desires to get goods from a wholesaler, the objective of communication
is to place an order; the message should contain the specifications of the goods needed,
instructions about the mode of despatch and the remittance; and the most suitable
medium should be a written letter, faxed or sent through mail, a message on computer
network, or perhaps instructions over the telephone followed by written confirmation
through a letter.
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2. CLARITY OF EXPRESSION

a. Use simple words: Simple and short words should be used instead of heavy words. It
is better to use “tell” or “inform” for acquaint”. For example:

Avoid them Use them

demonstrate show

visualise see

compensate pay

facilitate help
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2. CLARITY OF EXPRESSION

b. Use single words for long phrases: A single word is often more effective than long,
pompous-looking phrases. For example:

Avoid them Use them

at all times always

subsequent to after

to the fullest possible extent fully

will you be kind enough please

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2. CLARITY OF EXPRESSION

b. Use single words for long phrases:

Here are phrases that can be substituted by a single word because:

for the reason that

on account of

on the grounds that

due to/owing to the fact that

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2. CLARITY OF EXPRESSION

c. Use verbs for nouns: Using verbs in place of nouns often brings about simplicity and
clarity. For example:

Using nouns Using verbs

come to a conclusion conclude

submit a proposal propose

make a decision decide

pursuant to our agreement as we agreed

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2. CLARITY OF EXPRESSION

d. Avoid double entry: We often use phrases with two words conveying the same idea.
Such phrases can be easily simplified. For example:

Double entry Simple

mental state of mind mental state/state of mind

end result result

costs an amount of costs

my personal opinion my opinion

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2. CLARITY OF EXPRESSION

e. Use concrete expressions: Concrete expressions create visual images that are easy to
register. So instead of vague, generalised statements, give definite facts (unless you
can derive a particular advantage from being general). For example:

Vague and general Concrete and effective

Goods are soon being despatched. Goods will be despatched on 2nd July.

This piece of jewellery is inexpensive. These beautiful earrings cost only Rs. 950.

Your savings earn a high rate of interest. Your earnings earn 10% interest
compounded half-yearly.
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2. CLARITY OF EXPRESSION

f. Prefer active constructions: for they are easier to understand. If you deliberately want
to create an impersonal style, you may be justified in using passive constructions. But
in ordinary circumstances it is better to use active constructions. For example:

Passive (awkward) Active (elegant)

Your efforts are appreciated by all of us.All of us appreciate your efforts.

Your report will be discussed by a committee. A committee will discuss your report.

It is thought that these prices are on the We think these prices to be on the higher

higher side. side.

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2. CLARITY OF EXPRESSION

g. Avoid excessive use of the infinitive: The use of the infinitive (to - verb – to give, to
learn) tends to make the style impersonal and formal. For example:

Action in the infinitive Action in the verb

(impersonal, indirect) (direct)

It is the duty of the cashier to disburse salaries. The cashier disburses salaries.

It is my job to supervise. I supervise.

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2. CLARITY OF EXPRESSION

h. Avoid jargon: Jargon refers to the special language of a trade, profession or field of
study. Jargon creates difficulties of understanding, and it makes the style formal and
stiff, so better avoid jargon. In the business field, jargon consists in the use of words
like ‘instant’, ‘ultimo’, ‘proximo’, ‘as per’, ‘we beg to’, ‘and oblige’, ‘same’, etc. It is
better to give the date instead of using words like ‘instant’ and ‘ultimo’. ‘We beg to’
and ‘and oblige’ can be easily omitted.
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2. CLARITY OF EXPRESSION

h. For example:

Formal and stiff Simple and preferable

This is acknowledge . . . Thank you for you . . .

Beg to say, beg to inform . . . Avoid beg

And oblige Avoid if, or say, thank you

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2. CLARITY OF EXPRESSION

i. Avoid ambiguity: If your message can mean more than one thing, it is ambiguous.
Ambiguity is very often caused by a careless use of personal pronouns. For example:

Rajiv told Ramesh that he was not being considered for promotion.

In this sentence, it is impossible to understand whether it was Rajiv or Ramesh who

was not being considered for promotion.

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2. CLARITY OF EXPRESSION

i. Avoid ambiguity: Indecisive placing of adverbs also causes ambiguity. One of such
adverbs capable of causing trouble is ‘only’. For example:

Only the report has been checked (only the report and nothing else)

by the Manager.

The report has only been checked by (has only been checked and no further

the Manager. action has been taken)

The report has been checked by the (by only the Manager and no one else)

Manager only.
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2. CLARITY OF EXPRESSION

i. Avoid ambiguity: A bookseller received the following letter –

“Please send me urgently two copies of Business English and Indian Economy.”

The letter is ambiguous. The bookseller had to enquire whether the customer required
two copies of each or two books in all.
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2. CLARITY OF EXPRESSION

i. Avoid ambiguity: Faulty punctuations is another cause of ambiguity. For example:

I. On a busy road which was under repair, the following sign appeared:

“GO. SLOW WORK IN PROGRESS.”

This instruction should have been:

“GO SLOW. WORK IN PROGRESS.”

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2. CLARITY OF EXPRESSION

i. Avoid ambiguity: Faulty punctuations is another cause of ambiguity. For example:

II. “The Marketing Manager,” said the Chairman, “is a fool.”

Now look at a different placing of inverted commas and the difference in

meaning it makes:

The Marketing Manager said, “the Chairman is a fool.”

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2. CLARITY OF EXPRESSION

i. Avoid ambiguity: Sometimes words have two or more areas of meaning. Ambiguity is
caused if these areas are confused. A very interesting example of this kind of
ambiguity is provided by the following slogan:

We dispense with care.

The word ‘dispense’ has two areas of meaning.

Dispense: to prepare medicines.

Dispense with: to get rid of, to dismiss.

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2. CLARITY OF EXPRESSION

i. Avoid ambiguity: The aforementioned slogan was actually used by a chemist, who
wanted to claim that at their shop, medicines were prepared carefully. But the
chemist only succeeded in saying that at their shop they had no use for being careful.
Ambiguity destroys clarity and creates confusion.

So try to avoid ambiguity of any kind whatsoever.

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2. CLARITY OF EXPRESSION

j. Use short sentences: Whether your communication is oral or written, use very short
sentences. Long sentences tend to be complex and demand greater concentration.
And nobody has time or patience for long sentences. To keep your sentences short,
you can follow two simple rules:

I. Use one sentence to express only one idea.

II. If a sentence runs beyond 30 words, it is better to break it up into two

sentences.
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2. CLARITY OF EXPRESSION

Use short sentences: For example –

Many researches are taken up in the corporate world for performance evaluation and
appraisal in view of the importance attached to this kind of evaluation, but collection,
compilation presentation and interpretation of data should precede evaluation and
approval.

Try writing it this way:

Performance evaluation and appraisal are very important in the corporate world.
Hence a lot of research is conducted in this area. However, one thing is clear: we must
have all relevant data with us before taking up evaluation and appraisal.
 COMPLETENESS

In business communication, completeness of facts is absolutely necessary. Incomplete

communication irritates the reader, for it leaves him baffled. If wrong actions follow an
incomplete message, they may also prove expensive. Let us suppose you are ordering shirts by
mail. Your communication must include all the relevant facts – size, colour, catalogue number,
quantity, mode of payment, mode of despatch, the date by which you need the shirts, etc. In
the absence of any of these details, your order may not be filled to your satisfaction. You should
organize your message in such a way that the receiver has no doubts about anything contained
in it.
 COMPLETENESS

1. While answering a letter make it sure that you have answered all questions. If your
customer has four queries, it will not bring the desired answer. While answering the letter,
devote a paragraph each to all his questions and number the paragraphs. This practice will
save your answer from getting lost in a jungle of words.

2. Checking for the “five W” questions – who, what, where, when and why, and any other
essential points like how also helps to make your message complete. While announcing a
meeting, specify when the meeting is to be held, where it is to be held, why it is being held,
what is to be discussed in the meeting, who is to attend the meeting, and may be, how
members are expected to reach the venue.
 CONCISENESS

A reader’s time is invaluable. Don’t make them feel that they are wasting their time in going
through your unnecessarily lengthy letter. Be as brief as possible. Brevity in expression
effectively wins the attention of the reader. However, brevity should not be affected at the cost
of appropriateness, clarity, correctness, completeness or courtesy. In fact, there is no hard and
fast rule for the length of a letter. A letter should be as long or as short as is necessary to tell
the story effectively. A two-page letter may seem short, while a ten-line letter may seem all too
long. There are two tests to ascertain whether a letter is too long. Ask your these two
questions: “Does it say more than need to be said?” “Does it take too many words for what it
must say?”
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The following four simple rules will help you achieve conciseness in your messages:

1. Include only relevant facts. Make sure your message does not get encumbered by
unnecessary details.

2. Avoid repetition. Repetition induces monotony or irritation. You might repeat an

information or a request in order to stress it. The reader would naturally expect you are
saying something additional. But when they discover that you are repeating something,
they feel cheated.
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3. Avoid trite and wordy expressions.

Write not this but this

in considerable number of cases often

in close proximity to nearby

enclosed herewith/please find enclosed is

4. Organize your message well.

Use simple and short words as well as sentences. Ensure that your message is coherent.
 CONSIDERATION

In our letters, we must show consideration for the reader. This can be done in following ways:

1. Adopt the you-attitude. We know that we are primarily interested in ourselves. Naturally,
every other person is interested more in himself than in a third party. It follows, therefore,
that when we write letters to others, they are effective and the readers respond to our
letters well only when we write from their point of view. So to make our letter more
effective, we must avoid I’s and we’s and have as many you’s as possible. In any case we
should not forget the reader’s point of view in the whole of our letter.
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1. Adopt the you-attitude.

We-attitude You-attitude
I was happy to hear that my letter of Thank you for your assurance that you had
January 5 provided you sufficient information. sufficient information.
I want to express my sincere thanks for the Thank you for your kind words
good words.
We have four different savings schemes in You have a choice of four savings schemes
which our customers can invest their savings. in which you can invest your savings.
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2. Avoid gender bias. Now that the business world is no longer dominated by men, it is
extremely important to avoid gender bias. Using he when a message is going to a lady will
certainly cause offence. So take timely precautions.

I. Use words free from gender bias:

The chairperson handled the situation tactfully (and not chairman)

The police was deputed (and not policemen)

II. Use a slash to include both the alternatives:

Dear Sir/Madam,

Gentlemen/Ladies
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2. Avoid gender bias.

III. Use plural forms inclusive of both the genders:

The members expressed their opinion freely.

Don’t write: Each member cast his vote.

IV. It is often possible to use ‘the’ for his/her:

Don’t write: The manager talked to his customers.

Write: The manager talked to the customers.

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3. Emphasize positive, pleasant facts. On many occasions you may have to refuse, say ‘no’,
regret, disagree, complain or say ‘sorry’. To say this in plain words and a straightforward
style is not difficult, but its effect on the reader’s mind and the repercussions on the firm
are bad and far-reaching. We swallow sugar-coated pill without any grumble. Similarly in a
business letter, the reader accepts calmly and coolly all the no’s, regrets, and sorry’s if they
are expressed in a positive manner. An approach with a negative beginning or a negative
connotation irritates the reader and makes them feel that you lack business manners. A
positive approach, on the other hand, convinces the reader of your helplessness, or your
genuine difficulties, etc.
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3. Emphasize positive, pleasant facts. In other words, a positive and pleasant approach says
‘no’ but retains the customer’s goodwill.
Negative: We regret to inform you that we will not be able to execute your order until . . .
Positive: Thank you for your order. The goods will be sent to you as soon as . . .
Negative: It is very unfortunate that your payment was received too late to permit us to
ship your goods.
Positive: It was kind of you to send us a cheque for your order of April 5. However, your
goods were mailed C.O.D. last Monday since our credit department assumed that you
would want them as quickly as possible.
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3. Emphasize positive, pleasant facts.

As a rule, try to avoid these negative words:

fear mistake disagree unwelcome
wrong damage unpleasant

Instead prefer these words:

please thank you welcome happy
praise admire appreciate agree
courtesy cheerful satisfactory you are right
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3. Emphasize positive, pleasant facts.

Here are some more examples of words that generate negative impulses and positive, pleasing
words to replace them:

Negative Positive
complaint department customer service department
down payment initial investment
cheap economical
bossed supervised
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4. Impart integrity to your message.

Showing integrity is perhaps the best way of showing consideration. Integrity involves the
observance of ethical principles – sincerity and fair treatment. These values should not be
discarded as redundant to the modern materialistic world; they are the staple food to
nourish growth. Nothing will impress the receiver of your message more than these two
simple virtues.
 COURTESY

In business we must create friendliness with all those to whom we write. Friendliness is
separable from courtesy. And courtesy demands a considerate and friendly behaviour towards
others. The following principles help to promote courtesy:

1. Answer the letters promptly. In business it is general practice to answer a letter the same
day it is received. Sometimes you might need a back reference, or may have to refer to
different departments for clarification of certain points, or may need the consent of higher
authorities. In all these cases, you should at least acknowledge the letter received and
intimate the probable time you require to send a full reply.
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2. Omit irritating expressions. Some words and expressions are negative in connotation and
irritate the reader. Particularly, when used with ‘you’, they become provocative.
Expressions like ‘you forgot’, ‘you failed’, ‘your irresponsible approach’ are bound to irritate
or hurt the reader. So scrupulously avoid them. Some other such expressions are:

you are probably ignorant/unaware

you neglected/ignored/overlooked/disregarded

inexcusable/irresponsible/odious/obnoxious

we disagree with you/we do not believe/you leave us no choice, etc.

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3. Apologize sincerely for an omission/thank generously for a favour. If you have overlooked
or failed to do something, express your regrets promptly and sincerely and make up for the
omission at the earliest. If omission is on the part of someone else and he regrets it,
promptly tell him that you do not mind and a sort of normalcy of situation has been
restored. If someone does a favour to you, acknowledge it promptly and thank the person
generously for being kind to you.
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 Courtesy in various types of communication

1. Horizontal communication (neutral level of communication).

Before writing, employ empathy. Empathy is the ability to imagine how you would feel if
you were in someone else’s situation. So put yourself in the receiver’s shoes and ask
yourself: How would I feel if I were to receive this message? Organize your message on the
basis of the feedback you get from within.
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2. Upward communication (to your superiors).

Keep your message brief and complete. Be courteous and respectful but not fawning.
Superiors respect efficiency more than flattery.

3. Downward communication (to your subordinates).

Be brief, clear, courteous. Don’t be officious, over-critical or rude. Don’t be sarcastic. If you
want to criticise, be tactful, so that you don’t offend.
 CORRECTNESS

1. Give correct facts.

Business communication often leads to expensive operations. So you should be sure that
you are transmitting correct facts in correct language. In fact, you should not transmit any
message unless you are absolutely sure of its correctness. If you aren’t, you should
immediately verify it from an encyclopaedia, an office file, a colleague, a dictionary, or
even a grammar book. If your message involves any legal matter, you should know the
correct legal position before you commit anything.
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2. Send your message at the correct time.

All messages must be transmitted and responded to at the most appropriate time.
Outdated information is useless. In fact, since communication is an expensive process,
transmitting outdated information involved wastage of time, money and human resources.
The principle of correct timing also stipulates that you communicate your message at a
time when it is likely to prove most effective.
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3. Send your message in the correct style.

This may also be described as the principle of adaptability. You must adapt your message
to the needs of the receiver. You must keep before you their educational background, the
width of their vocabulary, specialized knowledge of the subject, the depth of the
information required, their psychological make-up, their relationship to you or your
organization, etc. If they are a layperson, all jargon must be excluded and facts should be
explained in a simple language. If they are an expert in a subject, you may perhaps go into
the subtleties of the issue. While adapting your message to the needs of your receiver, you
must so change it that you preserve its factual as well as emotional content.