THE SEVEN C’S OF

EFFECTIVE
COMMUNICATION
HINA MANZOOR
HS 304, BCE
Spring Semester 2020.
 It is a process of exchanging ideas, thoughts, knowledge and
information; such that the purpose or intention is fulfilled in the best
possible manner.
‘Good communication is just as stimulating as black coffee and
just as hard to sleep after.’ (Anne Morrow Lindbergh)

EFFECTIVE COMMUNICATION
 Basic principles of effective communication:

 These principles are commonly known as 7C’s of effective communication. They

tell us about:
 Style and importance of the message.
 How your message can become effective for your target audience.
 These C’s provide a useful checklist as a result of which both written and verbal
communication pass off in clear, plain, target group-oriented and well-
structured manner.

(7C’s are the life blood of communication between sender and receiver.)
 Completeness

Consideration Correctness

Conciseness Courtesy

Clarity Concreteness
COMPLTENESS

A business message is complete when it contains all facts

and figures the reader or listener needs for reaction you
desire.
The sender must take into consideration the receiver’s
mindset (or his/her perception of the world) and convey
the message accordingly.
A complex message needs additional information and/or
explanation. A good subdivision of subjects will clarify the
message as a result of which there will be a complete
overview of what is said.
(‘Completeness brings the desired response’)
 Guidelines to achieve
Features: completeness:
 Develops proper  Provideall necessary
understanding and leaves no information.
questions in the mind of  Answer all questions.
receiver.
 Givesomething extra if
 Saves cost, time and energy. desirable.
 Helps
the receiver to make
proper decision.
 Persuades the receiver.
1. Please fax me in return the
2. How come my request for an
departures from Singapore to
interview letter did not receive a
Hong Kong on the 8th.
response?
Missing: time of the day, airlines flying
Missing: when was the letter sent?
that route, costs and departure and
Who sent the letter?
arrival time.

EXAMPLES:
CONCRETENESS
It means:
being specific, definite and vivid, rather
than fuzzy and general.
using denotative rather than connotative
words.
Vague and general message result in no
response.
 Guidelines to achieve
Features: Concreteness:

 Shows good level of confidence.  Use specific facts and figures

 Concrete information cannot be  Put action in your verbs
misinterpreted.
 Choose vivid, image-building words.
 It creates positive and pleasant
effect.
 GENERAL
 He is very intelligent student of class
and stood first in the class.
 Student GMAT scores are higher
EXAMPLES:
CONCRETE
 Ali’s GPA in BE Electrical
Engineering was 3.95/4.0, he stood
first in class.
 In 1999 the GMAT scores averaged
600; by 1997 they had risen to 610.
CLARITY
Getting your meaning across accurately is
the purpose of clarity.

Clarity implies emphasizing on a specific

message or goal at a time, rather than trying
to achieve too much at once.
Features:
 Makes understanding easier.
 Enhances the meaning of message.
Guidelines to achieve Clarity:
 Use common and simple language
 Construct effective sentences and
short paragraphs
 Use concrete words instead of
abstract words
 Avoid unnecessary information

 Hi ,
I would like to schedule a meeting
with you in regards to yesterday’s
conversation. The topics you
covered were great, and I’d like to
speak about it in detail. Please let
me know when you would like to
have this meet.
Regards Chris
EXAMPLES:
 Hi,
I would like to schedule a meeting
with you in regards to your
presentation on email marketing.
The topics you covered were
great, and I would like to discuss
implementation on our current
clients. Please let me know when
you have the time so that we can
discuss it in detail.
Regards Chris
CONCISENESS
It means:
Providing accurate information in a short
period time.
Achieving conciseness does not mean to
loose completeness of message.
Conciseness saves time.

Features:
 Saves time of both the speaker and
listener.
 Grasps the attention of the listener.
 Easy to comprehend.
Guidelines to achieve
Conciseness:
 Omit outdated trite expressions.
 Should not use lengthy explanations
as it takes long time.
 Look for unnecessary repetitions.
 Wordy: We hereby wish to let you
 Wordy: Like World health
know that our company is pleased
organization, Information
with the confidence you have
technology.
reposed in us.
 Concise: Always use abbreviations
 Concise: We appreciate your
like I.T, W.H.O, to save the time.
confidence.

EXAMPLES:
 CONSIDERATION –
(STEPPING INTO THE
AUDIENCE’S SHOES)
It means:
understanding of human nature
Effective communication is the one, when the sender considers
the mental level of the receiver.
A mental picture of receiver’s emotions and problems should be
kept in view before sending him a message.
 Guidelines to achieve
Features: Consideration:

 Stimulates a positive reaction from the
audience.
 Exhibits inerest in the audience.
 Shows optimism towards the listener.
 See your material from your reader’s
point of view.
 “You” is more desirable than “I” and
“We”.
 Be sure benefits are a prominent part
of the message.

 Unpleasant: We don’t refund if the
returned item is soiled or unsalable.
 Pleasant: We refund if item is clean
and resalable.
EXAMPLES:
 Unpleasant: When you travel on
company expense, you will not
receive approval for first fare.
 Pleasant: When you travel on
company expense, your approved
fare is for tourist class.
It means:
 Use of right level of language.
 Correct
use of grammar, spelling and
punctuation.
 Accuracy in stating facts and figures.

CORRECTNESS -(FACTUAL AND

LINGUISTIC ACCURACY)
CORRECTNESS
It means:
Use of right level of language.
Correct use of grammar, spelling and
punctuation.
Accuracy in stating facts and figures.
Features of correct Guidelines to achieve
communication: correctness:

 Helps in building confidence.  Check the accuracy of facts and

figures.
 Adds credibility to your work.
 Check mistakes in spelling,
 The impact of the message will be
punctuation, grammar, and
significant.
capitalization.
 Always proof read your work.
 Hi Sam, It is wonderful meeting you last weak. I had a good time.
Let me know weather you can meet me tomorrow evening to
continue our project planning. Thanks. Regards Tom.

Corrections:
 *is
 *week
 *whether

EXAMPLE:
COURTESY -(POLITENESS)
“Everyone gains where courtesy reigns” is
an old but wise saying.
It is an attitude that shows respect for others.
Courtesy means not only thinking about receiver but
also valuing his feelings.
Features of courteous
communication:
 Builds goodwill.
 Strengthens relations.
 Leaves a positive impact on the
listener.
Guidelines for a courteous
tone:
 Be sincere.
 Use expressions that show respect.
 Avoid humor.
 Avoid discriminatory language i.e.,
race, color, gender, creed etc.
  I have noticed that there are orders
 There are always delays in the
pending which need to be cleared
orders. You need to focus on the
on priority. I would appreciate it if
orders department as a priority.
you could focus on getting it done
Please get all the orders cleared
so that we can avoid any delays to
ASAP!
the customer , Thanks a lot.

EXAMPLES:
The 7 C’s of Effective Communication have two
more variations that are often overlooked, namely:
Creativity

and Credibility.
COMPLETENESS • Incorporating all necessary information

CONCRETENESS • Being specific/relevant

CLARITY • Makes comprehension easier

CONCISENESS • Saves time

CONSIDERATION • Understanding of human nature

CORRECTNESS • Builds Confidence

COURTESY • Builds goodwill

 https://thebusinesscommunication.com/7-c-of-
communication/?amp
 https://businessfinancearticles.org/7-cs-effective-communication
 https://www.slideshare.net/Sweetp999/7-cs-of-effective-
communication-24566849

REFERENCES: