Diagrammo Management theories explained

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Six C’s of Communication

Six C's

A well-crafted message is an integral part of any communication plan. The key message should be short and simple. But the old KISS (Keep It Short and Simple) is no longer sufficient. The six C’s indicate the criteria for the core message that is picked up in the media and lingers in the mind of the customer, the voter or any other stakeholder.

Six C’s of Communication

The core message connects the dots between what you do and how it relates to the customer or audience. A good key message meets six criteria that are called the Six C’s of Communication. Of these six criteria, the first two are about the shape and the other four about the content of the message.


The message is in understandable language and is not open to further interpretation.


The message is to tell in a few sentences.


The message inspires the receiver.


The message plays into social urgency and needs.


The message is distinctive in comparison to the core messages of competitors


The message is realistic, does not hold empty promises and does not conflict with previous actions and the actual behavior of the sender.

The key message can be summed up in a slogan or a ‘pay-off’. Which is the headline above the message. Many key messages are clear, concise, appealing and contrasting but fail on the criteria connected and credible. These two criteria require self-reflection, self-criticism and research into what is important to customers or stakeholders.

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