Module: English II

Lecture: 04
7 C’s of Communication

Asia Saeed
Lecturer, Department of English
University of Sahiwal, Sahiwal

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 Learning Objectives
• To know about the 7 Cs of Communication
• To discuss all Cs with examples

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 Seven Cs of Communication
• When We talk about “ Effective Communication” one
thing that comes in mind, what are the basic
principles of “effective communication” .
• These principles tells us how your message can
becomes effective for your target group,
• These principles also tell about style and importance
of the message.
• These principles commonly known as 7 C’s of
effective communication.

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 7 Cs Of Business
Communication
1. COMPLETENESS
2. CONCISENESS
3. CONSIDERATION
4. CLARITY
5. CONCRETENESS
6. COURTESY
7. CORRECTNESS
• Message Receiver- either listener or reader,
desire complete information to their
question.
• suppose you are working with multinational company who is
engaging with engineering goods , like A.C. Now let sayone of
your major customer wants some technical information
regarding “thermostat” (because he wants to convey the
same to the end users ). In this case you have to provide him
complete information in a short span of time.
• If possible, provide him some extra information
which he does not know,.
• In this way you can maintain a good business
relation with him, otherwise he may switch to an
other company.
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 Completeness
• Answer all questions that are asked
• Give something extra when desirable
• Check for five Ws & one H
One way to make your message complete is to
answer the five W’s.
WHO?
WHAT?
WHEN?
WHERE?
WHY?
 The five question method is useful when you write
requests, announcements, or other informative
messages.
• For instance, to order (request) merchandise, make
clear
• WHAT you want, WHEN u need it, WHERE it is to be
sent.

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 Exercise-1
• The owner of a mutual fund stock wrote to the
investment department of your bank
,that he wanted to sell his shares. He
asked,” just how does your bank want me to
authorize this sale?”

• How would you reply to this query keeping the

five Ws and one H guideline in mind?
 Exercise-2
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 with your city. Will you
please tell me where the next meeting is being
held?

• How would you reply to this letter keeping in

mind
Completeness of the message?
 Conciseness
1. Eliminate wordy expressions
2. Include only relevant statements
– be focussed,
– prune & avoid long explanations
– avoid gushing politemess
3. Avoid unnecessary repetitions
– use short forms the second
time
– use pronouns
 Exercise -3
Find single word substitutes for the phrases
• Along the same lines
• At this time
• Consensus of opinion
• 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
 Exercise -4
• Rewrite the following by omitting articles, trite
expressions, rambling sentences and
repetitions:

• At this time I am writing to you to enclose the post

paid appointment card for the purpose of
arranging a convenient time when we might get-
together for a personal interview.
 Consideration
• Focus on YOU instead of I & WE

• Show reader benefit & interest

• Emphasize positive& pleasant

• Apply integrity & ethics

 Consideration (Cont’d)
•Write with a ‘you ‘ attitude , it shows
consideration

• I want to send my congratulations for ---

• We will ship soon the goods your May 4

order----

• We pay eight percent interest on -----

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 Consideration ( contd)

• May I take this opportunity to express my thanks

for the account you recently opened with our
store. We are pleased to furnish a wide variety of
products for the home of the individual customer.
We want you to take full advantage of the store
services, for we have 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 .
 Ex 6-Avoid negative – unpleasant
words to show consideration
It is impossible to open an account for you
today.

We don’t refund if the returned item is soiled

and unusable.

When you travel on company expense, you will

not receive approval for first class fare.

T To avoid further delay and inconvenience , we

are sending this report by express mail.
Ex –7:Show reader benefit or interest in
the reader ; in the letter from an
insurance company to policy holders .

• Because we have not written to you in sometime

, please help us bring our record by filling and
returning the other half of the card .
 Concreteness
• Use specific facts and figures

• Put action into verbs

• Choose vivid image building words by comparison

& figurative language (?)

• Use more adjectives and adverbs

 Concreteness (Cont’d)
Rewrite the following in concrete form as the
sentences are too general and vague.

• This computer reproduces campaign letters fast

• Our product has won several prizes.

• These brakes stop a car within a short

distance.

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 Put action into the words by using
active instead of passive voice.
• Tests were made by us

• A full report will be sent to you by the supervisor.

• The contract had a requirement ….

• Mr. Singh will give consideration to the report ….

Use vivid image building words –
adjectives and adverts , and use less
of abstract nouns

• The camera has a system that gives good

pictures.

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 Clarity

• Choose short , familiar & conversational

words
• Construct effective sentences and paragraphs by
unity of idea and sequencing
• Achieve appropriate readability by using
formal & informal language
• Include examples, illustrations & visual aids
 Use simple words

Circa(L)
Subsequent
Promulgate
Inadvertence
e.g..(L)
Domicile
Remuneration
 Choose a conversational style

• After perusal of pertinent data the conclusion is that

a lucrative market exists for the subject property .

• Easement for egress and ingress

• A letter from the quality bureau to a plumber

said – “The efficacy of hydrochloric acid is
indisputable, but the corrosive residue is
incompatible with metallic permanence “.
Choose a conversational style (Cont’d)
• Headings:8-10 words

• Sentence length:15-20 words

•Paragraphs:40-70 words Soft words vs hard

words

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 Courtesy

• Be sincere , tactful, thoughtful and

appreciative

• Omit expressions that hurt , irritate, or

insult

• Grant apologies graciously

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.

• Apparently you already forgotten what I wrote you

two weeks ago.

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 Use gender friendly substitutes

• Mankind
• The best man for the job
• Manmade
• Manpower
• Businessman
• Sales man
• Chairman
Use gender friendly substitutes Cont'd.

• You guys should all be concerned about the

issue.

• Each manger has an assigned place – he

should park his car….

• Each customer will have change noted on his

bill
 Semantic Factors In Meaning

• Meeting room----
• Dog-----
• Gay-----
• Women’s libber-----
• Fair wages----
• Cheap----
• Speed---
• Scholar---
• Fat check---
• Worm---
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 Correctness

• Use the right level of language

• Check accuracy of facts, figures and words
• Maintain acceptable writing mechanics
• Choose non discriminatory language
• Use parallel language
 Any Question?

Feel free to ask questions please.

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Thank You

Good Luck

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