• The "7 C’s of Communication" is a much-quoted

list, first provided by Cutlip and Center in 1952

in Effective Public Relations.
• The 7 C’s of Communication is a checklist
that helps to improve the professional
communication skills and increases the chance
that the message will be understood in exactly
the same way as it was intended.
• Example :
• Statement 1 : After our perusal of pertinent
data, the conclusion is that a lucrative market
exists for the subject property.
• Statement 2: The data we studied show that your
property is profitable and in high demand.
Clarity
• Clarity implies emphasizing on a specific
message or goal at a time, rather than trying to
achieve too much at once.
Clarity in communication has following features:
• It makes understanding easier.
• Complete clarity of thoughts and ideas
enhances the meaning of message.
• Clear message makes use of exact,
appropriate and concrete words
 • Use short, familiar,
Clarity • Simple conversational words
1.

• Achieve appropriate readability (and listen ability).

2. • Use proper punctuation

• Construct effective sentences and paragraphs

3. • Giving Concrete sentence and details

• Logical Sequence of ideas

• Include examples, illustrations, and other visual aids, when desirable.
4.
• Statement 1:
• Conduct a meeting tomorrow for the employees.
• Statement 2:
• Conduct a meeting tomorrow at Conference hall
From 3pm to 4 pm for the employees of
production department regarding the
introduction of new machine.
Completeness
• Incomplete messages keep the receiver guessing
,create misunderstanding and delay actions.
• Every person should , therefore , be provided with
all the required facts and figures.
• Analyse the receiver’s mind and send him that
message according to his intellectual level
• 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.
SIX Questions to be considered for
Effective communication
• Example:
• Message: Will you ship us sometimes anytime during the
month of October would be fine or even November if you
are rushed (November would suit us just as well, in fact a
little bit better) 300 of the regular 3- by inch blue felt
arm bands with white sewn letters in the center . Thank
you in advance for sending these along to us by parcel
post, and not express as express is too expensive.

• CONCISE : Please ship parcel post , before the end of

November,300 regular 3- by 15 inch blur felt armbands
with white sewn letters in the center
Conciseness
• Conveying the information in fewest possible words
without sacrificing the other C qualities.
• Conciseness is desired because of the following benefits:
1. A concise message saves time and expense for both
sender and receiver.
2. Conciseness contributes to emphasis; by eliminating
unnecessary words, you let important ideas stand
out.
3. When combined with a “you view”, concise messages are
inherently more interesting to recipients as they avoid
unnecessary information.
Conciseness
Include Only Relevant Information:
• Stick to the purpose of message
• Omit information obvious to the receiver
• Delete irrelevant words and confusing sentences.
Avoid Unnecessary Repetition:
Use Abbreviations instead of long word
• Example:
• Statement : The PNG collage has good
placement.
• Concrete and Precise information : Among 2000
students of PNG collage 1600 students are
placed.
• The placement details are:
• List of Company Name – No. of students placed.
Concreteness
• Being specific , definite, and vivid rather than vague and
general.
• Use Specific facts and figures

• The term concreteness as applied to business messages means right

level of language and accuracy of facts, figures and words.

• General messages lead to misunderstandings that affect both the

sender and the receiver.

• 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.

• You should not transmit any message unless you are absolutely sure of
its correctness.
• Example:
• Communication from management : I am
delighted to announce that we will be extending
our hours to make shopping more convenient .

• Worker’s attitude: We will be able to shop in the

evenings with the extended hours.
Consideration

1)Consideration means that you prepare every

message with the recipient in mind and try
to put yourself in his or her place.
2)Try to visualize your readers
(or listeners)with their desires, problems,
circumstances, emotions, and probable reactions
to your request.
3)Then handle the matter from their point of view
4) You adapt your language and message
content to your receiver's needs
Consideration implies “stepping into
the shoes of others”
Focus on "you" instead of "I" and
"we.“

Show reader benefit or interest in

reader.

•Emphasize positive, pleasant

facts.

•Apply integrity and ethic

• Example:
• Statement 1 : Fill the form to open an account.
• Statement 2 : Wait, you can meet the manager
• Statement 3: What is your customer ID

• Statement 1: I request you to fill the application in

order to open an account
• Statement 2: Can you please wait for a while so that
you could meet the manager
• Statement 3: May I know your customer ID please
Courtesy
• Courtesy in message implies the message should show
the sender’s expression as well as should respect the
receiver.
• The sender of the message should be sincerely polite,
judicious, reflective and enthusiastic. Courteous
message has following features:
• Courtesy implies taking into consideration both
viewpoints as well as feelings of the receiver of the
message
• Courteous message is positive and focused at the
audience.
• It makes use of terms showing respect for the
receiver of message.
• It is not at all biased
Courtesy
• Courteous messages help to strengthen 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."To be
courteous, considerate communicators should follow
these suggestions regarding tone of the communications.
• Be sincerely tactful, thoughtful, and appreciative.
• Omit expressions that irritate, hurt, or belittle.
• Grant and apologize good-naturedly.
Example 1 : I don’t believe its finally Friday.
Example 2 :Sam felt a lot of anger and bitterness
as a result of Krish decision. This is what ended
everything.
Example 3 : Although it was raining, but we had
the picnic.
Example 1 : I don’t believe it’s (it is) finally Friday.
Example 2 : Sam felt a lot of anger and bitterness
as a result of Krish’s decision. Her choice ended
everything.
Example 3 : Although it was raining, we had the
picnic.
Correctness
• Proper grammar,punctuation and spelling
• Use the right level of language
• Check accuracy of the figures,facts and words
• Maintain acceptable writing mechanics
• Adapting the right tone for conveying a message
is basic to the success of communication.
• Builds confidence.
7 C’s OF COMMUNICATION
• Clarity
• Completeness
• Conciseness
• Concreteness
• Consideration
• Courtesy
• Correctness