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Effective Communication:
Seven Cs

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For transmitting effective written or oral messages,
Certain principles must be followed. These principles
advocated by Francis J. Bergin provide guidelines for
choice of content and style of presentation adapted to
the purpose of the receiver of the message.
They are also called the seven Cs of communication.

They are:
1. Completeness
2. Conciseness
3. Clarity
4. Correctness
5. Consideration
6. Courtesy
7. Concreteness

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Completeness
• Every communication must be complete and adequate.
• Incomplete messages keep the receiver guessing, create
misunderstanding and delay actions.
• Every person should, therefore, be provided with all the required
facts and figures.
• For example, when factory supervisor instructs workers to
produce, he must specify the exact size, shape, quality and cost
of the product. Any assumptions behind the messages should
also be clarified.
• While answering a letter, all the questions raised in the letter
must be replied.

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 A complete message offers the following
benefits:
• Complete messages are more likely to bring the desired results
without the expense of additional messages.
• They can do a better job of building goodwill. Messages that contain
information the receiver needs show concern for others.
• Complete messages can help avert costly lawsuits that may result if
important information is missing.
• Communications that seem inconsequential can be surprisingly
important if the information they contain is complete and effective.
As you strive for completeness, keep the
following guidelines in mind:
• Answer all questions asked.
• Give something extra, when desirable.
• Check for the five W's and any other essentials.

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Conciseness
• In business communication, you should be brief and be
able to say whatever you have to say in fewest possible
words without sacrificing the other C qualities.
Conciseness is desired because of the following benefits:
I. A concise message saves time and expense for both
sender and receiver.
II. Conciseness contributes to emphasis; by eliminating
unnecessary words, you let important ideas stand out.
III. When combined with a “you-view”, concise messages
are inherently more interesting to recipients as they
avoid unnecessary information.

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To achieve conciseness try to observe
the following suggestions:
 Eliminate wordy expressions.
 Include only relevant statements.
 Avoid unnecessary repetition.
 Organize your message well.
EXHIBIT 1
Wordy : at this point of time
Concise : now
Wordy : due to the fact that
Concise : because
Wordy : in considerable number of cases
Concise : often
Wordy : in close proximity to
Concise : nearby 6
Clarity
• The message must be put in simple terms to ensure Clarity.
• Clarity means getting your message across so the receiver will
understand what you are trying to convey.
• You want that person to interpret your words with the same
meaning you have in mind.
• Accomplishing that goal is difficult because, as you know,
individual experiences are never identical, and words have
different meanings to different persons.
Here are some specific ways to help make your
messages clear:
1. Choose short, familiar, conversational words.
2. Construct effective sentences and paragraphs.
3. Achieve appropriate readability (and listenability).
4. Include examples, illustrations, and other visual aids, when desirable.
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Correctness
• The term correctness as applied to business messages means
right level of language and accuracy of facts, figures and words.
• If the information is not correctly conveyed, the sender will lose
credibility.
• Transmission of incorrect information to superiors will vitiate
decision making process.
• Transmission of incorrect information to outsiders will spoil the
public image of the firm.
• To covey correct messages, grammatical errors should also be
avoided.
• You should not transmit any message unless you are absolutely
sure of its correctness.

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• If your message involves any legal matter, you should
know the correct legal position before you commit
anything.
• All 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.
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Consideration
• Consideration means that you prepare every message with
the recipient in mind and try to put yourself in his or her
place.
• Try to visualize your readers (or listeners)—with their
desires, problems, circumstances, emotions, and probable
reactions to your request.
• Then handle the matter from their point of view.
• This thoughtful consideration is also called "you-
attitude," empathy, the human touch, and understanding
of human nature. (It does not mean, however, that you
should overlook the needs of your organization.)

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In a broad but true sense, consideration underlies the
other six C's of good business communication.

• You adapt your language and message content to your

receiver's needs when you make your message complete,
concise, concrete, clear, courteous, and correct.
However, in four specific ways you can indicate you are
considerate:

• Focus on "you" instead of "I" and "we."

• Show reader benefit or interest in reader.
• Emphasize positive, pleasant facts.
• Apply integrity and ethic.

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Courtesy
• Courteous messages help to strengthen present business
friendships, as well as make new friends.
• Courtesy stems from sincere you-attitude.
• It is not merely politeness with mechanical insertions of
"please's" and "thank-you'd."
• Courtesy is more important and advantageous in business writing
than it is in face to face communication or conversation.
Courteous message strengthen present relations and make new
friends. It is a goodwill building.
• Answer your mail promptly
• Be sincerely tactful thoughtful and appreciative
• Use expressions that show respect

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Concreteness

• Communicating concretely means being

specific, definite, and vivid rather than vague
and general.
• The following guidelines should help you
compose concrete, convincing messages:
• Use specific facts and figures.
• Put action in your verbs.
• Choose vivid words.

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