Things-to-remember for effective communication (Part 1)

The following points are relevant to all media but they are most important to written communication.

1. Use simple words. It is better to use “tell” or “inform” instead of “acquaint.”

Pompous (avoid these)	Simple (use these)
Demonstrate	show
Subsequent to	after
Previous/ prior to	before
To the fullest possible extent	fully

Mark Twain had a point when he said, “I never write ‘metropolis’ when I can get the same price for ‘city.’

2. Use concrete expressions. Concrete expressions create visual images that are easy to register. So instead of vague, generalised statements, give definite facts.

Vague and general	Concrete and effective
Goods are soon being despatched.	Goods will be despatched on 2nd July.
Your savings earn a high rate of interest.	Your savings earn 10% interest compounded half-yearly.
This piece of jewellery is inexpensive.	These beautiful earrings cost only Rs.650.
You can own this refrigerator by paying Rs. 1500 cash down and easy instalments later.	You can own this refrigerator by paying Rs. 1500 cash down and fifteen monthly instalments of Rs. 500 each.

You should avoid words like high, low, big, small, many, a few, soon, easy, large, short, quick, slow, several, frequent, most, least and other such words. These may be considered opinion or contextual words, for ‘many’ and ‘a few’ are a matter of opinion or context. Ten students absent in a class of thirty are ‘many.’ Ten members absent in a group of five hundred are ‘a few.’

3. Prefer active constructions for they are easier to understand. If you deliberately want to create an impersonal style, you ma be justified in using passive constructions. But, in ordinary circumstances, it is better to use active constructions.

Passive (awkward)	Active (elegant)
Your efforts are appreciated by all of us.	All of us appreciate your efforts.
Your report will be discussed by a committee.	A committee will discuss your report.
It is thought that these prices are on the higher side.	We think these prices to be on the higher side.

If you compare the two constructions, you will discover that active verbs are more specific, personal and emphatic.