Elements or Principles of

Effective Communication

7 C’s
 Seven C’s
1. Completeness
2. Conciseness
3. Consideration
4. Concreteness
5. Clarity
6. Courtesy
7. Correctness
 1. COMPLETENESS

1. Provide all necessary information

2. Answer all questions asked
3. Give something extra, when desirable
1. Provide All the Necessary Information
Examples
Example1
To order (request) merchandise make clear what u want,
when u need it, to whom and where it is to be sent and how
payment will be made.

Example 2
To reserve a hotel room, specify the accommodation
needed (what), location (where), sponsoring organization
(who), date and time (when), event (why) and other
necessary details (how)
 2. Answer all questions asked

• When you reply to an inquiry, try to answer all

questions
– Stated Questions
– Implied Questions
• Incomplete reply
– Unfavorable response
– Respondent is careless
– Purposely trying to conceal a weak point
3. Give something extra, when desirable
Example
You as a CEO of a recreation Club receive the
following inquiry from an out-of-town member:
I’m new to 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 where the next meeting
will be held.

What will be your response?

 Example cont..

If you answer only this question, your letter will be incomplete.

Realizing that your reader is a newcomer to your city and to your
Sports Club, you should also include in your reply a welcome
plus such needed details as directions for reaching the building;
parking facilities; day, date and time of meeting; and perhaps
also the program for the next meeting.
meeting Your message will then
have the “something extra” that a reader really needs and
appreciates.
In most cases the reason communicator includes something
extra will be obvious; when ever it is not completely clear, explain
why you are including the additional information.
 2. CONCISENESS

1. Eliminate wordy expressions

2. Include only relevant material
3. Avoid unnecessary repetition
 1. Eliminate wordy expressions

1. Use single-word substitutes instead of phrases

whenever possible without changing meaning.
2. Omit unnecessary expression.
3. Replace wordy conventional statements with concise
versions.
4. Avoid overusing empty phrases.
5. Omit “which” and “that” clauses whenever possible.
6. Limit use of passive voice.
 2. Include only relevant material

• Stick to the purpose of the message

• Delete irrelevant words and rambling sentences
• Do not repeat at length what the receiver has already
told you i.e. omit info obvious to the reader.
• Avoid long introductions, unnecessary explanations and
pompous words.
• Get to the important point tactfully and concisely.
 3. Avoid unnecessary repetition
Example
Needless Repetition:
• One should know the basic
fundamentals of clear writing
• As a matter of interest, I am
interested in learning your
procedures.
• Continue to utilize the old form
until such time as the new form
is available.
Repetition Eliminated:
• One should know the basics of
clear writing
• I am interested in learning your
procedures.
• Start using the new form on Nov.
1( as soon as it is available)
 Example

The following letter from a business executive to a firm the company had
dealt with for 5 years show unnecessary repetition at its worst.

WORDY
Will you ship us sometime, 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 3- by 15-inches blue felt
armbands with white sewn letters in the center.. Thank you in advance for
sending these along to us by parcel post, and not express, as express is too
expensive.

CONCISE
Please ship parcel post, before the end of November, 300 regular 3- by 15-
inches blue felt armbands with white sewn letters in the center.
 3. Consideration

1. Focus on “You” instead of “I” and “We”.

2. Show audience benefit or interest in the
message.
3. Emphasize positive, pleasant facts.
1. Focus on “You” instead of “I” and “We”.
Examples
I / We-attitude: I am delighted to announce that we will be extending our
hours to make shopping more convenient
You-attitude: You will be able to shop evenings with the extended hours.
We-attitude: We’re sure you must be frustrated by the length of time it
has taken to ship your books to Lahore.
You-attitude: The books will be reaching Lahore within a week.
I / We-attitude: We have been quite tolerant of your past-due account
and must now demand payment.
You-attitude: If you are to continue to enjoy the benefits of credit buying,
you must clear your account now.
Focus on “You” instead of “I” and “We”.
Examples
Intensive: You failed to enclose your check in the envelope.
Considerate: The check was not enclosed (passive voice)
Considerate: The envelope we received did not have a check in it.
(Depersonalized)

Intensive: You are completely off base in your proposal

Considerate: We have differing interpretations of the utility of the
proposal (sender-oriented with acceptance of responsibility)
Considerate: The proposed plan has three aspects that need
clarification (Depersonalized)
 3. Emphasize positive, pleasant facts

• Positive words are usually best for the message goals

especially when persuasion and goodwill are needed.
• Positive words to which people react favorably are:
– Benefit, cordial, happy, help, generous, loyal, pleasure,
thanks, and thoughtful etc.
 Emphasize positive, pleasant facts

• Negative words that often arouse unfavorable

reactions include:
– Strongly negative words
• Mistake, Problem, Error, Damage, loss, Blame, complaint, failed,
fault, negligence, regret, reject, trouble, unfair etc.
– words that deny
• No, do not, refuse and stop etc.
– Words whose sounds or meanings have unpleasant effects
• Itch, grime, sloppy, sticky and bloody
 Examples
Negative Unpleasant
It is impossible to open an
account for you today
We don’t refund if the
returned item is soiled and
unsalable.
Positive-Pleasant
As soon as your
signature card
reaches us, we will
gladly open an…
We refund when the
returned item is clean
and resalable.
 4. CONCRETENESS

1. Include as much specific information

as possible.
2. Use active rather than passive verbs.
3. Use vivid, image-building words.
 1. Use specific facts and figures
Examples
Abstract, Vague, General, Indefinite
Eastern Europe is making progress in
obtaining investment.
He got a good score in his MBA Program.
She is a fast typist.
Students’ GMAT scores are higher
Concrete, Precise
In 2000 investments in Eastern
Europe were about $300 million;
today that figure has increased by
25%.
His GPA in Fall 2006 was 3.92 on
a four point scale.
She types @ speed of 80
words/min.
In 2007 the GMAT scores
averaged 600; by 2008 they had
risen to 610.
 1. Use specific facts and figures
Examples
Abstract, Vague, General, Concrete, Precise
Indefinite
A significant loss A 56 percent loss
Good attendance record 100 percent attendance record
First among 3200 competitors
The leading company By noon Thursday
In the near future A robot that does the work of
A labor-saving robot seven workers
Feather light
Light in weight $ 45,560,000
Substantial amount
 2. Put action in your verbs
Examples
Specific: “The dean decided” is more explicit than “A
decision has been made.”
Personal: “You will note” is both personal and specific; “It
will be noted” is impersonal.
Concise: The passive requires more words and thus slows
both writing and reading. Compare “Figure shows” with “It
is shown by the figures.”
Emphatic: Passive verbs dull action. Compare “The
students held a contest” with “A contest was held by the
students.”
 3. Use vivid, image-building words
Examples
Literal and Dull More vivid and Figurative
Her work in groups was exemplary She could be called “the spark plug
of the group.”
Some women were stopped in
their promotions. Many women faced the “glass
ceiling” in their company.

Our budget analysis will begin

soon. This is the first shot across your bow
as we begin to review your budget for
next year.
 5. Clarity

1. Choose precise, concrete and familiar

words
2. Construct effective sentences and
paragraph in order to be clear
Choose Precise, Concrete and Familiar Words
Examples

Also use synonyms instead of Latin terms (L) if they, though

short, may be unfamiliar to your audience.

Familiar Unfamiliar/pretentious
For example e.g. (L)
Pay Remuneration
Invoice statement for payment
About circa (L)
Study, Learn Peruse
After Subsequent
Find out, Learn Ascertain
Choose Precise, Concrete and Familiar Words
Examples

Unfamiliar Words Familiar Words

• This machine has a • This machine tends to get
tendency to develop noisy when it runs hot
excessive and unpleasant
audio symptoms when
operating at elevated
temperature
• The most efficient
• The most operative assembly line design is a
assembly-line configuration one-way flow
is a unidirectional flow
Choose Precise, Concrete and Familiar Words
Examples
Long word
During the preceding year, the company was able
to accelerate the productive operations.

The president acceded to the proposition to nullify

the contractual relationship

Short word
Last year the company was able to speed up operations

The president agreed to break the contract.

Choose Precise, Concrete and Familiar Words
Examples
Notice how the following statement with unfamiliar words is
expressed clearly using familiar words:
After our perusal of pertinent data, the conclusion is
that a lucrative market exist for the subject property.
The data we studied show that your property is profitable and
in high demand.
Although it is appropriate to use technical terms and business
jargon in some professional situation, avoid it when you
communicate with a person who is not acquainted with the
terminology. If you must use such terms, define them briefly
and clearly. If you don’t you’ll confuse, embarrass or irritate
the reader. You may even be enforced to explain later.
 Concrete words

The dividing line between abstract and concrete

words is hard to define. Abstract words are vague.

Abstract Concrete
Sizeable loss 40% loss
Near future On Friday

Unfamiliar Familiar
Assessed Valuation Property value for tax purpose
Charge to your principal Increase the balance of your loan
Choose Precise, Concrete and Familiar Words
Examples

• With the increased use of e-mail there is the

tendency to be concise.
• The danger is that you must know the meaning of e-
mail acronyms which aid conciseness.
• For instance
– IMO means In my opinion
– FAQ means frequently asked questions
– ASAP as soon as possible
– BTW by the way
– FYI for your information
– TTFN ta-ta for now
 6. Courtesy
1. Be sincerely tactful, thoughtful, and
appreciative
2. Use expression that show respect
3. Choose nondiscriminatory - Bias-free
language/expression
 1. Tactless vs. Tactful
Examples
Stupid letters; I did not understand any of it
It’s my understanding . . .

Clearly, you did not read my latest fax

Sometimes my wording is not precise; let me try again.

I rewrote that letter three times; the point was clear

I’m sorry the point was not clear; here is another version.

Please send your cheque for the amount you owe.

By sending your cheque for Rs. 5,000, you will be able to
maintain your good credit reputation.
2. Use Expressions That Show Respect
Example
Omit Questionable Humor: Laughter to one person is disgust or anger
for another, each of us have a different sense of humor. See the
comparison between the following two notes.
Offensive: Hey man, what is this I hear the good news? You sure pulled
a fast one this past weekend – and then didn’t tell any of us about it. Give
my regards to the little lady. And wish her the best; she’ll need it.
More Courteous: Warm congratulations on your wedding!

Well, you certainly took us by surprise. In fact, just a few of us even

suspected you were taking off to get married. But even though we didn’t
hear about it until later, we – my wife and I – wish you the best.
Give our warm regards to your new partner.
 3. Choose Nondiscriminatory
Expression Examples
• Questionable
1. Anyone who comes to class late will get his grade reduced.
2. Each customer will have the new changes noted on his bill.
3. Our criteria are firm; he is to be a scholar; he is to be a good teacher.
4. You guys should all be concerned about the issue.
5. Each manager has a assigned parking space. He should park his car ...
• More desirable
1. Students who come to class late will get their grade reduced.
2. Customers will have the new changes noted on their bills.
3. Our criteria suggest that he or she should be a good scholar and a good
teacher.
4. Both men and women, all of you should be concerned about the issue.
5. Each manager has been assigned a parking space. Each car should be
parked in …
 Bias-free language

Most of us think of ourselves as being sensitive, unbiased,

ethical, and fair. But being fair and objective isn’t enough;
to establish a good relationship with your audience and
reader, you must also appear to be fair.
Bias-free language avoids unethical, embarrassing
blunders in language related to gender, race, ethnicity,
age, and disability.
 Bias-free language

• Gender bias
• Racial and ethnic bias
• Age bias
• Disability bias
 7. Correctness

1. Use the right level of language

2. Check accuracy of figures, facts and
words
3. Maintain acceptable writing mechanics
 1. Use the Right Level of Language

Three levels of language: Formal, Informal and Sub-standard

Formal Writing is often associated with scholarly writing
Example: Doctoral dissertations, scholarly articles, legal documents,
top-level government agreements and other material where formality in
style is demanded. The style is un-conversational, usually impersonal,
and often contains long and involved sentences.

Formal
“Please inform me of the manner in which you intend to liquidate this
balance”.
Informal
“Pl. let me know when you plan to pay the outstanding balance of your
account”.
 Use the Right Level of Language
Informal Writing is more characteristic of business writing. An
example is the communication via e-mail, memos etc. Here you use
words that are short, well-known and conversational. The vocabulary of
informal writing is less difficult. Compare the following lists, noting the
differences between the formal and informal usage:

More formal Less formal

Interrogate Question
Ascertain find out
Endeavor Try
Participate Join
Procure Get
Utilize Use
Deem Think / Believe
 Use the Right Level of Language
Substandard language means using incorrect words, incorrect
grammar, faulty punctuation. All this suggest an inability to use good
English. See following example:
Substandard More acceptable
Ain’t isn’t; aren’t
Aim at proving aim to prove
Possessed with ability Possessed of ability
Comply to Comply with
In accordance to In accordance with
Should of should have
Irregardless regardless
Can’t hardly can hardly
In search for In search of
Listen at Listen to
Superior than Superior to
Equally as bad Equally bad
 2. Check Accuracy of
Figures, Facts and Words

It is impossible to convey meaning precisely, through

words, from the head of the sender to a receiver. Our goal
is to be as precise as possible which means checking and
double-checking to ensure that the figures, facts and
words you use are correct.
 Figures and Facts

Verify your statistical data

Double-check you totals

Have someone else read your message if the topic involves

data

Determine whether a “fact” has changed over time.

Be alert to accuracy because of changing regulations, laws

and conditions locally and even internationally.
 Words that confuse

English language is constantly changing. In fact, even

dictionaries can not keep up with the rapid change in our
language but at the same time dictionary is still a major
source for locating correct words and their intended
meanings.
See list of confusing – Pair of word etc.
 3. Maintain Acceptable Writing
Mechanics

We are living in information age where computer and

relating electronic gadgets are used to collect, store and
edit information. Various software packages are available
to make our editing tasks (grammar-check, spell-check
and thesaurus) very easy, yet careful attention must be
given to the mechanical part (Punctuation, Abbreviation,
Numbering and Word Division) of every well-written
document.