LECTURE No.

3
BUSINESS WRITING PRINCIPLES (9) Cs of
Communication

BUSINESS WRITING PRINCIPLES (9) Cs

After planning steps in communication the

message have been completed we have to
consider specific writing principles to help
us choose right words syntax, and
sentences for our letters, reports and
memorandum.

The Seven (9) Cs of Effective

communication (Principles of
communication)
1.
2.
3.
4.
5.
6.
7.

Completeness
Conciseness
Consideration
Concreteness
Clarity
Courtesy
Correctness

Additions:
8. Confidence
9. Conversational tone

1. Completeness
Your business message is complete when you have
given everything that is required to induce a reaction
from the audience (reader). Your message should be
complete in all terms of data and facts. To accomplish
this you need to follow this guideline:

Provide all necessary information

Answer all questions asked
Give something extra, if desired

2. Conciseness
Conciseness means to convey your message in the
least possible words, meaning in a nut shell. While
following conciseness do not sacrifice the other
principles of communication in any case. To make
your message concise follow this guideline:

Discard (remove) lengthy expressions

Only add relevant facts
Avoid unnecessary repetition

3. Consideration
Consideration means to prepare messages
considering the receivers of the communication, not
yourself. Consideration means while preparing your
message try to imagine yourself in place of the
audience. Consider the situation, problem or
circumstances might be, then prepare the
message. For consideration in communication,
following guideline should be followed:

Focus on You instead of I or We

Show audience benefits
Focus on positive and pleasant information

4. Concreteness
Concrete basically means the mixture of cement
and gravel used for construction purposes,
concrete here means that your message should be
strong and the ideas in that message should be
well established. It means you should be precise
and sure of what you are communicating not
unsure or indefinite. In order to be concrete while
communicating, follow this guideline:

Use specific facts and figures

Put action in your verbs
Choose vivid and image-building words

5. Clarity
It does not mean anything but the message
should be conveyed in a clear manner. The
reader should not get confused after reading
your message. You should be accurate in
what you want to say. To achieve clarity use
this guideline:

Choose concrete, easy and familiar words

Structure effective and easy paragraphs

6. Courtesy
Courtesy is basically being aware of other peoples
values and feelings and respecting them, it does not
only mean mere politeness such as words thank you or
please but it means much more. Remember that a
more courteous message will leave a good and lasting
impression on your receiver. Courtesy means to have
respect and concern for others. For courtesy in your
messages the guideline is:

Be sincerely thoughtful and appreciative

Use sentences which show respect
Do not use discriminatory remarks

7. Correctness
As the word suggests correctness is all about
being correct in all terms in language as well as in
facts and information. You should use proper
grammar, punctuation, spelling and tone. Not only
this, you have to check whether the information you
are giving in your message is accurate or not.
Guideline for correctness:

Use correct level of language

Verify accuracy of facts, figures and information
Use acceptable medium of messages

8. Confidence
Remember when you communicate you should show
confidence in yourself because this will impact the
receivers mind. As the case; when someone tells a
truth half-heartedly and without much self-confidence
people tend not to believe, but if the same person tells
a lie with full confidence people usually believe what is
being said. So the sender should always show
confidence in ones self. Do not use words which reflect
that you do not have much confidence such as I hope, I
believe, maybe, I think.

9. Conversational Tone
This means that you should prepare your
message in such a way that the receiver is right
in front of you. The reader should be reading as
if talking to you face to face instead of just
reading a piece of paper. This means that your
message should be formal to a limit not over the
edge formal, if this happens the reader will lose
interest in the message and you might fail to get
a desired response.