ADVISORY ARTICLE
By Tasiyana Siavhundu
Harare, Zimbabwe
ABSTRACT
In all facets of life, failing to communicate effectively destroys the entire plan. Similarly, in project and operational environments, some considerable failures stem from the lack of effective communication. While some fail to communicate at all, others fail to communicate effectively, and in the end, the result might be the same. In some instances, communicating ineffectively may be worse than not communicating at all. This paper aims to explain the role played by effective communication not only in project environments but in all settings where communication is required. The paper attempts to make the discussion on effective communication more interesting by explaining it from the 15Cs approach, where some thematic verbs, all starting with the letter C, are expanded, giving practical explanations on how they influence effective communication.
Keywords: Effective Communication; Stakeholder Engagement; Project Management.
1. INTRODUCTION
As in any other setting, including operational environments, effective communication plays a pivotal role in successful project management, and this is even confirmed by the Project Management Institute (PMI’s) Project Management Body of Knowledge (PMBOK) Guide 6th Edition which incorporates Project Communications Management as one of the project management’s ten knowledge areas. As another knowledge area, Project Stakeholder Management is highly supported by Project Communications Management since all stakeholders need to be constantly and properly communicated to. Thus, a clear communication management plan which addresses communication needs for all essential stakeholders needs to be in place. Among other things, the plan needs address what needs to be communicated, why it needs to be communicated, how it should be communicated (for instance, media), when should it be communicated, by whom the communication should be made and how often the communication should be made. This article delineates effective communication and gives a synopsis of the 15Cs that may need to be observed to ensure effective communication is made.
2. EFFECTIVE COMMUNICATION
Effective communication can undisputably described as the cornerstone of successful interactions across various life facets ranging from business, education, healthcare, and interpersonal relationships, to mention but a few. Guffey and Loewy (2018) defines effective communication as the transmission of a message so that it is understood by the receiver just as intended by the sender. Effective communication does not only entail speaking or writing but includes listening, interpreting and providing feedback (confirmatory or corrective feedback). Also, Robbins and Judge (2019) explains effective communication as involving a two-way process in which information, knowledge, ideas, thoughts or beliefs are exchanged and equally understood by both parties. Including both verbal and non-verbal elements, effective communication is enhanced through clarity of expressions, use of appropriate tone, attentiveness, and timely feedback, among other enhancers. These elements are instrumental in the fabrication of a shared understanding.
Effective communication results when there is shared meaning, that is, when the message relayed, sent, encoded or transmitted by the speaker, writer or sender is received (decoded), understood and interpreted in the same way as the sender intended. This shared meaning requires a mutual understanding and the alignment of cognitive frameworks between the sender and receiver (Adler, Rosenfeld, & Proctor, 2018). If such an alignment lacks, communication may fail, resulting in misinterpretation, inefficiency, or conflict.
3. THE 15 Cs OF EFFECTIVE COMMUNICTION
This section briefly describes the 15Cs that can be used to gauge the effectives of communication. Communication is ubiquitous and it should be noted that the 15Cs are universally application to any environment. The 15Cs explained below are also applicable to any form of communication – be it oral communication, verbal communication, non-verbal communication, written communication and so on.
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How to cite this paper: Siavhundu, T. (2025). The 15Cs of Effective Communication; PM World Journal, Vol. XIV, Issue VIII, August. Available online at https://pmworldjournal.com/wp-content/uploads/2025/08/pmwj155-Aug2025-Siavhundu-15-Cs-of-Effective-Communication-2.pdf
About the Author
Tasiyana Siavhundu
Harare, Zimbabwe
Tasiyana Siavhundu is a member of Project Management Zimbabwe (PMZ) and holds diverse qualifications and experience in Project Management, Economics, Taxation, Human Resources Development, Investments and Portfolio Management, and Education. He holds a B.Sc. Honours Degree in Economics, a Master of Commerce in Economics, a Postgraduate Diploma in Project Management, a Postgraduate Diploma in Education, a Postgraduate Diploma in Applied Taxation, a Diploma in Human Resources Development, an Executive Certificate in Investments and Portfolio Management, and an Advanced Certificate in Taxation, among other qualifications.
Tasiyana has experience in both the private and public sectors in Zimbabwe. He currently serves as a Talent and Organisational Development Specialist (Domestic Taxes) at the Zimbabwe Revenue Authority (ZIMRA). In this role, he has been instrumental in economic research, talent management, capacity building, and the overall management of the training cycle. A passionate researcher, his professional interests lie in Public Economics, Project Management, and Taxation.
He can be contacted at: tsiavhundu@gmail.com
