1. Chapter 3
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2. The Seven C’s of Effective Communication
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3. Seven C’s Communication Principles that we must apply to compose effective written and oral messages. 1. Completeness 2. Conciseness 3. Consideration 4. Concreteness 5. Clarity 6. Courtesy 7. Correctness
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4. Completeness Completeness offers numerous benefits:
Bring the desired results without the expense of additional messages.
2. They can do a better job of building goodwill
3. Can help avert (Stop happening) costly lawsuits (complaints) that may result if
important information is missing
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5. Continued…. The following are the guidelines for a complete message
i. Provide all necessary information.
(Who, what ,where, when, why)
For instance to order Merchandise make clear what you want, when you need it, to whom and where it is to be sent and how payment will be made.
ii. Answer all questions asked.
iii. Give something extra, when desirable
For example suppose your president of the local club receive the following inquiry from an out of town member.
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6. I am new at the city and would like to consider joining your club
I am new at the city and would like to consider joining your club. As I will be visiting your club within the month, will you please tell me when the next meeting will be held? If you answer only this question, your letter would be incomplete. you should include in your reply a welcome plus such needed details as direction for reaching the building, parking facilities, date and time of meeting and perhaps also the program for the next meeting.
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7. Conciseness
What you have to say in the fewest possible words. A concise message is complete without being wordy.
A concise message saves time and expense for both sender and receiver.
Suggestions for achieving conciseness
i. Eliminate Wordy Expressions
ii. Include only Relevant Materials
iii. Avoid unnecessary repetition
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8. i. Eliminate Wordy Expressions
Continued…
i. Eliminate Wordy Expressions
Use Single-Word Substitutes instead of phrases whenever possible without changing meaning.
Wordy: At this time 2. Due to the fact that
Concise: Now Because
Omit trite ,unnecessary expressions
Wordy: Please be advised that your admission statement was received
Concise: Your admission statement has been received.
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9. 3. Omit “which” and “that” clauses whenever possible.
Continued…..
3. Omit “which” and “that” clauses whenever possible.
Wordy: She bought a car which was nice.
Concise: She bought a nice car.
4. Limit use of 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.
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10. Continued… ii. Include Only Relevant Material
Stick to the purpose of the message.
Delete irrelevant words and rambling sentences.
Avoid long introductions, unnecessary explanations, excessive adjectives and prepositions, pompous words, gushy (excessively effusive) politeness.
Get to the important point tactfully and concisely.
Wordy: We hereby wish to let you know that our company is pleased with the confidence you have reposed (to place something, especially someone’s trust or confidence) in us.
Concise: We appreciate your confidence.
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11. iii. Avoid Unnecessary Repetition
Continued….
iii. Avoid Unnecessary Repetition
Use a shorter Name After you have mentioned the long one once.
Instead of “North Central Company” North Central
Use pronouns or initials rather than repeat long names.
Instead of American “Association of Technical Analysts” again and again, use “it” or “they” or “AATA”
iii. Cut out all needless repetition of phrases and sentences.
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12. Consideration Preparing the message with message receivers in mind.
Try to put yourself in their place.
Don’t lose temper.
Don’t accuse
Don’t charge without facts.
Guidelines to indicate consideration.
Focus on “You” instead of “I” and “we”.
Show Audience Benefit or Interest
Emphasize positive, pleasant facts.
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13. i. Focus on “You” instead of “I” and “we”.
Continued…
i. Focus on “You” instead of “I” and “we”.
We-attitude: I am delighted to announce that we will be
extending our hours to make our shopping more convenient.
You-attitude: You will be able to shop evenings with
extended hours.
ii. Show Audience Benefit or Interest in the Receiver
Show how your receivers will benefit from
whatever the message announces or asks.
Readers may react positively when benefits are
shown to them.
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14. iii. Emphasize Positive, Pleasant Facts
Continued…
iii. Emphasize Positive, Pleasant Facts
Negative --- Unpleasant
We don’t refund of the returned items soiled and unsalable.
Positive ---- Pleasant
We refund when the returned item is clean and resalable.
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15. Concreteness
To be specific, definite and vivid rather than vague and general.
It means using denotative rather than connotative
words.
For example, the term female has different connotations such as wife, mother, widow, dowager, etc.
The following guidelines should help compose concrete, convincing message.
i. Use Specific Facts and Figures
ii. Put Action in Your Verb
iii. Choose Vivid, image building words.
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16. i. Use Specific Facts and Figures
Continued…
i. Use Specific Facts and Figures
Whenever possible, use an exact, precise statement or a figure in place of a general word to make your message more concrete.
Vague, general, indefinite:
Eastern Europe is making progress in obtaining investments.
Concrete, Precise:
In 1999, investment in Eastern Europe were about $ 30 million ; today that figure has increased by 12 percent.
The following are some of the words which can lead to uncertainty, confusion.
Slightly, most, small, soon, slow, several.
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17. ii. Put Action in Your Verbs a. Use Active rather than passive verbs.
when the Subjects acts there is more life, vividness.
He delivered a lecture. (Active)
A lecture was delivered. (passive)
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18. b. Put Action in Verb, Not in Nouns
Continued…
b. Put Action in Verb, Not in Nouns
Action Hiding in a “Quiet” Noun
The function of this office is the collection of payments and the compilation of statements.
Action in the Verb
The office collects payments and compiles statements.
c. Put Action in Verbs, Not in Infinitives
Action Hiding in Infinitive
The duty of secretary is to check incoming mail.
The Secretary checks the incoming mail.
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19. iii. Choose Vivid, Image-Building Words
Continued…
iii. Choose Vivid, Image-Building Words
You can use the following devices to make your messages forceful, vivid and specific.
Sensory Appeals (Which appeals to one or more of the five senses). For example, instead of saying” It was hot in the factory” you may say the “sweat trickled down the arms of the line workers”.
Comparison ( Comparison can make an unclear idea clear or make it more vivid
Compare:
This is a long letter.
This letter is three times as long as you said it would be.
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20. Her work in group was exemplary. · More Vivid, Figurative:
Continued…
Figurative language
Literal (and Dull):
Her work in group was exemplary.
More Vivid, Figurative:
She could be called "the spark plug of the group"
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21. Clarity
The purpose of clarity is to get meaning from your head to the head of your reader/listener accurately.
Clarity is difficult because we all carry around our own interpretations, ideas, experiences associated with words.
As you strive for clarity follow the guidelines below:
i. Choose Precise, Concrete and Familiar Words
ii. Construct Effective Sentences and Paragraphs
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22. i. Choose Precise, Concrete and Familiar Words
Continued…...
i. Choose Precise, Concrete and Familiar Words
When you use precise or concrete language, you select exactly the right word to convey your meaning.
Choose Short, familiar words, instead of long, unfamiliar words.
Familiar Unfamiliar
About Circa
After Subsequent
Pay Remuneration
Invoice Statement for Payment
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23. ii. Construct Effective Sentences and Paragraphs
Continued…
ii. Construct Effective Sentences and Paragraphs
Important Characteristics to Consider are: Length, unity, coherence and emphasis
Length: The suggested average sentence length should be about 17 to 20 words.
Avoid long sentences
Avoid too many short sentences.
Unity: In a sentence- whether simple, compound or complex- unity means that you have one main idea and many other ideas in the sentence must be closely related.
For example, there is no unity in the sentence below.
I drink water and she is from Kabul.
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24. Look at the example below:
Continued….
Coherence: The Words are correctly arranged so that the ideas clearly express the intended meaning. Try to place the correct modifier as close as possible to the word it is supposed to modify
Look at the example below:
Unclear: Being an excellent lawyer, I am sure you can help us.
Clear: Being an excellent lawyer, you can surely help us.
Clear: As you are an excellent lawyer, I am sure you ……
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25. makes new friends. It is a goodwill building.
Courtesy
Courtesy is more important and advantageous in business writing than it is in face to face
communication or conversation. Courteous message strengthens present relations and
makes new friends. It is a goodwill building.
Courtesy involves being aware not only of the perspective of others ,but also their feelings.
The Following are suggestions for generating a courteous tone.
Be Sincerely Tactful, thoughtful, and appreciative.
Use Expressions that show respect
Choose Non-Discriminatory Expressions
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26. i. Be Sincerely Tactful, Thoughtful and Appreciative Tactless, Blunt
Continued…
i. Be Sincerely Tactful, Thoughtful and Appreciative
Tactless, Blunt
Clearly, you didn’t read my latest Fax.
More Tactful
Sometimes my wording Is not precise; let me try again
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27. Continued…
ii. Use Expressions that Show Respect
a. Omit Irritating Expressions
The following are expressions which people find irritating. We should try to avoid such expressions.
Contrary to your inference
I don’t agree with you.
Irresponsible
You failed to
b. Omit Questionable Humor
Hey man what is this I hear about the good news?
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28. Continued…
iii. Choose Non-Discriminatory Expressions
Another requirement for courtesy is the use of non- discriminatory language that reflects equal treatment of people regardless of gender, race, ethnic origin and physical features.
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29. 6.5 Courtesy (Cont’d) Any one who comes Students who come late
to class late will get his to class will have their
grade reduced. grade reduced.
Each customer will Customers will have new
have the new changes changes noted on their
bills noted on his bill.
You guys shall be Both men and women, all of
concerned about the issue. you should be concerned
about the issue.

30. Correctness
At the core of correctness is proper grammar, punctuation and spelling.
The following are the characteristic of correctness.
i. Use the Right Level of Language
There are three levels of language: Formal, informal, and substandard.
Formal: Writing is often associated with scholarly writing: doctoral dissertation, scholarly articles, legal documents, top level government agreements and other materials where formality in style is demanded.
Informal: Writing is more characteristics of business writing.
Substandard: Using incorrect words, incorrect grammar, and faulty pronunciation.
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31. Continued.. ii. Check Accuracy of Figures, Facts, and Words.
Check and double to ensure that the figures, facts and words.
Verify your statistical data
Double check your totals
Have some one else read your message
Determine whether a fact has changed over time.
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32. Problem Studies
You are the manager of the accounting department in a medium-sized company. One of your accountants has missed 2 weeks of work in the past , and her work is not done on a timely basis. How would you handle the situation? Would you speak to her or write a memo? Would you do both: speak and write? If you would speak and write, which would you do first and why?