English for Academic and Professional Purposes

1
The Six Cs of Effective Academic And Professional Communication

Module 008 : The Six Cs of Effective Academic

and Professional Communication

This module presents effective communication approach and words that

are accepted as standard usage. The 6 Cs of Effective Communication:
courtesy, clarity, conciseness, concreteness, correctness and completeness
should be incorporated in constructing messages. These communication
topics will strengthen students’ listening, reading, speaking and writing
skills.

OBJECTIVES:
At the end of this module, you will be able to.
a. show mastery of the Cs of effective communication by recalling
specific terms;
b. use correct terms in structuring unbiased sentences;
c. identify appropriate words illustrating one of the Cs in communication.

Ability to communicate effectively is a significant factor for professional

advancement. A quality message content results to success in
communication. On the other hand, a confusing message may lead to
miscommunication. Below are the six qualities of effective communication:

1. COURTESY
 describe as diplomacy. It means showing concern for the reader. It
promotes goodwill , a feeling of confidence based on honesty and reliable
service.

Methods of Demonstrating Courtesy in Communication:

a. Develop the YOU attitude.
b. Use positive words.
c. Select gender – free terms.
d. Respond to message promptly.

Course Module
 Develop the YOU attitude

 In developing the YOU attitude in communication, a writer or

speaker must demonstrate empathy in written or spoken discourse.

I/WE YOU/YOUR

After the second long test, I will fail all students Please protect your grades. Submit your term
who have not submitted their term papers. papers before the second long test.

We require a 50 pesos minimum balance for You will remain active on your accounts when
customers to remain active on their accounts. you maintain a 50 pesos minimum balance.

I will deposit your bonus to your ATM accounts. You will receive your bonus on your ATM
accounts.
The participants will receive free snacks.
We will provide free snacks for the participants.

Table 1 presents example of appropriate language use showing courtesy.

Empathy - means imagining yourself in the receiver’s position.

1. Avoid using colloquialisms, jargon, and any words or phrases that might be
offensive.
2. Use YOU and YOUR instead of I and WE to establish friendly intentions.
3. Emphasize the benefits to the reader.

Requests for actions and unfavorable responses may promote goodwill when
the emphasis of the message is for the benefits of the reader. Here are the
examples illustrating how an unpleasant message can be courteous when
using the YOU attitude.
 English for Academic and Professional Purposes
3
The Six Cs of Effective Academic And Professional Communication

Use Positive Word

Courteous messages use positive words. Positive words show respect for
the reader. People are more open to the content of positive messages than
of negative ones. Below are examples of negative words that should be
avoided.

NEGATIVE WORDS

blame damaged fear no

complaint doubt lazy not

criticize failed never sorry

Table 3: Negative Words

NEGATIVE TONE POSITIVE TONE

Never allow customers to shop Always greet customers as soon as they arrive.
Without first greeting them.

We do not make exchanges for purchases With your receipt, you may exchange any
without receipts. purchase.

Whether you like it or not, you are required to Please be informed that there will be a meeting
attend the meeting today at 2 PM, July 10, 2016, at 2 PM today, July 10, 2016, at the conference
at the Conference room. I will issue a memo for room. Attendance is a must. Thank you.
those who will not attend the meeting.

Table 4: Structured sentences from negative tone to positive tone.

Course Module
 Correct word choice and sentence structure can change the
negative tone into a positive tone. Another way of using positive
tone is structuring your sentences by stating on what can be done
rather than on what can’t be done. Refer to the examples below.

Use Gender – Free Terms

 Using gender – free terms acknowledge equal status and respect to both
sexes. Stereotype terms that indicate bias against men or women is called
sexist language. Stereotypes regard any racial, ethnic groups, or individuals
with disabilities superior or inferior to others. Words that stereotype
others are offensive and may hinder goodwill . The table below shows and
an Gender-free terms used as alternative to sexist terms.

SEXIST GENDER-FREE

policeman Police officer

bellman Customer service assistant

craftsman Craft worker

fireman firefighter

foreman Supervisor or manager

mailman Mail carrier

waitress server

Table 5: Sexist Terms and Gender -Free Terms

Use a plural noun or a plural pronoun when referring to a category of people that
may include both men and women. Refer to Table 6 as examples.
 English for Academic and Professional Purposes
5
The Six Cs of Effective Academic And Professional Communication

SEXIST GENDER -FREE

The doctor should listen to his patients. Doctors should listen to their patients.

Treat the customer courteously so she will Treat customers courteously so they will continue
continue to shop in our store. to shop in our store.

Table 6 Comparison of Sexist and Gender- free terms.

In addition to Gender- free terms, using politically correct terms are less offensive to the receiver.

Instead of … Use…

Poor economically depressed

Old/ aged people – senior citizens
Cheating – academic dishonesty
Disabled persons – Differently abled/ physically challenged
Janitor – sanitation engineer
Dish water – utensil sanitizer
Bald – comb free
Blind – visually challenged
Fat – people of mass
Prostitute – sex care provider
Stupid - intellectually impaired
Drunk – spatially perplexed
Dishonest – ethically disoriented
Gas station attendant- petroleum transfer technician
Insane people – mental explorers
Second hand – pre-owned
Gang – youth group
Perverted – sexually dysfunctional
Homeless – outdoor urban dwellers
Squatters area urban camping
Geek, nerd - socially challenged
Table 7: Use the less offensive terms below.

Respond to Message Promptly

Timeliness signals diplomatic communication. Effective communication can
be achieved through responding immediately. In business opportunities,
prompt response may result to a successful deal. For example, business
etiquette requires you to send congratulations within two days of an event
and requests should be answered within five working days of receipt.
Practice courtesy in communication.

Course Module
Read the fact about Japanese courtesy as part of their culture.

In Japan, courtesy requires indirect communication: yes may mean

“no” or “maybe”. In contrast, business courtesy in the United States calls
for direct communication: asking direct questions, requesting action plans,
and stating specific concerns. Since the Japanese value the outward
appearance of harmony, they will never say no during a negotiation.
Instead, the Japanese will listen respectfully – even to unacceptable ideas.
Etiquette requires them to demonstrate attentiveness by nodding their
heads or saying yes at short intervals. Understand that positive words
and body language are the Japanese way of saying, “ Yes, we hear you.”
In the Japanese view, you, the listener, have the responsibility to listen
for the true meaning by understanding implied information. Therefore
listen carefully to the full replies of Japanese colleagues to determine what
they mean.

2. CLARITY
 Clarity means writing easy – to- read and easy –to-understand messages. A
clear message sustains a listener’s or reader’s attention. Clarity of
message expresses a thought not impresses the reader or listener.
Compare the examples in the table below.

TO IMPRESS TO EXPRESS
Capitalization, a punctuation tool, varies
The English language device known as
based on different language rules.
capitalization, using in printed matter
designated letters of larger size, not only is a
punctuation tool of considerable importance
but also is a tool whose function varies in
accordance with differing, prescriptive
language rules.
The letter address names the message
The self- explanatory purpose of the letter
receiver and specifies the delivery location.
address is both to designate the person to
whom the mailed correspondence is to be
received and to stipulate the location to which
the said mailed article of correspondence is to
be delivered.
Table 8: Prefer statements that express clarity.
 English for Academic and Professional Purposes
7
The Six Cs of Effective Academic And Professional Communication

Use this points to check message for clarity:

 Select appropriate words.
 Place words in an orderly sequence.
 Limit use of it and there.
 Position phrases correctly.
 Position clauses correctly.
 Avoid highfalutin words

Select Appropriate Words

Use dictionary to verify word meanings top avoid misleading the reader.

Place words in an orderly sequence

 Remember that the correct sequence of words in a sentence is Subject – Verb
– Object.
 When using a pronoun, be sure to use it with correct antecedent. Prefer
writing plural pronouns and plural antecedent.

Example : Subject - Verb

Incorrect word order : Enclosed is your check.
Correct : Your heck is enclosed.

Incorrect : Burnt was the toast.

Correct: The toast was burnt.
Example: Pronoun – antecedent

Unclear Antecedent : Felix called his agent while he was reading the script. (
Does he refer to Felix or to Felix’s agent?)
Clear Antecedent : While Felix was reading the script, he called his agent.
or
Felix called his agent, who was reading the script.

Limit Use of It and There

You can state exactly what you mean by limiting the use of it and there. Be
specific in order to shorten your message.

Course Module
 Examples:
Indefinite it : It is recommended that you label your clothes with a
waterproof marker.
Improved clarity : Please label your clothes with a water proof marker.

Indefinite marker: After the program ends, it is time for you to leave.
Improved clarity : After the program ends, you may leave.
The word there refers to a specific place . Remove there to improve clarity
and brevity.

Examples:
Indefinite there: There are six steps you can use to ensure message clarity.
Improved clarity: You can use six steps to ensure message clarity.

Indefinite there: There is no other membership requirement except age.

Improved clarity: Age is the only membership requirement.

Position Phrases Correctly

Incorrect phrase placement can create unintentional humor, cause
misunderstanding and reduce your credibility.

Examples:

Incorrect Positioning: Victor ordered rugs for the new apartment of

various colors.
Correct Positioning: Victor ordered rugs of various colors for the new
apartment.

Position Clauses Correctly

Which and that introduce a clause. A restrictive clause is necessary to the
meaning of the
sentence, it is not separated by a comma. A clause is said to be non-restrictive
if it is not necessary
to the sentence. The meaning of the sentence is not affected if a non-
restrictive clause is omitted.
 English for Academic and Professional Purposes
9
The Six Cs of Effective Academic And Professional Communication

Therefore, a comma is used to separate the non-restrictive clause.

 WHICH introduces a non-restrictive clause.

 THAT introduces a restrictive clause.

Examples:

 Julia returned the support cast for her injured leg that she bought.
(Incorrect)
 What did Julia buy? The support cast or her leg?
 Julia returned the support cast that she bought for her injured leg. (correct)

3. CONCISENESS
 Conciseness refers to the brevity of the message. Writing meaningfully in
just the
least possible words. Be precise. After writing the draft, edit your message
to eliminate unnecessary words.
Steps to develop concise message:
 Eliminate unnecessary words.
 Select action verbs and efficient words.
 Use necessary modifiers.
 Write in the active voice.
 Avoid redundancy.

WORDY CONCISE

Eliminate unnecessary You will quickly come to the Communication consistency

words. conclusion that unless you builds trust with coworkers.
communicate in a consistent
manner, you will jeopardize
your relationships with your
coworkers.

Select action verbs and Please make an agreement to Please agree to purchase the
efficient words. purchase the Marco system. Marco system.

Everyone of the students Every student entered the

entered the contest. contest.

Table 9: Comparison between wordy and concise statements.

Course Module
To avoid redundancy, use the following alternative expressions.

AVOID THESE HACKNEYED USE THESE ALTERNATIVES

EXPRESSIONS

At the present time now

Completely destroyed destroyed

Despite the fact that although

Truly angry irate

Has the opportunity can

In reference to about

It is crucial that Must or should

So silly ridiculous

Due to the fact that Since or because

Please find enclosed State what is enclosed

Thank you in advance Do not use this phrase

Until such time as Until

Repeat again Repeat

return back to return

In the year of 2010 In 2010

Table 10 Redundant phrases versus alternative expressions

 English for Academic and Professional Purposes
11
The Six Cs of Effective Academic And Professional Communication

Prefer Active Voice Than Passive Voice

In the active voice, the subject of the sentence performs the action. The
passive voice shows the object as the doer of the action and the subject
receives the action. Sentences in passive voice add unnecessary words.
Active voice makes the message succinct.
However, when you want to avoid placing the blame on someone, a passive
voice sounds more diplomatic than the active voice. Using the passive voice
is better in negative situations.
Please refer to the examples below.

PASSIVE VOICE ACTIVE VOICE

The old car was painted by the The technicians painted the old car.
technician.

The overgrown trees were trimmed The power company trimmed the
by the power company overgrown trees.

In negative situations

Passive Voice: Alex cut the pattern Active Voice: The pattern was cut
too small. ( The focus is on Alex) too small by Alex. ( The focus is on
the pattern)

Table 11 Passive voice versus active voice

4. CONCRETENESS

Choice of words to convey a message. Readers have different perceptions

of a word depending on their background information.

Compare the examples below:

 Charles has a hit.

Two possible meaning on different persons:
o A baseball coach might think that Charles will help win the game.
o A music producer might think that Charles has composed a song that
soon will be at the top of the sales chart.
 Use words that have definite meanings.

Course Module
 Steps in writing concrete messages:

 Establish contact with the reader.

 Use precise modifiers.
 Avoid opinions or generalizations.
 Provide specific details.

VAGUE MODIFIERS HOW TO AVOID VAGUE USE PRECISE

MODIFIERS EXPRESSIONS

Some Quote an exact number of Manuel sold six ads for the
percentage. newspaper.

soon State an exact date or Wendy, please fax the

time. message by 2 p.m. today.

Too much State exactly how much Curt’s score on the math
variance occurred. test was three points
below the acceptable
limit.

worthwhile Explain the benefit Donors receive a ticket to

the awards banquet and a
tax deduction.

Table 12 Examples of precise expressions to achieve concreteness.

VAGUE MODIFIERS PRECISE EXPRESSIONS

Our new product will arrive soon. Our new product arrives October 1.

Take advantage of the very lowest prices Take advantage of the 50% discount off
you’ll ever find anywhere! our regular price.
(The typical customer does not believe
superlatives.)

Table 13 Comparison of vague modifiers and precise expressions.

 English for Academic and Professional Purposes
13
The Six Cs of Effective Academic And Professional Communication

Avoid Opinions and Generalizations

OPINIONS COURTEOUS REQUEST

You should join our focus group. Please join our focus group.

I think the data would look better in table Please consider displaying the data in table
format. format.

Table 14 The following examples demonstrate the differences between opinions and request.

GENERALIZATION SPECIFIC INFORMATION

Our kit offers the ideal solution for accessing
the internet.
(Will everyone have the same concept of
ideal?)
Our ZoomPorte, a complete Internet kit,
includes the V.34 external data fax modem
and $400 worth of software on one CD.

Our holiday jewelry sale offers extraordinary Our 14kt gold pendants are $70.50, a savings
values on gold pendants. of 30 percent during the holiday sale.
(Will everyone define extraordinary in the
same way?)

Table 15

5. CORRECTNESS
 Refers to the accuracy of the details of the message. Details involve the
content and appearance of the message. It is important to proofread the
message written to check the its content and evaluate its appearance.

Use the following reference tools to produce correct messages:

 A dictionary
 A thesaurus
 A word division manual
 A format guide

Course Module
 How to achieve message correctness:
 verify spelling.
 Select correct words or phrases.
 Insert appropriate punctuation.
 Check names, places, dates, times, and amounts.
 Evaluate message appearance.

Correct words and phrases requires checking for subject –verb agreement
and parallel structure. A parallel structure means using the same
grammatical form within a sentence.

Example :

NON – PARALLEL STRUCTURE PARALLEL STRUCTURE

The company ships good by land, The company ships goods by land, by
shipping and airplane. sea and by air. (all prepositional
phrase)

Bill worries more about having a good Bill worries more about having a good
time than to make a living. time than about making a living.( both
Gerund phrases.)

Mr. Warner teaches physics and is the Mr. Warner teaches physics and
baseball team coach. coaches the baseball team.

Table 16

6. COMPLETENESS
 A complete message answers the questions who, what, where, when ,
why and how.

 The writer ensures that the components of the message serve the
purpose.
 Develop a clear and complete message so the reader will
understand you.

The example below does not answer all the questions the reader needs to
know:

 Please attend our in-service meeting on Thursday at 5 p.m.

 English for Academic and Professional Purposes
15
The Six Cs of Effective Academic And Professional Communication

Who – does not indicate the participants to the meeting or who is sponsoring
the meeting.
When – the meeting will begin at 5 p.m. but you don’t know which Thursday
to attend.
Where- does not indicate the location of the meeting.
Why – no reason provided.

In academic writing, make sure your message incorporate the six Cs of

effective messages:
QUALITY PURPOSE

COURTESY Show concern for the intended receiver.

CLARITY Compose messages that are simple and
easy to understand.
CONCISENESS State what needs to be said in as few
words as possible.
CONCRETENESS Convey a message with precise terms.
CORRECTNESS Provide accurate details in an acceptable
format.
COMPLETENESS Include all pertinent information.

Course Module
Glossary

Diplomacy – ability to handle situations by showing concerns to others.

Gender – free terms – using of words or phrases without referring to a

male or female to avoid bias.

Sexist language – as opposed to gender –free terms, words that favor or

discriminate other gender.

References

Books
Brantley, C. and Miller, M. ( 2007) Effective Communication for
Colleges. Singapore. Thomson South Western
Dapat, JR, O( 2013) Applied English for Academic and Professional Services.

Manila , Philippines. JFS Publishing

Online Instructional Materials

Understanding the Tone and Voice of Your Message
study.com/academy/lesson/understanding- the-tone-and-voice-of-your-
message.html. Retrieved 26 July 2017

Online Instructional Videos

Selecting the Best Words for Your Message
study.com/academy/lesson/selecting-the-best-words-for-your-
message.html

Using Nondiscriminatory Language in Business Communication

study.com/academy/lesson/using-nondiscriminatory-language-language-in-
business-comunication.html