PRINCIPLE OF WRITTEN COMMUNICATION OR 7 CS. OF COMMUNICATION OR EFFECTIVE COMMUNICATION THROUGH 7 CS.

7Cs.
1. Clarity 2. Completeness 3. 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.

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.

 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 transmitters mind 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:

[1] Use Simple Words [Simple and Short words are more effective than heavy words] Avoid Demonstrate Instead, use Show Utilize Terminate Facilitate use Use use End use Help

[2] Use Single Word instead of Long Phrases: [A single word is more effective than Long Phrases] Always Now If Fully Please instead of At all times At the present time In the event of To the fullest possible extent Will you be kind enough

[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 Consider make a decision take into consideration

as we agreed

pursuant to our agreement

[4] Avoid Double Entry: Double Entry Actual fact Mid-centre Enclosed herewith Could you please Fact Middle or centre Enclosed Could you 11 A.M. Experience Complete During 1997 My opinion Simple

11A.M. in the morning Previous experience Absolutely complete During the year 1997 My personal opinion -

[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 Goods are being despatched soon Your savings earn a high rate of interest [6] Avoid Ambiguity: If your message/word is not vivid, or vague, nontransparent etc., it is ambiguous. [e.g] [A] - Only the Report has been checked by the manager. Concrete and Effective Goods will be dispatched on 02nd July 2012 Your savings earn 15% interest compounded annually.

[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 reader easily understanding of the message] e.g. Ram went to forest with Sita, where he met Guga on the way to cross a river, intermediarily

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.

 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: you answer only two of them, it will not bring the desired result. If your customer has 4 queries and

 a paragraph each

While answering the letter, denote to all his questions and number the paragraphs.

from getting lost

This practice will save your answer 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:

 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?

 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.

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.

 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 I was happy to hear that my letter of January 05 provided sufficient information. I would like to express my sincere thanks for the good words b] Avoid Gender Bias: Now that the business world is no longer dominated by men, it is extremely important to avoid gender bias. Thank you for your kind words You Attitude Thank you for your letter/ assurance that you had sufficient information

 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.

 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.

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.

 Examples of words that generates negative impulses and positive and pleasant words to replace them: Negative Complain Department Down Payment Cheap Bossed 4. Positive Customer Service Department Initial Investment Economical Supervised

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.

 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 a letter 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.

 Particularly, when used with you, they became provocative. Expressions like you forgot, you failed, your irresponsible 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 being kind to you. Courtesy in various types of communication:

[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

 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 are absolutely 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 should know the correct legal position before you commit anything.

[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

the information required, his psychological makeup, 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,

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 increased likelihood 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 This Diamond costs jewellary is only Rs.3000/-.

inexpensive Your report will be A Committee will discussed by a discuss your report. Committee

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