7 C’s of Communication

7 C’s of Communication offer a comprehensive framework for effective communication in any context. Developed by Scott M. Cutlip and Allen H. Center in their book “Effective Public Relations,” these principles serve as guiding pillars to enhance clarity, coherence, and impact in conveying messages.

1. Clarity:

Clarity ensures that the message is understandable to the recipient. Ambiguity can lead to misinterpretation and confusion. Communicators must strive for simplicity and precision in their expression, avoiding jargon or complex language that may hinder comprehension. Clear communication involves organizing thoughts logically and presenting them in a straightforward manner.

For instance, instead of saying, “We might possibly need to revisit the budget,” say, “We need to review the budget.”

2. Conciseness:

Conciseness involves conveying information succinctly without sacrificing clarity. In today’s fast-paced world, attention spans are limited, making brevity a valuable asset. Communicators should aim to deliver their message efficiently, avoiding unnecessary details or verbosity. Concise communication respects the recipient’s time and enhances the likelihood of engagement.

For example, instead of saying, “In light of the current circumstances, it is my opinion that we should consider alternative options,” say, “Given the situation, we should explore other options.”

3. Concreteness:

Concreteness entails using specific facts, figures, and examples to substantiate the message. Abstract or vague statements can weaken the impact of communication, whereas tangible evidence adds credibility and relevance. By grounding their message in concrete details, communicators provide clarity and ensure that their points resonate with the audience.

For instance, instead of saying, “Sales were good last quarter,” say, “Sales increased by 15% compared to the previous quarter.”

4. Correctness:

Correctness pertains to the accuracy and precision of the message. Errors in grammar, spelling, or factual information can undermine credibility and diminish trust. Communicators must meticulously review their content to eliminate mistakes and maintain professionalism. Additionally, adhering to industry-specific terminology and standards reinforces the accuracy of the message.

For example, instead of saying, “The meeting is at 3:00 PM on Monday, May 17th, at the conference room,” say, “The meeting will be held at 3:00 PM on Monday, May 17th, in the conference room.”

5. Coherence:

Coherence refers to the logical consistency and flow of the message. Information should be presented in a sequential and organized manner, allowing recipients to follow the progression of ideas effortlessly. Transitional phrases and logical connectors facilitate coherence, guiding the audience through the communication process. A coherent message fosters understanding and retention.

For instance, instead of saying, “You need to improve your performance,” say, “Let’s discuss ways to enhance your performance.”

6. Completeness:

Completeness ensures that the message contains all necessary information for the recipient to grasp its significance fully. Omissions or gaps in communication can lead to misunderstandings or incomplete decision-making. Communicators should address the key aspects of the topic at hand, providing sufficient context and details to support comprehension. Anticipating the audience’s informational needs enhances the completeness of the message.

“Please send me the report,” say, “Please send me the quarterly sales report by Friday, including the analysis section.”

7. Courtesy:

Courtesy emphasizes the importance of respect and consideration in communication. Politeness, empathy, and sensitivity to the recipient’s feelings contribute to a positive interaction. Courteous communication fosters goodwill and strengthens relationships, even in challenging or contentious situations. Acknowledging the audience’s perspective and demonstrating empathy cultivates a supportive communication environment.

Instead of: “Your presentation was mediocre and lacked enthusiasm.” You could say: “I appreciate the effort you put into your presentation.

Developing 7C’s of Effective Communication through exercises:

1. Clarity

Clarity ensures that the message is clear and easily understood.

• Exercise: Rewrite the Message
  • Provide participants with a complex or ambiguous message.
  • Ask them to rewrite it in simpler terms while retaining the core meaning.
  • Example: “The utilization of alternative strategies might enhance the output.” Simplify to: “Using different methods may improve results.”
• Focus: Highlight the importance of plain language, avoiding jargon and ambiguity.

2. Conciseness

Conciseness eliminates unnecessary words, ensuring the message is direct and to the point.

• Exercise: Trim the Fat
  • Give a paragraph with redundant phrases or unnecessary words.
  • Challenge participants to reduce its length by 50% without losing the message’s meaning.
  • Example: “In today’s modern world, technology has become an essential part of daily life.” Reduce to: “Today, technology is essential.”
• Focus: Teach participants to avoid over-explaining or repeating ideas.

3. Concreteness

Concreteness ensures that the message is specific and supported by facts or examples.

• Exercise: Make It Concrete
  • Provide a vague statement, such as “Our product is better than others.”
  • Ask participants to make it concrete by adding specific details, e.g., “Our product reduces energy consumption by 20%, saving $100 annually.”
• Focus: Emphasize the use of data, facts, and examples for better understanding.

4. Correctness

Correctness ensures the message is free from errors and uses appropriate language.

• Exercise: Proofreading Challenge
  • Share a passage with intentional grammatical, spelling, and factual errors.
  • Ask participants to identify and correct the mistakes.
  • Example Error: “Their going to the meeting at 3pm.” Correction: “They’re going to the meeting at 3 PM.”
• Focus: Stress the importance of proofreading and accurate information.

5. Consideration

Consideration involves understanding the audience’s perspective and tailoring the message accordingly.

• Exercise: Audience Adaptation
  • Provide a scenario and multiple audiences (e.g., professionals, students, or seniors).
  • Ask participants to craft a message for each audience type.
  • Example: Explaining a new app to tech-savvy users vs. older, non-technical users.
• Focus: Highlight empathy and audience awareness in communication.

6. Courtesy

Courtesy means being respectful and polite, even in disagreement.

• Exercise: Transform the Tone
  • Provide a rude or impolite email or message.
  • Ask participants to rewrite it in a polite and respectful tone.
  • Example: “You failed to meet the deadline again!” Revised: “I noticed the deadline was missed. Let’s discuss how we can prevent this in the future.”
• Focus: Foster a positive and professional tone in all communications.

7. Completeness

Completeness ensures the message provides all necessary information.

• Exercise: Fill in the Gaps
  • Provide an incomplete message or set of instructions.
  • Challenge participants to identify and add missing details.
  • Example: “The meeting is at 3.” Completed: “The meeting is at 3 PM in the conference room. Please bring the sales report.”
• Focus: Train participants to anticipate the audience’s need for details and clarity.