BUSINESS COMMUNICATION

The 7 C’s of Effective Communication: A Guide for BBA/MBA Students

Effective communication is crucial for the success of any organization. Poor communication can lead to misunderstandings, low productivity, and employee turnover.

To convey messages effectively, BBA and MBA students must master the 7 C’s of Communication. These are a set of principles that ensure your message is clear, professional, and powerful.

The 7 C’s Explained

Here are the 7 C’s, with definitions and examples to help you understand each principle.

1. Clarity

Clarity implies emphasizing one specific message or goal at a time, rather than trying to achieve too much at once. Your message should be clear and easy to understand, with no room for assumptions.

• Why it’s important: Complete clarity of thought enhances the meaning of your message and makes it easy for the receiver to understand.

• How to achieve it: Use exact, appropriate, and concrete words.

Incorrect: “The company received a new order.” Correct: “The company received an order for 150 tyres from JVC Ltd.”

2. Conciseness

Conciseness means communicating what you want to convey in the least possible words. It is about being “to the point” without sacrificing the other C’s.

• Why it’s important: It is both time-saving and cost-saving. It highlights the main message by avoiding excessive and needless words.

• How to achieve it: Avoid repetition and unnecessary details.

Incorrect: “We plan to expand by opening a new branch in Kolkata.” Correct: “We’re opening a new branch in Kolkata.”

3. Concreteness

Concrete communication implies being particular and clear rather than fuzzy and general. It strengthens your message and builds confidence.

• Why it’s important: A concrete message is supported with specific facts and figures and is not easily misinterpreted.

• How to achieve it: Use specific data to support your claims.

Incorrect: “Costs have increased.” Correct: “Costs have increased by 30% and need to be reduced by 15%.”

4. Correctness

Correctness implies that there are no grammatical errors in your communication. The information and language you use should be accurate.

• Why it’s important: A correct message boosts your confidence level and has a greater impact on the audience. It shows your credibility.

• How to achieve it: Always check your spelling, grammar, and the accuracy of your facts and figures before sending a message.

Incorrect: “This weak expenses increased by 6.5%.” Correct: “This week’s expenses increased by 6.5%.”

5. Coherence

Coherence means your message is logical and organized. All points should be connected, relevant to the main topic, and make sense as a whole.

• Why it’s important: A coherent message helps the listener understand the relationship between different ideas.

• How to achieve it: Ensure your message flows logically from one point to the next.

Incorrect: “The due date is extended. They want a meeting.” Correct: “The due date is extended because they requested a meeting to discuss product issues.”

6. Completeness

The communication must be complete. It should convey all facts required by the audience and leave no questions in the mind of the receiver.

• Why it’s important: Complete communication helps in better decision-making, saves costs (by avoiding additional messages), and persuades the audience.

• How to achieve it: Always provide all necessary details for the receiver to act.

Incorrect: “There is a meeting tomorrow.” Correct: “There is a meeting tomorrow at 7:00 pm in Conference Room 5 to discuss the new marketing strategies.”

7. Courtesy

Courtesy, or politeness, implies that the message respects the receiver. The sender should be sincerely polite, judicious, and respectful.

• Why it’s important: Courtesy helps maintain good relationships and ensures your message is positive and focused on the audience.

• How to achieve it: Use polite, respectful language and avoid biased or judgmental words.

Incorrect: “Your team always ignores our requests.” Correct: “I understand your team is busy. Could you collaborate with us on this urgent project?”

A Note for Students: The 8th C (Consideration)

While the 7 C’s are the most common model, many new books and professors include an 8th C: Consideration.

Consideration implies “stepping into the shoes of others.” You must take the audience into consideration—their viewpoints, background, education level, and emotions.

• Why it’s important: It helps you empathize with the audience and stimulates a positive reaction.

• How to achieve it: Emphasize the “you” approach. Show optimism and focus on “what is possible” rather than “what is impossible.”

Incorrect: “Your presentation was terrible.” Correct: “Let’s review your presentation together to make it better.”

Beyond the C’s: Other Principles for Effective Communication

Being an effective communicator isn’t just about the message you send; it’s also about how you receive information. Here are other key skills:

• Good Listening Skills: It is essential to hear the other person out to avoid premature evaluation and verbal conflicts.

• Open-Mindedness: Keep an open mind and accept that you could also be wrong. This allows you to learn from others.

• Being Attentive: Listen patiently to the communicator without fidgeting or being distracted.

• Participating: Just as listening is essential, it is also necessary to participate and show interest in the discussion.

Awareness of all these principles will make you a truly effective communicator