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7C’S OFCOMMUNICATION

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7 c’s of communication

CompletenessConciseness

ConsiderationConcretenessClarity

CourtesyCorrectness

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…The seven C’s apply to both written and oralcommunications.

Although we deal here with these principleson a sentence level, they are applicable to allforms of communications.

To some extent the principles overlapbecause they are based on a commonconcern for the audience, whether theaudience consists of listeners or readers.

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CompletenessYour message is complete when it containsall the facts, readers or listeners need for thereaction you desire.

Communication senders need to assess theirmessage from eyes of the receivers to besure they have included all the relevantinformation.

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enefits of Completeness

Complete messages are more li!ely to bring the

desired results. They do a better "ob at building goodwill.

Communication that seems inconse#uentialcan become very important if information theycontain is complete and effective.

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$eep the following guidelines in mind

%rovide all necessary information

Answer all #uestions as!ed &ive something extra, when desired

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Answer the five 's that ma!e the message clear. 'ho 'hat

'hen 'here 'hy

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'hen re#uesting a merchandise, ma!e sure'hat you want ('hen you need it(

To whom and where it is to be sent ( And how the payment would be made (

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Answer all the questionsaske

A colleague or a perspective customer’s reactions toan incomplete answer is li!ely to be unfavorable.The customer may thin! that the respondent iscareless or purposely trying to conceal a wea! spot.+n general omissions cast suspicions- whether youare answering an in#uiry about your product orrecommending a former employee to a new "ob.

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Answer all the questionsaske

+f you have no information on a particular#uestion, say so clearly.

+f you have unfavorable information in answerto certain #uestions, handle your reply withboth tact and honesty.

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!"am#le

+n one instance a *oftware distributor whenreplying to a customer’s letter answered onlyfour of seven #uestions. ecause the original

#uestions were somewhat hidden and buriedin five long paragraphs, the respondentapparently overloo!ed them. The reply wasincomplete and unfriendly and caused the

distributor to lose business.

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Answer all questions aske

*ometimes before you can answer a#uestion, you need certain specificinformation from the in#uirer. +f so it is a goodidea to list the needed details on a reply formthat the in#uirer can fill out and return to you.+n this way both your answer and that of your

respondent will be complete.

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$i%e somethin& e"tra whenesire

se your good "udgment in offering additionalmaterial if sender’s message was incomplete.

ut the words /when desirable’ are essential.

You must ta!e great care not to waste the reader’stime with superfluous information.

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Credibility of the communicator has beensystematically analy0ed over the years, oftenas relating to the spea!er. *everal classic butstill relevant studies suggest that fivedecisions are made regarding a

communication source 1listed in the nextslide2.

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Cre i'ilit(

Composure

3oes the sender give the impression of being calm and collected (

Sociability 3oes the sender come across as a li!able individual (

Extroversion

3oes the source exhibit outgoing tendencies rather than timidity(

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!"am#le

You are the president of a Community welfarecenter, and receive the following message

+4m new to the city and would li!e to consider "oiningyour welfare center. As + will be visiting the centerwithin the next month, will you please tell me where

the next meeting will be held (

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+f you answer only this #uestion your letter would beincomplete.

You should add information about a welcomemessage, information about par!ing space, date,day and time of meeting.

Your message will then have something extra thatthe reader really needs and appreciates.

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Fa" ) Incom#lete *uestion

%lease fax me in return the departures from)ahore to $arachi on 5 6ay.7xample

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+n reply to the fax you would have to givesomething extra-, as to times of day, airlineflying that route, costs and departure and

arrival times.

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Fa" + Incom#lete *uestion

8ow come my re#uest for an interview letterdidn’t receive a response.7xample

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'hen was the letter sent ( 'ho sent it( To whom it was sent(

+n other words, in responding to 9ax : wouldre#uire a return letter or a fax see!ing answers tothe above #uestions.

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Incom#lete letter to a Sa%in&s,e#ositor

Than! you for the confidence you haveshown us by the account you have recentlyopened.

*ohail 6unir

6uslim Commercial an!

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-e%ise an Com#lete letter

Than! you for the confidence you have shown in6uslim Commercial an! by the saving account yourecently opened. ;ur goal is to ma!e our services toyou both pleasurable and helpful. You are mostwelcome to come in whenever we can assist you. *ohail 6unir 6uslim Commercial an!

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Check list

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..

A concise message saves time and expense forboth the sender and the receiver. +t increases emphasis in the message.

+t shows respect for the recipient, by notcluttering them unnecessary information.

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To achie%e conciseness/ o'ser%ethe followin& su&&estions.

.

7liminate wordy expressions +nclude only relevant material

Avoid unnecessary repetition

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!liminate wor ( e"#ressions

se single=word substitutes instead of phraseswhenever possible without changing meaning.

'ordy > At this timeConcise > ?ow'ordy > 3ue to the fact thatConcise > because

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Use sin&le0wor su'stitutesinstea of #hrases whene%er#ossi'le without chan&in&meanin&Concise > ?eed

'ordy > +n due course

'ordy > have need for

Concise > *oon

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;mit trite, unnecessary expressions'ordy > %lease be advised that your

admission statement has beenreceived.

Concise > Your admission statement hasbeen received.

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Omit trite/ unnecessar(e"#ressions

'ordy > Allow me to say, how helpful yourresponse was.

Concise > Your last response was helpful.

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Avoid overusing empty phrases'ordy > There are four rules that should beobserved.Concise > 9our rules must be observed.

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Avoid overusing empty phrases'ordy > +t was !nown by 6r. sman that wemust reduce the si0e of our inventory.Concise > 6r. sman !new we must reduceour inventory.

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;mit which- and that- clause whereverpossible.'ordy > *he bought des!s that are of the

executive type.Concise > *he bought executive type des!s.

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;mit which- and that- clause whereverpossible'ordy > The receipt that is encloseddocuments your purchase.Concise > The enclosed receipt documentsyour purchase.

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7liminate unnecessary prepositional phrase'ordy > The issue of most relevance isteamwor!.Concise > The most relevant issue isteamwor!.

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7liminate unnecessary prepositional phrase'ordy > +n most cases the date of the in#uiryis indicated in the upper right corner.Concise > The policy date is in the upper rightcorner.

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)imit your passive voice

'ordy > The total balance due will be foundon %age : of this report.

Concise > The balance due is on page : ofthis report.

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)imit your passive voice

'ordy > The reports are to be submitted byemployees prior to @> p.m.B at whichtime they will be received by Ali.Concise > %lease submit your reports to Ali by@> p.m.

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+nclude only relevant material. *tic! to the purpose of the message.

:. 3elete irrelevant words and ramblingsentences.

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D. ;mit information obvious to the reader.E. Avoid long introductions, unnecessary

explanations, pompous words and gushypoliteness.

@. &et to the important point tactfully andconcisely.

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7xample'ordy > 'e hereby wish to let you !nowthat our company is pleased with theconfidence you have reposed in us.Concise > 'e appreciate your confidence.

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A%oi unnecessar( -e#etition

nnecessary repetition leads to dullness.. se short names when you have

mentioned the long one once. 9or*hau!at $hanum 6emorial Cancer8ospital, use *hau!at $hanum orsimply the 8ospital.

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:. se initials instead of repeating longnames. +nstead of using %a!istan+nternational Airlines, use %+A.

D. Cut out needless repetition of phrases orsentences.*ometimes it is possible to combine two or

even three sentences using

subordinate clauses or phrases.

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!"am#le

The following letter is from a business executive in aCompany for @ years

'ill you ship us some time, anytime during themonth of ;ctober would be fine, or even ?ovemberif you are rushed 1?ovember would suit us "ust aswell, in fact a little bit better2 D of the regular 3ellComputers. Than! you in advance for sendingthese along in parcel post, and not in express, asexpress is too expensive.

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Concise 1ersion of the 2etter

%lease ship parcel post, before theend of ?ovember D 3ell Computers.

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Conciseness Checklist

se one word in place of phrasesB one sentence inplace of two. what material is really relevant ()oo! for unnecessary repetition> 3oes the sameword or idea appear too often (

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CompletenessConcisenessConsiderationConcretenessClarityCourtesyCorrectness

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Consi eration

Consideration means preparing everymessage with the message receiver in mind.

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3on’t loose your temper.3on’t accuse.3on’t charge them without facts.

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Consi eration

You are foremost aware of their desires,problems, circumstances, emotions andprobable reaction to your thoughts. 8andle

the matter from their point of view.This thoughtful consideration is also calledthe /you=attitude’, the human touch or

understanding human nature.

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Three s#eci3c wa(s to in icateconsi eration.

9ocus on /you’ instead of /+’ or /we’.*how audience benefit or interest in thereceiver.7mphasi0e positive, pleasant facts.

• consideration.consideration.

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Focus on 4(ou’ instea of 4I’ or4we

sing /you’ does help pro"ect a you=attitude. ;veruse can lead to negative reaction.

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Focus on 4(ou’ Instea of 4I’ or4we’

To create considerate, audience=orientedmessages, focus on how message receiverswill benefit, what they will receive, and what

they want or need to !now.+n some cases this can be accomplished byemphasisB you may downplay your own feelings toma!e a point

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!"am#le

'e=attitude > + am delighted to announce thatwe have extended our office

hours to ma!e shopping more

convenient.You=attitude > You will be able to shopeveneings with the extended

office hours.

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Concreteness

se of solid words is called concretness'e must choose short and familiar words,)i!e in place of 9or 7xample we may use

FFFFFFFF. This is concrete form

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'hat do in reply 6anager said> FFFFFFFFFFFFFFFFFFF

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Clarit(

'e gave message to other in clarity.7xample>

A plumber wrote the letter to the ?ationalureau FFFF

Tell few lines 18C)2

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Courtes(

&ood relationships&ood manners7xample

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Correctness

&rammar %honeticsGocabulary

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Than! You