7 Cs for Effective Communication

Seven Cs of Communication
The "7 Cs of Communication" is a list, first provided by
Cutlip and Center in 1952 in Effective Public Relations
1.
2.
3.

4.
5.
6.
7.
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Completeness
Conciseness
Consideration
Concreteness
Courtesy
Clearness
Correctness

1. COMPLETENESS
Your business message is
complete
when
it
contains all the facts the
reader or listener needs
for the reaction you
desire. Remember that
communicators differ in
their mental filters; they
are influenced by their --->
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Backgrounds

Viewpoints
Needs
Experiences
Attitudes
Status
Emotions

Reasons

To get desired results

For building goodwill
To help avert costly lawsuits

Guidelines
a. Answer all the questions asked

If you have no information, say NO

If you have unfavorable information, reply with tact
and honesty
List the needed details before answering the inquiry

B. Give something extra, when desirable

Sometimes write more to the sender. May be they
dont know what they want
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Incomplete
Thank you for the
confidence you have
shown us by the
account you recently
opened.

Complete
Thank you for the
confidence you have
shown in First Federal
by the savings account
you recently opened.
Our goal is to make all
our services to you
both
pleasant
and
helpful.

2. CONCISENESS
Conciseness means to convey
message by using fewest words.

the

Conciseness is the prerequisite to effective

business communication.
As you know that business people have
very short time. Hence a concise message
save the time and expenses for both the
parties.

Wordy
at this time
date of the policy
in most cases
in order to
in some cases
due to the fact that
for the reason that
from the point of view of
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Concise
now
policy date
usually
to
sometimes
because
because
as

Exercise
Wordy:
She bought desks that are of the
executive type.
Concise: She bought executive-type desks.

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Inclusion of Relevant Statements

Stick to the purpose of the message

Prune irrelevant words and rambling sentences
Omit information obvious to the receiver
Avoid long introductions, unnecessary explanations
Get to the important point tactfully and concisely

Wordy:
We hereby wish to let you know that we fully
appreciate the confidence you have reposed in us. [18
words]
Concise:
We appreciate your confidence in us.[6 words]
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Avoid Unnecessary Repetition

Cut out all needless repetition of phrases and sentences
Wordy: Will you ship us sometime, anytime during the
month of October, or even November if you are rushed,
for November would suit us just as well, in fact a little
better, 300 of the regular 3_ by 15_inch blue felt
armbands with white sewn letters in the center. [49 words]
Concise: Please ship parcel post, before the end of
November, 300 regular 3- by 15- inch blue felt armbands
with white sewn letters in the center. [25 words]
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3. CONSIDERATION

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Emphasize positive, pleasant facts

Apply integrity and ethics
Apply integrity with persons outside the organization
Let your receiver know you are doing something for
their interests
Focus on you instead of I and We

You-Attitude

We-Attitude

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I
want
to
send
congratulations for

my

Congratulations to you on
your

We pay 8% interest on

You earn 8% interest on

May I take this opportunity to

express my thanks for the
account you really opened
with our store. We are
pleased to furnish a wide
variety of products for the
home
or
individual
customers.

Thank you for the account

you recently opened at
Bekinsons. Serving you
with your needs for
clothing
and
home
furnishings is a pleasure.

4. CONCRETENESS
Use specific facts and figures
Whenever you can, substitute an exact statement or a figure
for a general word to make your message more concrete and
convincing.

Put Action in your Verbs

Use Active versus Passive voice; use Actions in Verbs, not in
Nouns.

Choose vivid, image-building words

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Concrete

General

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This
computer
reproduces
campaign
letters
fast.

This computer types 400

personalized
150-word
campaign letters in one
hour.

These brakes stop

a car within a short
distance.

These Goodson power

brakes stop a 2-ton car
traveling 60-miles an
hour, within 240 feet.

Passive

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Active

Tests were made by us.

We made tests.

A full report will be sent

to you by the supervisor.

The supervisor will send

you a full report.

These
figures
are
checked by the research
department.

The research department

checks these figures.

Colorless

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The camera has a

system that gives you
good pictures.

Vivid

The SONY camera

has a UNIQUELY
precise
metering
system that assures
you
PROPERLY
exposed, true-color
pictures.

5. COURTESY
Be tactful instead of blunt and
thoughtfulness and appreciative efforts.
Omit expressions that Irritate, Hurt, Belittle.

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show

Tactless

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Your letter is not clear at

all; I cant understand it.

Obviously, if youd read

your
policy
carefully,
youd be able to answer
these questions yourself.

Tactful

If I understand your letter

correctly

Sometimes policy wording

is a little hard to
understand. I am glad to
clear up these questions
for you.

6. CLARITY
Choose short, familiar, conversational words.
Choose effective sentences, paragraphs and topic
sentence to express main idea.
Include examples, Illustrations and other visual aids
when desirable.

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Familiar

Unfamiliar

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After our perusal of

pertinent
data
the
conclusion is that a
lucrative market exists
for the subject property.

The data we studied

show that your property is
profitable and in high
demand.

7. CORRECTNESS

Use right level of language, that is, Formal Language

Check accuracy of figures and facts

Maintain acceptable writing mechanics

Refer Dictionary
Use computerized speller
Double check for any careless omissions

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Formal

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Anticipate
Endeavor
Interrogate
Utilize

Informal

Expect
Try
Ask
Use

Questions (if any)

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