Business Communication & Ethics
(HS-304)
Handout 4
Maheen Tufail Dahraj
Lecturer & PhD Scholar (Applied Linguistics)
Department of Humanities
NED University of Engg. & Tech. Karachi
7Cs of Communication
Completeness
A business message is complete when it
contains all the facts that the reader or
listener needs for the reaction you
desire.
a. Provide all necessary information
b. Answer all questions
c. Give something extra when
desirable
Bad Example
Hi all,
Let us meet tomorrow to discuss the
product launch event. Please be there on
time.
Thanks
Umar
Good Example
Hi all,
Let us meet tomorrow at 11am at
Conference room 3 to discuss the product
launch event. We will have to decide the
keynote speakers and complete the event
invite draft tomorrow. Please be there on
time.
Thanks
Umar
Conciseness
Conciseness is saying what you have to
say in the fewest possible words without
sacrificing other C’s. A concise message
is complete without being wordy.
a. Eliminate wordy expressions
b. Include only relevant material
c. Avoid repetition
Bad Example
Hi Eeshah
I think we need to talk about the CSR
campaign, I mean the one which we
need to do as a quarterly exercise. I think
it is a great way of enhancing our brand
image. Basically, it would just be a visit to
an orphanage but we can sort of do
other things too. For instance, we could
take the kids out for a short trip to a
nearby park or zoo. Let us sit and talk
tomorrow.
Regards
Aiman
Good Example
Hi Eeshah
I need to discuss the quarterly CSR
campaign with you. Let us take the kids
out this time to a nearby park or zoo
instead of just visiting them. This will help
enhance our brand image. We’ll talk in
detail tomorrow.
Regards
Aiman
Consideration
Prepare you message with the receiver in
the mind, put yourself in the place of
receiver or in the shoes of others
(Empathy).
a. Focus on “You” instead of “I” or “We”
b. Show audience benefits or interest in
the receiver
c. Emphasize positive and pleasant
facts
Bad Examples
1. You failed to enclose your cheque in
the envelope.
2. We don’t refund if the returned item
is stained and unassailable.
3. It is impossible to open for you an
account today.
Good Examples
1. The cheque was not enclosed, Sir.
2. Sir, according to our new policies, we
refund when the returned item is
clean and resalable.
3. As soon as we received your
signature card, we will open an
account for you.
Concreteness
Concreteness means being specific,
definite and vivid rather than being
vague and general. Using denotative
rather than connotative words
a. Using specific facts and figures
b. Put action in your verbs
c. Choose vivid, image–building words
Bad Example
“Hilltop Resort is the best resort. Do
come to us on your next holiday”
Good Example
“Hilltop Resort is the jewel of the western
hills. Take a break from your work. Escape
from life’s chaos and stress. Relax and
rejuvenate yourself at Hilltop. Go back fresh
and energized!”
Clarity
Getting your meaning across accurately
is the purpose of clarity.
a. Choose precise, concrete and
familiar words
b. Construct effective sentences and
paragraphs
Bad Example
Dear Ali,
I would like to talk to you about the new
client’s project which the engineering
team had discussed yesterday. I might
need the help of Taha from your team.
Regards,
Ahmed
Good Example
Dear Ali,
As you may know we have signed up
Ammar as our new client. I had a
meeting with the engineering team
yesterday and had discussed the
campaign requirements for this project.
Taha Khan from your team had done a
pretty good job last time doing the social
media campaign for Microsoft and so I
would like him to work on the XYZ
campaign too. Would you be available
sometime tomorrow to discuss this
further?
Regards
Ahmed
Courtesy
Courtesy involves being aware not only
of the perspective of others but also of
their feelings. It involves a sincere “You-
attitude” not just the use of please and
other polite words, rather it is politeness
that grows out of respect and concern
for others.
a. Be sincerely thoughtful and
appreciative
b. Be tactful
c. Use expressions that show respect
d. Choose unbiased expressions
Bad Example
Hi Hamza,
I really do not appreciate how your IT
team ignores the requests of my team
alone. My team is an important function
in this organization too and we have our
own IT requirement. Can you ensure that
your team responds promptly to my
team’s requests here on?
Regards
Rafay
Good Example
Hi Hamza,
I understand that the IT team is swamped
with work and gets requests from every
department in the organization. My team
however is working on a high-priority
project and I would greatly appreciate if
you could ask your team members to
respond to my team’s queries promptly
and help us complete this project on
time. Please do let me know if you need
anything from me.
Regards
Rafay
Correctness
Correctness means the proper use of
grammar, punctuation and spelling.
a. Use the right level of language
b. Check accuracy of figures, facts and
words
c. Maintain acceptable writing
mechanics
Bad Example
Dear Zaid,
Further to our conservation today, I am
attaching the plan for the first stage of
the project. Hope the one weak deadline
is okay with you and your team.
Regards
Anna
Good Example
Dear Zaid,
Further to our conversation today, I am
attaching the plan for the first stage of
the project. Hope the one week deadline
is okay with you and your team.
Regards
Anna
