Communication can be considered successful when:

• the message is properly understood.

• the purpose of the sender is fulfilled.
• the sender and the receiver of the message remain linked through
feedback
THE SEVEN Cs OF COMMUNICATION
Consideration
• In all business transactions, one’s view of a matter should be honest
and sincere and should reject prejudice or bias
• The guiding principle should be fairness to self and to others involved
in the situation.
• Phrases that qualify observations with the words “my honest opinion”
or “frankly speaking” indicate an attempt to be candid, open-hearted,
and sincere.
Clarity
• Clarity requires the use of accurate and familiar words with proper
intonation, stresses, and pauses.
• Spoken language should consist of simple words and short sentences.
Thoughts should be clear and well-organized. The speaker should
know what to say and why.
• It is a clear mind that can talk clearly and effectively. However, in
case of doubt or uncertainty due to lack of clarity of thought or
expression, the listener can, in a one-to-one oral communication, seek
immediate clarification from the speaker.
Completeness
• Clarity is ensured also by completeness of message.
• Oral communication should be, as far as possible, planned and
structured. - all the necessary information that listeners need or
expect has been provided.
• The principle of completeness requires that speakers communicate
whatever is necessary, provide answers to all possible questions that
could be raised, and add additional information, if necessary, as
footnotes.
Conciseness
• In business and professional communication, brevity is important.
• One should avoid being repetitive.
• Spoken language tends to become wordy. Fewer words should not
mean less meaning. Rather, it is possible to achieve intensity and
concentration without sacrificing essential meaning.
• For eg.
Superfluous Statements Concise Statements
At this point of time ‘Now’ or ‘At present’
As regards the fact that ‘Considering’
Because of the fact that ‘As’ or ‘Because’
Are in need of ‘Need’
In due course of time ‘Soon’
Not very far from here ‘Nearby’ or ‘Close by’
Concreteness
• Concreteness means being specific and definite in describing events
and things.
• Avoid using vague words that don't mean much.
• In oral communication, one cannot draw figures, tables, or diagrams
to illustrate one’s point. But one can choose precise words and speak
with proper modulation and force to make sounds reflect the
meaning.
• Use the active voice. For example, instead of, “you are requested by
me to visit us” say, “I request you to visit us”.
Correctness
• In the spoken form of communication, grammatical errors are not
uncommon.
• The speaker can forget the number and person of the subject of the
verb if the sentence is too long.
• Sometimes even the sequence of tenses is incorrect. And most
frequently, the use of the pronoun is incorrect, especially in indirect
narration or reported speech
Incorrect Statement Correct Statement
He said to me that I will surely go He told me that he would surely go
there. there.

Kindly explain to me this poem of Kindly explain this poem of Keats to me.
Keats.

I consider her as my sister. I consider her my sister.

Courtesy
• In conversational situations, meetings, and group discussions, an
effective speaker maintains the proper decorum of speaking.
• One should say things assertively, but without being rude. Courtesy
demands not using words that are insulting or hurtful to the listener.
• In business discussions, it is necessary to respect the other person by
listening to him or her patiently and without interruption. The
speaker’s tone should reflect respect for their listener or audience.
The pitch and tone should be level and measured rather than
aggressive; they should not suggest that the speaker is talking at the
listener.
Universal elements in communication
• The communication environment: All communicators act within the sensory environment around
them, from which their senses receive competing stimuli imposing upon the content of
communication.
• Use of symbols: All communicators use verbal symbols and signs such as words, body movements,
facial expressions, and so on, to encode (and to decode) messages.
• The mental filter: All communicators/receivers of a message have to register, organize, transmit,
receive, and interpret through their uniquely structured minds that have varying “filters”, which
consist of their experiences, thoughts, and feelings.
• To understand communication better, we should know the following basic facts regarding its
process:
• Perfect communication is impossible: Human communication is essentially imperfect. All our
communication encoding and decoding acts are conditioned by the fact that a common mental
filter is not possible. Meanings differ because filters differ. Therefore, no two persons involved in
an interaction will perceive the exact same meaning from a message. What they tend to have is a
“workable understanding”
CASE: COMMUNICATION FAILURE

Mr and Mrs Basu went to Woodland’s apparel section to buy a pullover. Mr Basu did not read
the price tag on the piece he had selected. While making the payment, he asked for the price
at the counter. The answer was “Rs 950”.
Meanwhile, Mrs Basu, who was still shopping, came back and joined her husband. She was
glad that he had selected a nice black pullover for himself. She pointed out that there was a
25 per cent discount on that item. The person at the billing counter nodded in agreement. Mr
Basu was thrilled to hear that. “That means the price of this pullover is just Rs 645. That’s
fantastic,” said Mr Basu. He decided to buy another pullover in green.
In no time, he returned with the second pullover and asked the salesperson to pack both.
When he received the cash memo for payment, he was astonished to find that he had to pay
Rs 1,900 and not Rs 1,290 as he had expected.
Mr Basu could hardly reconcile himself to the fact that the salesperson had first quoted the
discounted price, that is Rs 950. But the original price printed on the price tag was Rs 1,225.
Questions to Answer
1. Identify the three sources of Mr Basu’s information about the price
of the pullover.
2. Discuss the main filter involved in this case. What should Mr Basu
have done to avoid the misunderstanding?
3. Who is to blame for this communication gap? Why?
Speech purposes
• To inform
(to increase receivers’ knowledge and understanding of a subject)
• To persuade
(to induce the audience to think, feel, act in a certain manner)
• To entertain
(to “entertain” in broadest sense – include anything that stimulates a
pleasurable response)
3 Pillars of Public Speaking
• Ethos
• Pathos
• Logos
What are Ethos, Pathos, and Logos?
In simplest terms, they correspond to:
• Ethos: credibility (or character) of the speaker
• Pathos: emotional connection to the audience
• Logos: logical argument
Together, they are the three persuasive appeals. In other words, these
are the three essential qualities that your speech or presentation must
have before your audience will accept your message.
Ethos
• Before you can convince an audience to accept anything you say, they have to
accept you as credible.
• There are many aspects to building your credibility:
• Does the audience respect you?
• Does the audience believe you are of good character?
• Does the audience believe you are generally trustworthy?
• Does the audience believe you are an authority on this speech topic?
• Keep in mind that it isn’t enough for you to know that you are a credible
source. (This isn’t about your confidence, experience, or expertise.) Your
audience must know this. Ethos is your level of credibility as perceived by your
audience.
Ethos
• Pathos is the quality of a persuasive presentation which appeals to
the emotions of the audience.
• Do your words evoke feelings of … love? … sympathy? … fear?
• Do your visuals evoke feelings of compassion? … envy?
• Does your characterization of the competition evoke feelings of hate?
contempt?
• Emotional connection can be created in many ways by a speaker,
perhaps most notably by stories. The goal of a story, anecdote,
analogy, simile, and metaphor is often to link an aspect of our primary
message with a triggered emotional response from the audience.
Logos
• Logos is synonymous with a logical argument.
• Does your message make sense?
• Is your message based on facts, statistics, and evidence?
• Will your call-to-action lead to the desired outcome that you promise?
Methods of speaking
• Speaking from a manuscript
• Speaking from memory
• Impromptu delivery
• Extemporaneous delivery
Analysing the audience
• The age of your listeners
• The gender of your listeners
• The occupation of your listeners
• Intelligence and educational level of your listeners
• Social, professional and religious groups they belong to
• The influence of geographical experiences
Vocal aspects of delivery
• Pace
• Volume
• Pitch
• Inflection
Pace
• Pace is the speed of your speech. Your pace should be such that it is
understandable by your audience. You may have to change your pace
from slow to fast or vice versa but whatever it be, it should sound
good to your audience.
• Speaking too quickly is a mistake in public speaking. Keep your pace
slower than the pace we have when converse one to one.
• Give pauses at important points. This will help the listeners to be able
completely absorb what you said.
Volume
• Your volume should be loud enough so that your audience can hear
you clearly but at the same time being loud does not mean shouting.
• It is also seen that the volume at which you would be speaking, your
audience would also adapt that same volume. On the key sentences
or key words, it is good to raise your voice.
• Use changes in volume to prevent your voice from slipping into
monotonous sameness and to alert your audience to the nuances of
your message.
Pitch
• Pitch is the frequency of the sound waves you produce. It is about
hitting high or low notes with your voice.
• Questions, for example, should end on a higher note. Conversely,
affirmative statements should end in a level or slightly lower pitch.
The ending of statements on a high pitch can create doubt in your
listeners.
• In public speaking, it is advised to keep your pitch a little lower as a
shrill voice can be annoying.
• Even when speaking passionately, keep your pitch even.
Inflection
• In morphology, inflection is a process of word formation, in which a
word is modified to express different grammatical categories such as
tense, case, voice, aspect, person, number, gender, mood, animacy,
and definiteness.
• It means connecting words with feelings by bringing ups and downs of
words. Your feelings give words to you and you modulate your voice
according to your feelings.
Emphasis
• "I didn't tell her you were stupid."

"I didn't tell her you were stupid." (Somebody else told her.)
"I didn't tell her you were stupid." (I emphatically did not.)
"I didn't tell her you were stupid." (I implied it.)
"I didn't tell her you were stupid." (I told someone else.)
"I didn't tell her you were stupid." (I told her someone else was stupid.)
"I didn't tell her you were stupid." (I told her you're still stupid.)
"I didn't tell her you were stupid." (I told her something else about you.)