7 principles of communication
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PRINCIPLE OF WRITTEN COMMUNICATION
OR
7 CS. OF COMMUNICATION
OREFFECTIVE COMMUNICATION THROUGH 7 CS.
7Cs.
1. Clarity
2. Completeness3. 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.
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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.
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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 transmittersmind 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:
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[1] Use Simple Words
[Simple and Short words are more effective than
heavy words]
Avoid Demonstrate Instead, use Show
Utilize - use Use
Terminate - use End
Facilitate - use Help
[2] Use Single Word instead of Long Phrases:
[A single word is more effective than Long Phrases]
Always instead of At all times
Now At the present time
If In the event of
Fully To the fullest possibleextent
Please Will you be kind enough
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[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 make a decision
Consider take into consideration
as we agreed pursuant to our agreement
[4] Avoid Double Entry:
Double Entry Simple
Actual fact - Fact
Mid-centre - Middle or centre
Enclosed herewith - Enclosed
Could you please - Could you
11A.M. in the morning - 11 A.M.
Previous experience - ExperienceAbsolutely complete - Complete
During the year 1997 - During 1997
My personal opinion - My opinion
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[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 Concrete and Effective
Goods are being Goods will be dispatched
despatched soon on 02nd July 2012
Your savings earn a Your savings earn 15%
high rate of interest interest compounded
annually.
[6] Avoid Ambiguity:
If your message/word is not vivid, or vague, non-
transparent etc., it is ambiguous.
[e.g]
[A] - Only the Report has been checked by the
manager.
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[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 readereasily understanding of the message]
e.g. Ram went to forest with Sita, where he met
Guga on the way to cross a river, intermediarily
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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.
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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:
If your customer has 4 queries and
you answer
only two of them, it will not bring the desired result.
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While answering the letter, denote
a paragraph each
to all his questions and number the paragraphs.
This practice will save your answer
from getting lost
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:
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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?
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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.
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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.
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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 You Attitude
I was happy to hear that Thank you for your letter/
my letter of January 05 assurance that you had
provided sufficient sufficient information
information.
I would like to express Thank you for your kind
my sincere thanks for the words
good words
b] Avoid Gender Bias:
Now that the business world is no longerdominated
by men, it is extremely important to avoid gender
bias.
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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.
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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.
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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.
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Examples of words that generates negative impulses
and positive and pleasant words to replace them:
Negative Positive
Complain Department Customer Service Department
Down Payment Initial Investment
Cheap Economical
Bossed Supervised
4. 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.
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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 aletter 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.
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Particularly, when used with you, they became
provocative.
Expressions like you forgot, you failed, yourirresponsible 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 beingkind to you.
Courtesy in various types of communication:
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[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
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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 areabsolutely 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 shouldknow the correct legal position before you commit
anything.
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[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
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the information required, his psychological make-
up, 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,
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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 increasedlikelihood 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
jewellary is
This Diamond costs
only Rs.3000/-.
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inexpensive
Your report will be
discussed by a
Committee
A Committee will
discuss your report.
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