22504598 chapter 2 7cs of business communication a
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7 Cs of Business Communication7 Cs of Business Communication
Why do we write a business letter?Why do we write a business letter?
When we write a business letter, we areWhen we write a business letter, we are
trying to convince someone to act or react intrying to convince someone to act or react in
a positive way.a positive way.
Our reader will respond quickly only if ourOur reader will respond quickly only if ourmeaning is crystal clear.meaning is crystal clear.
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The 7 Cs of effectiveThe 7 Cs of effective
communicationcommunication1.1. CompletenessCompleteness
2.2. ConcisenessConciseness
3.3. ConsiderationConsideration4.4. ConcretenessConcreteness
5.5. ClarityClarity
6.6. CourtesyCourtesy
7.7. CorrectnessCorrectness
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CompletenessCompleteness
Your business message is complete when it contains allYour business message is complete when it contains allthe facts, the reader or listener needs for reaction youthe facts, the reader or listener needs for reaction youdesire.desire.
CommunicatorsCommunicators--Sender and receiversSender and receivers--differ in their mentaldiffer in their mental
filters; they are influenced by their backgrounds,filters; they are influenced by their backgrounds,viewpoints, needs, experiences, attitudes, status, andviewpoints, needs, experiences, attitudes, status, andemotions.emotions.
Because of these differences, communication sendersBecause of these differences, communication sendersneed to assess their messages through the eyes ofneed to assess their messages through the eyes ofreceivers to be sure they have included all relevantreceivers to be sure they have included all relevant
information.information.
Provide all necessary informationProvide all necessary information
Who, what, where, when, why, how?Who, what, where, when, why, how?
Answer all questions askedAnswer all questions asked
Give something extra, when desirableGive something extra, when desirable
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CompletenessCompleteness -- examplesexamples
Q: How come my request for an interviewQ: How come my request for an interview
did not receive a response?did not receive a response?
A: W
hen was t
he letter sent?
To w
hom? W
ho
A: W
hen was t
he letter sent?
To w
hom? W
hosent it?sent it?
Q: Im new to the city, and would like toQ: Im new to the city, and would like to
join your club. When is the next open join your club. When is the next open
day?day?
A: Where are we? How to get here?A: Where are we? How to get here?
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ConcisenessConciseness
Conciseness is saying what you have toConciseness is saying what you have to
say in the fewest possible words withoutsay in the fewest possible words without
sacrificing th
e oth
er C qualities.sacrificing th
e oth
er C qualities. Eliminate wordy expressionsEliminate wordy expressions
Include only relevant materialInclude only relevant material
Stick to t
h
e purpose of th
e messageS
tick to th
e purpose of th
e message Avoid unnecessary repetitionAvoid unnecessary repetition
Leads to dullnessLeads to dullness
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ConcisenessConciseness
Eliminate Wordy Expressions:Eliminate Wordy Expressions:
At this timeAt this time
NowNow
Due to the fact thatDue to the fact that
BecauseBecause
Have need forHave need for NeedNeed
In due courseIn due course
SoonSoon
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ConcisenessConciseness
Omit unnecessary expressionsOmit unnecessary expressions
Allow me to say how helpful your last response wasAllow me to say how helpful your last response was
Your last response was helpfulYour last response was helpful
Replace wordy conventional statementsReplace wordy conventional statements
Please find attached the list you requestedPlease find attached the list you requested
The list you requested is attachedThe list you requested is attached
Avoid overusing empty phrasesAvoid overusing empty phrases
There are four rules that should be observedThere are four rules that should be observed
Four rules should be observedFour rules should be observed
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ConcisenessConciseness
Omit which and that clause whenever possible.Omit which and that clause whenever possible.
She bought desksShe bought desks thatthatare of the executive type.are of the executive type.
She bough executiveShe bough executive--type deskstype desks
Eliminate unnecessary prepositional phrases.Eliminate unnecessary prepositional phrases.
The issueThe issue ofofmost relevance is teamwork.most relevance is teamwork.
The most relevant issue is teamwork.The most relevant issue is teamwork.
Limit use of passive voiceLimit use of passive voice
The reports are to be submitted by employee prior tpThe reports are to be submitted by employee prior tp5:00 at which time they will be received by Mr. Jones5:00 at which time they will be received by Mr. Jones
Please submit your reports to Mr. Jones by 5:00Please submit your reports to Mr. Jones by 5:00
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ConsiderationConsideration
Consideration means preparing every message with theConsideration means preparing every message with themessage receiver in your mind.message receiver in your mind.
You are considerate when you do not lose your temper, you doYou are considerate when you do not lose your temper, you donot accuse, you do not charge them without facts.not accuse, you do not charge them without facts.
Focus on you instead of I and weFocus on you instead of I and we
You are foremost aware of their desires, problems, circumstances,You are foremost aware of their desires, problems, circumstances,emotions, and probable reactions to your request.emotions, and probable reactions to your request.
This thoughtful consideration is also called you attitude, empathy, theThis thoughtful consideration is also called you attitude, empathy, thehuman touch, and understanding.human touch, and understanding.
Show audience benefit or interest in the receiverShow audience benefit or interest in the receiver Readers react positively when benefits are shown to themReaders react positively when benefits are shown to them
Emphasise positive, pleasant factsEmphasise positive, pleasant facts
Readers will react positively or negatively to certain wordsReaders will react positively or negatively to certain words
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ConsiderationConsideration
Examples:Examples:
I am delighted to announce that we will beI am delighted to announce that we will beextending ourhours to make shopping moreextending ourhours to make shopping more
convenientconvenient You will be able to shop evenings with theYou will be able to shop evenings with the
extended hoursextended hours(Focus on You Insteadof I)(Focus on You Insteadof I)
It is impossible to open an account for you today.It is impossible to open an account for you today.(Negative, Unpleasant)(Negative, Unpleasant)
When we receive proof of ID we will gladly open anWhen we receive proof of ID we will gladly open anaccount for youaccount for you (Emphasis on Positive, PleasantFacts)(Emphasis on Positive, PleasantFacts)
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ConcretenessConcreteness
Communicating concretely means being specific,Communicating concretely means being specific,definite, and vivid rather than vague and general.definite, and vivid rather than vague and general.
Often it means using denotative (direct, explicit, oftenOften it means using denotative (direct, explicit, oftendictionary based) rather than connotative words (ideas ordictionary based) rather than connotative words (ideas ornotions suggested by or associated with a word ornotions suggested by or associated with a word orphrase)phrase)
Thus, the termThus, the term femalefemale may appear in a personal foldermay appear in a personal folderas a part of a job description, yet widely differentas a part of a job description, yet widely differentconnotations may occur when using terms asconnotations may occur when using terms as wife,wife,mother, spinster, widow, maiden, matron,mother, spinster, widow, maiden, matron, orordowager.dowager.
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ConcretenessConcreteness
Guide Lines for creating concrete messages:Guide Lines for creating concrete messages:
Use specific facts and figuresUse specific facts and figures
It is desirable in bot
horal & written communicationIt is desirable in bot
horal & written communication
Example:Example:
Shes a brainShes a brain (Vague, General, Indefinite)(Vague, General, Indefinite)
Her gradeHer grade--point average in 2006 was 3.9 on apoint average in 2006 was 3.9 on a
fourfour--point scale.point scale. (Concrete, Precise)(Concrete, Precise)
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ClarityClarity
Getting the meaning from yourhead into the head of yourGetting the meaning from yourhead into the head of yourreaderreader accuratelyaccurately
Guideline No.1 for Communicating with ClarityGuideline No.1 for Communicating with Clarity
Your audience will understand better if you Choose precise,Your audience will understand better if you Choose precise,concrete and familiar wordsconcrete and familiar words
FamiliarFamiliar PretentiousPretentious
AboutAbout circa (L)circa (L)
After
After subsequentsubsequentHomeHome domiciledomicile
For exampleFor example e.g. (L)e.g. (L)
PayPay remunerationremuneration
InvoiceInvoice statement for paymentstatement for payment
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ClarityClarity
Example of Unfamiliar/Familiar sentences:Example of Unfamiliar/Familiar sentences:
Unfamiliar:Unfamiliar:
After our perusal of pertinent data, the conclusion is thatAfter our perusal of pertinent data, the conclusion is thatlucrative market exists for the subject property.lucrative market exists for the subject property.
FamiliarFamiliar
The date we studied show that your property is profitableThe date we studied show that your property is profitable
and in high demand.and in high demand.
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ClarityClarity
Guideline No. 2 for Communicating with ClarityGuideline No. 2 for Communicating with Clarity
Your audience will understand better if you constructYour audience will understand better if you constructeffective sentences and paragraphs. This includes:effective sentences and paragraphs. This includes:
Length of sentence:Length of sentence: Try for 17Try for 17--20 words per sentence20 words per sentence Unity:Unity: In a sentence keep one idea at a time. If you wantIn a sentence keep one idea at a time. If you want
to add another idea, it should be closely related to theto add another idea, it should be closely related to thefirst one.first one.
Example: I like Jim, and Eiffel
Tower is in
Paris
Example: I like Jim, and Eiffel
Tower is in
Paris
Above sentence is obviously is not a unified sentence.Above sentence is obviously is not a unified sentence.
Coherence:Coherence: In a coherent sentence the words areIn a coherent sentence the words arecorrectly arranged so that the ideas clearly express thecorrectly arranged so that the ideas clearly express theintended meaning.intended meaning.
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ClarityClarity
Example of Coherent and nonExample of Coherent and non--coherent sentences:coherent sentences:
Unclear: Being an excellent lawyer, I am sure you can help usUnclear: Being an excellent lawyer, I am sure you can help us
Clear: Being an excellent lawyer, you can surely help usClear: Being an excellent lawyer, you can surely help us
Unclear: Our report is about testing, broken down in unit andUnclear: Our report is about testing, broken down in unit and
functional methodsfunctional methods
Clear: Our report on testing focused on unit and functional methodsClear: Our report on testing focused on unit and functional methods
Unclear: After planting 10, 000 berry plants, the deer came into ourUnclear: After planting 10, 000 berry plants, the deer came into ourbotanists arm and crushed them.botanists arm and crushed them.
Clear: After our botanist had planted 10,000 berry plants, the deerClear: After our botanist had planted 10,000 berry plants, the deer
came into his farm and crushed themcame into his farm and crushed them
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CourtesyCourtesy
The courtesy involves being aware not only of theThe courtesy involves being aware not only of theperspective of others, but also their feelings.perspective of others, but also their feelings.
Knowing your audience allows you to use statements ofKnowing your audience allows you to use statements ofcourtesycourtesy
Be sincerely tactful, thoughtful and appreciativeBe sincerely tactful, thoughtful and appreciative
Use expressions that show respectUse expressions that show respect
Choose nonChoose non--discriminatory expressions, for example idiscriminatory expressions, for example innorder to avoid gender discrimination you can use:order to avoid gender discrimination you can use:
Entering student instead of freshmanEntering student instead of freshman Workers, employees instead of manpowerWorkers, employees instead of manpower
The best candidate for the position instead of the best man forThe best candidate for the position instead of the best man forthe position.the position.
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CourtesyCourtesy
Clearly, you did not read my latest faxClearly, you did not read my latest fax
Sometimes my wording is not precise; let me try againSometimes my wording is not precise; let me try again(Tactfulness)(Tactfulness)
Manpower vs. EmployeesManpower vs. Employees (More Desirable as its non(More Desirable as its non--sexist term)sexist term)
ManMan--made vs. manufacturedmade vs. manufactured
The best man for the job vs.The best man for the job vs. The Best CandidateThe Best Candidate
Anyone who comes to the class late will get his gradeAnyone who comes to the class late will get his gradereducedreduced
Students who come late to class will have their gradesStudents who come late to class will have their gradesreducedreduced (Avoid using he/him)(Avoid using he/him)
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CorrectnessCorrectness
At the core of Correctness is proper grammar,At the core of Correctness is proper grammar,punctuation, and spelling.punctuation, and spelling.
However, a message may be perfect grammatically andHowever, a message may be perfect grammatically and
mechanically but still insult or lose a customermec
hanically but still insult or lose a customer
The term Correctness, as applied to businessThe term Correctness, as applied to businessmessages, also means the following threemessages, also means the following threecharacteristics:characteristics:
Use the right level of languageUse the right level of language
Check accuracy of figures, facts, and wordsCheck accuracy of figures, facts, and words
Maintain acceptable witing mechanics.Maintain acceptable witing mechanics.
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CorrectnessCorrectness Use the right level of Language:Use the right level of Language:There are three levels of language: formal,There are three levels of language: formal,
informal, and substandard.informal, and substandard.
FormalFormalwriting this often associated with scholarly writing: doctoral dissertations,writing this often associated with scholarly writing: doctoral dissertations,scholarly articles, legal documents, top level government agreements, and otherscholarly articles, legal documents, top level government agreements, and othermaterial where formality is demanded.material where formality is demanded.
InformalInformalwriting is more characteristic of business writing. Here you use words thatwriting is more characteristic of business writing. Here you use words thatare short, well known, and conversational as follows:are short, well known, and conversational as follows:
Formal vs. informalFormal vs. informal
Participate/joinParticipate/join
Procure/getProcure/get
Endeavour/tryEndeavour/try
Ascertain/find outAscertain/find out
Deem/thinkDeem/think
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CorrectnessCorrectness
Avoid using substandard language:Avoid using substandard language:
Substandard vs. more appropriateSubstandard vs. more appropriate
Aint vs. isntAint vs. isnt Aim at proving vs. aim to proveAim at proving vs. aim to prove
Irregardless vs. regardlessIrregardless vs. regardless
Should of vs. should haveShould of vs. should have
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CorrectnessCorrectness
Accept vs. exceptAccept vs. except Accept is a verb and means to receive; Except is a verb or aAccept is a verb and means to receive; Except is a verb or a
preposition and relates to omitting or leaving out.preposition and relates to omitting or leaving out.
Between vs. amongBetween vs. among
Between involves two people, among three or moreBetween involves two people, among three or more
Effect vs. affectEffect vs. affect Effect is a noun, affect is a verbEffect is a noun, affect is a verb
Farther vs. furtherFarther vs. further Farther used for distance in space, further for distance in time,Farther used for distance in space, further for distance in time,
quality or degreequality or degree
Imply, inferImply, infer Imply means suggest; infer means to concludeImply means suggest; infer means to conclude
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END OF CaHPTER NO. 2END OF CaHPTER NO. 2
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Other tipsOther tips UK EnglishUK English
Punctuation goes after quotationsPunctuation goes after quotations
The doctor said Hello George.The doctor said Hello George.
Abbreviations finish with a period only ifAbbreviations finish with a period only ifthe last letter of the abbreviation is not thethe last letter of the abbreviation is not thelast letter of the wordlast letter of the word
vs (versuvs (versuss), Dr (docto), Dr (doctorr), Mr (miste), Mr (misterr))
etc. (et cetera), tel. (telephone)etc. (et cetera), tel. (telephone) Abbreviations finish with a period if theyAbbreviations finish with a period if they
spell a regular wordspell a regular word
in. (inches), no. (number)in. (inches), no. (number)
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Other tipsOther tips UK EnglishUK English
Certain wellCertain well--known abbreviations do notknown abbreviations do nottake periodstake periods
am (ante meridium), pm (post meridium)am (ante meridium), pm (post meridium)
Initials do not take periodsInitials do not take periods
CIA, FBI, USA, etc.CIA, FBI, USA, etc.
If an abbreviation uses only one period,If an abbreviation uses only one period,then it can finish a sentence:then it can finish a sentence:
The window is 30 in.The window is 30 in.
I bought many types of cheese, such asI bought many types of cheese, such as
cheddar, feta, brie, etc.cheddar, feta, brie, etc.
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Common abbreviationsCommon abbreviations
ca. Circa approximately
cf. confer compare
e.g. exempli gratia for example
et al. et alii and the othersetc. et cetera and so on
ibid. ibidem in the same place as the previous
reference
i.e. id est that is
N.B. Nota Bene note well
P.S. post scriptum an addition to the main text
viz. videlicet namely
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