7 main Principles of Good Communication are as follows:

The American Professors Frank Groves and Richard Vilstrup give the seven C’s of communication.

1. Credibility:

Communication starts with a climate of belief. This is built by performance on the part of the source. The receiver must have confidence in the sender. He must have a high regard for the source’s competence on the subject.


2. Context:

A communication programme must square with the realities of its environment. The context must provide for participation and play back. The context must confirm not contradict the message.

3. Content:

The message must have meaning for the receiver and it must be compatible with his value system. It must have relevance to him. In general, people select those items of information which promise them generates rewards.


4. Clarity:

The message must be put in simple terms. Words must mean the same thing to the receiver as they do to the sender. The farther a message has to travel, the simple it must be. An institution must speak with one voice, not many voices.

5. Continuity and Consistency:

Communication is an unending process. It requires repetition to achieve penetration. The story must be consistent.


6. Channels.

Established channels of communication should be used channels which the receiver uses and respects. Creating new ones is difficult. Different channels have different effects and serve in different stages of the diffusion process.

7. Capability of Audience:

Communication must take into account the capability of the audience. Communications are most effective when they require the least effort on the part of the recipient.