Effective Communications (7 Cs)Lecture # 6

The seven CsWhen 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 Cs of effective communication.

Seven Cs of Effective CommunicationCompletenessConcisenessConsiderationConcretenessClarityCourtesyCorrectness

1) CompletenessMessage Receiver- either listener or reader, desire complete information to their question. e.g. suppose you are working with multinational company who 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. 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.

Five WsOne way to make your message complete is to answer the five Ws.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.

Conclusion of completenessAt the end we can say that, you must provide him:-All necessary information as requested by him. Answers to his all questions carefullyProvide some more information, which he is not requiring , just to maintain good relations.

2) ConcisenessConciseness means convey the message by using fewest words.Conciseness is the prerequisite to effective business communication. As you know that all businessmen have very short time . Hence a concise message save the time and expenses for both the parties.

How To achieve the conciseness ?For achieving the conciseness you have to consider the following.Avoid wordy expressionInclude only relevant materialAvoid unnecessary repetition.

Avoid Wordy ExpressionE.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.

Include only relevant informationAlways 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.Observe the following suggestions to Include only relevant information.Stick to the purpose of messageDelete irrelevant wordsAvoid long introduction, unnecessary explanation etc.Get to the important point concisely.

Avoid un-necessary RepetitionSome times repetition is necessary for focusing some special issue. But when the same thing is said with out two or three reasons, the message become wordy and boring.Thats why try to avoid Un-necessary repetition.

Some ways to eliminate unnecessary wordsUse shorter name after you have mentioned the long once. e.g.Spectrum communications Private limited use spectrum.Use pronouns or initials E.g.Instead of world trade organization use WTO or You can use IT for Information Technology.( keeping in views that receiver knows about these terms)

3) ConsiderationConsideration means To consider the receivers Interest/Intention.It is very important in effective communication while writing a message you should always keep in mind your target groupconsideration is very important C among all the seven Cs.

Three specific ways to indicate considerationi-Focus on you instead of I or Weii-Show audience benefit or interest of the receiveriii-Emphasize positive, pleasant facts.Using you help you, but over use lead a negative reaction.

Always write a message in such a way how audience should be benefited from it. e.g.We attitudeI am delighted to announce that we will extend to make shopping more.

You attitudeYou will be able to shop in the evening with the extended hours.Readers may react positively when benefit are shown to them. Always try to address his/her need and want.

Always show/write to reader what has been done so far as his/her query is concerned. And always avoid that his/her need and wants.Always avoid that has not been done so far.

4) ConcretenessIt means that message should be specific instead of general. Misunderstanding of words creates problems for both parties (sender and receiver). when you talk to your client always use facts and figures instead of generic or irrelevant information.

The following guidelines should help you to achieve the Concreteness.i- use specific facts and figuresii-choose image building wordse.gGeneralHe is very intelligent student of class and stood first in the class.

ConcreteAlis GPA in B.Sc Electrical Engineering 2k3-f session was 3.95/4.0, he stood first in his class.Always write on a very solid ground. It should definitely create good image as well.

5) Clarity

In effective business communication the message should be very much clear. So that reader can understand it easily.You should always Choose precise words.Always choose familiar and easy words.Construct effective sentences and paragraphs.Accuracy is purpose of clarity

In business communication always use precise words rather longer statements. If you have a choice between long words and shorter one, always use shorter one. You should try your level best to use familiar/easy to understand words so that your reader will quickly under stand it

FamiliarNext familiar words1-aftersubsequent2-homedomicile3-for examplee.g.4-payremuneration5-invoicestatement for payments

6) Courtesy

CourtesyKnowing 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 .Although Appling socially accepted manners is a form of courtesy .rather, it is politeness that grow out respect and concern for others.Courteous communication generate a special tone in their writing and speaking.

How to generate a Courteous Tone ?The following are suggestions for generating a courteous tone:Be sincerely tactful, thoughtful and appreciative.Use expressions that show respect for the othersChoose nondiscriminatory expressionsBe sincerely Tactful, Thoughtful and AppreciativeThough few people are intentionally abrupt or blunt, these negative traits are common cause of discourtesy.avoid expression like those in the left hand column below; rephrase them as shown in the right-hand column

Thoughtfulness and AppreciationWriters who send cordial, courteous messages of deserved congratulations and appreciation (to a person inside & outside) help to build goodwill. The value of goodwill or public esteem for the firm may be worth thousands of dollars.

Tactless, BluntMore TactfulStupid letter; I cant understandI 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 my wording is not precise; let me try again

7) Correctness

7) CorrectnessAt the core of correctness is proper grammar, punctuation and spelling. however, message must be perfect grammatically and mechanically. The term correctness, as applied to business messages also mean three characteristicsUse the right level of languageCheck the accuracy of figures, facts and wordsMaintain acceptable writing mechanics

Use the right Level of Languagewe suggest that there are three level of language formalinformal substandard. Take a quick guess: what kind of writing is associated with each level? What is the style of each?

Formal and Informal WordsFormal 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 Formalless formalParticipateJoinEndeavortryAscertainfind outUtilizeuseInterrogatequestion

Substandard LanguageAvoid substandard language. Using correct words, incorrect grammar, faulty pronunciation all suggest as inability to use good English. Some examples follow:SubstandardMore AcceptableAintisnt,arentCant hardlycan hardlyAim to provingaim to proveDesirous to desirous ofStoledstolen

Facts and Figures AccuracyCheck Accuracy of Facts, Figures and wordsIt 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 materialFigures and factsVerify your statistical dataDouble-check your totalsAvoid guessing at laws that have an impact on you, the sender and yourHave someone else read your message if the topic involves data.Determine whether a fact has changed over time

Proper Use of Confusing Words !Our Language (Any) is constantly changing. In fact,even dictionaries can not keep up with rapid change in our language. the following words often confusing in usage:

A, Anuse a before consonants and consonants sounds or a long u sound. Use an before vowels.

Accept, exceptaccept is a verb and means to receive. except is a verb or a preposition and relates to omitting or leaving out.

Anxious, eagerAnxious implies worry, eager conveys keen desire

Exercise -3Find 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

For the reason of thatFrom the point of view ofHave need ofIn accordance with your request In due course Allow me to say In reply , I wish to say Please be advised Please find attached

Example of CompletenessTo reserve a hotel banquet room, specify the accommodation needed (What), location (Where), Sponsoring organization (Who), date and time (when), event (why), and other necessary detail (How).

Exercise -4Rewrite 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.

Exercise 4contd.

We hereby wish to let you know that we fully appreciate the confidence you have reposed in us.

Exercise 4 contdWill you ship us sometime, any time during the month of October , or even November if you are rushed , for November will suit us just as well , in fact a little bit better , 300 of the regular three and a half inch blue arm bands with white sewn letter in the middle .

Ex.5-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 -----

Ex.5-Write with a you attitude , it shows 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 dont 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 .

Ex:8- 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.

Ex:9-Put action into the words by using active instead of passive voice.

Tests were made by usA full report will be sent to you by the supervisor.

The contract had a requirement .

Mr. Singh will give consideration to the report .

Ex : 10-Use vivid image building words adjectives and adverts , and use less of abstract nouns

The camera has a system that gives good pictures.

Ex : 11-Use simple words

Circa(L)SubsequentPromulgateInadvertencee.g..(L) DomicileRemuneration

Ex: 12-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 .

Headings:8-10 words

Sentence length:15-20 words

Paragraphs:40-70 words

Soft words vs hard words

Ex : 13-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.

Ex : 14-Use gender friendly substitutes

MankindThe best man for the jobManmadeManpowerBusinessmanSales manChairman

Ex 14 Contd.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

Ex: 15-SEMANTIC FACTORS IN WRITING

Meeting room----Dog-----Gay-----Womens libber-----Fair wages----Cheap----Speed---Scholar---Fat check---Worm---

EXAMPLEonly inserting word you does not ensure You-attitude As; You will be glad to know that we now have a walkup window open 7-9am and 3-8pm every weekdaySome readers wonder, so what?So, it should be like;You can now take care of your banking needs at our new Walk-up Window. It is open with a capable teller to serve you 7-9am and 3-8pm, Monday through Friday

USE SPECIFIC FACTS AND FIGURESUse exact and precise statement or a figure instead of a general word to make your message more concrete. EXAMPLEVague, General, Indefinite: Student GMAT scores are higher.Concrete, Precise:In 1999 the GMAT scores averaged 600; by 1997 they had risen to 610.

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