LECTURE 6

PRINCIPES OF COMMUNICATION

Communication is an important part of our world today. The ability to Communicate effectively with others is considered a prized quality of the successful business people. To communicate easily and effectively with your readers, you should apply the following Seven ‘C’ principles:

1. Clarity 5. Correctness
2. Conciseness 6. Courtesy
3. Consideration 7. Completeness
4. Concreteness

COMPLETENESS
A business message is complete when it contains all facts that the reader or listener needs for the reaction you desire. Senders and receivers are influenced by their background, viewpoint, needs, experience, attitude, status and emotions. Because of their difference, the receiver needs to be sure that he has included all relevant information. Completeness is closely related to clarity.

A complete message brings desired result. It does a better job of building goodwill. It helps remove costly lawsuits that may result if important information is missing. Moreover, the communication that seems unimportant can be surprisingly important if the information is complete and effective.

For completeness, keep the following guidelines in mind:
• Provide all necessary information
• Answer all questions asked
• Give something extra when desirable

Provide all necessary information
Writing messages check to make sure you have provided all the information the reader needs for understanding.
Your reader needs to know how much, what size, what type, and other details. To achieve this clarity, your message should answer the “five Ws and one H”

Answer all questions asked
Replying to an inquiry or request, answer all questions asked, and even anticipate the reader’s reaction by providing other relevant information.

Give something extra when desirable • Sometimes, as an intelligent writer, you know what your reader may need to know about any certain thing. In this case you must include anything that is of your reader’s benefit. Use your good judgement in offering additional material if the sender’s message is incomplete question.
• How come my request for an interview letter did not receive a response.
When was the letter sent? To whom was it sent? Such a letter would require a return letter to answer the above questions, so take care to make your message complete.

CONCISENESS
Conciseness is saying what you want to say in the fewest possible words without sacrificing the other C qualities. A concise message is complete without being wordy.
A concise message saves time and expense for both the sender and the receiver
It increases emphasis in the message. It shows respect for the recipient, by not cluttering them unnecessary information.
To achieve conciseness, observe the following suggestions.
• Eliminate wordy expressions
• Include only relevant material
• Avoid unnecessary repetition

Eliminate wordy expressions
1)Use single-word substitutes instead of phrases whenever possible without changing meaning.
Wordy : At this time
Concise : Now
Wordy : Due to the fact that
Concise : because
Wordy : have need for
Concise : Need
Wordy : In due course
Concise : Soon
2)Omit trite, unnecessary expressions
Wordy : Please be advised that your admission statement has been received.
Concise : Your admission statement has been received.
3)Replace wordy conventional statements with concise ones.
Wordy : Please find attached the list you requested.
Concise : The list you requested is attached.
4)Replace wordy conventional statements with concise ones.
Wordy : Such refreshing comments are few and far between.
Concise : Such refreshing comments are scarce.
5)Avoid overusing empty phrases.
Wordy : There are four rules that should be observed.
Concise : Four rules must be observed.
6)Avoid overusing empty phrases.
Wordy : It was known by Mr.. Usman that we must reduce size our inventory.
Concise : Mr.. Usman knew we must reduce our inventory.
7)Omit “which” and “that” clause where ever possible.
Wordy : She bought desks that are of the executive type.
Concise : She bought executive type desks.
Wordy : The receipt that is enclosed documents your purchase.
Concise : The enclosed receipt documents your purchase.
8)Eliminate unnecessary prepositional phrase.
Wordy : The issue of most relevance is teamwork.
Concise : The most relevant issue is teamwork.
Wordy : In most cases the date of the inquiry is indicated in the upper right corner.
Concise : The policy date is in the upper right corner.
9)Limit your passive voice.
Wordy : The total balance due will be found on Page 2 of this report.
Concise : The balance due is on page 2 of this report.
Wordy : The reports are to be submitted by employees prior to 5:00 p.m.; at which time they will be received by Ali.
Concise : Please submit your reports to Ali by 5:00 p.m.

Include only relevant material
A concise message should not only omit wordy expressions but also irrelevant statements.
Observe the following suggestions:
1. Stick to the purpose of the message.
2. Delete irrelevant words and rambling sentences.
3. Omit information obvious to the reader.
4. Avoid long introductions, unnecessary explanations, pompous words and gushy politeness.
5. Get to the important point tactfully and concisely.

Example:
Wordy : We hereby wish to let you know that our company is pleased with the confidence you have reposed in us.
Concise : We appreciate your confidence.

Avoid unnecessary Repetition
Unnecessary repetition leads to dullness. The message becomes wordy and boring. Here are some suggestions.
1)Use short names when you have mentioned the long one once. For Shaukat Khanum Memorial Cancer Hospital, use Shaukat Khanum or simply the Hospital.
2)Use initials instead of repeating long names. Instead of using Pakistan International Airlines, use PIA.
3)Cut out needless repetition of phrases or sentences.
Sometimes it is possible to combine two or even three sentences using subordinate clauses or phrases.
Example:

The following letter is an example of unnecessary repetition.

Will you ship us some time, anytime during the month of October would be fine, or even November if you are rushed (November would suit us just as well, in fact a little bit better) 300 of the regular Dell Computers.
Thank you in advance for sending these along in parcel post, and not in express, as express is too expensive.

Concise Version of the Letter:
Please ship parcel post, before the end of November 300 Dell Computers.

Use one word in place of phrases; one sentence in place of two. Read out loud to listen for wordiness. Omit outdated trite expressions. Ask yourself: what material is really relevant? Look for unnecessary repetition: Does the same word or idea appear too often?

Recognizing incorrect words
1. Simple words. Rewrite the following sentences, substituting simple words for the underlined words and phrases in the sentences

A conference call will afford us an opportunity to interrogate the numerous remuneration proposals and consummate the rumors.

2. Concise words. Delete the extra words and rewrite these sentences.

I want to take this opportunity to thank you for arranging to send me a computer that is exactly identical to the one in my office.
This letter is to acknowledge receipt of and thank you for your check no 389939 in the amount of Rs. 1000.

3. We have 30 reservations at the present writing, so I am taking the liberty of sending you an updated list.

4. Correct words. Substitute correct words for the underlined words that are incorrect.
Between you and I she has a long ways to go to be a realtor. Irregardless of the person whom you select, I am real pleased with the candidates. I don’t have but two pair of shoes.

Hi / Dear Mr Imran

Thanks / thank you for your recent letter. We were happy / pleased to hear that you are interested in marketing our range of children garments

But/however, before we make any firm decision make up our mind, we would be grateful if you would provide us with / give us further information concerning / about the organization of your firm, the territory it covers, the number of retail outlets and your market share.

You would have to get us / we would expect a minimum turnover of 600,000 before being in a position to / we could offer you a agency. We would want to get / we would wish to achieve a market share of at least 10% in the first two years.
Anyway/ this said, if you feel your firm is able to meet these targets it would be nice / it would be useful to arrange an appointment to have a chat about / discuss the project in a bit more detail further.

I will be in Karachi from 5 – 12 May and suggest we meet / get together then, if this is convenient /OK. to you.

Please confirm with my secretary if this is all right / satisfactory.

I look forward to hearing from you in the near future / hope to get a letter from you soon.

Yours sincerely, /All the best
Asif

CONSIDERATION

Consideration means writing every letter with your reader in mind. It also means acting on the ‘you attitude’. When we put ourselves in our reader’s place, we are considerate. We can understand our reader’s desires, problems, circumstances and emotions. This thoughtful consideration is exactly ‘you attitude’. Three specific ways to indicate consideration are:

• Focus on ‘you’ instead of ‘I’ and ‘we’
• Show audience benefits or interest
• Emphasize positive, pleasant facts

Focus on ‘you’ instead of ‘I’ and ‘we’
For writing considerate message, think how your reader will benefit from your messages. For example.
‘I’ or ‘We’ attitude: we are delighted to announce…..
‘You’ attitude: you will be pleased to know…….
Showing consideration for the audience involves more than just using you instead of I or we. Messages ‘you’ can be insensitive in negative situation.
Insensitive: you failed to enclose your cheque in the envelope.
Consideration: the cheque was not enclosed.

Show audience benefits or interest
Your reader is likely to response positively when you show them benefits. Even in conveying unfavourable message to your reader, you can plan it in a way the reader finds some benefit in it.
Benefits must meet recipients’ needs, address their concern or offer them reward.
Merely inserting the ‘you’ does not insure you attitude.For example, you will be glad to know that we now open, tell 11.00 pm every day weekday.
Despite we ‘you’ in forefront this sentence lacks you attitude. This can be revised with you attitude.
You can now shop till 11.00 pm everyday.

Emphasize positive, pleasant facts
Another way to show ‘you attitude’ for your reader is to present facts in a positive, pleasant way. For example;
Negative-unpleasat
It is impossible to open an account for you today.
Positive pleasant
As soon as your signature card reaches us, we gladly open an…….

Study this letter as it is negative and unpleasant.

Dear Mr Tariq

I’m sorry that we are presently out of stock of Black Hand bags and will be unable to fill your order at this time.

An order has been placed with the manufacturer in the color you want, we will receive shipment after then days.

I trust this delay will not inconvenience you.

Yours very sincerely

The same letter is written positively and pleasantly.

Dear Mr Tariq

Thank you for order of a black hand bag.

The color you chose proved to be very popular, and we quickly sold all we had in stick. However, we’ve placed a rush order for more and are promised delivery within ten days. Yours will be shipped the same day our new supply arrives.

I know you’ll be delighted with the unique carry-on bag Mr. Hassan. It’s not only very handsome, but incredibly inexpensive.

You’re very sincerely


CONCRETENESS
Concreteness means that a message is specific, definite and vivid. If a message lacks these qualities, it will be vague and general. To achieve concreteness, denotative words will be used instead of connotative words. By using concrete facts and figures, you can make your reader know exactly what is required or desired. Concrete messages are more richly textured. They avoid vagueness.

The following guidelines should help you compose concrete, convincing message.

• Use specific facts and figures
• Put active verbs in the sentences
1. Use specific facts and figures
Always use specific facts and figures in your messages. For example:
Vague: Please send us the following items by the end of this month.
Clear: The following items should reach us on or before 21 August.

2. Put active verbs in the sentences
Active verbs make writing forceful and more interesting to read or hear.
Passive: The proposal was approved.
Active: The general manager approved the proposal.

Active verbs also make sentence specific, personal and concise.

1. Specific. “The chief executive decided” is more explicit than “A decision has been made.”

2. Personal. “You will note” is both personal and specific; “it will be noted” is impersonal.”

3. Concise. The passive requires more words and thus slows both writing and reading. Compare “Figures show” with “it is shown by figures.”

4. Emphatic. Passive verbs dull action. Compare “The students held a contest” with “a contest was held by the students.”
However a positive sentence is preferred to an active when situation demands. Following are few exmples

1. When you want to avoid personal, blunt accusations or comments. “Attendance at the meeting is required” is less harsh than “you must attend”.

2. When you want to stress the object of the action. “You are invited” is better than “we invite you”

3. When the doer isn’t important in the sentence. “People were asked to take their seats”.
Put actions in verbs not in nounds.
Use verbs not nouns
Seven verbs be, give, have, hold, made, put and take may be avoid as they introduce an action hidden
Action hidden
The function of this office is collection of bad debts.
Action in the verb
This office collects bad debts

Put action in verb, not in infinitive
Action in infinitive
The main function of this machine is to speed up production.

Action in the verbs.

The machine speeds up production.

CLARITY

Clarity means getting your message across so that the receiver will understand what you are trying to convey. You may not be able to write clearly if you have not thought out your message first. It is better to write down the main points of the message. A rough draft should be made first and then revised.

Clarity is achieved in part through a balance between precise language and familiar language. Put right word to convey the meaning. Familiar words are often conversational.
Following are some ways to help make your message clear.

• Choose, Short, Familiar, Conversational words
Simple Words
A substantial segment of the population Many people
Affords an opportunity Allows
Arrived at the conclusion Concluded


• Avoid repetitive words.
In the following redundant expressions, the italicized words are unnecessary and should be omitted”

Absolutely free Meet together
Adequate enough Over with
As to whether Past experience
At about Personal opinion
Attached hereto Quite unique

• Conversational Words.
Trite Expressions … ..Choose these conversational words
Acknowledge receipt of thank you for
Agreeable with your desires in the matter as you sugested
are in receipt of have
as per our conversation as we discussed
at the earliest possible date as soon as (you) can
at the present writing now

• Construct effective sentences and paragraphs.
At the core of clarity is the sentence. A sentence moves thought clearly within a paragraph. Clear writing is easy to understand. It requires short and easy words. Generally speaking, a sentence in a business letter should have 3 to 30 words. Each sentence should express unity of thought. The word into a sentence and sentence into a paragraph should be arranged in a way that they become a coherent whole.
Important characteristics are as follows:
o Length
The suggested length is 17 to 20. You can adopt a range from 3 to 30. Rewrite a sentence of more than 40. Sentences under 10 words are overly simple.
• Unity
It means that you have one main idea whether you use a simple, compound or complex sentence.
• Coherence
.Coherence bring clarity. In it words are correctly arranged so that ideas are clearly expressed.
 Vague: Being the chief executive, we can expect help from you.
• Clear: Being the chief executive, you can surely help us.
• Emphasis
• Little Emphasis: The order was received and the manager started preparing for it.

• Better Emphasis: As the letter was received, the manager started preparing for it.

COURTESY
Courtesy does not mean the use of old-fashioned expressions such as ‘your kind enquiry’, ‘thank you’ and ‘please’. Rather, it is politeness that grows out of respect and concern for others. Courtesy is a quality that enables a request to be refused without killing all hope of future business. Courtesy also means replying promptly to all letters. If you feel your correspondent’s comments are unfair, try to answer tactfully. In short, the whole letter should have a courteous tone. It is not what you say, it is how you say it.

The following are suggestions for producing a courteous tone:
• Be sincerely tactful, thoughtful, and appreciative
• Use expressions that show respect
• Choose nondiscriminatory expressions

Be sincerely tactful, thoughtful, and appreciative.
Sometimes you have to deal with unpleasant messages. Always remember that by using tact and being thoughtful you can convey anything, however unpleasant it may be, to your readers.
Tactless: we believe that the extent of your current obligations makes you a bad credit risk.
Tactless: our credit department believes that, because of your current obligations additional credit might be difficult for you to handle at this time.

Thoughtfulness and appreciation
Writers who send courteous messages of deserved congratulations and appreciations help goodwill.

Use expressions that show respect
• Expressions like, ‘irresponsible’ or ‘I do not agree with’ etc., are annoying. Use expressions that show respect for your reader and help him think positively about your message.omit irritating expressions such as the following:
Contrary to your inferences You are delinquent
If you care you claim that
I am sure, you must realize that you did not tell us
obnoxious you leave us no choice
why have you ignored your stubborn silence

Choose nondiscriminatory expressions
•Courtesy also requires use of nondiscriminatory expressions that refer to any particular, gender, race, ethnic. origin, etc.

Instead of these gender-specific words. Choose these Bias Free words
Businessman Business person or business worker
Chairman Chair, chairperson, worker, employee
Manpower Worker, employee
Newsman Newscaster or reporter or journalist
Salesman Salesperson, sales, representative, agent

Previously masculine pronoun in expressions like he or his bill was used. The trend today is to avoid using he, him. Instead use either he/she, him/her or reword it into plural.

CORRECTNESS
The correctness principle is more than proper grammar, punctuation and spelling. A message may be perfect grammatically and mechanically but still lose a customer and fail to achieve the purpose. Though mistakes are never intentional, they spoil our image. Errors in the messages fall in the following categories:

• Mistakes in names, figures, facts, and words.
• Mistakes in punctuation and capitalization
• Mistakes in the level of Language

Mistakes in names, figures, facts, and words
•Any mistakes in names, figures, facts, etc, can make your message unclear. Such mistakes can also create problems for you. Imagine if you write 2000 where you were supposed to write 200. A good check of data is having another person to read and comment on the validity of material.

•Mistakes in punctuation and capitalization must be avoided.
• So be careful to:
• Verify your statistical data.
• Double-check your totals.
• Avoid guessing at laws that have an impact on you and your receiver.
Mistakes in the level of Language.
There are two types of writings: formal and informal. In formal writing, our style is unconversational. In informal writing, we use words that are short, familiar and conversational.
• A formal style is characterized by more complex sentences.
• An informal style is characterized by Short words and sentences
(Thanks a lot for your letter).
• Contraction & Abbreviations (I haven’t, there’s) simple words are example of levels of language.
A few examples of formal language.

More formal less formal
Participate join
Procure get
Utilize use
Endeavor try

Reminder:
• Avoid substandard language.
Substandard more appropriate
Aint isn’t
Cant hardly can hardly
Aim to proving aim to prove
Irregardless regardless

• Using incorrect words, incorrect grammars, faulty pronunciation all suggest inability to use good English.