TOPIC :

7C’S OF COMMUNICATION
COMMUNICATION
• The exchange of information, ideas and knowledge between sender and receiver
through an accepted code of symbols.

Receive
Sender Medium
r
7c’s Of Communication
For transmitting effective oral and written messages certain
principle must be followed .
These principles are advocated by Francis J. Bergin who
provided the guidelines for choice of content and style of
presentation required to fill the purpose of properly receiving of
the message.
These are known as 7C’s of Communication.
These 7C’s must be followed in order to carry out a proper
conversation in which the receiver understand the message send
by sender in the context it was meant to be.
 Completeness

Correctness
Concreteness

Consideration Clarity

Conciseness Courtesy
 Clarity
A state or quality of being clear or transparent to the eye.
 Clarity means getting your message across so the receiver will
understand what you are trying to convey.
You want that person to interpret your words with the same
meaning you have in mind. 
Accomplishing that goal is difficult because, as you know, individual
experiences are never identical, and words have different meanings
to different persons.
EXAMPLE
• Unclear : being an excellent lawyer, I m sure you can help us.
Clear: being an excellent lawyer, you can surely help us.
• Barriers in clarity:
• Noise
• Use of different language
• Use of jargons or professional technical terms.
• For example : a pharmacist using words like tropical agents ,invitro release studies
has no meaning to an engineer personnel.
Ways to make your message clear
 Choose short, familiar, conversational words.
Construct effective sentences and paragraph.
 Achieve appropriate readability (and listenability).
 Include examples, illustrations, and other visual aids, when
desirable.
 Completeness
 Every information must be complete.
 Incomplete messages keep the receiver guessing about the
actual message.
Incomplete information also create misunderstanding.
Receiver should be provided with all the required facts.
Completeness is closely related to clarity.
Example
When factory supervisor instructs workers to produce, he must
specify the exact size, quality and cost of product.
Conciseness

It means saying what you want to say in fewest possible words
without sacrificing the other C qualities.
A concise message is complete without being wordy.
 Example:
Wordy statement : We climbed up the very steep hill.
Concise statement: We climbed up the hill.
Why it is desired?
It is desired because of the following benefits:
It saves the time and expense for both sender and receiver.
It contributes to emphasis.
It underlines the Main point.
It provide short and essential message to the audience.
It is more appealing to the audience.
It is non repetitive in nature.
Example
• Wordy : At this time
Concise: Now
• Wordy :There are four rules that should be followed
concise: Four rules should be followed
Correctness
At the core of correctness is proper grammar , punctuation , and
spelling.
However, message must be perfect grammatically and
mechanically.
To convey correct messages , grammatical errors should also be
avoided.
The term correctness , as applied to a business message , means
the writer should:
 Use the right level language. like ;Formal and Informal.
Include only accurate facts, words and figures.
 Maintain acceptable writing mechanics.
 Transmission of incorrect information to outside will spoil the
public image of the firm.
Concreteness
Concrete communication implies being particular and clear
rather than fuzzy and general.
 Concreteness strengthens the confidence.

Concrete message has following features:

 It is supported with specific facts and figures.
 It makes use of words that are clear and that build the
reputation.
 Concrete messages are not misinterpreted.
 Courtesy
 Courtesyin message implies the message should show the sender’s
expression as well as should respect the receiver.
The sender of the message should be sincerely polite, judicious,
reflective and enthusiastic.
Courteous message has following features:
Courtesy implies taking into consideration both viewpoints as well as
feelings of the receiver of the message.
 Courteous message is positive and focused at the audience.
 It makes use of terms showing respect for the receiver of message.
It is not at all biased.
Example
• Tactless/ Blunt : Stupid letter , I cannot understand any of it
Tactful : It’s my understanding …….
 Consideration
 Consideration implies “stepping into the shoes of others”.
Effective communication must take the audience into consideration,
i.e., the audience’s view points, background, mind-set, education
level, etc.
Make an attempt to envisage your audience, their requirements,
emotions as well as problems.
 Ensure that the self-respect of the audience is maintained and their
emotions are not at harm.
Modify your words in message to suit the audience’s needs while
making your message complete.
Features of considerate communication are
as follows:
Emphasize on “you” approach.
 Empathize with the audience and exhibit interest in the audience.
This will stimulate a positive reaction from the audience.
 Show optimism towards your audience. Emphasize on “what is
possible” rather than “what is impossible”.
Lay stress on positive words such as jovial, committed, thanks,
warm, healthy, help, etc.
Example
• Less consideration : you failed to enclose the cheque with the envelope
More consideration : we have not received the cheque
THANK YOU!