Ohio University College of Business Communication Standards

Effective Communication Criteria - 7Cs
Clarity: Apply the KISS formula—“Keep it Short and Simple.”
Choose short, familiar, conversational words.
Construct effective sentences and paragraphs.
Achieve appropriate readability--and listenability.
Avoid unfamiliar words, abbreviations, slang or jargon.
Completeness: Answer all questions asked.
Give something extra, when desirable.
Check for the five Ws and any other essentials.
Conciseness: Shorten or omit wordy expressions.
Include only relevant statements.
Avoid unnecessary repetition, long sentences, relative pronouns,
expletives, abstract subjects, and passive verbs.
Correctness: Use the right level of language.
Include only accurate facts, words, and figures.
Maintain acceptable writing mechanics.
Choose nondiscriminatory expressions.
Apply all other pertinent C qualities.
Concreteness: Use specific facts and figures.
Put action in your verbs.
Choose vivid, image-building words.
Avoid relative words, indefinite phrases, and abstract words.
Consideration: Focus on "you" instead of "I" and "we."
Take an interest in the reader, show how the reader will benefit.
Emphasize positive, pleasant facts.
Apply integrity and ethics.
Avoid negative words.
Courtesy: Be sincerely tactful, thoughtful, and appreciative.
Omit expressions that irritate, hurt, or belittle.
Apologize good-naturedly.
Use words and phrases that set a positive tone.
Make the reply easy.
Sentences and Lines per Paragraph
A paragraph is a set of related sentences, indicated by indenting the first sentence or by
leaving a blank line between paragraphs. In professional writing--where time is money-writing
needs to be as simple and straightforward as possible. Therefore, keep sentences
short, and use the active voice. Paragraphs are most effective when they are crisp, clean,
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