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Tuesday, 22 March 2011

Principles of Business Communication

Principles of Business Communication


Principles of Business Communication
7c’s of Business Communication
What are the principles, those must be followed in business communication.
Like other discipline business communication has certain scientific principles. These principles are important and relevant to all media but they are most important to written communication. The principles of business communication are as follows:
1. Clarity
2. Completeness
3. Conciseness
4. Consideration
5. Courtesy
6. Correctness
7. Concreteness
Fig-2 : Principles of business communication (7 c’ s of Business Communication )
[Source : (Data) : Herta A. Murphy et al]
a. Clarity of thought :
The sender must have clear idea about following three points in his mind –
i. What is the objective of communication
ii. What is to be communicated?
iii. Which media will be the most suitable for this purpose?
b. Clarity of expression : 
The sender should be careful about the following points, otherwise message may be misinterpreted in receiver’s mind.
i. Use simple words instead of heavy words-
Do not use                                                               Use
Visualise See                                                            Utilise Use
ii. Use single words instead of long phrases-
Do not use                                                                Use
At all times                                                                  Always
At the present time                                                       Now

iii. Use verbs in place of nouns-
Do not use                                                                  Use
Come to a conclusion                                                    Conclude
Make a decision                                                             Decide

iv. Avoid double entry-
Do not use                                                                    Use
Actual fact                                                                       fact
11 a.m. in the morning                                                      11 a. m

v. Use concrete expressions instead of vague and general statement-
Do not use                                                                              Use
Goods are soon being dispatched                                           Goods will be dispatched on 2nd july

vi. Prefer active constructions instead of passive constructions-
Do not use                                                                               Use
Your report will be discussed by                                              A committee will discuss your
A committee                                                                            Report

vii. Avoid use of the infinitive (to-verb-to give, to learn etc.)
Do not use                                                                                 Use
It is my fob to supervise                                                            I Supervise

viii. Avoid Jargon (i. e, special language of trade, profession or field of study)
Do not use                                                                                 Use
Ultimo (the previous month )                                                     Write the month
Proximo (next month)                                                               Write the name of the month

ix. Avoid ambiguity (i. e, the message contains more than one meaning)

x. Use short sentences instead of long sentences.

Completeness of facts is essential in business communication. Message should organize in such a way that the receiver has no doubts about anything contained in it. Sender should keep following points in his mind to make a message complete:
a. He should answered all the questions while answering a letter, and
b. Check for ‘5 W’ questions- who, what, where, when and why. (K. pal & Korlahalli, 2002) for example, while announcing a meeting, specify

i. When the meetin is to be held?
ii. Where it is to be held?
iii. Why it is to be held?
iv. What is to be discussed in the meeting?
v. Who is to attend the meeting?

To win reader’s attention, length of message should be reasonable. Length of message may be short or long on the basis of describing necessary fact. The following rules help to achieve conciseness:

i. In clued only relevant fact.
ii. Avoid reparation.
iii. Avoid wordy expressions.
iv. Organize the message well. (R. Pal etal, 2002)
Consideration: In a message consideration must show to the reader in the following ways:

a. Adopt you view instead of I and we view.
b. Avoid gender bias in the followings ways:

I. Use gender bias free words-
Do not use                                                                             Use
Chairman                                                                                Chairperson,
Policemen Police

ii. Use a slash (/) to include both alternatives:
                                                                                              Dear sir/ Madam,
                                                                                              Gentlemen / Ladies
c. Use positive words instead of negative words for approaching.
Courtesy demands a considerate and friendly behavior towards others. The following principles help to promote courtesy:

i. Answer the letters promptly.
ii. Omit irritating expressions.
iii. Apologise sincerely for an omission.
iv. Thank generously for any favor

 The following rules help to achieve correctness in the message.
i. Transmit correct facts in correct language.
ii. Message must be transmitted and responded at appropriate time.
iii. Message shoud be sent in correct style after considering readers:
Educational background, vocabulary, specialized knowledge, psychological make-up, relationship with the organization etc.

 The following guidelines help to ensure concreteness in the message:

i. Use specific facts and figures.
ii. Put action in the verbs.
iii. Use vivid and image building words. [H. A. Murphy, et al : 2000]


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