7Cs of Communication

1. CORRECTNESS
Correct communication is an error-free communication.At the time of encoding, if the encoder has comprehensive knowledge about the decoder of message, it makes the communication easy. The encoder should know the status, knowledge and educational background of the decoder. Correctness means: Use the right level of language

Correct use of grammar, spelling and punctuation
Accuracy in stating facts and figures
Correctness in message helps in building confidence

2.Clarity
Clarity means getting the meaning of messages accurately form the head of the sender into head of the receiver. An ambiguous message will not be able to make effective communication. When the subject matter is clearly presented communication becomes effective. Clarity of communication can be achieved in following ways:

•Use simple words. Example: use ‘home’ instead of ‘domicile’, use ‘show’ instead of ‘demonstrate’ etc. •Use single words. Example: use ‘now’ instead of ‘at the present time’. •Use short sentences and paragraphs. Try to keep average sentence length within 17 to 20 words. Clarity makes comprehension easier.

3. 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. Incomplete message create confusion or misinterpret or irritate the readers or receivers.

Check for ‘5 W’ questions- who, what, where, when and why. For example, while announcing a meeting, specify
i. When the meetin is to be held?
ii. Where it is to be held?
iii. Why it is to be held?
iv. What is to be discussed in the meeting?
v. Who is to attend the meeting?
Completeness brings the desired response.

4.Conciseness
A message should be as short as possible. Concise means saying to sender in a fewest possible words. Your audience doesn’t want to read six sentences when you could communicate your message in three. The reader may feel disturbed in receiving a long message. Moreover, business executives do not have much time to go through a long message. But the necessary information should be given in the message. Achieving conciseness does not mean to loose completeness of message. Eliminate wordy expression. Example: use now instead of ‘at this time’ use because instead of ‘due to the fact that’ etc. Conciseness saves time.

5. 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. Consideration demands to put oneself in the place of receiver while composing a message. •Focus on ‘You’ instead of ‘I’ and ‘We’. Example: use ‘you will surely appreciate new discount policy’ instead of ‘I am sure that new discount policy will be attractive to you’ •Avoid insensitive ‘You’. Example: use ‘The envelope we receive did not have a cheque in it’ instead of ‘you failed to enclose your cheque in the envelop’. •Emphasize positive and pleasant facts.

•Applying integrity and ethics.
Consideration means understanding of human nature.

6. Courtesy
Courteous communication is friendly, open, and honest. There are no hidden insults or passive-aggressive tones. Courtesy means not only thinking about receiver but also valuing his feelings. Much can be achieved by using polite words and gestures, being appreciative, thoughtful, tactful, and showing respect to the receiver. Avoid anger. Courtesy builds goodwill. Courtesy strengthen relations.

7. Concreteness:

Concrete means exactness, specific, definite or vivid rather than vague or general When your message is concrete, then your audience has a clear picture of what you’re telling them. There are details (but not too many!) and vivid facts, and there’s laserlike focus. Your message is solid.

Bad Example
Consider this advertising copy:
The Lunchbox Wizard will save you time every day.
A statement like this probably won’t sell many of these products. There’s no passion, no vivid detail, nothing that creates emotion, and nothing that tells people in the audience why they should care. This message isn’t concrete enough to make a difference. Good Example

How much time do you spend every day packing your kids’ lunches? No more! Just take a complete Lunchbox Wizard from your refrigerator each day to give your kids a healthy lunch AND have more time to play or read with them! This copy is better because there are vivid images. The audience can picture spending quality time with their kids – and what parent could argue with that? And mentioning that the product is stored in the refrigerator explains how the idea is practical. The message has come alive through these details.