LECTURE # 12

Chapter # 09: Effective Communication in Business Organizations

Meaning of Effective Communication

 A two way information sharing process which involves one party sending a message that is
easily understood by the receiving party.
 In the business context, the communication is effective if the information shared among the
company employees contributes towards the organization’s commercial success.
 The effective communication includes not just the way you use the words but also covers
several other skills such as, non-verbal communication, ability to understand your own emotions
as well as of the other person with whom you are communicating, engaged listening, ability to
speak assertively, etc.

Effective Communication : 7 C’s

When 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 for your target group?
These principles also tell about style and importance of the message.
These principles commonly known as Seven C’s (7C’s) of effective communication

Why they are called as 7 C’s

 Seven C’s are the seven most useful qualities of effective communication.
 They are called seven C’s because name of each of these qualities starts with a ‘C’, and they are
seven in numbers, therefore they are called Seven C’s.
 Although they are just seven small words starting with a letter ‘C’ but their importance for
effective business communication is same as the importance of seven seas of the world.

Seven C’s of Effective Communication

The 7 C’s of Effective Communication:
1) Completeness
2) Conciseness
3) Consideration
4) Clarity
5) Concreteness
6) Courtesy
7) Correctness

Page | 1
1) 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
Significance / Importance / Advantages

> It enhances the reputation of the organization

> It helps in better decision making
> It persuades the audience
> It brings the desired results without the expense of additional message
> It is essential to make the message effective

2) Conciseness
> Conciseness is saying what you have to say in fewest / least possible words without sacrificing
the other ‘C’ qualities (7 C’s).
> A message should be as concise as possible. However, it not be attained at the cost of the
principle of completeness.

Significance / Importance / Advantages

 It serves to both sender & receiver on time & expenses
 Must avoid wordy message but these contains necessary information
 It provides short and essential message in limited words
 It is more appealing and comprehensive to the audience

3) 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.

Considering Factors
 Take audience into consideration by knowing the viewpoints, background, mindset,
educational level etc.
 Always write a message in such a way how audience should be benefited from it.
 Always show / write to reader considering his/her query.
 Try to put yourself in their place & you must be aware of their desires, emotions and
probable reactions to your interest.
Focus on “you” instead of “I” or “We”

Page | 2
 Example on Focus

 ‘We’ attitude
I am delighted to announce that we will extend to make shopping more.
(personal pronoun has been considered!!!)
We are delighted to announce that we will extend our service to make shopping more.
(Here absence of two C’s – consideration and conciseness !!!!)
 ‘You’ attitude
“You will be able to shop in the evening with the extended hours.”

4) Clarity

> Clarity means getting the meaning of message accurately from the head of the sender
into the head of the receiver.

> A message should be absolutely clear so that the receiver can understand what the
sender wants to convey.

> The sender always expects that the receiver interprets the message with the same
meaning

> An ambiguous message will not be able to make effective communication

Significance / Importance / Advantages

1) Clarity implies emphasizing on a specific goal or objective at a time, rather than trying to
move away from track
2) Clarity helps to understand the message easily
3) Complete clarity of thoughts and ideas enhances the meaning of message.
4) Clarity comes with the use of exact, appropriate and concrete words

5) Concreteness

 Concrete means exactness, specific, definite or vivid rather than vague or general.
 Use words that form sharp and clear meanings in reader’s mind.
 Concrete information cannot be misinterpreted.
Considering Factors
 Your receiver must know exactly what is required or desired.
 Message should be specific instead of general

Page | 3
  Message should be understandable
[Misunderstanding of words creates problems for both parties i.e. sender and receiver]
 When you talk to your client always use specific facts and figures instead of generic or
irrelevant information.
 Put actions in your verbs
 Choose image building words

Example on Focus
General
Ali is very intelligent student in his class and stood also first in the class.
Concrete
Ali achieved highest GPA (3.90/4.00) in Business Communication and stood first in his class

6) Courtesy
 Courtesy means polite behavior or good manner. It involves being aware of the
perspective of others and their feelings.

 Writing or speaking in conversational tone, emphasizes on readers viewpoint and

carefully selecting positive words which will generate courtesy.
 Courtesy means being polite, kind, judicious, enthusiastic and convincing.
 Courtesy is not merely to show politeness with magnetized assertion of ‘please’ and
‘thank you’, but it is politeness that grows out of respect and concern for others

7) 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 convey correct messages, grammatical errors should also be avoided.
 You should not transmit any message unless you are absolutely sure of its correctness.
 At the core of correctness is proper grammar, punctuation & spelling.

Page | 4
 Considering Factors
 At the core of correctness is proper grammar, punctuation and spelling.

 However, message must be perfect grammatically and mechanically but still insult or a
lose customer.
The term correctness, as applied to business messages also mean the following 3
characteristics-
o Use the right level of language
o Check the accuracy of figures, facts and words
o Maintain acceptable writing mechanics
.

Page | 5