Principles of Communication


Communication is the life and
blood of conducting our day-to-day transactions. You may be a subject matter expert
(SME) but that’s of no use if you are not able to communicate your ideas
and innovations to some one who has the power to implement them.
Nowadays, most communication is done in English.

Method of Speaking

You must know your audience. Do
not patronize your audience, Neither speak down nor speak up to your audience.
Know the age level of the audience as well as its members’ level of educational
sophistication and special interests so you can tailor your presentation accordingly.
The material of your presentation should be concise.
Good presentations then follow this formula: tell the audience what you
are going to tell them, tell them, at the end tell them again what you have told

Speak clearly. Don’t shout or whisper –judge the acoustics of the room.
Don’t rush, or talk deliberately slowly. Be natural – although not
conversational. Deliberately pause at key points – this has the effect of
emphasizing the importance of a particular point you are making.

Visual aids significantly improve
the interest of a presentation. However, they must be relevant to what you want
to say. A careless design or use of a slide can simply get in the way of the
presentation. What you use depends on the type of talk you are giving.

Written Communication

The first activity of writing is defining objectives. When defining your objectives, you tell what
you want your communication to do. In this way, your objectives form the basis of all
your work at writing. In writing, always take the Reader-Centered
Approach. You need to look at three things. The final result you desire, the
people who will read your communication and the specific way you want your
communication to affect the people as they read your communication.

Target Your Audience

Target your audience by
identifying audience type, their characteristics and level of expertise. Determine
your audience’s needs by assessing their expertise and their purpose in reading
the document.

Experts read technical and scientific
documents for a variety of purposes: to maintain and expand their own, general
expertise, To obtain specific answers to their own research and writing and to
evaluate a document’s technical or scientific content.

Seven Cs of Communication

To compose a written or oral
message you must apply certain communication principles. These principles are called the
seven C’s of effective communication.

  • Completeness
  • Conciseness
  • Consideration
  • Concreteness
  • Clarity
  • Courtesy
  • Correctness
The seven C’s apply to both
written and oral communications. Although we deal here with these principles on
a sentence level, they are applicable to all forms of communication.

Your message is complete when it
contains all the facts, readers or listeners need for the reaction you desire.
Communication senders need to assess their message from eyes of the receivers
to be sure they have included all the relevant information. Completeness answers all the FIVE Ws. Who, What, When,
Where and Why for perfect communication.

Conciseness is saying what you
want to say in the fewest possible words without sacrificing the other C
qualities. 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.

Conciseness saves time by avoiding unnecessary information and wordy expressions.

Consideration is another important quality. Consideration means preparing
every message with the message receiver in mind. So, don’t lose your temper,
don’t accuse and don’t charge them without facts. Focus on ‘you’ Instead of ‘I’
or ‘we’.

The You-Attitude for example, You will be able to
shop evenings with the extended office hours
is better than We-Attitude in some cases for example, I am delighted to
announce that we have extended our office hours to make shopping more

makes communication understandable. The purpose of clarity is to get
meaning from your head across to the reader. Clarity is achieved through
balance between precise language and familiar language. When you have
choice between a long word and a short word, choose the short familiar
word. So
the golden rule is that when in doubt, use the more familiar words;
will understand them better.

Familiarity breeds clarity. Word, ‘PAY’ is better than ‘REMUNERATION’ for the sake of clarity.

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