7 Principles of Communication

7/30/2019 7 Principles of Communication

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PRINCIPLE OF WRITTEN COMMUNICATION

OR

7 CS. OF COMMUNICATION

OREFFECTIVE COMMUNICATION THROUGH 7 CS.

7Cs.

1. Clarity

2. Completeness3. Conciseness

4. Consideration

5. Courtesy

6. Correctness

7. Concreteness

These principles are of fundamental importance and

relevant to all media, but they are most important to

written Communication.


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1. CLARITY:

a) Clarity of thought:

During communication, the transmitter should

have a great deal of clarity in his idea.

Because, if the idea is fuddled, it is likely to mar

the entire communication process.

The communicator must be clear about three

points.

(i) What is the objective of communication?

(ii) What is to be communicated?

(iii) Which medium will prove to be the most

suitable for this purpose.

(e.g.) Storage of Inflammable material in a factory

Warning or prohibiting smoking there

In words and visual media i.e. a poster

showing a cross mark on a lighted

cigarette.


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Leaving this, if the Management puts warning

symbol somewhere in the Common Notice Board,

the message may go unheeded and the purpose

would be defeated.

b] Clarity of Expression:

The receiver learns about the idea in the transmittersmind through the coded message.

If encoding is faulty, the message may be

misinterpreted.

So, it is important to be careful while encoding the

message.

Since most of the messages are transmitted with the

help of words, the transmitter should be careful about

the meanings and organization of words.

The following points about the choice of words

deserve attention:


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[1] Use Simple Words

[Simple and Short words are more effective than

heavy words]

Avoid Demonstrate Instead, use Show

Utilize - use Use

Terminate - use End

Facilitate - use Help

[2] Use Single Word instead of Long Phrases:

[A single word is more effective than Long Phrases]

Always instead of At all times

Now At the present time

If In the event of

Fully To the fullest possibleextent

Please Will you be kind enough


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[3] Use Verbs for Nouns:

Using Verbs in place of nouns often brings about

simplicity and clarify.

Use Conclude instead of come to a conclusion

Decide make a decision

Consider take into consideration

as we agreed pursuant to our agreement

[4] Avoid Double Entry:

Double Entry Simple

Actual fact - Fact

Mid-centre - Middle or centre

Enclosed herewith - Enclosed

Could you please - Could you

11A.M. in the morning - 11 A.M.

Previous experience - ExperienceAbsolutely complete - Complete

During the year 1997 - During 1997

My personal opinion - My opinion


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[5] Use Concrete Expressions:

[Concrete expressions create visual images that are

easy to register]

So, instead of vague, generalized statements give

definite facts.

Vague and General Concrete and Effective

Goods are being Goods will be dispatched

despatched soon on 02nd July 2012

Your savings earn a Your savings earn 15%

high rate of interest interest compounded

annually.

[6] Avoid Ambiguity:

If your message/word is not vivid, or vague, non-

transparent etc., it is ambiguous.

[e.g]

[A] - Only the Report has been checked by the

manager.


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[only the report and nothing else]

- The Report has only been checked by the

Manager.

[has only been checked and no further action has

been taken]

- The Report has been checked by the Manager

only.

[only by the Manager and none else]

[B] A bookseller received a Telegram as follows:

Please send me urgently 2 copies of Business

English and Indian Economy

The above message is ambiguous.

[7] Use Short Sentences:

[Usage of Short Sentences will make the readereasily understanding of the message]

e.g. Ram went to forest with Sita, where he met

Guga on the way to cross a river, intermediarily


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warred against Vali, won the battle, restored the

Rajya to Sukriv and proceeded further for his

vanavas, where his wife Sita was abducted by Ravan

while under the protection of Lakshman.

[8] Do Not Use Jargon Words:

Mr. Kumar drank Adams ale.

Anent your advertisement for the post of _______, I

would like to apply for the same.

Apropos your appeal, we have considered your

request.

The rendezvous took place yesterday in Le

Meridians Hotel.

2. COMPLETENESS:

In Business Communication, completeness of facts is

absolutely necessary.

Incomplete Communication irritates the reader.


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If wrong action follows an incomplete message, the

total action will be a futile exercise.

For example, you are ordering a Saree/Shirt by mail.

Then, your communication must contain all the

relevant facts - Size, Colour, Quality, Grade,

Quantity, Price, etc., Plus mode of payment, mode

of despatch etc.

In the absence of any of the above said information,

the order may not be materialized to your

satisfaction.

i.e. the message you send should be organized in

such a manner that the receiver has no doubts about

anything contained in it.

a) While answering a letter, make it sure that you have

answered all the questions:

If your customer has 4 queries and

you answer

only two of them, it will not bring the desired result.


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While answering the letter, denote

a paragraph each

to all his questions and number the paragraphs.

This practice will save your answer

from getting lost

in a jungle of words.

b) Check for 5 Ws: Who, What, Where, When and Why + How

The above 5 Ws + 1H will help you to make your

message complete.

For example.

While announcing a meeting, specify When the

meeting is to be held, Where it is to be held, Why the

meeting is being held, What is to be discussed in the

meeting. Who has to attend the meeting, and may be

How members are expected to reach the venue.

3. CONCISENESS:


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The communication should not be unnecessarily

lengthy.

It should be as brief as possible.

Brevity in expression effectively wins the attention

of the reader.

At the same time, brevity should not be affected at

the cost of clarity, correctness, completeness or

courtesy.

Indeed, there is no hard and fast rule for the length of

a letter.

A complete letter should be as long as or as short as

necessary to tell the story effectively.

There are 2 tests to ascertain whether a letter is too

long or not.

A 2-Page letter may seem to be short, while a

10-line letter may seem to be too long.

Does it say more than what is needed?


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Does it take too many words for what is must

say?

The 4 rules, as given below, will help you to achieve

conciseness in your message:

a] Include only relevant facts: Make sure your message does not get

encumbered by unnecessary details.

b] Avoid Repetition

Repetition induces monotony or irritation.

The reader expects you to say something additional.

But, when he comes to know that you are repeating

something, he feels cheated.

c] Avoid Lengthy Sentences:

i) For a number of times - frequently or often

ii) In close proximity to - nearby

iii) Enclosed herewith please find is enclosed.


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d] Organize your message well:

Use simple and short words as well as sentences.

Ensure that your message is coherent [proper

organization of words].

4. CONSIDERATION: In our communication, we must show consideration

for the reader. This can be done in the following

ways:

a] Adopt the You Attitude

It is natural that every person is interested more in

himself than in a third party.

Therefore, when we write letters to others, they are

effective and the readers respond to our letters well

only when we write from their point of view.


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So, to make our letter more effective, we must avoid

Is and Wes and we should have as many as

Yous as possible.

We Attitude You Attitude

I was happy to hear that Thank you for your letter/

my letter of January 05 assurance that you had

provided sufficient sufficient information

information.

I would like to express Thank you for your kind

my sincere thanks for the words

good words

b] Avoid Gender Bias:

Now that the business world is no longerdominated

by men, it is extremely important to avoid gender

bias.


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Using he when a message is going to a lady will

certainly cause offence.

So, take timely precautions.

[i] Use words free from Gender Bias:

The Chairperson handled the situation tactfully

[and NOT Chairman].

The police was deputed [NOT policeman]

[ii] Use a slash to include both the alternatives:

Dear Sir/Madam,

Ladies and Gentlemen,

Gentlemen/Ladies

[iii] Use plural forms for both the Genders:

The Members expressed their opinion

freely.

Dont say Each member cast his vote.


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Instead, say All the members cast their

vote.

3. Emphasize Positive, Pleasant Facts:

On many occasions, you may have to reuse, say No

regret, disagree, complain or say Sorry.

We swallow sugar-coated without any grumble.

Similarly, in a business letter, the reader accepts

calmly and coolly all the Nos, regrets, and sorrys, if

they are expressed in a positive manner.

An approach with a negative beginning or a negative

connotation irritates the reader and makes him feels

that you lack business manners and gentlemanliness.

A positive approach, on the other hand, convinces

the reader of your helplessness or your genuine

difficulties etc.

In other words, a positive and pleasant approach says

No but retains the customers goodwill.


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Neg: We regret to inform you that we will not be able

to execute your order till

Pos.: Thank you for your orders. The goods will be

sent to you as soon as .

Neg.: It is very unfortunate that your payment was

received too late to permit us to ship your goods.

Pos.: It was kind of you to send us cheque for your

order of April 10. However, your goods were mailed

C.O.D. last Monday, since our credit department

assumed that you would need them as quickly as

possible.

Avoid these negative words

Fear, mistake, disagree, unwelcome, wrong, damage,

unpleasant.

Prefer these words:

Please, thank you, welcome, happy, praise, admire,

appreciate, agree, courtesy, cheerful, satisfactory, you are

right.


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Examples of words that generates negative impulses

and positive and pleasant words to replace them:

Negative Positive

Complain Department Customer Service Department

Down Payment Initial Investment

Cheap Economical

Bossed Supervised

4. Impart Integrity to your message:

Showing integrity is perhaps the best way of

showing consideration.

Integrity involves the observance of ethical

principles sincerity and fair treatment.

These values should not be discarded as redundant to

the modern materialistic world.

They are the staple food to nourish growth.

Nothing will impress the revceiver of your message

more than these 2 simple virtues.

5.COURTESY:

In business, we must create friendliness with all

those to whom we write.


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Friendliness is inseparable from courtesy.

Courtesy demands a considerate and friendly

behavior towards others.

The following principles help to promote courtesy:

[a] Answer the letters promptly:

In business, it is a general practice to answer aletter the same day it is received.

Sometimes, you might need a back reference or

may have to refer to different departments for

clarification of certain points or may need the

consent of higher authorities.

In all these cases, you should at least acknowledge

the letter received and intimate the probable time

you require to send a full reply.

[b] Omit Irritating Expressions:

Some words and expressions are negative in

connotation and irritate the reader.


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Particularly, when used with you, they became

provocative.

Expressions like you forgot, you failed, yourirresponsible approach are bound to irritate or hurt

the reader.

So, one should avoid them.

[c] Apologize sincerely for Omission/Thank

generously for a favour:

If you have overlooked or failed to do something,

express your regrets promptly and sincerely and

make up for the omission at the earliest.

If someone does a favour to you, acknowledge it

promptly and thank the person generously for beingkind to you.

Courtesy in various types of communication:


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[a]Horizontal Level [Neutral Level]:

Before writing, employ empathy.

Empathy is the ability to imagine how you

would feel, if you were in someone elses

situations.

Organize your message on the basis of the

feedback you get from within.

[b] Upward Communication To Superiors:

Keep your message brief and complete.

Be courteous and respectful.

Superiors respect efficiency rather than

flattery.

[c] Downward Communication To subordinates:

Be brief, clear and courteous


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Dont be over-critical or rude.

Dont be sarcastic

If you want to criticize, be tactful, so that you

dont offend.

6. CORRECTNESS:

[a] Give Correct Facts:

Business communication often leads to expensive

operations.

So, you should be sure that you are transmitting correct

facts in correct language.

You should not transmit any message, unless you areabsolutely sure of its correctness.

If you are not, you should immediately verify it from

an encyclopedia, an office file, a colleague, a

dictionary or even a grammar book.

If your message involves any legal matter, you shouldknow the correct legal position before you commit

anything.


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[b] Send your Message at the Correct Time:

All the messages must be transmitted and responded

to at the most appropriate time.

Outdated information is useless.

Since Communication is an expensive process,

transmitting outdated information involves wastage

of time, money and human resources.

The principle of correct timing also stipulates that

you communicate your message at a time when it is

likely to prove most effective.

[c] Send your Message in the Correct Style:

This is known as adaptability.

You must adapt your message according to the

needs of the receiver.

You must keep before you, his educational

background, the width of his vocabulary,

specialized knowledge of the subject, the depth of


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the information required, his psychological make-

up, his relationship to you or to your organization

etc.

If he is a layman, all jargons must be excluded and

facts should be explained in a simple language.

If he is an expert in the subject, you should adapt

accordingly.

While adapting your message to the needs of your

receiver, you must so change it that you preserve

the factual as well as emotional content.

7. CONCRETENESS:

Concreteness of message is an essential

requirement of effective communication.

This means, being specific, definite and vivid

rather than vague and general.

In oral communication, we cant draw tables,

diagrams, or graphs to make our statements vivid,


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but we can choose precise words to convey the

correct message and support it by relevant facts.

If the message is specific, there would be increasedlikelihood that the message is interpreted by the

receiver as intended by the sender.

For sending concrete message, the following

guidelines should be followed:

[a] Use concrete expression.

[b] Use Specific facts and figures

[c] Put action in your verbs

[d] Choose vivid, image-building words.

Concrete expressions create visual images that are

easy to register.

So, instead of vague, generalized statements,

definite facts should be given as follows:

Vague and General Concrete and Effective

This piece of

jewellary is

This Diamond costs

only Rs.3000/-.


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inexpensive

Your report will be

discussed by a

Committee

A Committee will

discuss your report.

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7 Principles of Communication