Watch video: https://youtu.be/CHesEiFjb4g This lecture teaches about 7C's of communication: Completeness, Conciseness, Correctness, Concreteness, Courtesy, Consideration, Clarity.

1. 7C’s of Communication
Lecture No.
Zafar Ullah, zafarullah76@gmail.com

2. The Seven C’s
• These principles inform us how your
message can become effective for
your target group.
• 7 C’s are applied on oral and written
communication
• These principles also tell about style
and importance of the message.
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3. Seven C’s of Effective Communication
1. Completeness
2. Conciseness
3. Consideration
4. Concreteness
5. Clarity
6. Courtesy
7. Correctness
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4. 1. Completeness
• Message Receiver- either listener or reader, desire
complete information to their question. e.g.
• suppose you are working with multinational company
which is engaging with engineering goods , like A.C.
Now let say one 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.
• Provide him some extra relevant information
• In this way you can maintain a good business relation
with him, otherwise he may switch over to an other
company.
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5. Benefits of Completeness
• Bring desired results
• No additional messages
• Building good will
• Avert costly law suits
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6. Provide all Info/Five W’s
• One way to make your message complete is to
answer the five W’s.
• WHO?
• WHAT?
• WHEN?
• WHERE?
• WHY?
• HOW
• For instance, booking a hall…
• Make clear what you want
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7. Conclusion of completeness
1. All necessary information as requested by
him.
2. Answer all hidden, apparent questions
3. Provide some more information
4. How to tackle an inquiry?
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8. 2. Conciseness
• “Brevity is the soul of wit.” (Bacon)
• Conciseness means “convey the
message by using the fewest words”.
• “Conciseness is the prerequisite to
effective business communication.”
• All businessmen have very short time.
• A concise message saves the time and
expenses for both the parties.
• slogans
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9. How To achieve the conciseness ?
For achieving the conciseness you
have to consider the following.
1.Avoid wordy expression
2.Include only relevant material
3.Avoid unnecessary repetition.
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10. 1.Avoid Wordy Expression
• E.g. Wordy:- at this time.
Instead of “at this time” you can just use
only a concise word:- NOW ,
Always try to use “ To the point Approach”
in business scenario perspective.
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11. 2. Include only relevant information
• Always try to provide only relevant information to the
receiver of the message.
• Lets say one of your customer requested
 for clients of the company
 in reply you should provide simply list of clients at the panel of your
company.
 No need to provide detailed business information about client at all.
• Suggestions:
– Stick to the purpose of message
– Delete irrelevant words
– Avoid long introduction, unnecessary explanation etc.
– Get to the important point concisely.
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12. 3.Avoid un-necessary Repetition
• Sometimes repetition is necessary for
focusing some special issue.
• But when the same thing is said without
two or three reasons, the message
become wordy and boring.
• That’s why try to avoid Un-necessary
repetition.
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13. Some ways to eliminate unnecessary words
 Use shorter name. UNO, CUST
 Use one word substitutions
 Omit unnecessary/ empty expressions
 Replace wordy statements with concise
words “during the contemporary era”
(presently)
 Omit “which” or “that” clauses, use comma
 Eliminate prepositional phrases
 Limit use of passive voice
 Omit outdated expressions, thou art (you);
Britishers (the English) 13

14. 3. Consideration
Always write a message in such a way how
audience should be benefitted from it. e.g.
We attitude:I am delighted to announce that we
will extend to make shopping more.
You attitude
“You will be able to shop in the evening with the
extended hours.” Uphone TUM HE TO HO
Always try to address his/her need and want.
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15. • Emphasize Positive, Pleasant Facts
• Negative- Unpleasant: We don’t
refund if the returned item is spoiled
and unsalable.
• Positive- Pleasant: We refund when
the returned item is clean and
resalable.
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16. 4. Concreteness
• It means being specific, definite, vivid,
facts and figures.
• Avoid generic and irrelevant information.
• Vague: GMAT scores are higher.
• Concrete: In 1996 the GMAT scores
averaged 600, by 1997 they had risen to
610.
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17. • Use Denotatives :( direct, explicit,
dictionary based words)
• Avoid Connotative: ( ideas associated
with a word)
Put action in your verbs, not nouns.
Use Active Voice
Choose vivid, image building words
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18. Conveying the meaning from your head
into the head of your reader.
You should always Choose precise,
concrete and familiar words.
Always use short words
Use familiar/easy to understand words
5. Clarity in Message
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19. Familiar Next familiar words
1-after subsequent
2-home domicile, abode
3-for example exampli gratia
4-pay remuneration
5-invoice statement for payments
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20. Construct effective sentences and
paragraphs.
Length: 3 to 30 words. Short sentences
Unity: one main idea and other well knit
Coherence: Words are correctly arranged
Unclear: His report was about managers,
broken down by age and gender.
Clear: His report focused on age and
gender of managers.
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21. 6. Courtesy
• Knowing your audience allows you to use statements of
courtesy; be aware of your message receiver.
True courtesy involves being aware not only of the
perspective of others but also their feelings.
courtesy stems from a sincere you-attitude.
• it is not merely politeness with mechanical insertions of
“please” and “Thank you” .
• Application of socially accepted manners is courtesy .
Politeness that grow out respect and concern for others.
Courteous communication generate a special tone in their
writing and speaking.
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22. How to generate a Courteous Tone
The following are suggestions for generating a
courteous tone:
• Be sincerely appreciative.
• Respectful address
• Be thoughtful
• Be tactful,
• Choose nondiscriminatory expressions, gender
neutrality
• Though few people are intentionally abrupt or
blunt, these negative traits are common cause of
discourtesy. 22

23. Thoughtfulness and Appreciation
Tactless, Blunt More Tactful
Stupid letter; I can’t
understand
I should understand it, as
there is no confusing word in
this letter, could you please
explain it once again ..?
Its your fault, you did not
properly read my latest FAX
Sometimes wording is not
precise; let me try again.
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24. Omit Irritating Expressions
• Contrary to your
reference
• I don’t agree with you
• Irresponsible
• Simply nonsense
• Your failure
• You failed to do it
• You neglected to
• Your stubborn silence
• Your apparent
disregard
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25. 7. Correctness
At the core of correctness is proper grammar,
punctuation and spelling.
. The term correctness, as applied to business
messages also mean three characteristics
1. Use the right level of language
2. Check the accuracy of figures, facts and words
3. Maintain acceptable writing mechanics
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26. 1.Use the right Level of Language
Three levels of language
Choose level of language according to
your relationships.
1. formal
2. informal
3. substandard.
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27. Formal and Informal Words
Formal writing is often associated with scholarly writing:
doctoral dissertations, scholarly, legal documents,
top-level government agreements and other material
where formality is demanded.
Informal writing is more characteristic of business
writing. Here you use words that are short, well-
known and conversational as in this comparison list:
More Formal less formal
Participate Join
Endeavor try
Ascertain find out
Utilize use
Interrogate question
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28. Substandard Language
Avoid substandard language. Using correct words,
incorrect grammar, faulty pronunciation all
suggest as inability to use good English. Some
examples follow:
Substandard Standard Language
Ain’t isn’t, aren’t
Can’t hardly can hardly
Aim to proving aim to prove
Desirous to desirous of
Stoled stolen
U, & ,bcoz ,k, f9 you, and, because, right, fine
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29. 2. Facts and Figures Accuracy
Check Accuracy of Facts, Figures and words
It is impossible to convey meaning precisely, through words, from the head
of the sender to a receiver. Our goal is to be as precise as possible,
which means checking and double-checking and double-checking to
ensure that the figures, facts and words you use are correct.
“A good check of your data is to have another person read and comment
on the validity of the material”
Figures and facts
 Verify your statistical data
 Double-check your totals
 Avoid guessing at laws that have an impact on you, the sender and
your
 Have someone else read your message if the topic involves data.
 Determine whether a “fact” has changed over time
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30. Proper Use of Confusing Words !
Our Language Change
A, An use a before consonants ands
Use an before vowel sounds
Accept, except accept is a verb and means to
receive.
except is a verb or a preposition and relates to
leaving out.
Anxious, eager Anxious implies worry,
eager conveys keen desire
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31. References
• Murphy, H. A., & Peck, C. E. (1980).
Effective business communications. New
York: McGraw-Hill.
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32. Thanks
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33. Question Answers
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