PUBLIC RELATIONS COMMUNICATION

•Effective communication processes lie in the background of

every company that wants to be successful in a long term
•communication enhances exchange of information with
others
•Public relation communication is divided into:
external communication
internal communication.
•Internal communication is communication among
organization's management and internal stakeholders
•Whereas external communication is the one focusing on the
publics outside the organization
•Both internal and external communications together are
identified as corporate communication
• Domains of internal communication:
 business communication,
 management communication
 corporate communication and
 organizational communication.
• Internal communication is defined as the communications or
transactions between individuals and/or groups at various levels and
in different areas of specialization that are intended to design and
redesign organizations to implement designs and to coordinate day
to day activities.
• It exists in various forms
• Face-to-face casual conversations
• formal meetings
• phone calls
• emails
• Memorandums
• Communication within an organization is key to success
• communication can be unofficial communication
or official communication
• Internal communication incorporates both official
and unofficial communication
• External communication focuses on the audiences
outside the organization as consumers, investor,
regulatory bodies
• External communication include
• Factsheets
• press kits
• newsletters
• magazines
• brochures
• news releases and
• annual reports .
• It also includes speeches conferences, open
houses and public projects.
Communication task of public
relations
PR communication constitutes about 80% of PR
activities. Communication is one of the major
tools of PR management. Communication as an
activity simply provides the link between the
firm and its publics.
This link is constituted largely for information.
Here communication is two way and the flow of
information constitutes of what the firm has to
pass on to the publics, and of information the
publics have to pass on to the firm.
The nature of information depends on the nature
of the message the firm wants to pass on.
 Why PR communication
1. PR is supposed to influence public
opinion based on what people know
about the organization. Have the public
opinion stand in favour of the firm’s
interests. The firm benefits from
positive public opinion. The firm has to
practice ethical communication.
2. PR communication also influences the
image of the organization which
develops over a long time.
3. Helps in targeting its publics – it is
important because publics are
categorized as internal and external
publics.
 Internal publics – emphasis is on
choosing the appropriate media. You
have to personalize media for both
internal and external publics. Both
publics should be given personalized
attention.
4. Communication enables a firm to portray
its values to the public. If a firm is
defensive it would look like it is holding
something.
Dimensions to communication
There are two dimensions to communication ie.
corporate identity/ branding and corporate
structure.
Corporate identity/branding
◦ Corporate identity is the sum of the visual
cues by which the public recognizes the firm
and differentiates it from others.
◦ Corporate identity is the most visible element
of corporate strategy.
Corporate structure
This is the range of business that the firm
does and how it operates those businesses
Forms of communication:
Oral communication
It’s carried out through spoken word and
it takes place primarily in a face to face
situation and the use of telephones.
It therefore includes:
 face to face communication
conversation over the telephone,
interviews, group discussions, meetings,
conferences and seminars.
 Why oral communication is the most
Preferred method of communication
• Helps the transmitter to determine instantly whether
the receiver understands the message or not.
• It’s safer.
• It allows for immediate feedback.
• It has personal touch.
• It saves time.
• Speech is a more powerful means of persuasion and
control.
• With the help of variations in the tone, pitch and
intensity of voice, the speaker can convey different
types of meanings.
• Employees find the oral messages more reliable for
they get an opportunity for feedback and clarification.
 General limitations of oral
communication
• Oral communication is not possible if the
communicator and the receiver are far removed
from each other and no mechanical devices are
available to connect them e.g. no network on
mobile phones.
• Lengthy messages are not suitable for oral
transmission, for there is likelihood of something
of vital importance being missed.
• Oral messages cannot be retained for a long time.
• Oral messages do not have any legal validity
unless they are tapped and made part of permanent
records.
• There are inherently greater chances of
misunderstanding.
Essentials of effective oral communication

Clear pronunciation:
• Words should be pronounced clearly and
correctly. Oral messages are often
misunderstood because the speaker does not
talk distinctively.
Brevity:
• People take pleasure in talking and so oral
communication tends to suffer from over-
communication. It is important to keep the
message as brief as possible without
appearing abrupt and discourteous.
Appropriate choice of words
• Words have different meanings for different
people and so it is important for the speaker
to carefully choose his words. It is important
to use words familiar to the listener rather
than terms that are familiar to the speaker.
Natural voice:
• Some speakers deliberately cultivate an
affected style under the impression that it
would make them look more sophisticated.
The most effective speech is that which is
correct and at the same time natural and
unaffected.
Precision:
 There is the need to put the message in a manner that it
can be understood with ease. This makes oral
communication very effective.
Conviction:
 Conviction comes from sincerity of approach and careful
thinking and planning. Lack of conviction therefore
causes lack of confidence, so that he is not able to
impress the receiver with the message.
Logical sequence:
 If the speaker has given proper thought to his message,
he will be able to arrange the various ideas contained in
it in their logical sequence. Jumbled ideas create
confusion, while logically arranged ideas make the
message forceful.
 Speaking skills in oral
communication
• The speaker must have and develop listening skills
so as to get the message.
• The speaker must adopt or embrace appealing
gestures and facial expression.
• The listener should avoid pre-judgment
• The speaker must be open-minded so as to ensure
that communication is fruitful.
• Don’t assume that your listener has any prior
knowledge about the subject.
• Select proper time. Be sure that neither you nor
your listener is in a hurry.
• Organize your presentation so that they make
sense to the receiver.
• Use simple, clear, concise and accurate language.
Do not give any irrelevant or unimportant
details.
Carefully watch the expression on your
listener’s face in order to find out whether
your message is getting through or not.
Allow opportunities to your listeners to
ask questions.
Repeat complicated instructions.
Note: Oral communication can either be
face to face or telephone communication.
Face to Face communication

It means passing a message orally by

word of mount whereby the parties
involved are all present and in a
reasonable proximity.
It takes the form of group discussions,
meetings and seminars
 Advantages of face to face
communication

• The parties involved can easily exhaust the

subject matter.
• There is possibility of checking the facial
expressions and gestures.
• There is ability and flexibility to use
different languages
• Possibility of emphasizing on a point.
• Its cheaper
• It’s possible to get feedback on the spot.
• It’s particularly suitable for a discussion.
 Disadvantages
• It may encourage laziness among people
whereby people spend a lot of time
discussing irrelevant issues.
• It suffers language barrier where the parities
do not share any common language.
• Does not favour people in far distance.
• It lacks evidence especially where no
recording takes place
• Does not favour people with disability to
speak.
• It’s difficult to practice in large-sized
organizations.
 Telephone Communication

• It’s the use of a telephone to convey messages.

• In order for telephone communication to be
effective, the following precautions must apply.
• Before calling:
• Choose the right time to call
• Check and confirm the number
• Plan the call to avoid irrelevancies
• During the call:
• Be courteous so as to establish a rapport
• Give the call the mood it deserves to drive the
point home
• Be chronological or sequential.
• Speak very clearly and precisely.
After the call:
Place the receiver gently
Make notes of the conversation if
necessary
Be sure that you have delivered all the
details of the messages and that your
message has been clearly and completely
understood.
 How to use the telephone effectively
• Speak politely, confidently, and in a positive and
friendly.
• Have a message pad, pen, telephone directory and an
appointment book near and at hand.
• While talking, hold the mouthpiece one inch away
from the lips and the earpiece close to the ears.
• Avoid mumbling, running words together or talking
through the nose or teeth.
• Avoid clichés like; ‘yep’, ‘yeah’, ‘ah’, ‘oh’ e.t.c.
• Don’t shout into the telephone. Don’t speak too low.
Try to be as natural as possible.
• In long distance calls, it is good to be loud, but
shouting should be avoided at all costs.
• In telephone communication, time is the most vital
factor. So do jot waste time in idle personal talk but at
the same time, do not sound abrupt as well.
 Advantages of telephone communication

• It’s a symbol of prestige and this boosts the

morale of the users
• It has the ability to relay messages very fast
over long distances and this saves time and
creates convenience.
• They are operational throughout and
therefore messages can be relayed anytime.
• Its cheaper than face to face where distance is
a factor
• The speaker may have the chance to clarify
the message over the phone.
 Disadvantages:
• Its expensive to buy, install and maintain telephones
• It may not be ideal for transmitting confidential
information.
• In order for communication to take place, the parties
involved must own telephones and this makes it
expensive.
• In most cases, there is no evidence of telephone
conversations and this frustrates future reference
• For office telephones, they do not favour communication
during night time.
• In a telephone conversation, the people communicating
with each other have to depend entirely on their voices to
convey the message because they cannot see each other.
They cannot use facial expressions and gestures to
establish rapport, to achieve emphasis and to create
mutual understanding.
 Written communication

Business letters
• Types of Letters
• Confirmation letters: Used as a follow up
to an earlier conversation and ensures both
parties have a written statement of what
was agreed.
• Letters of acknowledgement: Letters of
this kind are sent to acknowledge the
receipt of items or enquiries.
• Letters of enquiry: Written to other firms
to enquire about the supply of particular
goods or services.
 Collection letters
• Letters of this kind are less pleasant, since they concern the
collection of outstanding debts. They should be firm, but not
offensive, making clear the kind of action which your firm will
have to take if payment is not made.

Letters of apology
• In letters of apology, the best course is to accept responsibility
for mistakes honestly and without reservation.

Covering letters
• A covering letter is written to explain what else is being sent e.g.
it may be sent as an introduction to a report sent. Covering
letters are always brief, and to the point.
•
 Standard letters
• These are letters which may be used to write to any
person when a particular situation arises. They consist of
a letter which has several gaps left in it, for the insertion
of the receiver's name and address and in the actual body
of the letter, the details about an order number, item of
information required or any other matter is included.
Complaints letters
• If you are making a complaint you should follow a four-
step approach:
• Be specific about the facts by giving the information
about the "who, what, when, where" aspects of your
complaint.
• Explain the significance of the problem and how it
affects you.
• Specify what outcome you want, but be flexible in your
approach.
• Close politely and positively.
 Essential characteristics of a good
business letter
• Clarity: Clear and unambiguous
• Coherence: One thought should naturally follow another and
each sentence must show proper sequence
• Simplicity: Should be written in a simple and natural language
• Correctness: Facts and figures mentioned in a business letter
must be accurate.
• Completeness: It must contain all the essential points and should
not be wanting in any way.
• Conciseness or brevity: It should as short as possible.
• Convincing: It should be able to make the other party to act on
the content.
• Courtesy: The tone should be polite.
• Originality: This helps to assert individuality.
• Appearance: It should have a good, neat and tidy appearance.
Promotional materials
• There are a range of particular types of material
which are specifically designed to inform the
public in general, or particular people and
organizations about the activities and products of
the organization. These will form part of the
business's marketing effort and contribute to either
general public awareness of the company or
specific sales promotion associated with a
product.
Press releases
• It means news that is sent out or released by the
company making the news e.g. the company's
financial results for the recently completed quarter
and may provide comments from management.
• Press releases often list valuable contact
information that can assist investors in their
research, such as the company's web address,
and contact and address information.
• It provides an opportunity for the company
itself to issue information which a media
outlet may develop for public issue.
• The media outlets concerned are now
widespread and include newspapers (local
and national), radio, television and the
internet.
 Characteristics of a good press report
• All press announcements should contain certain basic
elements/ Characteristics:
• A press release should contain the following detail in its
first paragraph: What, who, where, when, why, how
• It should have a catchy title
• It should be no longer than one side of A4
• It should be clearly set out, using double spacing where
possible and carefully checked for spelling and grammar
• It must contain a contact name, address and telephone
number.
• Include a positive quote from a prominent or well known
person about the issue if possible.
• It may be worthwhile including a relevant photograph.
• Give the press release a date.
• Do not underline anything.
 Direct mail
• Direct mail refers to letters and other promotional
materials which are sent to potential customers with
the purpose of stimulating their interest in the
product or service being promoted. This may be
with the aim of persuading the reader to send off for
more information or to order products/services
immediately. There is a basic formula for writing
direct mail materials:
• Grab the reader's attention by putting the focus on
the reader and their situation.
• Create interest in your product or service by stating
how the reader may benefit.
• Stimulate desire by using persuasive language where
possible.
• Stimulate action by explaining what the reader has
to do next.
 Advertisements
• When writing advertisements, think
carefully about:
• The exact nature of the job involved
• The qualifications needed
• The size and constitution of the firm or
department
• The kind of person who would work well
in your company or situation
• Any other relevant details.
 Briefs
• A brief is a statement of requirements sent to
someone who is to undertake a specific task.
• Examples include a brief to an external advertising
agency for a new campaign, to an IT consultant for
the analysis and development of a new system for,
say, payroll or to an architect for the design and
development of an extension to a building.
• The brief often forms the basis of an invitation to
tender for the task.
• A brief, then, should be carefully structured and
purposeful, containing all the information
necessary for the recipient to be able to meet
clearly specified objectives in a designated time-
scale and, often, at an agreed cost.
 Forms
• Forms are a means of collecting standard information in
a relatively simple way.
• Using them makes collecting and organizing information
quicker and more efficient than using letters, personal
meetings or other kinds of communication.
• In business, there are a number of uses for forms and,
consequently, a number of different types – for example,
routine forms such as telephone message forms, report
forms, application forms and questionnaires – which
seek people's opinions.
• A good form will always be clear about the information
required if the both the supplier and collector of the
information are to make full use of it.
 Notices
• They are used reach a large number of people as a mass,
rather than a series of individuals.
• Notices are designed to achieve this through providing
information in a concise and eye-catching way.

Design Requirements
• Use a simple message
• Use a clear heading: Any notice you write should have a
clear, precise heading which no-one can misunderstand
and which captures the attention of an onlooker.
• Use plenty of space: Remember that notices may be read
by people at some distance from the notice-board – the
clearer they are, the easier it will be for people to read
them at a distance, which will help to ensure that your
message reaches everyone who should be aware of it.
• Highlight important words or phrases:
You should stress key words or phrases
by placing them on separate lines or by
using capitals, underlining them, using
different coloured inks and placing lines
around them.
• Use illustrations: Illustrations can often
be useful in conveying an idea – although
they need to be fairly professional if they
are to be really effective.
•
 Display and Sitting
• Notice-boards should be sited in areas where all the relevant
people will see them. Avoid putting them in narrow corridors,
or on walls next to doors so that they disappear when doors
open.
• They should be set at a height where the average person can
read them. Remember that men and women have different
average heights and take both into account.
• Notice-boards should be kept looking tidy. This means not
allowing unauthorized notices to be put up and ensuring that
out-of-date notices are removed.
• The board should be divided clearly so that notices about
different topics each have their own areas – for example,
health and safety, union, staff announcements, urgent and
social.
• Make someone responsible for clearing notice-boards
regularly so that old notices don't remain for months and
obscure new material. Some firms date-stamp notices when
they are put up, and make a point of removing them within a
certain period.
 Questionnaires
• A questionnaire is a list of written questions
that can be completed in one of two basic
ways
• Respondents could be asked to complete the
questionnaire with the researcher not present.
This is a postal questionnaire and (loosely)
refers to any questionnaire that a respondent
completes without the aid of the researcher.
• Respondents could be asked to complete the
questionnaire by verbally responding to
questions in the presence of the researcher.
This variation is called a structured interview.
•
 Circulars/ circular letter
• Circular letter is one of the oldest types letter. This kind
of letter originated in ancient time when people felt the
necessity of circulating any message to a large number of
people at a time in the same way.
• Generally, the letter that is used to circulate any special
message to a huge member of audiences at the same time
is known as circular letter. It is one of the cost effective
means of circulating information or introducing new
products to mass people.
Importance or advantages of circular letter
• Easy method of conveying information: Circular letter
is the most easy, simple and effective way to convey any
information to a huge number of people.
• Achieving economy: Circular letter can be used for wide
publicity of products. As a result, organizations can save
cost of sending letters to different parties separately and
can gain economy.
• Saving time: Circular letter transmits information to a
large number of people at a time. It does not require
reaching each individual separately. Thus, it saves
time.
• Less effort: Circulating information to each individual
separately is a time consuming and laborious job.
Circular letter helps to overcome this problem.
Through circular letter, we can communicate with large
number of people at a minimum effort.
• Creating market: Through circular letter, a company
can inform the potential customers about its products
and services. In this way, new market can be created.
• Increasing consumer’s confidence: Convincing and
attractive circular letter can easily touch the reader’s
heart and thus helps to enhance consumer’s confidence
on the company’s products.
• Creating public consciousness: In circular letter,
information like price, quality, utility, place of
availability is mentioned in details that make people
 Newsletters
• It is the latest trend in the corporate world.
Companies now issue a monthly or
quarterly newsletter targeting their
customers and the public in general.
• A newsletter should not be a compilation
of boring articles, but rather vivid
glimpses of your achievements, offerings
and intentions.
• A newsletter is a cost-effective medium
for building relationships and maintaining
regular contact with customers and
prospects
 Advantages of using newsletters
• Awareness: Publishing a newsletter gives you the opportunity
to increase awareness and understanding of your company and
its products and services.
• Expertise: A newsletter can demonstrate your expertise and
build confidence in your company as a potential supplier
• Promotion: You can use newsletters to promote products and
services or launch new products.
• Contact: Issuing newsletters at regular intervals - weekly,
monthly or quarterly – helps you maintain contact with
customers and prospects between purchases or sales calls.
• Coverage: Newsletters can help you increase the coverage of
your target audience. By placing information about the
newsletter on your website, you can capture contact details of
new prospects by asking visitors to subscribe. Issuing
newsletters by email to all of your customers and prospects is a
low-cost method of communication, leaving more in your
market budget for advertising or other promotional activities.
• Position your brand: You should create the best first impression
about your products or services on your newsletter. Customers tend
to use your marketing and communication tools to form an
impression of your business. Newsletters are an extremely strong
marketing tool to differentiate businesses from one another.
• To get more business from current clients: A newsletter is an
effective way to let clients know about your other services and show
them how they can benefit from those services, without being too
“pushy”
• To get repeat business from former clients: People who used
your services or bought your products once will purchase again–
when they’re ready. A newsletter is a great way to stay in touch
with them until they are.
• To educate prospects: A newsletter that provides prospective
clients with valuable information helps them make better decisions,
allows you to demonstrate your expertise, and provides a
mechanism for staying in touch with them until they are ready to
hire you.
• To serve as a networking tool: Your newsletter is a tool to reach
out to other professionals. You can interview them for an article,
conduct a survey, ask them to write an article, or ask permission to
put them on your mailing list.
 Memorandum (memo)
• The memorandum, usually called a memo, is a
common form of internal communication in
business.
• Memos have many purposes, including
informing employees, giving directions,
outlining procedures, requesting data,
supplying responses, and confirming
decisions. But essentially there are three basic
reasons to write a memo:
• To persuade to action
• To issue a directive
• To provide a report
• To remind
• To give information
Every good memo includes:
A clear statement of purpose, stated
upfront
Information about what the reader needs
to know
Statement of any action requested,
ordered, or undertaken
Graphic communication
• Graphic communication is a way of
communication using graphic elements. That
is; materials with images and words are
created, produced and then distributed so as
to convey the data contained there.
• it involves the use of visual material to relate
ideas such as drawings, photographs and
slides. any medium that uses a graphics to aid
in conveying a message, instruction, or an
idea is involved in graphical communication.
one of the most widely used forms of
graphical communication is the drawing
 Emerging issues in communicaton

Internet
• It’s a global interconnection of computers network
to facilitate global information. It allows
computers with telecommunication links to
exchange information freely. It has enhanced a
global village.
• Information superhighway or World Wide Web
(www) is a facility that links the internet user to
actual internet documents i.e. it links together
many kinds of information all over the world.
• A Website is a collection of screens that provides
information in text or graphical form that can be
received by internet users.
 Benefit of internet over ordinary
communication methods.
• It has made it possible for people all over the world to
effectively and inexpensively communicate with each
other.
• It’s usually a public access networks i.e. the resources of
the networks can be shared with anyone logging on to or
accessing the network.
• Business use internet to provide access to complex
databases such as financial databases. Companies can
carry out commerce on-line, including advertising,
selling buying, distribution products and providing after
sale services.
• The use of E-mail over the internet has greatly speeded
communication between companies, among co-workers
and between other individuals.
• Media and entertainment companies use
the internet for advertisement purposes.
• Scientists and scholars use the internet to
communication with colleagues, to
perform research, to distribute lecture
notes and course materials to students.
• Jobs are advertised to employees inside
and outside the business easily.
• An organization gains market research
information.
 Intranet
• It’s an internal organizational internet that is
used to facilitate communication within an
organization and to manage many internal
business processes.
• It involves internal connection of computers
within an organization to facilitate
communication.
• It’s under control of the company using it so
that information can be controlled.
• Example: a company with 150
administration staff may all be linked to an
intranet i.e. they can send messages and
access common information.
 Extranet
• It involves inter-connection of computers of
different organization that share their
resources.
• Here, computers of one organization in a
system are shared with other external
members. It includes therefore other business
stakeholders such as customers and suppliers
as well as the staff of a business.
• Example: Suppliers might be able to view
their stockholdings held by a company’s
warehouse to make sure that they are
provided when required.
 E-mail
• Electronic mail
• It’s the use of electronic means of communication
such that data is transferred from one computer to
another. Here messages and data are able to be
sent quickly through a local area network without
the physical element being there i.e. the message
is typed in the computer and a soft copy is sent.
• It enables people to chat online and also allow
businessmen and individuals to communicate
immediately with other s via word processed text
or images that are contained on a computer.
• Problems relating to communicate using
E-Mail in transacting business
• One has to invest in a computer to enable this
form of communication.
• The other person (recipient) must also have a
computer for it to be in place.
• A monthly subscription is normally paid to
the internet services providers and this could
be high.
• Security has to be put in place to ensure that
other employees who are not authorized do
not view these incoming and outgoing mails.
• Systems could be affected by a virus and
this easily spreads to other users and as a
result could cause damage to files.
• Frequent breakdowns from the providers
could interfere with the communication
process.
• It’s not best to be used to send private and
confidential information as this could be
viewed by wrong recipients.
 Advantages of using E-mail
• It is the quickest means of transmitting
messages.
• If both the persons are simultaneously
sitting at the terminals, clarifications can be
sought and offered and additional
information conveyed immediately.
• The information received via e-mail can be
sorted or amended and sent elsewhere or
simply disposed of.
• E-mail messages are supposed to be highly
confidential and secure. The chances of
tampering with such messages are few.
• E-mail messages can be easily stored for
future reference.
 Feature of effective communication
Completeness
• Every communication must be complete and adequate. Incomplete
messages keep the receiver guessing, create misunderstanding and
delay actions.
• Every person should therefore be provided with all the required
facts and figures. For example, when the factory supervisor instructs
workers to produce, he must specify the exact size, shape, quality
and cost of the product.
• Any assumptions behind the message should also be clarified.
While answering a letter, all the questions raised in the letter must
be replied.
• A complete message offers the following benefits:
 Complete message are more likely to bring the desired results
without the expense of additional messages.
 They can do a better job of building goodwill. Messages that
contain information the receiver needs show concern for others.
 Complete message can help avert costly lawsuits that may result if
important information is missing.
 Communications that seem inconsequential can be surprisingly
important if the information they contain is complete and effective.
 Conciseness
• In business communication, you should be brief
and be able to say whatever you have to say in
fewest possible wards without sacrificing the other
C qualities.
• A concise message is complete without being
wordy. Conciseness is desired because of the
following benefits.
• A concise message saves time and expense for
both sender and receiver.
• A conciseness contributes to emphasis; by
eliminating unnecessary words, you let important
ideas stand out.
• When combined with a “you-view”, concise
message are inherently mo re interesting to
recipients as they avoid unnecessary information.
 Clarity
• The message must be put in simple terms to ensure
clarity.
• Words must mean the same thing to the receiver as
they do the sender.
• Complex issues must be compressed into themes,
slogans or stereotypes that have simplicity and clarity.
• In order to ensure clarity in oral communications, you
should use accurate and familiar wards with proper
intonation, stresses and pauses.
• Your language should consist of simple words and
short sentences.
• Thoughts should be clear and well organized. Thus,
you should know what you want to say and why.
• The important considerations in attaining clarity are as
follows:
• Choose precise, concrete and familiar simple words.
• Construct effective sentences and paragraphs
 Correctness
• The term ‘correctness’ as applied to business messages
means right level of language and accuracy of facts, figures
and words.
• If the information is not correctly conveyed, the sender will
lose the credibility.
• Transition of incorrect information to outsiders will spoil the
public image of the firm.
• To convey correct messages, grammatical errors should also
be avoided. Thus, you should be sure that you are
transmitting correct facts in correct language.
• You should not transmit any message unless you are
absolutely sure of its correctness.
• If you aren’t you should immediately verify it from
encyclopedia, 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
 Concreteness
• Concreteness of message is an essential requirement of
effective communication.
• It means being specific, definite and vivid rather than vague
and general.
• In oral communication, we can’t draw tables, diagrams, or
graphs to make our statement vivid, but we can choose precise
words to convey the correct message and support it by
relevant facts and figures.
• If the message is specific, there would be increased likelihood
that the message is interpreted by the receiver as intended by
the sender.
• For sending concrete message, the following guidelines
should be followed:
• Use of concrete expressions.
• Use of specific facts and figures.
• Put action in your verbs.
• (Don’t speak in passive voice).
• Choose vivid, image-building words
 Consideration
• Consideration means preparing the message with
the receiver in mind.
• In order to communicate effectively, the sender
should think and look from the receiver’s angle.
He should adopt a humane approach and
understand and focus on the needs of the receiver.
The socio-psychological background of the
receiver must be understood.
• The golden rule “first understand then be
understood” should be followed.
• If should be noted that the consideration underlies
the other six Cs of good business communication.
You adapt your language and message content to
your receiver’s needs when you make your
message complete