Wednesday, 6th November,
2013
Application of the Seven Cs of Effective
Communication Skills
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1
INTRODUCTION
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The Brutal Facts
-
Objectives
-
Concepts of Communication
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Effective Communication
-
Processes of Communication
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Application of the Seven Cs of Effective
Communication Skills
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INTRODUCTION
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INTRODUCTION
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Objectives
 understanding the meaning of communication
 learning ability to communicate with different people.
 Learning to build rapport.
 learning ability to work harmoniously with others
 Evaluate and accept responsibilities.
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THE CONCEPT OF COMMUNICATION
Communication is defined as the
process of transmitting and receiving
ideas, information, and message.
In every day language, it is an act of
giving and receiving information.
 Encarta Encyclopaedia (2002)
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The Concept of Communication (ctd.)
In any given organization, communication presumes the
following:
 Transmission of information from top-down
 Transmission of information from bottom-up
 Transmission of information horizontally; and
 Transmission of information across organization
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EFFECTIVE COMMUNICATION
 Every platform for communication involves a large
number of experiences, actions and emotions, therefore,
it is pertinent that communication has to be effective.
Communication is said to be effective when the receiver
understands the same meaning that the sender intends to
convey.
 In other words, Excellent or effective communication is
the ability to receive a transmitted message by the sender
and have the receiver be able to replicate the form and
intent of the message in the receiver's mind.”
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C
Communication Process (ctd.)
 Owing to the fact that written communication occupies an
important position in the communication sphere,
adequate attention has to be paid to certain principles of
necessity. These principles along with other essentials of
effective communication, like language planning and
organisation make written communication effective.
 Each of these principles starts with the alphabet C hence
they are referred to as the Seven C’s of effective
communication.
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2
MURPHY’S 7C’s OF EFFECTIVE COMMUNICATION
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Clarity
-
Completeness
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Conciseness
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Consideration
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Correctness
-
Concreteness/Contribution
-
Courtesy
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…MURPHY’S SEVEN C’s
These principles provide guidelines for choice of
content and style of presentation, adapted to the
purpose and receiver of your message.
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CLARITY…
“A good style is first of
all, clear”
- Aristotle
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CLARITY…
Clarity demands the use of simple language and easy
sentence structure in composing the message
o
Writings should be correctly planned and expressed in logical way
o
the writer should make sure that the ideas flow smoothly from beginning
to end
o
He must be very clear about all the aspects of the idea in his mind and
about the purpose for which it is to be communicated
Clarity, therefore, can be achieved by taking pains to write to
serve the purpose rather than to impress readers
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CLARITY – Case Study…
Bad Example
After our
perusal of
pertinent data,
the conclusion
is that a
lucrative market
exists for
subject
property.
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Good Example
The data we
studied show
that your
property is
profitable and
in high demand
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CLARITY –
Use short, easy and familiar
words
Keep pronoun references clear
Although it is appropriate to use
technical terms and business
jargon in some professional
situations, avoid their use when
reader is not acquainted with the
terminology
Avoid needless jargon
Construct effective sentences
and paragraph
Avoid clichés (old phases)
Avoid using words that have
more than one meaning
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When you have the choice
between a long word and a short
word, choose the short familiar
word
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COMPLETENESS…
Completeness means the message must bear all the
necessary information in order to provoke the desired
response
A message must be organized appropriately in the
sense that it must include all the important ideas and
its details.
All the aspects of the message must be grouped and
brought together in a logical sequence to prepare
meaningful thought units.
Communication senders need to assess message from
eyes of the receivers to be sure they have included all the
relevant information
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COMPLETENESS- Case Study…
Bad Example
Please be
reminded of the
meeting scheduled
for tomorrow.
This message is not
complete, for obvious
reasons. What
meeting? When is it?
Where? The writer has
left the receiver without
the necessary
information.
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Good Example
Please be
reminded of the
University
Management
meeting scheduled
for tomorrow, 10th
April, 2013 at the
University
Auditorium by
1: 00pm
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COMPLETENESS – Guidelines…
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COMPLETENESS – Benefits…
Completeness in writing is achieved through orderly
arrangement of ideas flowing into other ideas and
progressing to conclusion.
The principles of unity must be applied at three levels;
1. individual sentences must be unified;
2. individual paragraphs must be unified; and
3. the totality of the script must be unified.
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COMPLETENESS – Benefits…

Messages are more likely to bring the desired results

Do better job at building goodwill

Develops and enhances reputation of an organization

Cost saving as no crucial information is missing , and no
additional cost is incurred in conveying extra message if the
communication is complete
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COMPLETENESS - Benefits

It leaves no question in the mind of receiver

Helps in better decision making

Communication that seems inconsequential can become very
important if information they contain is complete and
effective
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CONCISENESS…
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CONCISENESS…
It has the following features:
o
o
o
o
o
It is both time-saving as well as cost-saving.
It underlines and highlights the main message as
it avoids using excessive and needless words.
Concise communication provides short and
essential message in limited words to the
audience.
Concise message is more appealing and
comprehensible to the audience.
Concise message is non-repetitive in nature.
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CONCISENESS…
To be able to convey concise message, the following
are questions you should ask yourself
o
o
o
Are there any adjectives or “filler words” that you can
delete? When it is not necessary, you can delete words like
“for instance”, “you see”, “kind off” , “literally”
Are there any unnecessary sentences?
Have you repeated the point several times in various ways?
This would help reduce aimless verbiage, unnecessary
details and heavy paragraphs.
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CONCISENESS…
Wordy Expression
The reports are
to be submitted
by members of
staff prior to
5:00 p.m.; at
which time they
will be received
by Mr.
Bodunde.
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Concise Expression
Please submit
your reports to
Mr. Bodunde by
5:00 p.m.
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CONCISENESS…
 Strictly adhere to the purpose of message
 Avoid unnecessary repetition
 Cut out undesirable phrases and merge them together
into one or more sentences
 Avoid long introduction
 Wordy message do not create positive impression
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CONSIDERATION…
 Consideration implies “stepping into the shoes
of others”.
 It demands putting oneself in the place of the
receiver while composing a message.
 It refers to the use of positive attitude,
emphasizing positive pleasant facts and
visualizing the readers problems, desires,
emotions and response
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CONSIDERATION…
The writer must take the receiver of the
message into consideration
o
the receiver’s view points,
o
background,
o
mind-set,
o
education level, etc.
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CONSIDERATION…
 The encoder/writer must make an attempt to
envisage his decoder/receiver, their
requirements, emotions as well as problems.
 He should ensure that the self-respect of the
audience is maintained and their emotions are
not at harm
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CONSIDERATION – Case Study…
Unpleasant:
When you
travel at the
University’s
expense, you
will not receive
approval for
first class fare.
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Considerate
communication:
When you
travel at the
University’s
expense, your
approved fare
is for economy
class
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CONSIDERATION – Case Study…
Unpleasant:
I expect that
you should
realize that...
(emphasizes
"I")
Considerate
communication:
You may
wish to note
that...
(emphasizes
"you")
Writers should show optimism towards their audience by
emphasizing “what is possible” rather than “what is impossible”.
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CORRECTNESS…
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CORRECTNESS
“...before the last recruitment exercise conducted for
Academic staff , the staff strength of the University is a
total of 442 which is made up of 36 Academic Staff, 243
Senior Staff and 143 Junior Staff cutting across 21 states
of the federation.”
You will notice that the break down does not add up to the total
number stated. This immediately creates doubts in the mind of the
reader of the message
Efforts must be made to avoid errors in spellings,
punctuations, etc.
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CONCRETENESS *CONTRIBUTION
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CONCRETENESS
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COURTESY
Courtesy means not only
thinking about the receiver but
also valuing his feelings
polite words
being
appreciative
thoughtful
tactful
showing
respect
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COURTESY
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*CONTRIBUTION
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CONCLUSION
 Think of how often you communicate with people
during your day. You write letters, facilitate
meetings, create reports, send e-mails, devise
presentations, debate with your colleagues… the
list goes on. It is evident that we run our entire
administration by communicating. It is therefore
important to provide a huge boost to our
productivity by making sure that we communicate
in the clearest, most effective way possible.
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CONCLUSION
 This would be our means to the end, which is
ensuring that the administrative systems in our
institutions thrive rather than fail for ineffective
communication
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