The Seven C’s of Effective
Communication I
To compose a written or oral message you must apply certain
communication principles.
These are called the seven C’s of effective communication.
•Completeness
•Conciseness
•Consideration
•Concreteness
•Clarity
•Courtesy
•Correctness
The seven C’s apply to both written and oral communications.
Although we deal here with these principles on a sentence level, they are
applicable to all forms of communications.
To some extent the principles overlap because they are based on a
common concern for the audience, whether the audience consists of
listeners or readers.
Completeness
Your message is complete when it contains all the facts, readers or listeners
need for the reaction you desire.
Communication senders need to assess their message from eyes of the
receivers to be sure they have included all the relevant information.
Benefits of Completeness
Complete messages are more likely to bring the desired
results. They do a better job at building goodwill.
Communication that seems inconsequential can become very
important if information they contain is complete and effective.
Keep the following guidelines in mind
•Provide all necessary information
•Answer all questions asked
•Give something extra, when
desired Provide all the necessary
information
Answer the five Ws that make the message clear.
•Who
•What
•When
•Where
•Why
Example
When requesting a merchandise, make sure
•What you want ?
•When you need it?
•To whom and where it is to be sent ?
•And how the payment would be made ?
Answer all the questions asked
•Look for questions
•Some may appear buried within a paragraph
•Locate them and answer them precisely
A colleague or a perspective customer’s reactions to an incomplete answer is
likely to be unfavorable.
The customer may think that the respondent is careless or purposely trying
to conceal a weak spot.
In general “omissions cast suspicions” whether you are answering an inquiry
about your
product or recommending a former employee to a new job.
If you have no information on a particular question, say so clearly.
If you have unfavorable information in answer to certain questions, handle
your reply with both tact and honesty.
Example
•In one instance a Software distributor when replying to a customer’s
letter answered only four of seven questions. Because the original
questions were somewhat hidden and buried in five long paragraphs, the
respondent apparently o verlooked them. The reply was incomplete and
unfriendly and caused the distributor to lose business.
•Sometimes before you can answer a question, you need certain
specific information from the inquirer.
•
If so it is a good idea to list the needed details on a reply fo rm that the
inquirer can fill
out and return to you.
•In this way both your answer and that of your respondent will be complete.
Give something extra when desired
Use your good judgment in offering additional material if sender’s message
was incomplete.
But the words ‘when desirable’ are essential.
You must take great care not to waste the reader’s time with superfluous
information.
Communication Probe
•Credibility of the communicator has been systematically analyzed over
the years, often as relating to the speaker.
•Several classic but still relevant studies suggest that five decisions are
made regarding a communication source (listed in the next slide).
Credibility
•Competence
-Does the audience perceive the message sender as communicating
honestly
?
•Character
•
Compo
s-
uDroees
the
sender
of the
message
know
his
or
her
message
?
-Does the sender give the impression of being calm and collected ?
•Sociability
-Does the sender come across as a likable individual ?
•Extroversion
-Does the source exhibit outgoing tendencies rather than timidity?
Example
You are the president of a Community welfare center, and receive the
following message
I'm new to the city and would like to consider joining your welfare center. As I will be
visiting the center within the next month, will you please tell me where the next
meeting will be held ?
If you answer only this question your letter would be incomplete.
You should add information about a welcome message, information about
parking space, date, day and time of meeting.
Your message will then have something extra that the reader really needs and
appreciates.
Example
Fax 1 Incomplete Question
Please fax me the in return the departures from Lahore to Karachi on 8 May.
In reply to the fax you would have to “give something extra”, as to times of
day, airline flying that route, costs and departure and arrival times.
Example
Fax 2 Incomplete Question
How come my request for an interview letter didn’t receive a response.
When was the letter
sent ? Who sent it?
To whom it was sent?
In other words, in responding to Fax 2 would require a return letter
or a fax seeking answers to the above questions.
Incomplete
letter
to
a
Savings
Depositor
Thank you for the confidence you have shown us by the account
you have recently opened.
Sohail Munir
Muslim Commercial Bank
Revised
and
Complete
letter
Thank you for the confidence you have shown in Muslim
Commercial Bank by the saving account you recently opened. Our goal is to
make our services to you both pleasurable and helpful.
You are most welcome to come in whenever we can assist
you. Sohail Munir
Muslim Commercial Bank
Check list
•Remember the five W’s.
•Answer all questions.
-Stated questions from the questionnaire
-Implied questions from the questionnaire
-Give extra information when desirable.
Conciseness
Conciseness is saying what you want to say in the fewest possible words
without sacrificing the other C qualities.
•A concise message saves time and expense for both the
sender and the receiver.
•It increases emphasis in the message.
•It shows respect for the recipient, by not cluttering them
unnecessary achieve conciseness, observe the following
suggestions.
information.
•Eliminate wordy expressions
•Include only relevant material
•Avoid unnecessary
repetition Eliminate wordy
expressions
Use single -word substitutes instead of phrases whenever possible without
changing meaning.
Wordy : At this
time Concise :
Now
Wordy : Due to the fact
that Concise : because
T
o
Use single -word substitutes instead of phrases whenever possible without
changing meaning.
Wordy : have need
for Concise : Need
Wordy : In due
course Concise :
Soon
Omit trite, unnecessary expressions
Wordy : Please be advised that your admission statement has been received.
Concise : Your admission statement has been received.
Wordy : Allow me to say, how helpful your response was.
Concise : Your last response was helpful.
Replace wordy conventional statements with concise ones.
Wordy : Please find attached the list you requested.
Concise : The list you requested is attached.
Wordy : Such refreshing comments are few and far between.
Concise : Such refreshing comments are scarce.
Avoid overusing empty phrases.
Wordy : There are four rules that should be observed.
Concise : Four rules must be observed.
Wordy : It was known by Mr. Usman that we must reduce the size of our
inventory.
Concise : Mr. Usman knew we must reduce our inventory.
Omit “which” and “that” clause wherever possible.
Wordy : She bought desks that are of the executive type.
Concise : She bought executive type desks.
Wordy : The receipt that is enclosed documents your purchase.
Concise : The enclosed receipt documents your purchase.
Eliminate unnecessary prepositional phrase .
Wordy : The issue of most relevance is teamwork.
Concise : The most relevant issue is teamwork.
Wordy : In most cases the date of the inquiry is indicated in the upper right
corner. Concise : The policy date is in the upper right corner.
Limit your passive voice.
Wordy : The total balance due will be found on Page 2 of this report.
Concise : The balance due is on page 2 of this report.
Wordy : The reports are to be submitted by employees prior to 5:00
p.m.; at
which time they will be received by Ali.
Concise : Please submit your reports to Ali by 5:00 p.m.
Include only relevant materia l
1. Stick to the purpose of the message.
2. Delete irrelevant words and rambling
sentences. 3.Omit information obvious to
the reader.
4. Avoid long introductions, unnecessary explanations, pompous words and
gushy
politeness.
5. Get to the important point tactfully and concisely.
Example
Wordy : We hereby wish to let you know that our company is pleased with
the confidence you have reposed in us.
Concise : We appreciate your confidence.
Avoid unnecessary Repetition
Unnecessary repetition leads to
dullness.
1. Use short names when you have mentioned the long one once.
For Shaukat Khanum Memorial Cancer Hospital, use Shaukat Khanum
or simply the Hospital.
2. Use initials instead of repeating long names. Instead of using Pakistan
International Airlines, use PIA.
3. Cut out needless repetition of phrases or sentences.
Sometimes it is possible to combine two or even three sentences using
subordinate clauses or phrases.
Example
•The following letter is from a business executive in a Company for 5 years
Will you ship us some time, anytime during the month of October would be fine,
or even November if you are rushed (November would suit us just as well, in
fact a little bit better) 300 of the regular Dell Computers.
Thank you in advance for sending these along in parcel post, and
not in express, as express is too expensive.
Concise Version of the Letter
Please ship parcel post, before the end of November 300 Dell Com puters.
The Seven C’s of Effective
Communication II
Consideration
Consideration means preparing every message with the message receiver in
mind.
Don’t loose your
temper. Don’t
accuse.
Don’t charge them without facts.
•You are foremost aware of their desires, problems, circumstances,
emotions and probable reaction to your thoughts.
•Handle the matter from their point of view.
•This thoughtful consideration is also called the ‘you-attitude’, the
human touch or understanding human nature.
Three specific ways to indicate consideration.
•Focus on ‘ you’ instead of ‘ I’ or ‘we’.
•Show audience benefit or interest in the receiver.
•Emphasize positive, pleasant facts.
Focus
on ‘you’ instead
of ‘I’
or
‘we’
•Using ‘you’ does help project a you-attitude.
•Overuse can lead to negative reaction.
•To create considerate, audience-oriented messages, focus on how
message receivers will benefit, what they will receive, and what they want
or need to know.
•In some cases this can be accomplished by emphasis; you may
downplay your own feelings to make a point
Example
We-attitude : I am delighted to announce that we have extended our
office hours to make shopping more convenient.
You-attitude : You will be able to shop
evenings with the extended
office hours.
We-attitude : We’re are sure you must be frustrated by the length
of time to ship your documents to Australia.
You-attitude : The documents will be reaching Australia within a weak.
Showing consideration for the audience involves more than just using ‘you’
instead of ‘ I’ or ‘we’.
Messages that use ‘we’ can be receiver oriented if ‘we’ includes
receiver of the message.
Sometimes avoiding you can reduce potential defensiveness or allow the
recipient to
save face.
•An extreme example of a negative situation is the collection letter
with ‘you’ or ‘your’ in almost every sentence; if the sentences are
insulting, sarcastic, tactless or untrue accusations .
The use of ‘you’ in negative situations can be avoided by employing passive
voice, making the receiver part of the group.
Example
Intensive : You failed to enclose your check in the envelop.
Considerate : The check was not enclosed.[passive voice]
Considerate : The enveloped did not have a check in it. [depersonalized]
Intensive : Your contract tells you plainly that
Considerate : I am always happy to discuss the contract terms with new
employees.
[receiver as part of a group]
Intensive : You are completely off base in your proposal.
Considerate : We have different interpretations of the utility of the proposal.
[sender oriented with acceptance of responsibility]
Considerate : The proposal plan three aspects that need clarification.
[depersonalized]
Show audience Benefit or Interest in the receiver
Readers may react positively when benefits are shown to them.
Whenever possible and true, show your receivers will benefit from
whatever the message asks or announces.
Benefits must meet recipient's needs, address their concerns, or offer them
rewards.
•You must keep in mind that what you offer must be perceived as
benefits by the receiver.
•You must identify legitimate benefits of your position, policy or product and
then
put yourself in the place of the receivers to assess their perspective.
•
Receivers will be more likely to react favorably and do what you
suggest, if you
show that the benefits are worth the effort and cost
you ask them.
•In situations where actual direct benefit is impossible or irrelevant
to the subject matter, the message should at least show concern for
the recipients.
• Merely inserting the word ‘you’ does not ensure the ‘ you’ attitude,
as shown in this sentence.
-You will be glad to know that we now have a walkup window open 7-9
A.M. and 3-5 P.M. every weekdays.
-Some readers will wonder “So what !”
Emphasize Positive, Pleasant Facts
•Another way to show consideration is to emphasize pleasant and positive
facts.
•
This means stressing what can be done instead of what cannot be done.
•Also you must focus on words your recipient considers favorable.
Negative : It is impossible to open an account for you today.
Positive : As soon as your signature card reaches us we will gladly open an ...
Negative : We don’t refund if the returned item is soiled and
unsalable. Positive : We refund when the returned item is clean
and resalable.
Negative : When you travel on the company expense, you will not
receive first class fare.
Positive : When you travel on company expense, your approved
fair is not for tourist class.
Among the positive words to which the readers react favorably
are benefit, cordial, happy, generous, loyal, pleasure, thanks,
thoughtful etc
Among the negative words the reader might react unfavorably,
due to past experience with such words.
Blame, complaint, failed, fault, regret, reject, trouble, unfair and many others.
Example
The following opening of a letter the negative words are
underlined, you’d rather not have at all.
-We regret that, since you closed your account, your name is missing from
our long list of satisfied customers. We sincerely hope that inspire the best
efforts of our fine staff, there were no occasions on which you felt we failed to
serve you properly.
Checklist
• See your material from reader’s point of view.
• ‘You’ is more desirable than ‘ I’ or ‘we’ in most instances.
• Readers like to see these benefits. Be sure benefits are a
promi nent part of the message.
• Consciously use positive words.
Concreteness
Communicating concretely means being specific, definite and vivid
rather than vague and general.
Misunderstanding of words have produced tragedies both in war
and in peace, in business and non-business situations.
•Communicating concretely means being specific, definite, and
vivid rather than vague and general.
•Often it means using denotative (direct, explicit, often
dictionary-based) rather than connotative words.
•The benefits to business professionals of using concrete facts a nd figures
are
-Your receivers know exactly what is desired
-When you supply specifics for the reader you increase the
likelihood of that you message will be interpreted the way you
intended.
The following guidelines should be followed to compose concrete,
convincing messages.
• Use specific and figures.
• Put action to words
• Use vivid image building words.
Use specific facts and figures
It is desirable to be precise and concrete both in written and oral
technical communications.
Vague : Students’ GMAT scores are higher.
Concrete : In 1996 the GMAT scores averaged 600; by 1997 they had
risen to 610.
Example
Vague : Eastern Europe is making progress in obtaining investment.
Concrete : In 1990 the investment in Eastern Europe was $ 30 million;
today that figure has increased by 12 %.
Example
•Vague
- She’s a brain.
•Concrete, precise
-Her grade point average in 1996 was 3.9 on a four point scale.
But there are some exceptions to the facts and figures rule.
1. When it not possible to be specific.
“you may not have precise facts and figures”
2. When you wish to be diplomatic:
“you have missed three invitations to my office” is harsh.
You may be more tactful by saying “I’ ve sent you
several reminders to see me in my office”
3. When the exact figures are
unimportant; “more than half the
committee was present”
Put action in your verbs
1. Use active rather than passive verbs.
2. Put action in your verbs rather than in nouns and infinitives.
Use the active Voice
A passive verb has three characteristics:
1. The subject does not do the acting in the sentence.
2. The verb consists of two or more words. For example ‘to be’
3. The word ‘by’ is expressed or
implied. ‘by whom’ etc.
Example
•Passive (Subject receives the Action)
-The tests were administered by the professors.
•Active (Subject performs the Action)
-The professors administered the tests.
•Passive (Subject receives the Action)
-Grades of the students will be sent to you by the school.
•Active (Subject performs the Action)
-The school will send students their grades.
Active verbs make the sentence more
1. Specific – “The Dean decided” is more specific
than “a decision has been made”
2. Personal – “You will note” is both personal and specific
than “It will be noted”
3. Concise – “Figures show” as compared to “it is shown by figures”
4. Emphatic – “The students held a
contest” as compared to “a contest was
held by the students”
Passive Instead of Active
•When you want to avoid personal blunt accusations
-‘The October check was not included’ is more tactful than ‘
you failed to include….’
-‘Attendance at the meeting id required’ is less hard than ‘
You must attend….’
•When you want to stress the object of the action
-‘ you are invited’ is better than ‘we invite you’
-‘ you savings account is insured up to’ you have intentionally
stressed ‘your account’
Put
action
in
verbs,
not
in
nouns.
Action hiding in a ‘quiet noun’
Professor Saima Sherazi will give consideration to the report.
Action in a verb
Professor Saima Sherazi will consider the report.
Example
•Action hiding in infinitive
-The duty of the secretary is to check all the incoming mail and to record
it.
•Action in Verbs
-The secretary checks all the incoming mail and records it.
Use
vivid,
Image
building
words
You can make your message forceful by using
• comparisons
• sensory appeals
• figurative language
• concrete nouns
• well-chosen adjectives
Comparisons
Bland Image : This is a long letter.
More Vivid Image : This letter is three times as long as you said it would be.
Figurative Language
Literal : Her work in groups was exemplary.
Figurative: She could be called the spark plug of the group.
Checklist
•Were you precise in using facts and figures whenever possible?
•Did you use active voice more than passive?
•Is there action in verbs rather than in nouns?
•Did you try occasionally to use vivid, image building words ? But
in business writing use them sparingly.
