Business CommunicationLecture 2

Effective Communication7 C’s of effective communication4 S’s of effective communication

IMPRESS ModelOral Communication

Presentation SkillsHow to make effective presentations

The seven C’s

• When We talk about “ Effective Communication” one thing that comes in mind, what are the basic principles of “effective communication” .

• These principles tells us how your message can becomes effective for your target group,

• These principles also tell about style and importance of the message.

• These principles commonly known as 7 C’s of effective communication.

Seven C’s of Effective Communication

1. Completeness2. Conciseness3. Consideration4. Concreteness5. Clarity6. Courtesy7. Correctness

A business message is complete when it contains all facts the reader or listener needs for

the reaction you desire.

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COMPLETNESS

Completeness is necessary for several reasons:

• First, complete messages are more likely to bring the

desired results without the expense of additional

messages.

• Second, they can do a better job of building goodwill.

• Third, they can help avoid costly lawsuits that may

result if important information is missing .

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• I think I would like to attend my first meeting of the Golf Club, even though I’m not acquainted in your city. Will you please tell me the place/venue where the next meeting will be held?

• If you answered only this one question, your letter would be incomplete. Realizing that your reader is a newcomer to your city and to the club meetings, you should include in your reply a welcome note plus such needed details as directions/road-map for reaching the building; parking facilities; day, date, and time of meeting; and perhaps also the program for the next meeting. Your message will then have the “something extra” that a reader really needs and appreciation.

• For instance, to order merchandise, make clear what

you want, when you need it, to whom and where it is

to be sent, and how payment will be made. To reserve

a hotel banquet room, specify the accommodations

needed (what), location (where), sponsoring

organization (who), date and time (when), event

(why), and other necessary details (how).

• Situation 2:

On May 8, 2008 the owner of mutual fund stock wrote to an investment Company that he wanted to sell his shares. He asked, “just how does your company want me to authorize this sale?” He received following reply on May 19:

“If you wish to terminate account # 9248 and liquidate the shares held by this company, we need a letter of instructions signed by both you and your wife just as the account is registered. Please be sure to give us the name of your fund, your account number, and the name of the person to whom proceeds are to be mailed”

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In situation 2, message about the transaction resulted

in delay, annoyed and disappointed the customer.

Had the company supplied a reply form, the desired

sale could have been completed promptly.

INCLUDE ONLY RELEVANT STATEMENTS

• The effective, concise message should omit not only

unnecessarily wordy expressions but also irrelevant

material. To be sure you include only relevant facts,

observe the following suggestions:

– Stick to the purpose of the message.

– Avoid irrelevant words and rambling (confused) sentences.

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– Omit information obvious to the receiver, do not repeat at

length what that person has already told you.

– Avoid long introductions, unnecessary explanations,

excessive adjectives and prepositions.

– Get to the important point tactfully and concisely.

Conclusion of completeness

At the end we can say that, you must provide him:-

1. All necessary information as requested by him.

2. Answers to all questions carefully3. Provide some more information, which

he is not requiring , just to maintain good relations.

Five W’s• One way to make your message complete is to answer the

five W’s.• WHO?• WHAT?• WHEN?• WHERE?• WHY?• The five question method is useful when you write requests,

announcements, or other informative messages.• For instance, to order (request) merchandise, make clear

WHAT you want, WHEN u need it, WHERE it is to be sent.

5 Whys

• Quickly gets you to the root of the problem.

Getting to the root of the problem

"For want of a nail the shoe was lostFor want of a nail the horse was lost

For want of a horse the warrior was lostFor want of a warrior the battle was lost

For want of a battle the kingdom was lostAll for the want of a nail."

Problem solving using the 5 W

Conciseness is saying what you have to in the fewer possible words without sacrificing the other C qualities.

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How To achieve the conciseness ?

For achieving conciseness you have to consider the following.

1.Avoid wordy expression2.Include only relevant material3.Avoid unnecessary repetition.

Avoid Wordy Expression• E.g. Wordy:- at this time. Instead of “at this time” you can just use only a

concise word:- NOW ,Always try to use “ To the point Approach” in

business scenario perspective.

WORDY CONCISE

During the time that While

In accordance with As you your request requested

In view of the fact that because

Please don’t hesitate to write please write

Under date of dated

Under the circumstances because

In due course soon

In the event that if

In most cases usually

Some ways to eliminate unnecessary words

• Use shorter name after you have mentioned the long once. e.g.

• Spectrum communications Private limited use spectrum.

• Use pronouns or initials E.g.Instead of world trade organization use WTO or You can use IT for Information Technology.( keeping in mind that the receiver knows about these terms)

Include only relevant information

• Always try to provide only relevant information to the receiver of the message.

• Lets say one of your customer requested for clients of the company in reply you should provide simply list of clients at the panel of your

company. No need to provide detailed business information about client at all.

• Observe the following suggestions to “ Include only relevant information.”– Stick to the purpose of message– Delete irrelevant words– Avoid long introduction, unnecessary explanation etc.– Get to the important point concisely.

Avoid un-necessary Repetition

• Some times repetition is necessary for focusing on some special issue.

• But when the same thing is said two or three times the message become wordy and boring.

• Hence try to avoid Un-necessary repetition.

Consideration means preparing every message with the receiver (s) in mind – putting yourself in place of receiver.

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Consideration

• Consideration means – To consider the receiver’s Interest/Intention.

• It is very important in effective communication while writing a message you should always keep in mind your target groupconsideration is very important “C” among all the seven C’s.

CONSIDERATION• Try to visualize your readers (or listeners) with their desires,

problems, circumstances, emotions and probable reactions to you request. This is also called “you-attitude” (empathy).

• Consideration underlies the other six C’s of good business communication. You adapt your language and message contents to your reader’s/receiver’s needs:

Show reader benefit or interest . Emphasize positive, pleasant facts. Apply integrity and ethics. Focus on “you” instead of “I” and “we.”

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SHOW READER BENEFIT OR INTEREST

• Whenever possible and true, show how your

readers will benefit from whatever the message

asks or announces. In that case they will be more

likely to react favorably and do what you suggest.

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Always write a message in such a way how audience should be benefited from it. e.g.

We attitudeI am delighted to announce that we will extend our

working hours to make shopping more convenient .You attitude“You will be able to shop in the evening with the

extended hours.”Readers may react positively when benefit are shown

to them. Always try to address his/her need and want.

FOCUS ON “YOU” INSTEAD OF “I” AND “WE”

We & I Attitude

I want to send my

congratulations for.

We will soon ship the goods

in your May 4 order.

We pay 8% interest on…

You – attitude

Congratulations to you on

your success in MBA..

You should receive by May 8

the apex screens you ordered

on May 4.

You earn 8% interest on...

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EMPHASISE THE POSITIVE, PLEASANT FACTS

• A third way to show consideration for your reader

(or listener) is to accent the positive. This means:

– Stressing what can be done instead of what cannot

be done.

– Focusing on words your recipient can consider

favorably.

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APPLY INTEGRITY AND ETHICS

• To be truly considerate, you need also to apply integrity – high moral standards, personal honor, truthfulness, sincerity – to your written and oral messages.

• Without integrity, business communications would prove worthless, and our confidence in people would be shattered.

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

Concreteness

• It means that message should be specific instead of general. Misunderstanding of words creates problems for both parties (sender and receiver).

• when you talk to your client always use facts and figures instead of generic or irrelevant information.

• Whenever you can, use specific statement or a figure for a general word to make your message more concrete and convincing.

Clear/Specific Messages• This computer types 400 word campaign letters in one hour.

• Our product has won first prize in four national contests within the past three years.

• These Goodson power brakes stop a 2-ton car traveling 60 miles an

hour, within 240 feet.

Vague/Unclear Messages

• This computer reproduces campaign letters fast.

• Our product has earn several prizes.

• These brakes stop a car within a short distance.

USE SPECIFIC FACTS AND FIGURES

ACTIVE VOICE V/S PASSIVE VOICE

Passive (Subject receives

the Action)

Tests were made by us or match was won by us.

A full report will be sent to you by the supervisor.

Decision on holding convocation was taken by the Director SAI.

Active (Subject performsthe action)

We made the tests or We won the match.

The supervisor will send you a full report [or You will receive a complete report from your supervisor.

The Director SAI decided to hold a convocation.

ACTION IN VERBS, NOT IN NOUNS

Action hiding in a quiet

noun

The function of this office is the collection of payments and the compilation of statements.

Mr. Jones will give consideration to the report.

The contract has a requirement for………

Action in the verb

This office collects payments

and compiles statements.

Mr. Jones will consider the

report.

The contract requires that

…………….

ADJECTIVES AND ADVERBS• You can sometimes build a more realistic and interesting

word picture by adding well-chosen adjectives and adverbs. In the example below, adjectives are underlined; adverbs are in capitals.

The camera has a system that gives you good pictures.

The Pony camera has a UNIQUELY precise metering system that assures you PROPERLY exposed, true-color pictures.

CHOOSE VIVID, IMAGE-BUILDING WORDS

Vague (unclear)

There are a great many solder joints in the space-craft, and each must have just the right amount of solder.

This is pure clover honey, made by honeybees.

Vivid (bright/clear)

The spacecraft has 2 million solder joints. If an extra drop of solder had been left on these joints, the excess weight would have been equivalent to the payload of the vehicle.

Honeybees have gathered nectar from about 4 million clusters of clover and traveled about 150,000 miles---or equal to six times around the world--- to deliver this package of Bradshaw honey to you.

FIGURATIVE LANGUAGELateral (unimaginative)

and dull)

Ali’s work in group was exemplary.

Some women were stopped in their promotion.

Figurative

Ali is the spark plug of the

organization.

Many women faced the “glass

ceiling” in their company.

USE CONCRETE INSTEAD OF ABSTRACT NOUNS

Abstract:

• Consideration was given to the fact that…

• Termination of the insurance contract will be in June.

• Analysis of the situation suggests that Mr. Ali is right.

Concrete:

The committee considered …….. The insurance contract ends in June. I think Mr. Smith is right.

Sensory Appeal

• Your five senses, where applicable should play their role to make the message more appealing – give emotional touch.

• Advertisements do have lot of emotional appeal.

• Phrases like “buy me, love free” and “get connected & stay along for ever”

• Use of non-verbal cues to make message more appealing and effective.

The following guidelines should help you to achieve the Concreteness.

i- use specific facts and figuresii-choose image building wordse.gGeneralHe is very intelligent student of class and stood first in

the class.ConcreteAli’s GPA in B.Sc Electrical Engineering 2k3-f session

was 3.95/4.0, he stood first in his class.Always write on a very solid ground. It should

definitely create good image as well.

Clarity means getting the meaning from your head to the head of your reader, in its original sense & spirit.

CLARITY• It means getting your message across so that receiver

will understand what you are trying to convey. You want the recipient to interpret your words with the same meaning that you have in your mind.

• Accomplishing above goal is difficult, because individual experiences are never identical and words may have different meanings to different persons, in different scenarios.

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Clarity•In effective business communication the message should be very clear. So that reader can understand it easily.

•You should always Choose precise words.

•Always choose familiar and easy words.

•Construct effective sentences and paragraphs.

•In business communication always use precise words rather longer statements.

•If you have a choice between long words and shorter one, always use shorter one. •You should try to use familiar/easy to understand words so that your reader will quickly under stand it

• Choose short, familiar, conversational words.

• Construct effective sentences and paragraphs.

• Achieve appropriate readability (and listening

ability).

• Include examples, illustrations, and other visual

aids, when desirable.

HOW TO ACHIEVE CLARITY

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Familiar Next familiar words1-after subsequent2-home domicile3-for example e.g.4-pay remuneration5-invoice statement for payments

CHOOSE SHORT, FAMILIAR, CONVERSATIONAL WORDS

Possibly Unfamiliaror Unclear:

Assessed valuation charge to your principal.

Easement for ingress and egress

Expressions Familiarto the Layperson:

Property value for tax purposes increase the balance of your loan.

Agreement allows passage in and out.

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CONSTRUCT EFFECTIVE SENTENCES AND PARAGRAPHS

Arranging your words in well - constructed sentences and

paragraphs is an essential task. Important characteristics

to consider are length, unity, coherence, and emphasis:

– Length - as short as desirable

– Unity - to express main ideas

– Coherence - for clear meanings

– Emphasis - for forceful, clear expression

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USE SHORT SENTENCES

• The suggested average sentence length should be about 17 to 20 words. When a sentence exceeds 40 words, try to rewrite it into more than one sentence. A sentence can be divided into more parts by using semicolon (;).

“I am very busy because I have an important project to deliver by the end of this week; I shall not be able to accompany you

for the picnic on coming Sunday, January 18.”

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EMPHASIS, FOR FORCEFUL, CLEAR EXPRESSION

• The quality that gives force to important parts of sentences and paragraphs is to be emphasized. Writers must decide what needs emphasis, and then choose correct sentence structure:

– The jet fighter finally approached the speed of sound and it

became very difficult to control. (less emphasis)

– As it finally approached the speed of sound, the jet fighter

became very difficult to control.

(better emphasis)

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Courtesy is the respect, sincerity and empathy that your recipient / audience desires and deserves.

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COURTESY• Courteous messages help to strengthen present

business friendship, as well as make new friends.

• Courtesy stems from sincere you-attitude. It is not merely politeness with mechanical insertions of “please” and “thank-you”.

• To be courteous, considerate communicators should follow the four guidelines discussed under Consideration.

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Be sincerely tactful, thoughtful, and appreciative.

Omit expressions that irritate, hurt, or belittle.

Grant and apologize good-naturedly.

COURTESY

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Be sincerely Tactful, Thoughtful and Appreciative

• Though few people are intentionally abrupt or blunt, these negative traits are common cause of discourtesy.

• avoid expression like those in the left hand column below; rephrase them as shown in the right-hand column

Tactless, Blunt

Your letter is not clear at all; I can’t understand it.

Obviously, if you’d read your policy carefully, you’d be able to answer these questions yourself.

Apparently you have already forgotten what I wrote you two weeks ago.

Tactful

If I understand your letter correctly……

Sometimes policy wording is a little hard to understand. I’m glad to clear up these questions for you.

As mentioned in my May 10, letter to you.

OMIT EXPRESSIONS THAT IRRITATE, HURT, OR BELITTLE

• The thoughtful business communicator should avoid

expressions that might offend the reader. Such

expressions are discussed here in three groups:

irritating, questionably humorous, and belittling

statements.

IRRITATING EXPRESSIONS

• I do not agree with you

• If you care

• I am sure you must realize

• Inexcusable

• Irresponsible

• Why have you ignored

• The fact that

• You claim that

• You did not tell us

• You failed to

• You forgot to

• Your stubborn silence

QUESTIONABLE HUMOR

• Humor is often quite effective in business writing.

However, before you try to be funny, be sure that

your humor is good-natured and appropriate for the

situation.

• Humor should be culturally and religiously

acceptable.

GRANT AND APOLOGIZE GOOD-NATUREDLY

• Whenever you grant a customer’s request, begin your letter

with the best news first and inject a courteous, ungrudging

tone. Notice the difference in tone of the following two

paragraphs:

Grudging

• Your request causes a great deal of

extra paperwork to change monthly

payments. However, we hereby

approve the new schedule of

payment, as you requested.

Good Natured

• As you requested, we will give more

concession and facilitate you in

making the payment in easy

installments.

CORRECTNESS

• The correctness principle comprises more than

proper grammar, punctuation, and spelling. A

message may be perfect grammatically and

mechanically but still insults or loses a customer

and fails to achieve its purpose. The term

correctness, as applied to a business message

means, the writer should:

– Use the right level of language

– Check accuracy of figures, facts, and words

– Maintain acceptable writing mechanics

– Choose nondiscriminatory expressions

– Apply all other pertinent C qualities.

CORRECTNESS

Use the right Level of Language

we suggest that there are three level of language1. formal2. informal 3. substandard. Take a quick guess: what kind of writing is associated

with each level? What is the style of each?

Formal and Informal WordsFormal writing is often associated with scholarly writing: doctoral dissertations, scholarly, legal documents, top-level government agreements and other material where formality is demanded.Informal writing is more characteristic of business writing. Here you use words that are short, well-known and conversational as in this comparison list:More Formal less formalParticipate JoinEndeavor tryAscertain find outUtilize useInterrogate question

Substandard Language

Avoid substandard language. Using correct words, incorrect grammar, faulty pronunciation all suggest as inability to use good English. Some examples follow:Substandard More AcceptableAin’t isn’t,aren’tCan’t hardly can hardlyAim to proving aim to proveDesirous to desirous ofStoled stolen

Facts and Figures Accuracy

Check Accuracy of Facts, Figures and wordsIt is impossible to convey meaning precisely, through words, from the head

of the sender to a receiver. Our goal is to be as precise as possible, which means checking and double-checking and double-checking to ensure that the figures, facts and words you use are correct.

“A good check of your data is to have another person read and comment on the validity of the material”

Figures and facts Verify your statistical data Double-check your totals Avoid guessing at laws that have an impact on you, the sender and your Have someone else read your message if the topic involves data. Determine whether a “fact” has changed over time

Proper Use of Confusing Words !

Our Language (Any) is constantly changing. In fact,even dictionaries can not keep up with rapid change in our language. the following words often confusing in usage:

A, An use a before consonants and consonants sounds or a long ” u” sound. Use an before vowels.

Accept, except accept is a verb and means to receive. except is a verb or a

preposition and relates to omitting or leaving out.

Anxious, eager Anxious implies worry, eager conveys keen desire

The 4S's of communication are

• Shortness,• Simplicity,• Strength,• Sincerity.

SHORTNESS

Refers to the message that can be made brief, verbosity should be avoided , then transmission & comphrenesion of messages is going to be faster & more effective. Flooding message with high sounding words does not create an impact.

But the receiver spent a major chunk of his time in trying to decipher the actual meaning

of the message , Avoid ambiguity.

COMPARING 7C’S WITH 4’S OF BUISNESS COMMUNICATION

SHORTNESS

CLARITY- Use simple words(Avoid them) Simple(Use them)Demonstrate show Visualise seeAt the present time nowUntil such time as until/when

SHORTNESS

CORRECTNESSGive correct facts.

Send your message at the correct time.

Send your message in the correct style.

SIMPLICITY

• It is used both in the usage of words & ideas reveals a clarity in the thinking process. It is normally a tendency that when an individual is himself confused then he tries to use equally confusing strategies to lead the receiver.

• Reveal clarity in the thinking process by using simple terminology and equal simple concepts..

SIMPLICITY

CLARITYUsing nouns using verbs(difficult) (simple)Make a decision decideMake the announcement announcePrevious experience experienceMy personal opinion my opinion

SIMPLICITY

CREDIBILITYIf the sender can establish his credibility , the

receiver has no problems in accepting his statement.

It is a long – drawn out process in which the receiver through constant interaction with the sender understanding builds up credibility.

STRENGTH

The strength of a message emanates from the credibility of the sender. If the sender himself believes in a message that he is about to transmit, there is bound to be strength and conviction in whatever he tries to state.

Half-hearted statements or utterances that the sender himself does not believe in adds a touch of falsehood to the entire communication process

STRENGTH

COMPLETENESSCompleteness of facts is absolutely necessary. incomplete communication irritates the

reader.

You should organise your message in such a way that the receiver has no doubts about anything contained in it.

SINCERITY

A sincere approach to an issue is clearly evident to the receiver.

Suppose there is a small element of deceit involved in the interaction or on the part of the sender. If the receiver is keen & observant, he would be able to sense the make- believe situation and business transactions.

SINCERITY

CONCISENESSA reader’s time is invaluable. Don’t make him

feel that he is wasting his time in going through your unnecessarily lengthy letter.

Include only relevant facts.Avoid repetition.Avoid trite & wordy expressions.

SINCERITY

CONSIDERATIONAdopt the you-attitude- naturally, every person is

interested in himself. Therefore we should write letters from their point of view. For ex: thank you for your kind words.

you have a better choice etc.

Avoid gender bias & negative words For ex: Dear sir/madam, gentlemen/ladies,

chairperson(not chairman).

IMPRESS MODEL

• Your assignment !!