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Rovilyn S.

Leopando TVL-F

Features of an Effective Communication

In their pioneer book Effective Public Relations, Professors Broom, Cutlip, and Center (2012) list the 7 Cs of
Effective Communication. This list is widely used today, especially in public relations and advertising.
1. Completeness
Complete communication is essential to the quality of the communication process in general. Hence,
communication should include everything that the receiver needs to hear for him/ her to respond, react,
or evaluate properly.
2. Conciseness
Conciseness does not mean keeping the message short, but making it direct or straight to the point.
Insignificant or redundant information should be eliminated from the communication that will be sent
to the recipient.
3. Consideration
To be effective, the speaker should always consider relevant information about his/her receiver such as mood,
background, race, preference, education, status, and needs, among others. By doing so, he/she can easily build
rapport with the audience.
4. Concreteness
Effective communication happens when the message is concrete and supported by facts, figures, and real-life
examples and situations. In this case, the receiver is more connected to the message conveyed.
5. Courtesy
The speaker shows courtesy in communication by respecting the culture, values, and beliefs of his/her receivers.
Being courteous at all times creates a positive impact on the audience.
6. Clearness
Clearness in communication implies the use of simple and specific words to express ideas. It is also achieved
when the speaker focuses only on a single objective in his/her speech so as not to confuse the audience.
7. Correctness
Correctness in grammar eliminates negative impact on the audience and increases the credibility and
effectiveness of the message.

Barriers to Communication
There are instances when miscommunication and misunderstanding occur because of certain barriers. To become an
effective communicator, you should recognize these barriers that hinder the communication process. This will enable you
to control the situation, reset conditions, and start anew. The table below presents some barriers to effective communication
with corresponding solutions.
Barrier Example Solution
Emotional barriers You are having a bad day or you Recognize these kinds of
feel frustrated. emotions, and politely ask the
other person to give you a moment
so you can relax or calm yourself.
You sit in a meeting or class where Recognize this kind of attitude,
you think the speaker is boring. reset, and reflect on how you can
be interested in what the speaker is
pointing out.
Use of jargon You are a scientist discussing a Jargon refers to the set of
certain weather phenomenon with specialized vocabulary in a certain
your neighbor who does not know field. To avoid communication
much about the topic. breakdown due to lack of clarity,
adjust your language; use
layman’s terms or simple words.
Rovilyn S. Leopando TVL-F
Lack of confidence You are asked to share something Develop self-confidence by joining
about your day or weekend, but organizations where you can share
you are hesitant because you are and develop your interests. Look
shy. for opportunities in your school or
community that will help you find
your strengths and improve your
Noisy environment You are having a conversation Recognize that noise is a common
with some friends when a song barrier. Make some adjustments
was played loudly. by asking someone to minimize
the volume or by looking for a
quiet area where you can resume
the conversation.