7 Cs of Communication

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

Completeness
Answer all questions that are asked Give something extra when desirable Check for five Ws & one H
Who What When Where Why and How

Your business message is complete when it contains all the facts the reader/listener needs for the reaction you desire.

Remember that communicators differ in their mental filters; they are influenced by their background, viewpoint, needs, attitudes, status, emotions, etc.

Completeness is important for several reasons

1. to get desired results 2. To build goodwill 3. To help avert costly lawsuits

Remember
If you have no information, say NO If you have unfavorable information, reply with tact and honesty List the needed details before answering the enquiry Sometimes write more to the sender, may be they do not know what they want

Situation Analysis
Thank you for the confidence you have shown in us by the account you recently opened. Thank you for the confidence you have shown in Allied Bank by the saving account you recently opened.

Exercise-1
You are the president of an industry association and have received the following inquiry from an out of town member, I think I would like to attend my first meeting of the association, even though I am not acquainted with your city. Will you please tell me where the next meeting is being held?
How would you reply to this letter keeping in mind Completeness of the message?

Conciseness
1. Eliminate wordy expressions 2. Include only relevant statements
be focused prune & avoid long explanations

3. Avoid unnecessary repetitions, explanations/instructions

Exercise -2
Find single word substitutes for the phrases

Along the same lines At this time Date of policy Due to the fact/reason that In order to In some cases In most cases For a price of From the point of view of

1. Similarly/Like 2. Now 3. Policy date 4. Because 5. To 6. Sometimes 7. Usually 8. At 8. As

She bought desks that are of the executive type.

She bought executive-type desks.

Say it clearly - once

Researchers found that national rates of breast cancer inversely correlate to solar radiation exposure. In other words, breast cancer occurs at a much higher rate in colder, cloudier northern regions than in sunnier southern regions.

Where does your natural gas come from?

Most of the natural gas used in the United States comes from domestic gas production. The remainder comes from imports, primarily from Canada. Domestic gas production and imported gas are usually more than enough to satisfy customer needs during the summer, allowing a portion of supplies to be placed into storage facilities for withdrawal in the winter, when the additional requirements for space heating cause total demand to exceed production and import capabilities.

Exercise -3
Rewrite 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 3 contd
We hereby wish to let you know that we fully appreciate the confidence you have reposed in us. We ..

Consideration
Focus on YOU instead of I & WE
Show reader benefit & interest Emphasize positive& pleasant facts Apply integrity & ethics

Ex.4 -Write with a you attitude to show consideration We will soon ship the goods you ordered. We pay eight percent interest on -----

Ex 5-Avoid negative unpleasant words to show consideration

1. When you travel on company expense, you will not receive approval for first class fare.
2. To avoid further delay and inconvenience , we are sending this report by express mail.

Ex 6:Rewrite

the sentence to show reader benefit.

Because we have not written to you in some time , please help us bring our record by filling and returning the other half of the card .

Concreteness
Use specific facts and figures
Put action into verbs Choose vivid image building words

Use more adjectives and adverbs

Ex:7- Rewrite the following in concrete form to avoid vagueness. This computer reproduces campaign letters fast.
Our product has won several prizes.

These brakes stop a car within a short distance.

These Goodson power brakes stop a 2-ton car travelling 60 miles an hour, within 20 feet.

Ex:8-Put action into the words by using active instead of passive voice.
Tests were made by us.
A full report will be sent to you by the supervisor. The report will be given consideration by my Singh.

Ex : 9-Use vivid image building words adjectives and adverbs The camera has a system that gives good pictures.

Clarity
Choose short , familiar & conversational words Construct effective sentences and paragraphs by unity of idea and sequencing Include examples, illustrations & visual aids

Ex: 10-Choose a conversational style

After scrutiny of important data the conclusion is that a lucrative market exists for the subject property .

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

Courtesy
Be sincere , tactful, thoughtful and appreciative
Omit expressions that hurt , irritate, or insult Grant apologies graciously

Ex : 11-Show courtesy by avoiding tactless & blunt language 1. Your letter is not clear at all. 2. Obviously, if you would read your policy carefully you will be able to answer these questions yourself.

3. Apparently you have already forgotten what I wrote to you two weeks ago.

Ex : 12-Use gender friendly substitutes

Mankind The best man for the job Manmade Manpower Businessman Salesman Chairman

Ex 12 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

1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14.

died The rich Used Bathroom Fat Dumb The poor Handicapped On the streets School Boss Janitor Mad Medicine

1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14.

Passed away Elite class Pre-owned Restroom Big-boned Speech impaired Working class Disabled Homeless Institute Supervisor Custodian Mentally challenged Medication

1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14.

Died Deaf Dead Handicapped Kill False teeth Information Waitress Manhole cover Cancer Garbage man Sick Lie Crippled

1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14.

Expired Hearing impaired Breath impaired Wheelchair-user Depopulate the area Dental appliances Directory assistance Server Maintenance utility cover The big C Sanitation worker Health impaired Misinform Physically impaired

Correctness
Use the right level of language Check accuracy of facts, figures and words Maintain acceptable writing mechanics Choose non-discriminatory language Use parallel language (Parallel: Mary likes to hike, to swim, and to ride

a bicycle. OR Mary likes to hike, swim, and ride a bicycle. Mary likes hiking, swimming, and bicycling.

Cluttering Phrase
1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. along the lines of at the present time for the purpose of the reason that in accordance with in the meantime in the near future in the neighborhood of in very few cases in view of the fact that on the basis of on the occasion of with regard to, with reference to with a view to 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14.

Substitute
like now For because, since By Meanwhile Soon about, around Seldom since, because By On about to

Long Words
The decision was predicated on the assumption that an abundance of monetary funds was forthcoming. They acceded to the proposition to terminate business.

Short, Simple Words

The decision was based on the belief that there would be more money

They agreed to quit business.

During the preceding year the Last year the company lost company operated at a money. financial deficit.

Long Words
Prior to accelerating productive operation, the supervisor inspected the machinery.

Short, simple words

Before speeding up production, the supervisor inspected the machinery.

Definitive action was effected subsequent to the reporting date.

The unanimity, of current forecasts is not incontrovertible evidence of an impending business acceleration.

Final action was taken after the reporting date.

Agreements of the forecasts are no proof that business will get better.

Not This
1. 2. 3. We were caught flatfooted. He frequently shoots from the hip. We would be up the creek without a paddle. 4. They couldn't make head or tail of the report. 5. The sales campaign was a flop. 6. I'll touch base with you on this problem in August. 7. Take an educated guess on this question. 8. Your sales report put us in orbit. 9. Take an educated guess on this question. 10. We will wind down manufacturing operations in November.

But This
1. 2. We were surprised. He frequently acts before he thinks. 3. We would be in a helpless situation. 4. They couldn't understand the report. 5. The sales campaign was a failure. 6. I'll talk with you about this problem in August. 7. Answer this question to the best of your knowledge. 8. Your sales report made us very pleased. 9. Your prediction was correct. 10. We will end manufacturing operations in November.

Dull and Stiff

1. This is to advise that we deem it a great pleasure to approve subject of your request as per letter of the 12th inst. 2. Pursuant to this matter, I wish to state that the aforementioned provisions are unmistakably clear.
3. Herewith enclosed please find . . . I deem it advisable . . .

Friendly and Conversational

1. Yes, you certainly may use the equipment you asked about in your August 12 letter. 2. These contract provisions are quite clear on this point.

3. Enclosed is ... I suggest . .

Dull and Stiff

1. I herewith hand you . . . 2. Kindly advise at an early date . .. 3. The undersigned wishes to advise that the aforementioned contract is at hand. 4. Please be advised that you should sign the form before the 1st. 5. I hope this meets with your approval. 6. Submitted herewith is your notification of our compliance with subject standards.

Friendly and Conversational

1. Here is ... 2. Please let me know soon . . . 3. I have the contract 4. You should sign the form before the 1st.

5. I hope you approve.

6. Attached is notification of our compliance with the standards.

Principles of Clear Writing

Faulty Idiom
1. 2. 3. 4. 5. 6. 7. authority about comply to enamored with equally as bad in accordance to in search for listen at 1. 2. 3. 4. 5. 6. 7.

Correct Idiom
authority on comply with enamored of equally bad in accordance with in search of listen to

Negative Emotion / Expression

Transforms into

1. Anxious
2. Confused 3. Destroyed 4. Disgusted

1. A little concerned, expectant

2. Curious
3. Set back 4. Surprised 5. Learning

5. Failure

Negative Emotion / Expression

Transforms into

1. I hate 2. Insulted 3. Lost 4. Painful

1. I prefer 2. Misunderstood 3. Searching 4. Uncomfortable

5. Stressed

5. Busy

GOOD WORD
1. Attractive
2. Confident 3. Curious 4. Fast 5. Fortunate

GREAT WORD
1. Gorgeous
2. Unstoppable 3. Fascinated 4. Ballistic 5. Blessed

GOOD WORD
1. Interesting 2. Like

GREAT WORD
1. Captivating 2. Relish

3. Nice
4. Quick

3. Fantastic
4. Explosive

5. Smart

5. Gifted

Racially or ethnically biased

1 An Indian accountant was hired 2 James Lee, an African American applied. An accountant was hired. James Lee applied.

Age Biased
1 The law applied to old people. 2 Maryam Khan, 55, was transferred. 3 a lively old gentleman The law applied to people above 65 Maryam Khan was transferred A man

4 old
5 a little old lady

senior
A woman

Disability Biased
1 afflicted with, suffering from, crippled by 2 defect, disease has

condition

3 confined to a wheelchair

uses a wheelchair

Gender Biased
1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. lady doctor woman attorney cleaning woman waiter/waitress mankind airhostess, steward salesman businessman each worker office boy executives and their wives doctor attorney cleaner server humanity cabin attendant salesperson businessperson All workers office attendant executives and their spouses

Language Biased
Any applicant for the position of fireman must submit a medical report signed by his physician.

Because she is confined to a wheelchair, we look for restaurants without stairs. Every employee is entitled to see his personnel file.
We hired Adam John, a Japanese American, for the position of communications coordinator. Representing the community are a businessman, a lady attorney, and a lady doctor.

Unfamiliar/Familiar
Unfamiliar 1 conceptualization 2 commensurate 3 materialize 4 remunerate 5 terminate Familiar Question Equal Appear Pay End

Negative/Positive
Negative Positive You failed to include your Well mail your order as soon credit card number, so we as we receive your credit card cannot mail your order. number.

Your letter of May 2 Your May 2 letter describes a claims that you returned a headset you returned. defective headset
You cannot park in lot H You may park in Lot H starting until April 1 April 1 You wont be sorry that You will be happy that

Sender-focused
1 We offer an audiocassette language course that we have complete faith in.

Receiver-focused

The sooner you order the audiocassette language program, the sooner the rewards will be yours. 2 The HR Department requires that You can be one of the first the enclosed questionnaire be employees to sign up for the new completed immediately so that we career development program. Fill can allocate our training resource out the attached questionnaire funds. and return it immediately. 3 To enable us to update out So that you may promptly receive stockholder records, we ask that dividend checks and information the enclosed card be returned. related to your shares, please return the enclosed card. 4 Our warranty becomes effective Your warranty begins working for only when we receive an owners you as soon as you return your registration. owners registration.

You-Oriented
I/We View You View

I have scheduled your vacation to begin We have shipped your order by UPS, and we are sure it will arrive in time for the sales promotion. I am asking all of our employees to respond to the attached survey regarding working conditions.

You may begin your vacation.

Your order will be delivered by UPS in time for your sales promotion. Because your ideas count, please complete the attached survey regarding working conditions.