22504598 Chapter 2 7Cs of Business Communication A

8/3/2019 22504598 Chapter 2 7Cs of Business Communication A

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7 Cs of Business Communication7 Cs of Business Communication

Why do we write a business letter?Why do we write a business letter?

When we write a business letter, we areWhen we write a business letter, we are

trying to convince someone to act or react intrying to convince someone to act or react in

a positive way.a positive way.

Our reader will respond quickly only if ourOur reader will respond quickly only if ourmeaning is crystal clear.meaning is crystal clear.


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The 7 Cs of effectiveThe 7 Cs of effective

communicationcommunication1.1. CompletenessCompleteness

2.2. ConcisenessConciseness

3.3. ConsiderationConsideration4.4. ConcretenessConcreteness

5.5. ClarityClarity

6.6. CourtesyCourtesy

7.7. CorrectnessCorrectness


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CompletenessCompleteness

Your business message is complete when it contains allYour business message is complete when it contains allthe facts, the reader or listener needs for reaction youthe facts, the reader or listener needs for reaction youdesire.desire.

CommunicatorsCommunicators--Sender and receiversSender and receivers--differ in their mentaldiffer in their mental

filters; they are influenced by their backgrounds,filters; they are influenced by their backgrounds,viewpoints, needs, experiences, attitudes, status, andviewpoints, needs, experiences, attitudes, status, andemotions.emotions.

Because of these differences, communication sendersBecause of these differences, communication sendersneed to assess their messages through the eyes ofneed to assess their messages through the eyes ofreceivers to be sure they have included all relevantreceivers to be sure they have included all relevant

information.information.

Provide all necessary informationProvide all necessary information

Who, what, where, when, why, how?Who, what, where, when, why, how?

Answer all questions askedAnswer all questions asked

Give something extra, when desirableGive something extra, when desirable


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CompletenessCompleteness -- examplesexamples

Q: How come my request for an interviewQ: How come my request for an interview

did not receive a response?did not receive a response?

A: W

hen was t

he letter sent?

To w

hom? W

ho

A: W

hen was t

he letter sent?

To w

hom? W

hosent it?sent it?

Q: Im new to the city, and would like toQ: Im new to the city, and would like to

join your club. When is the next open join your club. When is the next open

day?day?

A: Where are we? How to get here?A: Where are we? How to get here?


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ConcisenessConciseness

Conciseness is saying what you have toConciseness is saying what you have to

say in the fewest possible words withoutsay in the fewest possible words without

sacrificing th

e oth

er C qualities.sacrificing th

e oth

er C qualities. Eliminate wordy expressionsEliminate wordy expressions

Include only relevant materialInclude only relevant material

Stick to t

h

e purpose of th

e messageS

tick to th

e purpose of th

e message Avoid unnecessary repetitionAvoid unnecessary repetition

Leads to dullnessLeads to dullness


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Eliminate Wordy Expressions:Eliminate Wordy Expressions:

At this timeAt this time

NowNow

Due to the fact thatDue to the fact that

BecauseBecause

Have need forHave need for NeedNeed

In due courseIn due course

SoonSoon


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Omit unnecessary expressionsOmit unnecessary expressions

Allow me to say how helpful your last response wasAllow me to say how helpful your last response was

Your last response was helpfulYour last response was helpful

Replace wordy conventional statementsReplace wordy conventional statements

Please find attached the list you requestedPlease find attached the list you requested

The list you requested is attachedThe list you requested is attached

Avoid overusing empty phrasesAvoid overusing empty phrases

There are four rules that should be observedThere are four rules that should be observed

Four rules should be observedFour rules should be observed


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Omit which and that clause whenever possible.Omit which and that clause whenever possible.

She bought desksShe bought desks thatthatare of the executive type.are of the executive type.

She bough executiveShe bough executive--type deskstype desks

Eliminate unnecessary prepositional phrases.Eliminate unnecessary prepositional phrases.

The issueThe issue ofofmost relevance is teamwork.most relevance is teamwork.

The most relevant issue is teamwork.The most relevant issue is teamwork.

Limit use of passive voiceLimit use of passive voice

The reports are to be submitted by employee prior tpThe reports are to be submitted by employee prior tp5:00 at which time they will be received by Mr. Jones5:00 at which time they will be received by Mr. Jones

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


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ConsiderationConsideration

Consideration means preparing every message with theConsideration means preparing every message with themessage receiver in your mind.message receiver in your mind.

You are considerate when you do not lose your temper, you doYou are considerate when you do not lose your temper, you donot accuse, you do not charge them without facts.not accuse, you do not charge them without facts.

Focus on you instead of I and weFocus on you instead of I and we

You are foremost aware of their desires, problems, circumstances,You are foremost aware of their desires, problems, circumstances,emotions, and probable reactions to your request.emotions, and probable reactions to your request.

This thoughtful consideration is also called you attitude, empathy, theThis thoughtful consideration is also called you attitude, empathy, thehuman touch, and understanding.human touch, and understanding.

Show audience benefit or interest in the receiverShow audience benefit or interest in the receiver Readers react positively when benefits are shown to themReaders react positively when benefits are shown to them

Emphasise positive, pleasant factsEmphasise positive, pleasant facts

Readers will react positively or negatively to certain wordsReaders will react positively or negatively to certain words


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ConsiderationConsideration

Examples:Examples:

I am delighted to announce that we will beI am delighted to announce that we will beextending ourhours to make shopping moreextending ourhours to make shopping more

convenientconvenient You will be able to shop evenings with theYou will be able to shop evenings with the

extended hoursextended hours(Focus on You Insteadof I)(Focus on You Insteadof I)

It is impossible to open an account for you today.It is impossible to open an account for you today.(Negative, Unpleasant)(Negative, Unpleasant)

When we receive proof of ID we will gladly open anWhen we receive proof of ID we will gladly open anaccount for youaccount for you (Emphasis on Positive, PleasantFacts)(Emphasis on Positive, PleasantFacts)


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ConcretenessConcreteness

Communicating concretely means being specific,Communicating concretely means being specific,definite, and vivid rather than vague and general.definite, and vivid rather than vague and general.

Often it means using denotative (direct, explicit, oftenOften it means using denotative (direct, explicit, oftendictionary based) rather than connotative words (ideas ordictionary based) rather than connotative words (ideas ornotions suggested by or associated with a word ornotions suggested by or associated with a word orphrase)phrase)

Thus, the termThus, the term femalefemale may appear in a personal foldermay appear in a personal folderas a part of a job description, yet widely differentas a part of a job description, yet widely differentconnotations may occur when using terms asconnotations may occur when using terms as wife,wife,mother, spinster, widow, maiden, matron,mother, spinster, widow, maiden, matron, orordowager.dowager.


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ConcretenessConcreteness

Guide Lines for creating concrete messages:Guide Lines for creating concrete messages:

Use specific facts and figuresUse specific facts and figures

It is desirable in bot

horal & written communicationIt is desirable in bot

horal & written communication

Example:Example:

Shes a brainShes a brain (Vague, General, Indefinite)(Vague, General, Indefinite)

Her gradeHer grade--point average in 2006 was 3.9 on apoint average in 2006 was 3.9 on a

fourfour--point scale.point scale. (Concrete, Precise)(Concrete, Precise)


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ClarityClarity

Getting the meaning from yourhead into the head of yourGetting the meaning from yourhead into the head of yourreaderreader accuratelyaccurately

Guideline No.1 for Communicating with ClarityGuideline No.1 for Communicating with Clarity

Your audience will understand better if you Choose precise,Your audience will understand better if you Choose precise,concrete and familiar wordsconcrete and familiar words

FamiliarFamiliar PretentiousPretentious

AboutAbout circa (L)circa (L)

After

After subsequentsubsequentHomeHome domiciledomicile

For exampleFor example e.g. (L)e.g. (L)

PayPay remunerationremuneration

InvoiceInvoice statement for paymentstatement for payment


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ClarityClarity

Example of Unfamiliar/Familiar sentences:Example of Unfamiliar/Familiar sentences:

Unfamiliar:Unfamiliar:

After our perusal of pertinent data, the conclusion is thatAfter our perusal of pertinent data, the conclusion is thatlucrative market exists for the subject property.lucrative market exists for the subject property.

FamiliarFamiliar

The date we studied show that your property is profitableThe date we studied show that your property is profitable

and in high demand.and in high demand.


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ClarityClarity

Guideline No. 2 for Communicating with ClarityGuideline No. 2 for Communicating with Clarity

Your audience will understand better if you constructYour audience will understand better if you constructeffective sentences and paragraphs. This includes:effective sentences and paragraphs. This includes:

Length of sentence:Length of sentence: Try for 17Try for 17--20 words per sentence20 words per sentence Unity:Unity: In a sentence keep one idea at a time. If you wantIn a sentence keep one idea at a time. If you want

to add another idea, it should be closely related to theto add another idea, it should be closely related to thefirst one.first one.

Example: I like Jim, and Eiffel

Tower is in

Paris

Example: I like Jim, and Eiffel

Tower is in

Paris

Above sentence is obviously is not a unified sentence.Above sentence is obviously is not a unified sentence.

Coherence:Coherence: In a coherent sentence the words areIn a coherent sentence the words arecorrectly arranged so that the ideas clearly express thecorrectly arranged so that the ideas clearly express theintended meaning.intended meaning.


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ClarityClarity

Example of Coherent and nonExample of Coherent and non--coherent sentences:coherent sentences:

Unclear: Being an excellent lawyer, I am sure you can help usUnclear: Being an excellent lawyer, I am sure you can help us

Clear: Being an excellent lawyer, you can surely help usClear: Being an excellent lawyer, you can surely help us

Unclear: Our report is about testing, broken down in unit andUnclear: Our report is about testing, broken down in unit and

functional methodsfunctional methods

Clear: Our report on testing focused on unit and functional methodsClear: Our report on testing focused on unit and functional methods

Unclear: After planting 10, 000 berry plants, the deer came into ourUnclear: After planting 10, 000 berry plants, the deer came into ourbotanists arm and crushed them.botanists arm and crushed them.

Clear: After our botanist had planted 10,000 berry plants, the deerClear: After our botanist had planted 10,000 berry plants, the deer

came into his farm and crushed themcame into his farm and crushed them


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CourtesyCourtesy

The courtesy involves being aware not only of theThe courtesy involves being aware not only of theperspective of others, but also their feelings.perspective of others, but also their feelings.

Knowing your audience allows you to use statements ofKnowing your audience allows you to use statements ofcourtesycourtesy

Be sincerely tactful, thoughtful and appreciativeBe sincerely tactful, thoughtful and appreciative

Use expressions that show respectUse expressions that show respect

Choose nonChoose non--discriminatory expressions, for example idiscriminatory expressions, for example innorder to avoid gender discrimination you can use:order to avoid gender discrimination you can use:

Entering student instead of freshmanEntering student instead of freshman Workers, employees instead of manpowerWorkers, employees instead of manpower

The best candidate for the position instead of the best man forThe best candidate for the position instead of the best man forthe position.the position.


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CourtesyCourtesy

Clearly, you did not read my latest faxClearly, you did not read my latest fax

Sometimes my wording is not precise; let me try againSometimes my wording is not precise; let me try again(Tactfulness)(Tactfulness)

Manpower vs. EmployeesManpower vs. Employees (More Desirable as its non(More Desirable as its non--sexist term)sexist term)

ManMan--made vs. manufacturedmade vs. manufactured

The best man for the job vs.The best man for the job vs. The Best CandidateThe Best Candidate

Anyone who comes to the class late will get his gradeAnyone who comes to the class late will get his gradereducedreduced

Students who come late to class will have their gradesStudents who come late to class will have their gradesreducedreduced (Avoid using he/him)(Avoid using he/him)


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CorrectnessCorrectness

At the core of Correctness is proper grammar,At the core of Correctness is proper grammar,punctuation, and spelling.punctuation, and spelling.

However, a message may be perfect grammatically andHowever, a message may be perfect grammatically and

mechanically but still insult or lose a customermec

hanically but still insult or lose a customer

The term Correctness, as applied to businessThe term Correctness, as applied to businessmessages, also means the following threemessages, also means the following threecharacteristics:characteristics:

Use the right level of languageUse the right level of language

Check accuracy of figures, facts, and wordsCheck accuracy of figures, facts, and words

Maintain acceptable witing mechanics.Maintain acceptable witing mechanics.


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CorrectnessCorrectness Use the right level of Language:Use the right level of Language:There are three levels of language: formal,There are three levels of language: formal,

informal, and substandard.informal, and substandard.

FormalFormalwriting this often associated with scholarly writing: doctoral dissertations,writing this often associated with scholarly writing: doctoral dissertations,scholarly articles, legal documents, top level government agreements, and otherscholarly articles, legal documents, top level government agreements, and othermaterial where formality is demanded.material where formality is demanded.

InformalInformalwriting is more characteristic of business writing. Here you use words thatwriting is more characteristic of business writing. Here you use words thatare short, well known, and conversational as follows:are short, well known, and conversational as follows:

Formal vs. informalFormal vs. informal

Participate/joinParticipate/join

Procure/getProcure/get

Endeavour/tryEndeavour/try

Ascertain/find outAscertain/find out

Deem/thinkDeem/think


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Avoid using substandard language:Avoid using substandard language:

Substandard vs. more appropriateSubstandard vs. more appropriate

Aint vs. isntAint vs. isnt Aim at proving vs. aim to proveAim at proving vs. aim to prove

Irregardless vs. regardlessIrregardless vs. regardless

Should of vs. should haveShould of vs. should have


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Accept vs. exceptAccept vs. except Accept is a verb and means to receive; Except is a verb or aAccept is a verb and means to receive; Except is a verb or a

preposition and relates to omitting or leaving out.preposition and relates to omitting or leaving out.

Between vs. amongBetween vs. among

Between involves two people, among three or moreBetween involves two people, among three or more

Effect vs. affectEffect vs. affect Effect is a noun, affect is a verbEffect is a noun, affect is a verb

Farther vs. furtherFarther vs. further Farther used for distance in space, further for distance in time,Farther used for distance in space, further for distance in time,

quality or degreequality or degree

Imply, inferImply, infer Imply means suggest; infer means to concludeImply means suggest; infer means to conclude


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END OF CaHPTER NO. 2END OF CaHPTER NO. 2


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Other tipsOther tips UK EnglishUK English

Punctuation goes after quotationsPunctuation goes after quotations

The doctor said Hello George.The doctor said Hello George.

Abbreviations finish with a period only ifAbbreviations finish with a period only ifthe last letter of the abbreviation is not thethe last letter of the abbreviation is not thelast letter of the wordlast letter of the word

vs (versuvs (versuss), Dr (docto), Dr (doctorr), Mr (miste), Mr (misterr))

etc. (et cetera), tel. (telephone)etc. (et cetera), tel. (telephone) Abbreviations finish with a period if theyAbbreviations finish with a period if they

spell a regular wordspell a regular word

in. (inches), no. (number)in. (inches), no. (number)


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Other tipsOther tips UK EnglishUK English

Certain wellCertain well--known abbreviations do notknown abbreviations do nottake periodstake periods

am (ante meridium), pm (post meridium)am (ante meridium), pm (post meridium)

Initials do not take periodsInitials do not take periods

CIA, FBI, USA, etc.CIA, FBI, USA, etc.

If an abbreviation uses only one period,If an abbreviation uses only one period,then it can finish a sentence:then it can finish a sentence:

The window is 30 in.The window is 30 in.

I bought many types of cheese, such asI bought many types of cheese, such as

cheddar, feta, brie, etc.cheddar, feta, brie, etc.


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Common abbreviationsCommon abbreviations

ca. Circa approximately

cf. confer compare

e.g. exempli gratia for example

et al. et alii and the othersetc. et cetera and so on

ibid. ibidem in the same place as the previous

reference

i.e. id est that is

N.B. Nota Bene note well

P.S. post scriptum an addition to the main text

viz. videlicet namely

22504598 Chapter 2 7Cs of Business Communication A

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