Effective Communication: Seven Cs

For transmitting effective written or oral messages, Certain principles must be followed. These principles are advocated by Francis J. Bergin provide guidelines for choice of content and style of presentation adapted to the purpose of the receiver of the message. They are also called the seven Cs of communication. They are: 1.Completeness 2.Conciseness 3.Clarity 4.Correctness 5.Consideration 6.Courtesy 7.Concreteness

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 factory supervisor instructs workers to produce, he must specify the exact size, shape, quality and cost of the product. Any assumptions behind the messages should also be clarified. While answering a letter, all the questions raised in the letter must be replied.

Conciseness In business communication, you should be brief and be able to say whatever you have to say in fewest possible words without sacrificing the other C qualities. Conciseness is desired because of the following benefits: 1. A concise message saves time and expense for both sender and receiver. 2. Conciseness contributes to emphasis; by eliminating unnecessary words, you let important ideas stand out. 3. When combined with a “you-view”, concise messages are inherently more interesting to recipients as they avoid unnecessary information.

Clarity 1. Clarity means getting your message across so the receiver will understand what you are trying to convey. 2. You want that person to interpret your words with the same meaning you have in mind. 3. Accomplishing that goal is difficult because, as you know, individual experiences are never identical, and words have different meanings to different persons. Here are some specific ways to help make your messages clear: 1. Choose short, familiar, conversational words. 2. Construct effective sentences and paragraphs. 3. Achieve appropriate readability (and listenability). 4. Include examples, illustrations, and other visual aids, when desirable.

Correctness 1. The term correctness as applied to business messages means right level of language and accuracy of facts, figures and words. 2. If the information is not correctly conveyed, the sender will lose credibility. 3. Transmission of incorrect information to superiors will vitiate decision making process. 4. Transmission of incorrect information to outsiders will spoil the public image of the firm. 5. To convey correct messages, grammatical errors should also be avoided. 6. You should not transmit any message unless you are absolutely sure of its correctness.

Consideration 1. Consideration means that you prepare every message with the recipient in mind and try to put yourself in his or her place. 2. Try to visualize your readers (or listeners)—with their desires, problems, circumstances, emotions, and probable reactions to your request. 3. Then handle the matter from their point of view 4. This thoughtful consideration is also called "you-attitude," empathy, the human touch, and understanding of human nature. (It does not mean, however, that you should overlook the needs of your organization.)

Consideration 1. Consideration underlies the other six C's of good business communication 2. You adapt your language and message content to your receiver's needs when you make your message complete, concise, concrete, clear, courteous, and correct. However, in four specific ways you can indicate you are considerate: Focus on "you" instead of "I" and "we." Show reader benefit or interest in reader. Emphasize positive, pleasant facts. Apply integrity and ethic

Courtesy Courteous messages help to strengthen present business friendships, as well as make new friends. Courtesy stems from sincere you-attitude. It is not merely politeness with mechanical insertions of "please's" and "thank-you'd." To be courteous, considerate communicators should follow these suggestions regarding tone of the communications. Be sincerely tactful, thoughtful, and appreciative. Omit expressions that irritate, hurt, or belittle. Grant and apologize good-naturedly.

Concreteness Communicating concretely means being specific, definite, and vivid rather than vague and general. The following guidelines should help you compose concrete, convincing messages: Use specific facts and figures. Put action in your verbs. Choose vivid, image-building words.

Avoid Long Words 1.During the preceding year, the company accelerated productive operations. Avoid Camouflaged Words 1.The manager undertook implementation of the rules. 2.Verification of the shipments occurs weekly.

Avoid Biases 1.Suppose a man drove 50 miles or 60 miles per hour. 2.Crippled workers face many barriers on the job. Avoid Passive Sentences 1.Sales were increased by 32 percent last month. 2.The new procedure is thought by the president to be superior.

Confusing 1.The project manager told the engineers last week the specifications were changed. Improve 1.In order to be a successful writer, you must work hard. 2.He went to library for the purpose of studying. 3.The employer increased salaries so that she could improve morale. 4.Upon procurement of additional supplies, I will initiate fulfillment of your order.

5.There are five employees in this division who were late to work today. 6.Miss Simms had been drenched with rain, bombarded with telephone calls, and her boss shouted at her. 7.Working as fast as possible, the budget was soon ready. 8.After a three-week slump, we increase sales. 9.A 10 percent decline in market share, which resulted from quality problems and an aggressive sales campaign by Armitage, the market leader in the Northeast, was the major problem in We will deliver the pipe soon that you ordered last Tuesday.

Answers 1.Last year the company sped up operations. Avoid Long Words Avoid Camouflaged Verbs 1.The manager implemented the rules 2.Shipments are verified weekly Avoid Biases 1.If a person drives ….. 2.Workers who have physical disabilities face many barriers on the job.

Answers 1.Sales increased by 32 percent last month. 2.The president thinks the new procedure is superior. Avoid Passive Sentences Confusing 1.The project manager told the engineers last week that the specifications were changed. (OR) 2.The project manager told the engineers that last week the specifications were changed. Improve 1.To be a successful writer, you must work hard. 2.He went to the library to study.

Answers Improve 3.The employer increased salaries to improve morale 4.I will fill your order when I receive more supplies. 5.Five employees in this division were late to work today. 6.Miss. Simms had been drenched with rain, bombarded with telephone calls, and shouted at by her boss. 7.Working as fast as possible, the committee soon had the budget ready. 8.After a three-week slump, sales increased.

Answers Improve 9.The major problem in 1994 was a 10 percent loss of market share, which resulted from both quality problems and an aggressive sales campaign by Armitage, the market leader in the Northeast. 10.He will soon deliver the pipe that you ordered last Tuesday.