Lesson 3.

7 Cs of Communication
To communicate is easy but to communicate effectively is a challenge because it requires knowledge of certain
principles and skill to deliver a message. Scott Cutlip and Allen Center (1952) of the University of Wisconsin wrote
about the 7 C’s of communication in their book Effective Public Relations’. In 2010, the 7 was enriched by Michael
Osborn who added three more C’s and transformed courtesy to cultural sensitivity. Throughout the years, these
have become guides in communication, both written and oral. We can actually adopt this to technical writing.

1. Correctness refers to the proper, accurate and acceptable use of the right level of language. It implies that
the language should adhere to grammatical rules. In business messages, these may also mean three
characteristics which are the use of the right level or register of language, the use of accurate figures, facts
and terminologies, and, maintaining acceptable writing mechanics.
2. Completeness means that the sender should convey all facts that the receivers need in order for the latter to
give appropriate reaction. One technique to make sure that a writer delivers a complete information is by
using answering the 5Ws and one H questions.
3. Concreteness is being specific, definite and vivid or particular. Thus, use of most specific facts and figures
and of image building words help achieving concreteness in a document.
4. Conciseness appeal to receivers and will help them comprehensibly respond. It is achieved by eliminating
wordy expressions and those obvious to the receiver, and conveying only relevant information. As
professionals have a limited time, concise messages save time. Thus, a writer should only use few words to
impart only the relevant information and should avoid repetition.
5. Consideration is giving emphasis on the ‘you’ approach. It is being aware of the human nature and practicing
empathy. It is not losing temper, being more tactful and focusing on how message receiver will be
benefitted. It means showing audience interest, emphasizing positive or pleasant facts.
6. Courtesy is being aware of others, and their feelings. It is not limited to polite say of ‘please’ or ‘thank you’
but also on showing a tone that grow respect and concern. It is being sincerely tactful, thoughtful and
appreciative, using expressions that show respect for the others and choosing nondiscriminatory expressions
7. Clarity is achieved by using precise, familiar and appropriate words, and constructing effective sentences. In
effective communication the message should be very much clear so that reader can understand it easily.
8. Creativity is being able to craft inspirational and inventive messages through word choice and sentence
structures. In business communication, creativity is applied in the effective design of a document.
9. Captivating messages are interesting ones that catch attention and demand better responses.
10. Cultural Sensitivity means having respect and consideration to the perspectives, feelings of other people. It
implies sincerity and respect. Aside from all these, a good technical document must be readable and usable.
It should be comprehensive. When writing technically, all the information should be provided, its
background must be described and clear description of any process, or method of carrying out a specific
work, should also be given. It also includes results, conclusions and recommendations (Jamal, 2017)

Rhetorical strategy — the initial planning activity where you consider ways to make your communication effective.
Before writing any document, you prepare a quick strategy that considers purpose, audience, and writing
techniques.
Planning – This process depends on the size of the document, the time you have, and the number of people
involved. In some cases, you may have a long document with many writers and editors collaborating. In others, you
may have a short document with no collaborators and a tight schedule. The rest of this chapter focuses on specific
planning techniques you can use to make your tasks easier.
Document specification (a "doc spec") is to create an up-front agreement about the document's contents and the
schedule for its m completion. As its name suggests, it specifies the particulars of the document and serves as a sort
of contract and set of guidelines agreed upon in advance by management and writers. It describes the product to be
delivered and the time frame for delivery.