PRINCIPLES OF COMMUNICATION

 PRINCIPLES OF COMMUNICATION


7 C's of Effective Communication


We communicate all day long: at home, at work, with our next-door neighbor, at fast food outlets, etc. We communicate verbally, non-verbally, in writing, and in electronics. Unfortunately, the message does not always come across as intended. NOISE! This can lead to miscommunication and (small) misunderstanding or the wrong impression.


The 7 C's of effective communication, also known as the seven principles of communication, provide useful guidelines to ensure good and efficient business communication. The 7 C's of Effective Communication serve as a helpful checklist to ensure that both written and verbal communication are clear, understandable, target group-oriented, and well-structured.


1. Completeness


The message must be complete and geared to the receiver's perception of the world. The message must be based on facts and a complex message needs additional information and/ or explanation. A good subdivision of subjects will clarify the message as a result of which there will be a complete overview of what is said.


Scenario: An employee receives an email from their manager requesting a project update. The email lacks specific details about the project's current status, goals, and deadlines.


Importance: Incomplete communication can lead to misunderstandings and delays. Providing comprehensive information ensures that the recipient has all the necessary details to proceed effectively.


2. Concreteness


Concrete business communication is also about a clear message. This is often supported by factual material such as research data and figures. The words used, as well as the sentence structure, can be interpreted uni-vocally. Nothing is left to the imagination.


Scenario: A sales representative delivers a presentation to potential clients using vague language and abstract concepts.


Importance: Concrete communication with factual data and specific examples helps the audience grasp the benefits of a product or service, leading to better-informed decisions.


3. Courtesy


In addition to considering the target group's feelings and points of view, it is also important to approach the audience in a friendly and courteous manner. The use of terms that show respect for the receiver contributes to effective communication. The same goes for the manner in which you address someone. Not everyone will be charmed if you use a familiar form of address and the use of a formal address could come across as too distant. By using the word 'they', a larger audience is immediately addressed.


Scenario: During a team meeting, a colleague dismisses another's idea acknowledging its merits.


Importance: Courteous communication promotes a respectful and collaborative work environment, where all team members feel valued and encouraged to contribute.


4. Correctness


Correct use of language has a preference. In written business communication, grammatical errors must be avoided and stylistic lapses or wrong use of verbs are not sufficient either in verbal communication. Correct use of language increases trustworthiness and the receiver will feel that they are taken seriously.


Scenario: A company sends out a promotional email riddled with grammatical errors and typos.


Importance: Correct language usage enhances the company's professionalism and credibility, instilling confidence in customers and stakeholders.


5. Clarity


Clear or understandable language is characterized by explicitness, short sentences, and concrete words. Fuzzy language is absolutely forbidden, as are formal language and cliché expressions. By avoiding parentheses and keeping to the point, the receiver will get a clear picture of the content of the message. Briefly-worded information emphasizes the essence of the message.


Scenario: A technical manual for assembling a product is filled with jargon and unclear instructions.


Importance: Clear communication ensures that recipients understand and follow instructions accurately, reducing the risk of errors and frustration.


6. Consideration


Communicating with the target group (Consideration). To communicate well, it is essential to relate to the target group and be involved. By taking the audience into account, the message can be geared towards them. Factors that play a role in this are, for example, professional knowledge, level of education, age, and interests.


Scenario: A manager assigns a project to an employee without considering their workload or expertise.


Importance: Considering the recipient's background, skills, and workload when communicating tasks improves efficiency and employee satisfaction.


7. Conciseness


A message is clear when the storyline is consistent and when this does not contain any inconsistencies. When facts are mentioned, it is important that there is consistent, supporting information. Systematically implementing a specific statement or notation also contributes to clear business communication. When statements are varied, they will confuse the receiver.


Scenario: A lengthy and convoluted email is sent to a team with urgent instructions.


Importance: Concise communication saves time, maintains focus, and ensures that important information isn't buried within excessive details.


Variations throughout the Years


The 7 C's of Effective Communication have two more variations that are often overlooked, namely Creativity and Credibility.


8. Creativity


A text will only be lively when the words and sentence structures are used creatively and when short sentences are alternated with longer sentences. Creativity is especially important in texts in which search words are used, it is essential that the search words are constantly used in a different setting.


Scenario: An advertising copywriter crafts a promotional campaign for a new product using inventive language and a mix of sentence lengths, making the content engaging and memorable for the target audience.


Importance: Creative communication can break through the noise and capture attention, making messages more memorable and enhancing brand recognition.


9. Credibility


By creating an atmosphere of trust in a conversation or text, you add credibility to the message. This can be achieved by a clear and striking 'tone', which indicates that the information you are discussing contains the right information


Scenario: A financial analyst presents a quarterly report to investors with well-researched data, transparent explanations, and a confident delivery, enhancing the report's credibility and instilling trust.


Importance: Credible communication establishes trust and confidence, influencing decisions and fostering strong relationships with stakeholders.

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