the 7c’s of effective communication

25 August 2008Nor Yasmin Jamaludin, ELD,

CELPAD, IIU 1

The 7C’s of Effective Communication


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Seven C’s?

1. Complete

2. Concise

3. Considerate

4. Concrete

5. Clear

6. Courtesy

7. Correct


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1 C’s: Complete

Provide all necessary information:

Consider complete when it contains all facts the audience needs in order to come to a certain decision.

Need to ascertain that the message send addresses the needs of all concerned.

A good test is to follow the 5 W’s questions: who, what, when, where and why


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Continue…

Answer all questions asked Give something extra, when desirable.

Why???

Complete messages will allow the receiver to decide correctly.

Able to built goodwill Avoid costly lawsuits if important information is missing Inconsequential message can be important if the

information is complete and effective


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Example 1

Suppose you are the president of your local Rotary club and receive the following inquiry from an out-of-town member:

I’m new to the city and would like to consider joining your club. As I will be visiting your club within the month, will you please tell me where the next meeting will be held?


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Answer!!!

If you answer only 1 question, your letter would be incomplete.

Since your reader is a newcomer, you need to include in your reply :

Directions for reaching the buildings Parking facilities Day, date and time of meeting Program of the next meeting

Your message will have something ‘extra’


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Example 2

Some additional examples of incomplete questions in faxes:

Fax 1: “Please fax me in return the departures from Singapore to Hong Kong on the 8th.”

Fax 2: “How come my request for an interview letter did not receive a response?”


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Answer to Fax 1!!!

You need to come up with something extra!!!

Indicate the followings:

Day Time Route (where?) Costs Departure Arrival


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Answer to Fax 2!!!

When was the letter sent?

Who sent it?

To whom was it sent?

Note: Need to sent a return letter or fax seeking the answers above!!!!


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Task 1: Complete: Incomplete letter to a new savings depositor.

Thank you for the confidence you have shown us by the account you recently opened.

All our facilities are at your disposal and anytime we can be of service, please call on us. Our appreciation is best expressed by our being of service to you.


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Answer :

Task 1: Refer to Words!!!


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2 C’s: Concise(stop here)

Define?

Conciseness is saying what you have to say in the fewest possible words without sacrificing the Conciseness quality.

To be concise is a prerequisite to effective business communication.


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Continue…

A concise message saves time and expense for both the sender and receiver.

Conciseness highlights emphasis; eliminating unnecessary words, you let important ideas stand out.

When combined with a ‘you-view’, concise messages are inherently more interesting to recipients


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More…Eliminate wordiness!!! Stick to the purpose of the message and

delete irrelevant words and rambling sentences.

1. Use single-word substitutes instead of phrases whenever possible without changing meanings.

Wordy: At this time Concise: Now


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More….on wordiness!!!

Wordy: Due to the fact that Concise: Because

Wordy: Have need for Concise: Need

Wordy: In due course Concise: Soon


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2. Omit trite unnecessary expressionsWordy:Please be advised that your

admission statement was received.

Concise: Your admission statement has been received.

Wordy:Allow me to say how helpful your response was.

Concise: ……………………………………...


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Answer!!!!

Wordy: Allow me to say how helpful your response was.

Concise: Your last response was helpful.


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3. Replace wordy conventional statements with concise versions.Wordy: Please find attached the list your

requested.

Concise: The list you requested is attached.

Wordy:Such refreshing comments are few and far between.


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Answer!!!

Wordy: Such refreshing comments are few and far between.

Concise: Such refreshing comments are scarce.


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4. Avoid overusing empty phrasesWordy: It was known by Mr. Smith that

we must reduce inventory.

Concise: Mr. Smith knew we must reduce inventory.

Wordy: There are four rules that should be observed.

Concise: …………………………………………


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Answer!!!

Wordy: There are four rules that should be observed.

Concise: Four rules should be observed.


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5. Omit “which” and “that” clauses whenever possibleWordy:She bought desks that are of the

executive type.

Concise: She bought executive-type desks.

Wordy:The receipt that is enclosed

documents your purchase.

Concise: The enclosed receipt documents your purchase.


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6. Eliminate unnecessary prepositional phrasesWordy: The issue of most relevance is

teamwork.Concise: The most relevant issue is

teamwork.

Wordy: In most cases the date of the policy is indicated in the upper right corner.

Concise: The policy date is in the upper right corner.


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7. Limit use of passive voiceWordy: The total balance due will be found on

page 2 of this report.

Concise: The balance due is on page 2 of this report.

Wordy: The reports are to be submitted by employees prior to 5:00, at which time they will be received by Mr. Jones.

Concise: Please submit your reports to Mr. Jones by 5:00


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More on wordiness: Include only relevant material.

The effective, concise message should omit not only unnecessarily wordy expressions but also irrelevant statements.

Include only relevant facts.


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Some suggestions1. Stick to the purpose of the message.

2. Delete irrelevant words and rambling sentences.

3. Omit information obvious to the receiver; do not repeat.

4. Avoid long introductions, unnecessary explanations, excessive adjectives and prepositions, pompous words, gushy politeness.

5. Get to the important point tactfully and concisely.


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Task 2

1. We hereby wish to let you know that our company is pleased with the confidence you have reposed in us.

2. At this time I am writing to you to enclose an interview card, which has been post-paid, for the purpose of arranging a convenient time when we might get together for a personal interview.


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Answer Task 2

1. We appreciate your confidence.

2. Please return the enclosed interview card to set up a convenient time for an interview.


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Avoid Unnecessary Repetition Unnecessary repetition leads to dullness.

Sometimes repetition is necessary for emphasis.

However, when said two or three times without reason, the message becomes wordy and boring


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Ways to eliminate repetition1. Use a shorter name after you have mentioned

the long one once.

2. For example, instead of the “North Central Company,” use “North Central”

3. Use pronouns or initials rather than repeat long names.

4. For example, instead of citing “American Association of Technical Analysis” again and again, use ‘it’ or ‘they’ or ‘AATA’


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More ….

5. When using well-known initials or acronyms, give the full reference first with the initials in parentheses: The north American Free Trade Agreement (NAFTA) is being debated in Congress.

6. Cut out all needless repetition of phrases and sentences.

7. Sometimes it is possible to combine two or even more sentences by using subordinate clause or phrases.


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Task 3

Will you ship us sometime, 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 15 inch blue felt arm-bands with white sewn letters in the center.


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Answer Task 3

Will you ship us 300 of the regular 3 by 15 inches blue felt arm-bands with white sewn letters in the centre in November.


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3 C’s: Considerate

To be considerate is to put yourself in their place:

You do not lose your temper You do not accuse You do not charge them without facts

Adopt the ‘you-attitude”

You adapt your language and message content to your receiver’s needs.


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More….

3 specific ways to indicate consideration are:

Focus on ‘you’ instead of ‘I’ and ‘we’

Show audience benefit or interest to the receiver.

Emphasize positive, pleasant facts


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Examples!!!

We-Attitude : I am delighted to announce that we will

be extending our hours to make shopping more convenient.

You-Attitude : You will be able to shop evenings with the extended hours.


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Examples!!!

Insensitive: You failed to enclose your cheque in the envelope.

Considerate 1: The cheque was not enclosed. (passive voice)

Considerate 2: The envelope we received did not have a cheque in it.

(depersonalized)


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Task 4

1. We’re sure you must be frustrated by the length of time it has taken to ship your order for Polish gargoyles. (We-Attitude)

2. Your contract tells you plainly that… (Insensitive).

3. You are completely off base in your proposal. (Insensitive)


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Answer Task 4

1. The Polish gargoyles you ordered will reach you within a week. (You-Attitude)

2. I’m always happy to discuss the contract terms with new employees. (Considerate: receiver as part of group)

3. We have differing interpretations of the utility of the proposal. (Considerate 1: sender-oriented with acceptance of responsibility)

4. The proposed plan has three aspects that need clarification. (Considerate 2: depersonalized)


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4 C’s: Concrete

To communicate concretely means being specific, definite and vivid.

Use denotative (direct, explicit) rather than connotative words ( ideas or notions suggested by or associated with a word or phrase)

For example, ‘Female’ may appear in the personnel file as part of a job description.

However, different connotations may occur when using terms such as ‘wife’, ‘mother’, ‘spinster’, ‘widow,’ ‘maiden’ or ‘matron’.

In which each of these terms refer to a female but with a wide ranging associations.


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More….

Receivers will be more likely to react favorably if the message written is beneficial, meaningful and understandable.

Be careful when using the word ‘you’ as sometimes it does not reflect the ‘you-attitude’

For example, ‘You will be glad to know that we now have a walk-up window open 7-9 am and 3-8 pm every weekday’.

Some readers might say “So what?”


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More….

Would be more meaningful and beneficial if the sentence is written as follows:

‘You can now take care of your banking needs at our new Walk-Up Window. It is open with a capable teller to serve you from 7-9 am and 3-8 pm. Monday through Friday.’


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More….Emphasize Positive, Pleasant Facts. Avoid using negative and unpleasant words For example: Negative – Unpleasant:

It is impossible to open an account for you today. We don’t refund if the returned item is soiled and

unsalable. Positive-Pleasant: ‘As soon as your signature

card reaches us, we will gladly open an account for you.’

‘We refund when the returned item is clean and resalable.’


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More….Examples on positive words and negative words Positive words: Benefit Happy Generous Pleasure Thoughtful Cordial Help Loyal thanks

Negative words: Blame Complaint Failed Fault Negligence Regret Trouble Unfair


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More….Use the Active Voice The subject performs the action described by the

verb.

In the active voice the verb is put up front.

For example: ‘The financial officer reported to the Board.’

In the passive voice it becomes: ‘The report by the financial officer was heard by the Board.’


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More…Why not Passive voice? 3 reasons: The subject does not do the acting in a

sentence. The verb consists of two or more words, one

of which is in some form of ‘to be’ (is, is being, am, are, was, were, will be, has, have been, had been or will have been)

The word ‘by’ is expressed or implied ( by whom or what)


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Example Passive (Subject

Receives the action)

The tests were administered by the professors.

Active (Subject Performs the action)

Professors administered the tests.


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Benefits of active verbs

Specific. “The dean decided” is more explicit than “A decision has been made.”

Personal. “You will note” is both personal and specific. “It will be noted” is impersonal.

Concise. The passive requires more words and thus slows both writing and reading. Compare “Figures show” with “It is shown by figures”.

Emphatic. Passive verbs dull action. Compare “The students held a contest” with “A contest was held by students”


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Exception!!!

When you want to avoid personal, blunt accusations or comments.

“The October cheque was not included” is more tactful than

“You failed to include…” “Attendance at the meeting is required” is less harsh than “You must attend…..”


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Task 5

1. When you travel on company expenses, you will not receive approval for first-class fare. (Negative – Unpleasant).

2. Grades of students will be sent to you by the school. (Passive: Subject receives the action).


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Answer Task 5

1. When you travel on company expenses, your approved fare is for tourist class. (Positive – Pleasant).

2. The school will send students their grades. (Active: subject performs the action)

the 7c’s of effective communication

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