7 C’s of communication

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To ensure better communication, certain principles are to be followed. There are seven C’s in communication which is known as guiding principles of communication. The seven C’s of communication are discussed below:

1. Principle of clarity: The message prepared for communication should be clear. Clarity means getting the meaning of messages accurately form the head of the sender into head of the receiver. An ambiguous message will not be able to make effective communication. When the subject matter is clearly presented communication becomes effective. Clarity of communication can be achieved in following ways:

Use simple words. Example: use ‘home’ instead of ‘domicile’, use ‘show’ instead of ‘demonstrate’ etc.
Use single words. Example: use ‘now’ instead of ‘at the present time’.
Use short sentences and paragraphs. Try to keep average sentence length within 17 to 20 words.
Use concrete expression. Example: use ‘John will come on 5th June’ instead of ‘John will come on soon.’
Prefer active construction. Example: use ‘John eats orange’ instead of ‘Orange is eaten by John.’
Avoid jargon words. A jargon word refers to profession, trade or field of study related words. Example: use describe instead of ‘delineate’, use speak instead of ‘verbalize’ etc.
Avoid double entry. Example: use '7 a.m.' instead of '7 a.m. in the morning.

2. Principle of completeness: The subject matter of communication should be complete. It should not be partial or incomplete message. Complete message contains all necessary facts and information that the readers or receivers need to understand. The receiver should get a clear idea about the subject matter. Incomplete message create confusion or misinterpret or irritate the readers or receivers.

3. Principle of correctness: The facts and information provided in the message should be accurate and correct languages. Any wrong information in the message may create confusions. As a result, communication failure may occur. The following suggestions can help to write correct message:

Use writes form of language. Business communication should contain informal language. Example: use informal word joins instead of informal word ‘participate’, use get instead of ‘procure’ etc.
Sending the message at correct time.
Sending the message in correct style.
Check accuracy of figures, fact and words before transmitting them.

4. Principle of conciseness: A message should be as short as possible. Concise means saying to sender in a fewest possible words. It saves time and expanse for both sender and receiver. The reader may feel disturbed in receiving a long message. Moreover, business executives do not have much time to go through a long message. But the necessary information should be given in the message. The following guideline can help to write concise message:

Eliminate wordy expression. Example: use now instead of ‘at this time’ use because instead of ‘due to the fact that’ etc.
Eliminate surplus word. Example: use “The machine damaged by the fire were repaired” instead of “The machines that were damaged by the fire were repaired.”

5. Principle of concreteness: Concrete means exactness, specific, definite or vivid rather than vague or general. Business communication use words that form sharp and clear meanings in reader’s mind. The following guideline can help to write concrete message:

Use specific facts and figures. Example: use ‘he has a significant loss in businesses instead of ‘he has a 60 percent loss in business.’
Use verbs that indicate action. Example: use ‘John will consider the assignment’ instead of ‘John will give consideration to the assignment’.
Choose vivid and image building words. Example: use ‘the product glazes like a mirror and you can see your face into it ‘instead of ‘the product is fantastic.

6. Principle of Consideration: Consideration means that the sender prepares every message keeping the receiver in mind. Here the sender should consider the problems, desire, circumstances, emotion, and probable reaction of the reader or receiver. The following guideline should in consideration principle:

Focus on ‘You’ instead of ‘I’ and ‘We’. Example: use ‘you will surely appreciate new discount policy’ instead of ‘I am sure that new discount policy will be attractive to you’, Thank you for your assurance to got you sufficient information’ instead of ‘I was happy to hear that my letter provided you sufficient information’ etc.
Avoid insensitive ‘You’. Example: use ‘The envelope we receive did not have a cheque in it’ instead of ‘you failed to enclose your cheque in the envelop’.
Emphasize positive and pleasant facts.
Applying integrity and ethics.

7. Principle of courtesy: Courtesy means polite behavior or good manner. It involves being aware of the perspective of others and their feelings. Writing or speaking in positive words which will generate courtesy. Following guideline should maintain in courtesy principle:

Answer the letter promptly
Be sincere, tactful and thoughtful.
Single out the reader by name. Example: ‘As you agree, Mr. John’
Avoid anger. Example: we will not tolerate the condition.
Avoid irritate expression. Example: ‘You failed’, ‘you forgot’, ‘you claim’ etc.
Use expression that shows respect.
Avoid discriminatory expression. Example: use ‘Chairperson’ instead of ‘chairman’, use ‘workers/employees’ instead of ‘Manpower’ etc.

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