Principles of

Communication

7Cs and 4Ss of Communication

  Conciseness
 Courtesy
 Correctness
7Cs of  Completeness
Communication  Credibility
 Creativity
 Consideration

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  Beating around the bush to be avoided – be
precise
 Vague language to be avoided
Conciseness  Don’t try to hide information
 Be in the context
 Do not repeat the idea
 Avoid ambiguity – be clear

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  Exercise – Find single word substitutes for the
phrases given below.
 Along the same lines
 At this time
 Consensus of opinion
Conciseness  Date of policy
 Due to the fact that
 During the time of the day
 During the year of
 Few and far between
 For a price of

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  Exercise – Find single word substitutes for the
phrases given below.
 For the reason of that
 From the point of view
 Have need of
Conciseness  In accordance with your request
 In due course
 Allow me to say
 Please find attached
 Be advised
 In reply, I wish to say

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  At this time, I am writing this to you to enclose
the post paid appointment card for the purpose
Conciseness of arranging a convenient time when we might
get-together for a personal interview.

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  Never hurt your audience
 Avoid using offensive language
 Show courtesy
Courtesy
 Maintain composure
 Do not refrain from giving your audience their
share of credit or respect

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  Your letter is not clear at all.
 Obviously, if you read your policy carefully, you
Courtesy will be able to answer these questions yourself.
 Apparently you already forgotten what I wrote
you two weeks ago.

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  Recheck the information if you are unsure of its
correctness
 Provide right information
 Avoid using “I think”, “I believe” in sentences
which requires high credibility
Correctness  Avoid sending wrong or partial information
 Ensure correctness before hitting the send
button in emails
 Ensure that the receiver is the right person. In
case of doubt, first make sure you clear your
doubt

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  If your communication raises a lot of queries, it
is likely that your message is incomplete
 Mentioning additional information helps,
Completeness provided, the information is not out of context
 If the subject matter is technical, clarify the
technicalities before sending the message

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  Exercise –You are the president of an industry
association and have received the following
inquiry from an out of town member. “I think I
would like to attend my first meeting of the
association, even though I am not acquainted
Completeness with your city. Will you please tell me where the
next meeting is being held?”

 How will you reply to this message keeping in

mind completeness of the message?

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  Source of the message must be credible
 Unofficial information should not be
communicated formally
 If communicating with the external world for
the first time, one must introduce the self.
Failure to do so may cause ignorance of the
Credibility message
 Contact details should be mentioned if receiver
needs to contact the sender back. Company
details can also be there
 Establishing credibility and authenticity is more
important than mere signature

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  Being creative is difficult, especially when there
are hundreds of messages and the work
pressure if high
 However, to have long term impact of the
Creativity message, it should be written creatively
 What is creative message? – a message that
holds receiver’s attention
 Images, charts, audios, and videos can be used
to make a message more colorful

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  How creatively will you introduce yourself in an
interview?
Quiz Time
 Take 5 mins to collect your ideas and share with
your class

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  Consider the opinions of other people
(receivers)
 Be empathetic
 “You” approach instead of “I”
Consideration
 Show your audience how they are going to be
benefited
 In case of sales, you should consider needs of
the customer

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  It is impossible to open your account today.
 We do not refund if the returned item is
unusable.
Consideration  When you travel on company expense, you will
not receive approval for first class fare.
 To avoid further delay and inconvenience, we
are sending this report by express mail.

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  Use gender friendly substitutes
 Mankind
 The best man for the job
 Manmade
Consideration  Manpower
 Businessman
 Sales man
 Chairman

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  I want to send my congratulations for…
Apply “you”  We will ship soon your May 4 order goods
approach
 We pay eight percent interest on…

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  May I take this opportunity to express my
thanks for the account you recently opened
with our store. We are pleased to furnish the
wide variety of products for the home of the
Apply “you” individual customer. We want you to take full
advantage of the store services, for we have
approach the largest store in the city. Also we make
deliveries for our customer free of charge with
in a 30 miles radius of our store. We welcome
you to Ebony. If we can be of additional help
please let us know.

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Show reader’s  Because we have not written to you in
sometime, please help us bring our record by
benefit filling and returning the other half of the card.

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  We hereby wish to let you know that we fully
appreciate the confidence you have reposed in
us. Will you ship us sometime, anytime during
the month of October, or even November if you
Apply 7cs are rushed, for November will suit us just as
well, in fact a little bit better, 300 of the regular
three and half inch blue arm bands with white
seven letter in the middle.

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  Sincerity – Shows in the tone and language
 Shortness – Crisp
4Ss of
 Simplicity – Easy to understand
communication
 Strength – Aligned with the intention
(sometimes used as one of the Cs – Concrete)

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Thank You