7 C's

The principles of Business
Communication
 Introduction
 Business communication is the process of
sending and receiving oral and written signals
(messages) for any business concern, is the
activity that is to be performed most carefully
as a slight mistake, miscommunication or
misunderstanding may result in a huge
financial loss to the business organization.To
make a business message effective, and
communication in real sense of the word, we
follow certain principles which have come to
be known as SEVEN C’s.
Completeness
 The business message you are transmitting
should be complete in each and every respect
 To achieve the required completeness:
 Provide all necessary information
 The answers to five W’s (who, when, what,
where, why and how,if necessary) would
make your message clear to the requires
degree
 All questions asked should be answered
 Along with the questions stated clearly, those
questions should be answered which seem to
be buried within paragraph
Conti…
 When required, extra information should be
provided
 Sometimes your addressee may forget
certain important questions, in that case, you
must use your own discretion and sound
judgment to facilitate your addressee.
 The incomplete question “please fax me in
return the departures from Singapore to Hong
Kong on the 8th.”
Conciseness
 By conciseness is meant the quality of being

complete without saying too many of
words.Conciseness, in fact, refers to a
compressed style.
 To be concise:
 Avoid wordy expressions and use one word
in place of a phrase
 Have need for : need
 Due to the fact that : because
Cont..
 She bought desks that are of the executive type.
 She bought executive desks
 Only the relevant material should be included
 Stick to the purpose of your message
 Delete irrelevant words and rambling sentences
 The information already known to the audience
should be avoided, if necessary should be
subordinated
 Avoid long introductions, unnecessary
explanations
 Get to the important point tactfully & concisely
Conti…
 Unnecessary repetition should be
avoided
 Use a shorter name after you have
mentioned the long one.
 Use pronouns or initials rather than
longer names (USA)
 Cut out all needless repetition of
phrases and sentences.
Consideration
 Consideration means the preparation of
message with your receiver in your mind.
 Focus on “you” instead of “I” or “We”
 We-attitude: we are delightful to announce
that we will be extending our hours to make
shopping more convenient.
 You-attitude: you will be able to shop more
conviently with our extending hours.
Conti…
 Receivers may react more favorably when
they are shown their own benefit or interest.
 Positive and pleasant facts should be
emphasized.
 It is impossible to open an account for you
today
 As soon as your card reaches us we will
gladly open an account for you.
concreteness
 Communication concretely means being
specific, definite, and vivid rather than
vague and general.
 To communicate in concrete terms:
 Use specific facts and figures
 An exact, precise statement would
provide the required degree of
concreteness.
Conti…
 Vague, general
 Student GMAT are higher
 Concrete, precise
 1996, the GMAT scores are averaged 600,by
1997 they had risen to 610.
 The words like slightly, soon, several,etc.
always tend to create vagueness and
generality.however sometimes even these
general words are preferred
Conti…
 Put actions in your verbs
 Use the active verbs as they enable you to be
specific, personal, concise and emphatic.
 Avoid active when blunt accusations are
made,when the doer is not important.
 Put actions in verbs, not in nouns.
 The deadly verbs-be, give, have, hold, make,
put, take should be avoided.
 Professor will give consideration to his request.
 Professor will consider his request.
Conti…
 Put actions in verbs, not in infinitives
 Choose vivid, image-building words
 Sensory appeal
 Comparison
 Bland image
 This is a long letter
 More vivid image
 This letter is three times as long as you said it
would be
Conti..
 Figurative language
 Her work in group was exemplary
 More vivid
 She could be called the spark play of
the group.
Clarity
 Choose concrete, precise and familiar
words
 Pay-remuneration after-subsequent
 Construct effective sentences and
paragraphs
 Length-unity-coherence-emphasis
Courtesy
 True courtesy involves being aware not
only of the perspective of others, but
also their feelings.
 Courtesy stems from a sincere you-
attitude
 To be courteous
 Be sincerely tactful, thoughtful and
appreciative
Conti…
 Tactless, Blunt
 I rewrote that letter three times; the
point was not clear
 More tactful
 I am sorry the point was not clear;here
is another version.
 Thoughtfulness and appreciation
Conti…
 Use expressions that show respect
 Omit irritating expressions
 Omit questionable humor
 Choose indiscriminatery language
 Manpower, workers, employees
 Singular pronouns
 Previously masculine pronoun “he” was
accepted in expressions such as “any-me-
he”.however today the trend is to avoid “he”
when referring to a hypothetical person or
humanity in general.
Conti…
 Each customer will have the changes
noted on his bills.
 Customers will have the changes noted
on their bills.
correctness
 Use the right level of language
 Formal informal standard substandard
 Participate join isn’t,aren’t ain’t
 Edifice building desirous of desirous
 Check accuracy of figures, facts, and words.
 Maintain acceptable writing mechanics.
 The use of graphics
 The use of tables
conclusion
 Knowing the 7 C’s and using them well
help you become a better
communicator.

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The principles of Business

 By conciseness is meant the quality of being

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