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Ch 06
1. Chapter 6
Principles of Effective
Communication
Business Communication M K Sehgal, Vandana Khetarpal
2. INTRODUCTION
Communication can be effective only if the receiver receives the message in the same form and
context as is sent by the sender. When there is no mistake in interpretation, and the sender gets the
correct feedback, then communication can be termed as effective.
Business Communication M K Sehgal, Vandana Khetarpal
3. SEVEN C's OF EFFECTIVE COMMUNICATION
1. Courtesy/Consideration
2. Clarity
3. Correctness
4. Concreteness
5. Credibility
6. Completeness and Consistency
7. Conciseness
Business Communication M K Sehgal, Vandana Khetarpal
4. SEVEN C's OF COMMUNICATION
C’s RELEVANCE
Courtesy and consideration Improves relationships
Clarity Makes comprehension, better
Credibility Builds trust
Correctness Builds confidence
Completeness and Consistency Introduces stability
Concreteness Reinforces confidence
Conciseness Saves time
Business Communication M K Sehgal, Vandana Khetarpal
5. FOUR S'sOF COMMUNICATION
Though seven C’s of communication are sufficient as principles of effective communication, some
authors also consider the Four S’s. Though these are overlapping to the seven C’s, an
understanding of the 4 S’s of communication is equally important:
Shortness
Simplicity
Strength
Sincerity
Cont….
Business Communication M K Sehgal, Vandana Khetarpal
6. FOUR S’s OF COMMUNICATION
S’s RELEVANCE
Shortness Economises
Simplicity Impresses
Strength Convinces
Sincerety Appeals
Business Communication M K Sehgal, Vandana Khetarpal