Aaminah hassan

Email: aaminah.hassan@ceme.nust.edu.pk

7 PRINCIPLES OF
COMMUNICATION
7 C’S OF COMMUNICATION
7 C’s of communication
 To transmit effective written or oral messages, certain
principles must be followed. These principles are advocated
by Francis J. Bergin, who provided guidelines for choice of
content and style of presentation, adapted according to the
purpose of the receiver of the message.

1. Correctness
2. Clarity
3. Conciseness
4. Completeness
5. Consideration
6. Concreteness
7. Courtesy
Correctness

 At the time of encoding, if the encoder has

comprehensive knowledge about the decoder of
message, it makes the communication an ease.
The encoder should know the status, knowledge
and educational background of the decoder.
  Correctness means:
 Use the right level of language
 Correct use of grammar, spelling and
punctuation
 Accuracy in stating facts and figures
Bad example

      Dear David,
 Further to our conservation today, I am
attaching the plan for the first stage of
the project. Hope the one weak deadline
is okay with you and your team.
 Regards
Sally
CLARITY
 Clarity demands the use of simple
language and easy sentence structure in
composing the message.
 When there is clarity in presenting ideas,
it’s easy for the receiver/decoder to
grasp the meaning being conveyed by
the sender/encoder.
Bad example:

 Dear James,
 I would like to talk to you about the new client’s
project which the engineering team had discussed
yesterday. I might need the help of John from your
team.
 Regards,
Kevin
Good example:

 Dear James,
 As you may know we have signed up XYZ as our
new client. I had a meeting with the engineering
team yesterday and had discussed the campaign
requirements for this project. John Redden from your
team had done a pretty good job last time doing the
social media campaign for ABC and so I would like
him to work on the XYZ campaign too. Would you be
available sometime tomorrow to discuss this further?
 Regards
Kevin
Conciseness

 A concise message saves time of both the

sender and the receiver.
  Conciseness, in a message, can be
achieved by avoiding wordy expressions and
repetition.
 Using brief and to the point sentences,
including relevant material makes the
message concise.
 Achieving conciseness does not mean to
loose completeness of message.
Bad example:

 Hi Suzanne
 I think we need to talk about the CSR campaign,
I mean the one which we need to do as a
quarterly exercise. I think it is a great way of
enhancing our brand image. Basically, it would
just be a visit to an orphanage but we can sort
of do other things too. For instance, we could
take the kids out for a short trip to a nearby park
or zoo. Let us sit and talk tomorrow.
 Regards
Jennifer
Good example:

 Hi Suzanne
 I need to discuss the quarterly CSR
campaign with you. Let us take the kids
out this time to a nearby park or zoo
instead of just visiting them. This will
help enhance our brand image. We’ll
talk in detail tomorrow.
 Regards
Jennifer
Completeness

 Completeness means the message

must bear all the necessary information
to bring the response you desire.
 The sender should answer all the
questions and with facts and figures. and
when desirable, go for extra details.
Bad example:

 Hi all,
 Let us meet tomorrow to discuss the
product launch event. Please be there
on time.
 Thanks
Chris
Good example:

 The best way to have written this email is:

 Hi all,
 Let us meet tomorrow at 11am at Conference
room 3 to discuss the product launch event.
We will have to decide the keynote speakers
and complete the event invite draft tomorrow.
Please be there on time.
 Thanks
Chris
Consideration

 Consideration demands to put oneself in the

place of receiver  while composing a message.
 It refers to the use of You attitude, emphases
positive pleasant facts, visualizing reader’s
problems, desires, emotions and his response.
 Consideration means understanding of human
nature
 Focus on "you" instead of "I" and "we.
 • Emphasize positive, pleasant facts.
 • Apply integrity and ethic
Concreteness

 Being definite, vivid and specific rather

than vague, obscure and general leads
to concreteness of the message.
 Facts and figures being presented in the
message should be specif.
 Concreteness reinforces confidence
Bad example:

 “Hilltop Resort is the best resort. Do come to us on

your next holiday”

 This is a vague ad message. It is made to sound

like just another resort advertisement among a
hundred others. The audience will never
remember this ad message. There are no concrete
details to take away from this message.
Good example:

 “Hilltop Resort is the jewel of the western hills.

Take a break from your work. Escape from life’s
chaos and stress. Relax and rejuvenate yourself
at Hilltop. Go back fresh and energized!”

 This message gives you visualizing details. The

reader can actually imagine being in a beautiful
resort breathing fresh air and swimming in a
pool instead of slogging away at his or her
office. That is a concrete message conveyed to
the audience.
Courtesy

  Courtesy means not only thinking about

receiver but also valuing his feelings. 
 Much can be achieved by using polite
words and gestures, being appreciative,
thoughtful, tactful, and showing respect
to the receiver. 
 Courtesy builds goodwill.
 Courtesy strengthen relations.
Bad example:

 Hi Drew,
 I really do not appreciate how your IT team
ignores the requests of my team alone. My
team is an important function in this
organization too and we have our own IT
requirement. Can you ensure that your
team responds promptly to my team’s
requests hereon?
 Regards
Stanley
Good example:

 Hi Drew,
 I understand that the IT team is swamped with
work and gets requests from every department
in the organization. My team however is working
on a high-priority project and I would greatly
appreciate if you could ask your team members
to respond to my team’s queries promptly and
help us complete this project on time. Please do
let me know if you need anything from me.
 Regards
Stanley
IN CLASS ACTIVITY
 SHOW COURTESY BY AVOIDING
TACTLESS & BLUNT LANGUAGE.

 Your letter is not clear at all:

 Obviously, if you would read your policy
carefully you will be able to answer these
questions yourself.
 You already forgotten what I wrote you
two weeks ago.
IN CLASS ACTIVITY
 USE gender friendly substitutes
 Mankind
 The best man for the job
   Manmade
 Manpower
 Businessman  
 Sales man
 Chairman
IN CLASS ACTIVITY
 Rewrite the following sentences, eliminating as many words as possible.

 He said the cost of putting on the program will be about $500.

 The police officer opened fire, shooting six times at the
suspect.
 Sanchez was taken to Memorial Hospital and is in fair condition
there.
 They told the mayor that there was not much time left before
she would have to make an announcement on the decision.
 Of the 10 stock car drivers interviewed, eight felt like it is
inevitable that you are going to have some injuries and deaths
among the people participating in their races.