Chapter 5 Communicating Electronically - University …wweb.uta.edu/management/Dr.George/Fall_2011/Lecture... · Web viewChapter 5 Communicating Electronically Learning Objectives

Chapter 5 Communicating Electronically

Learning Objectives1. Discuss the effective use of email and instant messages in business communication.2. Explain principles for writing effectively for the Web.3. Discuss the effective use of voice and wireless technologies in business communication.4. Identify ethical and legal implications associated with the use of communication technology.

Chapter OverviewA full chapter is devoted to the preparation of electronic communications—not only because of popular use in organizations but also because of their particular characteristics as informal, yet powerful forms of communication. Emphasis is given to email, instant and text messaging, and web communications (web pages, wikis, and weblogs) and voice and wireless communication. Legal and ethical issues related to the use of technology are also discussed.

Chapter OutlineELECTRONIC MAIL COMMUNICATION 70

Advantages of Email 70Guidelines for Preparing Email Messages 71Effective Use of Email 72Instant Messaging 74Text Messaging 75Electronic Messages and the Law 77

WEB PAGE COMMUNICATION 78Writing for a Website 78Writing Wikis 79Writing for Weblogs 79

VOICE AND WIRELESS COMMUNICATION 80Voice Mail Communication 80Cell Phone Communication 81Wireless Communication and the Future 82

APPROPRIATE USE OF TECHNOLOGY 82Determine the Purpose of the Message 83Determine Whether the Information Is Personal or Confidential 83Decide Whether Positive Human Relations Are Sacrificed 83

Key TermsExtranet 78Instant messaging 74Intranet 78Netiquette 72Social networking sites 74Text messaging 75Weblog (or blog) 79

© 2011 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.


PowerPoint Slides Lecture Slides — Students can review key chapter concepts on the Lecture Slides (found on the

companion website (Student’s Resources)). Slides can be downloaded for convenient printing of handouts for taking class notes.

Slide Number and Title1. Chapter 5 Communicating Electronically2. Learning Objectives3. Guidelines for Preparing Email Messages4. Netiquette Fundamentals5. Instant Messaging6. Text Messaging7. Electronic Messages and the Law8. Types of Web Presence9. Writing for the Web10. Wikis for Business11. Blogs for Business12. Making a Professional Impression with Voice Mail13. Cell Phone Communication

E-lectures — Slides with engaging narration of key concepts—useful as reinforcement of lectures and exam reviews—are available through the CourseMate site for BCOM3.

Resource Slides — A larger deck of slides for instructors for displaying in the classroom; these slides for class enrichment and solutions to activities and applications are also available at the companion website (Instructor’s Resources) and on the Instructor’s CD.

Slide Number and Title1. Chapter 5 Communicating Electronically2. Learning Objectives3. Learning Objective 1 Discuss the effective use of email and instant messages in business

communication.4. Benefits of Email5. Guidelines for Preparing Email Messages6. Elements of an Effective Subject Line7. Netiquette Fundamentals8. Email Abbreviations9. Email Formatting Guidelines10. Email Message: Why It Works11. Instant Messaging12. Instant Message: Why It Works13. Text Messaging14. Electronic Messages and the Law15. Evidence Mail: Avoid the Legal Dangers16. Learning Objective 2 Explain principles for writing effectively for the Web.17. Types of Web Presence18. Web Users . . .19. Writing for the Web20. Designing and Launching a Website21. Wikis for Business22. Blogs for Business



23. Learning Objective 3 Discuss effective use of voice and wireless technologies in business communication.

24. Wireless Communication: The Future is NOW!25. Making a Professional Impression with Voice Mail26. Preparing Voice Mail Greetings27. Leaving Voice Mail Messages28. Cell Phone Communication29. Learning Objective 4 Identify ethical and legal implications associated with technology.30. Appropriate Use of Technology

Teaching SuggestionsLearning Objective 1Discuss the effective use of email and instant messaging in business communication.

ELECTRONIC MAIL COMMUNICATION Discuss how email is the communication tool used most often in business to communicate with

colleagues, supervisors, customers/clients, vendors, and potential customers. Ask students to read the article below that outlines these points: writing creates an image, good writing attracts customers, and business writing must be checked and proofread.

Watson, J. (n.d.). Writing: An important tool in business. Presentation-Pointers.com. Retrieved from www.presentation-pointers.com/showarticle/articleid/167.

Ask them to give examples of companies communicating electronically with them, either as consumers or possibly as potential employees. Remind students that email messages should follow the same grammar, spelling, punctuation and usage rules as other forms of written communication.─ Stress that studies show that well-informed employees perform better, suffer less

stress, and have lower absenteeism than their less-informed counterparts. Share examples supporting the point:

─ Ask students to read the article below that describes the cancellation of a town-hall-style meeting for employees of the merged Merrill Lynch and Bank of America. Ask students to contemplate what they would want to know from the “higher ups” after a major merger.

Hood, J. (2009, January 9). Employee comms is not a luxury during down times. PR Week (U.S.).─ Disney uses employee information booths containing video and telephone hotlines, and

LCD displays that highlight company information and events in each employee’s work area. This service helps Disney employees feel more connected in this large company.

Ask students to locate articles that relate other examples of how organizations are using traditional and electronic communication to share information.

Advantages of Email Show the visual as you discuss the benefits of communicating electronically.

Resource slide 4: Benefits of Email

Ask students to imagine working with colleagues around the world without electronic communication. Discuss the difficulties they might encounter with global communication and no available email. Examples might include higher phone bills for long distance conversations, higher shipping costs for overseas overnight shipping, playing “message tag” when employees are on different time schedules for office time, etc.

Guidelines for Preparing Email Messages


http://www.presentation-pointers.com/showarticle/articleid/167


Show the visual as you discuss guidelines for preparing email messages. Use the “Check Your Communication” checklist as a basis for discussion.

Discuss the good example of an email message in Figure 5-1 on page 73 in the textbook. What makes this an effective email message? Ask your students if they have additional suggestions for improving the message.

Resource slide 5: Guidelines for Preparing Email Messages

Resource slide 10: Email Message: Why It Works

Useful Subject Line Discuss the suggestions for subject lines on p. 71 as you shown the visual.

Resource slide 6: Elements of an Effective Subject Line

Assign Activity 1 that requires students to write useful subject lines for various situations.

Single Topic Directed Toward the Receiver’s Needs Remind students to include only one subject per message to aid the receiver in answering or

accomplishing needed tasks and in filing messages by topic. Including only one topic also aids in writing a specific, descriptive subject line.

Sequence of Ideas Based on Anticipated Reader Reaction Emphasize the principles of organizing that apply to electronic communication. Empathy is the key to proper organization.

Careful Use of Jargon Jargon is acceptable when communicating within the organization, as long as everyone understands

the terminology. Present analogies that emphasize the value and cautions of using jargon: ─ People who sail for recreation have a language of their own. They communicate using terms

such as starboard, port, and jib. People who are unfamiliar with these terms cannot communicate without first learning the jargon.

─ Internet users also have a distinctive language. They communicate using terms such as blog, flame, spam, cookie, etc. Instant messaging has its own style of shorthand jargon—BTW, TTFN, ROTFL, IMHO, etc.

Remind students that knowing their audience will aid them in knowing whether jargon is acceptable.

Ask students to work in groups of three or four to think of other activities, organizations, professional fields, or situations where jargon is used. Ask them to generate a list of jargon typical to each example.

Graphic Highlighting Discuss using graphic highlighting to strengthen email messages. Discuss types of email software available, i.e., HTML-based software vs. text-based software, and

point out the kinds of graphic highlighting each will recognize. HTML-based software, such as Microsoft Outlook, will recognize bold, bullets, and graphic images. Text-based software will not recognize these graphic highlights.

Students should be aware of these differences and write their messages accordingly. If they are uncertain about the receiver’s software, students should not use bold, bullets, images. Instead, they should use all caps, double hyphens or numbers, and attachments (for images).

Careful proofreading



Discuss the need for proofreading in email messages. Remind students that the correctness of the content of email message can be even more important than in a letter. Because email can be forwarded easily, message with incorrect information can be distributed more quickly.

Ask students to read the articles that discuss the need for thinking about email before using it and for proofreading an email message the way one would a printed document.Maddox, M. (2007). Sending an email without proofreading is like shooting a gun without aiming.

Fayetteville, AR: Daily Writing Tips.com. Retrieved from www.dailywritingtips.com/sending-an-email-without-proofreading-is-like-shooting-a-gun-without-aiming Dumaine, D. (2004). Edit your email. Personal Excellence, 9(10), 12.

Formatting Email Messages Point students to the email formatting guidelines in Appendix A on pp. A–12 to A–14 and the visual.

Resource slide 9: Email Formatting Guidelines

Discuss the use of email shorthand, such as BCNU, FYI, and TTFN, and emoticons. Ask students whether they are appropriate for business use.

Emphasize the need for a signature file at the end of the message by asking about their experiences with email contacts from retail companies. Have they ever tried to contact someone at the company regarding an email about their orders and not been able to find a person’s name or phone number?

Assign Activity 2. Project the poor example from the book and point out problems to students. Ask students to share examples of how they revised the message. Then project the good example and point out the improvements.

Assign Application 3 that requires students to find examples of well-written and poorly written company email messages and analyze the strengths and weaknesses of each. Discuss student examples in class.

Effective Use of Email Use the following visual to support a discussion of effective procedures for communicating

electronically. Lead students in a discussion of what may result in organizations that ignore netiquette issues.

Resource slide 7: Netiquette Fundamentals

Assign Activity 9 that expands students’ thinking about appropriate and inappropriate uses of email. Ask students whether they have ever broken a personal relationship via text message or email? Or

has someone broken a relationship with them that way? How did they feel or how do they image that someone would feel in that situation?

Ask students to read the article below about text message break-ups and why they are bad. Have them apply the reasons and tips given to a business situation, e.g. firing an employee via email or text message. Ask them to relate their experiences with bad news being delivered electronically.

Faulks, R. & Vasen, D. (2007, July 16). Text message break up. San Francisco, CA: LoveToKnow Corp. Retrieved from www.lovetoknow.com/Text_Message_Break_Up.

Show students http://snopes.com, a site that provides information about email hoaxes and computer viruses. Discuss the appropriate response after the receipt of such a message. Use the Resource slide below to assess student opinions.

What legal responsibilities does an organization have for abusive or harassing messages generated on the company system?

What computer hoaxes have you received over email? Point out the websites on page 74 that will aid students in determining whether a suspect message is true. Be certain to caution students that social networking sites, such as Facebook and MySpace, are also common sources of viruses and spyware.


http://www.lovetoknow.com/Text_Message_Break_Up

http://www.dailywritingtips.com/sending-an-email-without-proofreading-is-like-shooting-a-gun-without-aiming

http://www.dailywritingtips.com/sending-an-email-without-proofreading-is-like-shooting-a-gun-without-aiming


Instant Messaging Discuss instant messaging as a business communication tool. How can instant messaging aid in

communicating with colleagues, client, and vendors? For example, an employee on the phone with a client can instant message a vendor for a price and then relay the price to the client, all in a matter of seconds, or possibly minutes.

Discuss the good example in Figure 5-2 on p. 75 in the textbook. How does this message follow good writing style but still conform to the instant message medium?

Discuss the disadvantage of instant messaging, emphasizing potential non-work use and the dangers of false identity and eavesdropping.

Resource slide 11: Instant Messaging

Resource slide 12: Instant Message—Why It Works

Text Messaging Discuss the differences between email and text messaging. Show the visual as you talk about the

uses of text messaging for business communication.

Resource slide 13: text messaging

Discuss Figure 5-3 on page 76 in the textbook as you discuss the transition from one medium to another.

Assign Activity 3 that requires students to develop a professional sounding email from a text message.

Electronic Messages and the Law Remind students they are responsible for the content of their email messages. Discuss the problems

with writing email messages when angry. Ask “Has the speed of email and other electronic communication ever lulled you into a false sense

that your messages don’t have legal and ethical ramifications?” Remind students that email messages are printable and that copies serve as verification. Ask students if they think using information from the Internet is above copyright laws and does not

constitute plagiarism if used with permission and attribution. Lead into a discussion of the Electronic Communications Privacy Act (ECPA), which allows companies to monitor email usage for legitimate business purposes after notifying employees.

Ask students to read the following article:

Dell, K. & Cullen, L.T. (2006, September 11). Snooping bosses. Time, 168(11), 62.

Discuss the ramifications of snooping, when employees have been informed of the electronic communication usage policy that they reserve the right to look wherever, whenever.

Resource slide 14: Electronic Messages and the Law

Resource slide 15: Evidence Mail—Avoid the Legal Dangers

Ask students to read the following article:Dell, K. & Cullen, L.T. (2006, September 11). Snooping bosses. Time, 168(11), 62.Discuss the ramifications of snooping, when employees have been informed of the electronic communication usage policy that they reserve the right to look wherever, whenever.

Learning Objective 2Explain principles for writing effectively for the Web.



WEB PAGE COMMUNICATION Display the lecture slides from Chapter 1 that depicts the five levels of communication (shown

below) as your introduce public communication.

Resource slides from Chapter 1 (#14-15): Levels of Communication

Lead the class in a discussion as to why web communication is a universal communication medium. ─ Include comments about the power and purpose of public web pages, intranets, and extranets.─ Ask students to log onto several of their favorite websites and rate them based on content, ease

of use, and visual appeal. What communication strategies does the site use to appeal to the end user? For in-class discussion, consider using some of these award-winning sites, such as cars.com or officedepot.com for retail, charlotteobserver.com for news, and pta.org or reaganlibrary.org for organizations. For a full list of award-winning websites in hundred of categories, visit www.webaward.org/winners.asp.

─ Discuss the need for considering mobile sites as mobile phone user access of websites grew 104 percent from June 2007 to June 2008, according to ITFacts.biz. Users often express frustration with websites that don’t offer mobile sites or where mobile access to information is limited.

Display the visuals and discuss the different types of web presences. Lead students in a discussion of what types are most effective for different types of companies. ─ Ask students which types they have experienced and where. (Some students do not realize

password- protected university sites are a perfect example of an intranet.)─ Ask students to print out and bring to a class a web page they particularly like. In groups, ask

students to analyze the appeal of each page.

Resource slide 17: Types of Web Presence

Resource slide 20: Designing and Launching a Web site

Writing for a website Remind students that rules of spelling, punctuation, grammar, and usage apply for web writing just

as they apply for email messages. Even though the writing style may be different, the rules are the same.

Discuss how web users read a page. Ask students what they look at first on a web page. Discuss techniques web writers use to capitalize on how readers go through a web page: (a) keep it simple, (b) use eye-catching headlines, (c) break documents into chunks, (d) use columns, (e) use numbered steps, (f) and place critical information in text and graphics.

Resource slide 18: Web Users…

Resource slide 19: Writing for the Web

Writing Wikis Discuss with students Wikipedia, the world’s largest encyclopedia, with more entries than

Encyclopedia Britannica. The site contains more than 14 millions articles and 3.1 million articles in the English edition alone. Entries are available in 264 languages, including French, Dutch, Italian, and Polish. Remind them that while Wikipedia may be a good “jumping off point” for research that it is not considered a scholarly source.

Resource slide 21: Wikis for Business

A wiki, from the Hawaiian word for “quick” and also an acronym for “what I know is,” refers to a program or website that allows users to easily add, edit, or remove information. Wikipedia, the best-known wiki, is the world’s largest encyclopedia and the 19th most visited site on the Internet. Wikis


http://www.webaward.org/winners.asp


can include many pieces, for example, text, video, sound, art, whole documents, hyperlinks, etc. Some users of wikis call them building a body of work over time.

A wiki can be public or private, open or password protected. Most wikis for educational purposes are password protected for editing but available for public viewing.

Writing for Weblogs Ask students to differentiate between web pages, wikis, and weblogs. Discuss how they are different

and how their applications differ. Discuss the need that companies might have to communicate with customers or other constituents

on an up-to-the-minute basis. For example, after Hurricane Katrina, many companies had to suspend business operations for days or weeks. The Times Picayune in New Orleans used their electronic resources to help families reconnect and to distribute current information to people in the surrounding areas.

Students should consider that writers often use blogs as a personal journal, forgetting that most are available for personal consumption.

Remind students that blogs are like other forms of electronic communication in that they are not secure or confidential.

Resource slide 22: Blogs for Business

Learning Objective 3 Discuss effective use of voice and wireless technologies in business communication.VOICE AND WIRELESS COMMUNICATION Discuss how much technology has changed in the last 20 years. Voice communication now refers not

only to the traditional telephone but also to voice mail and cell phone usage. Ask students how many of them rely on their cell phones and voice mail for communication rather

than having a traditional land phone and answering machine. Voice Mail Communication Ask students how they feel when they contact someone and get voice mail. Do they leave a message

on a friend’s or business contact’s voice mail? Why or why not? Discuss voice mail usage for both outgoing greetings and incoming messages. Remind students that

they will be using voice mail both ways. Show the visual on voice mail greetings and discuss changing greetings daily to reflect work

schedules and special announcements. Show the visual and discuss speaking slowly and clearly and keeping messages to 60 seconds. Assign Activity 8, which requires students to write voice mail scripts for three business situations.

Resource slide 26: Preparing Voice Mail Greetings

Resource slide 27: Leaving Voice Mail Messages

Resource slide 25: Making a Professional Impression with Voice Mail

For an in-class activity, discuss with students the importance of voice mail for a travelling sales person, for example, pharmaceutical sales. How could a drug sales rep make appropriate use of voice mail? What factors might a business person in that situation consider?

Provide students with this information to compose a voice mail message:As an outside sales person for a pharmaceutical manufacturing company, you call a medical client to see if you can come by his office to show him some new medicines and new promotional material on current medicines. You had called him earlier in the week,



but did not hear back from him. You get his voice mail that indicates he is seeing patients. You are in his town now and would prefer to call on him today rather than some other time when you would have to drive back to his area.

Present the following text and discuss the information that should be included in the message.Dr. Glenn, this is Elliot Marsh with Merrick Pharmaceuticals.

I am following up on a message I left earlier this week. I’m in Leland today and would like to stop by the family clinic and show you a new medicine we have patented to treat GERD.

Please call my cell phone when you get this message and let me know when you are available after lunch today. My number is (899) 555-3636.

Cell Phone Communication Show the visual and discuss the use of cell phones in business today. Remind students that not

everyone believes cell phones are a “must have” technology. Discuss when cell phone usage is appropriate and inappropriate. Ask students to discuss their

reaction when they were forced to listen to someone else’s cell phone conversation. Discuss personal incidents in class.

Resource slide 28: Cell phone Communication

Wireless Communication and the Future Show the visual and discuss technological developments in wireless communication, both past and

present. Point out the changing global nature of business is driving the development of wireless technology

because managers on the go need fast access to information without having a full size or laptop computer.

Ask students to share their experiences with wireless technology.

Resource slide 24: Wireless Communication—The Future is NOW

Learning Objective 4Identify ethical and legal implications associated with technology.APPROPRIATE USE OF TECHNOLOGY Refer to Figure 1-2 from Chapter 1 to emphasize the importance of using an appropriate channel for

conveying a message (discussed in Chapters 1 and 2). Ask students to read the following article:

Radio Shack takes heat for dismissal sent by email. (2006, August 31.) The Wall Street Journal, D7. Available from Lexis Nexis Academic database.

Discuss Radio Shack’s mistake in laying off employees via email. What should Radio Shack have done differently? Why? Remind students that employees knew the layoffs were coming but that they did not know who would be laid off.

Assign Activity 9 and discuss channel choices in class by looking at each situation presented and having students point out the appropriate channels and why that channel is suitable for the given situation.

Refer students back to Figure 1-2 and the visual below as you discuss how to determine when to use electronic communication and when to use more traditional methods.

Remind students specifically to consider the purpose of the message and the expected reaction of the receiver.



Assign Activity 10, which requires students to relate their experiences with inappropriate uses of technology. Discuss in class.

Resource slide 30: Appropriate Use of Technology

Summary Assign selected activities and applications at the end of the chapter. Remind students to study the

suggestions in the “Check Your Communication” checklist in their Chapter 5 Review card when planning and revising an assignment.

Assign the available interactive quizzes for Chapter 5. Assure students that completing this assignment will be an excellent review for an objective test on the material and for completing future writing assignments successfully.

Chapter Review1 What can you do to limit the excessive amount of email that lowers productivity? (Obj. 1) Email overload can be moderated by the following: (1) before sending a message, be sure the recipient actually needs a copy of it; (2) do not forward email without the original writer’s permission; and (3) avoid addressing email containing action items to more than one person at a time, as none will likely assume major responsibility.

2 What practices should be followed to avoid sending a “flame”? (Obj. 1) To prevent a possible flame, avoid sending messages that provoke a strong emotional response from the receiver. Use face-to-face communication for such situations. Because email is stripped of nonverbal communication, the message may be misinterpreted, and the tone may appear harsher than intended. Also, when sending a possibly sensitive message, wait and reread before sending.

3 How does communication differ when emailing, instant messaging, and texting? (Objs. 1, 3)In instant messaging, spelling and grammar matter less than with traditional email because the purpose is to get the information as quickly as possible in real time. Shorthand also is acceptable, as long as the receiver understands the message. Text messaging makes almost exclusive use of shorthand, but is not appropriate for conversations about involved or complex issues. 4 How does communication differ when emailing, instant messaging, and texting? (Objs. 1, 3)In instant messaging, spelling and grammar matter less than with traditional email because the purpose is to get the information as quickly as possible in real time. Shorthand also is acceptable, as long as the receiver understands the message. Text messaging, on the other hand, makes almost exclusive use of shorthand, but is not appropriate for conversations about involved or complex issues.

5 Discuss the legal issues related to the use of email. (Obj. 1)Legal/ethical issues in using email include protecting copyright of materials downloaded from the Internet, not altering messages that you forward, getting permission to forward private messages, and responding to email promptly.

6 How does writing for a weblog or wiki differ from writing for a website? What precautions should be followed? (Obj. 2)Weblogs are not always sanctioned by the company it represents. Some blogs are simply personal journals kept on a website. Others might offer valid information about company events and issues. Precautions for bloggers would include remembering that the writing is for public consumption and knowing the companies often do keep up with what employees are saying in their blogs.



Writing for a wiki means adding to or editing someone else’s material. A wiki contributor should consider that his insertions or edits will not necessarily be the final product. A well-done wiki also will have an administrator who oversees all posts and locks the final product to end changes.

7 How are interorganizational project teams using the Web to achieve goals? (Obj. 6)Interorganizational project teams consist of people from various companies who all contribute to the overall success of the project. The Web provides a neutral environment that can bridge differences in computer systems, terminology, and processes. The web-based software provides a quick, convenient, and controlled way to exchange information, regardless of location, application, or computer platform.

8 What guidelines apply to recording an effective voice message? to leaving an effective voice message on another’s phone? (Obj. 3)To record an effective voice mail greeting, (a) update often to reflect schedule and special announcements, (b) leave additional contact information—email, fax, mailing address, (c) encourage detailed messages, (d) leave instructions for hearing the message or getting to the operator and (e) check regularly and respond promptly.

To leave an effective voice mail message, (a) speak slowly and clearly and repeat name and number at the beginning and end of the message, (b) spell your name, (c) leave a detailed message, (d) keep message length to 60 seconds or less, and (e) assure message is understandable by being conscious of cell phone reception or background noise.

9 Describe the courteous use of a cell phone. (Obj. 3)To be a courteous cell phone user, (a) observe wireless free quiet zones such as hospitals, churches, theater performances, etc.; (b) respect others in crowded places by speaking quietly and considering content; and (c) consider safety by using a hands-free device when driving.

10 Which communication channels are preferred when sending a message that is personal or confidential? Why? (Obj. 4) For personal or confidential messages, face-to-face meetings or traditional letters are preferred because face-to-face tells the receiver he or she is important and because traditional letters are in closed envelopes that are typically opened only by the addressee.

11 How is the use of technology impacted by legal limitations and requirements? (Obj. 4)The Electronic Communications Privacy Act, which allows companies to monitor email usage for legitimate business purposes, causes some employees to feel restricted in their use of technology because they fear retribution from supervisors who could be monitoring transmissions. The fact that copyright laws affect electronic communication and information on the Web makes companies more willing to place information on the Web, knowing that their ideas cannot be used by others without credit being given. Commitments made via email carry the same weight as those made in writing, so employees should take email commitments seriously. Because of Fair Information Practices, managers are responsible for the security of information obtained from customers. If personal information given to the company is used inappropriately, the company can be liable for damages.

ActivitiesTeaching Suggestions and Possible Solutions

1. Useful Subject Lines (Obj. 1)Write effective email subject lines for the following -situations:

a. Accept an invitation to judge a business case competition at an area college.



b. Encourage employees to participate in a program for contributing money-saving ideas.

c. Direct public relations manager to handle announcement of plant closure.

d. Explain that customary employee bonuses will not be paid because of sales decline.

e. Send a follow-up message with attached résumé to a career fair recruiter you talked with on your campus.

f. Alert subscribers to your online newsletter of an upcoming web seminar on workplace bullying.

See Solution slide for suggested answers. A Student Handout is available on your companion web site and at the end of this guide.

2. Document for Analysis: Email Message (Obj. 2) Analyze the following email message for content, tone, formatting, and email practices. Revise the email message if directed by your instructor. Access a downloadable version of this activity at your companion website.

Email from Sarah Howard-Berry sent 12/2/2011 at 1:45 p.m.To: Ms. Haley Land, Manager, Customer Service Center Subject: Goal Finally Achieved Cc: Jason Carson, Anna Bryant, Ellen Son

Dear HaleyAs you know, we hire an independent customer quality assurance firm to listen to the phone recordings of our customer service representatives. Over the past year that firm has reported that the quality and efficiency of our representatives has failed to improve.

However, last month the firm finally reported that your sales representatives achieved our established goals. We commend you on this achievement. Thank you for ensuring that “the customer is king” is not just an empty advertising slogan.

BCNU,Sarah


A summary of organization, content, and style errors follows: Organization• Uses an inductive approach rather than deductive outline required for messages that convey

good news. Good news does not appear until the third sentence.



Content The negative discussion may mislead the receiver to believe this message is disciplinary. The negatives in the first paragraph overshadow the thank you in the last sentence. The idea that the company’s slogan, “The customer is king,” could be empty adds to the

negativity of the message and could make her question the necessity of providing good customer service.

Style The “we” orientation defeats the purpose of communicating genuine appreciation for

outstanding performance. The receiver is not the subject of a single sentence.Format Delete “Dear” in salutation. Should use “thanks” to replace “BCNU” in the closing.

3. Not All Electronic Writing Is The Same (Obj. 1)Develop a professional email communicating the same message as the following text message:

bob ok’d rept. :) Cud u pruf and ruff out sldes b4 mtg on Mon. fone me asap if prblm. TYSend the email message to your instructor. Be prepared to explain the differences in the writing style, formality, and format of these forms of electronic communication.


4. Instant Messaging and Texting Shortcuts (Objs. 1, 3)In small groups, make a list of “shorthand” expressions that make online chatting and text messaging faster and more efficient.

See Solution slide for suggested answers.

5. Text Messaging Etiquette (Objs. 1, 3)Listen to the following advice from business etiquette coach, Phyllis Davis, on the etiquette of instant messaging and texting:

www.videojug.com/interview/text-messaging-business-etiquette#what-is-the-etiquette-for-instant-messaging-and-texting-in-business.

In small groups, summarize the advice given and add -additional suggestions of your own.

Discuss with students the need in business for uninterrupted times for efficient task management. In the video, Davis reminds listeners not to walk into a texting conversation without asking if it’s a good time. According to her, texting can be a great way to get information but can be intrusive into private or at home time.

6. Writing for the Web (Obj. 2) Consider the following passage, which is also available in a downloadable version from your companion site. Revise the material for posting to the home page for Green Leaf, a lawn maintenance business.

Some companies use a cookie cutter approach to lawn care. We think you deserve more than that. We know what works in another neighborhood may not be right for you. We will provide you with a service program tailored to your lawn’s needs, and we include extras like our double overlap application technique to ensure even growth and thickening without unsightly streaking or spotting of your lawn. You don’t have to be home during our visits. You can count on us for timely service. We will provide you with information through newsletters, notes left at the time of



service, and progress reports on your lawn condition. Our website address is http://www.greenleafco.com where you can get other information on yard care tips, seasonal planting, lawn disease control, lawn insect control, tree maintenance, weed control, and landscaping. You can also request a free quotation.


7. Blog Posting and Tweeting (Obj. 2)Prepare the text of a blog post providing anonymous feedback to management on a new company policy prohibiting use of email on Fridays. Condense your post to 140 words assuming it will be posted at a social media site such as Twitter. Read the following article to learn more about the rationale for the policy and potential objections:

Wakefield, J. (2007, October 7). Turn off the email and do some work. BBC News. Available from http://news.bbc.co.uk/2/hi/technology/7049275.stm

In this article, students will learn about Intel and other companies who are encouraging employees to decrease their use of email, particularly on Fridays, and spend more time interacting face-to-face or on the phone. The article also discusses the rise in the number of email messages the average user receives per day, focusing on how some people feel the need to respond email immediately, which can decrease productivity. The article also mentions the need to educate staff on using email appropriately because bringing email to a grinding halt on Fridays can mean that workers will write emails and set them to go out on Monday.

See Solution slide for suggested answers.

8. Voice Mail Recording (Obj. 3)Compose scripts for the following voice mail recordings:

a. You will be away from your job as loan counselor at Hometown Bank for three days while you attend a professional conference. Fellow loan counselor, James Lumas, will be handling your calls while you are away. Compose a script of the voice mail recording you will leave on your phone prior to departing for your conference.

b. As owner and operator of Sis’s Florist Shop, you close your shop on Sundays. You do, however, accept orders via your home telephone for flowers and plants to be picked up or delivered on Monday or later. Compose a message to be left on your phone when you close the shop on Saturday evenings, informing customers who call in as to how to reach you for ordering.

c. You are the office administrator for Medical Associates, a physicians’ clinic. Compose a voice mail message that will be heard by patients and other parties who call after hours. You will need to explain how to reach the voice mail box for the appointment desk, each physician, the insurance office, and the laboratory.


9. Preparing Voice Mail Messages (Obj. 3)Compose scripts for the following situations for which you would leave a voice mail message:

a. Upon returning from a meeting, you have a message on your phone from your real estate agent that says your bid on a house you wish to buy was rejected by the seller. When you call



your agent to tell her you want to raise your initial offer by $2,000, you get her voice mail. What will you say in your voice mail message to her?

b. As human resources manager, you call a job applicant to tell her she has been selected to fill a job position as sales associate. You get a voice mail message saying that she is not at home right now. What will you say in your voice mail message?

c. Your voice mail contains an offer for an office interview with Keller Corporation, a potential employer in Atlanta. The message includes instructions for making hotel and airline reservations and an invitation to dinner the night before the interview. Glancing at your calendar, you realize you will already be in Atlanta interviewing with Patman Industries and have scheduled dinner with Patman on the same evening Keller is requesting dinner. How will you respond in your voice mail message to this firm?

d. You’ve listened to a customer’s voice message six times and still cannot understand how many tickets she wants to order. The phone system recorded the phone number, but you are also not sure of the pronunciation of her name. What will you say in your voice message that will enable you to confirm the order?


10. Choosing an Appropriate Channel Choice (Obj. 4) Downloadable file available at companion websiteIndicate one or more appropriate message channels for each of the following situations. A downloadable version of this activity is available at your companion website. Be prepared to discuss your choices in a class discussion.

a. Laying off an employeeb. Contacting a customer concerning late paymentc. Sending an RSVP for a dinner party invitationd. Sending a customer-requested price quote on an ordere. Contacting a reference for a job applicantf. Notifying staff of a change in work proceduresg. Recommending an action to upper managementh. Sending selected employees’ test results performed by an outside laboratory to human

resourcesi. Alerting a coworker who is video recording a city council meeting that he is needed for a

family emergency.j. Responding to a weblog posting made by a customer venting about a negative experience

with one of your customer service representatives. Your responsibility is to monitor the Web for customer dissatisfaction issues such as these.


ApplicationsTeaching Suggestions and Possible Solutions

Read



1. Have students conduct an electronic search to locate an article that deals with the successful use of electronic communication in a company or organization. They should prepare an abstract of the article that includes the following parts: (1) article citation, (2) name of organization/company, (3) brief description of the communication technique and situation, and (4) outcome(s) of the successful communication. As an alternative to locating an article, propose that students write about a successful communication situation in the organization/company for which they work. (Obj. 1–4)

Discuss Internet search strategies for the assignment. For instance, talk about full-text databases available online through your library. Discuss key words for searching; for instance, “communications” will produce many hits, but narrowing it by using words such as “public relations” or “successful” will limit more closely to the desired subset of articles. Evaluate abstracts for completeness and correctness of language and citation. Evaluate presentations informally, unless the principles in Chapter 12 have already been covered.

Write2. For the first part of this activity, have students read the following article, which discusses strategies

for making Web information accessible to those who cannot access information in various ways: Tierney J. (2007, April 1). Ignore universal web design at your peril. Multichannel Merchant, p. 8. Available at http:// multichannelmerchant.com/ecommerce/ignore_universal_web/

After reading the article, ask students to visit a corporate website of their choice. Assign them to evaluate the accessibility of information on that site to viewers who are physically challenged. Students should imagine that they are an employee of that company and send an email to the instructor with recommendations for making the information on the site more accessible. (Obj. 2)

Student responses will vary, but evaluations should focus on universal web design outlined in the article. The article emphasizes the need for making a site user-friendly beyond clean design, fast-loading, and intuitive navigation. Designers must also consider non-seeing web users who need “alt” tags for all non-text elements. These “alt” tags allow their software to “read” the graphic to the user. Non-seeing users can sue a site for not providing these tags, and a judge has ruled that Target has discriminated against blind users by not making their retail site accessible without aid.

Student responses might also include information about accessibility issues of sites from mobile devices. They should consider the use of Flash files, wide graphics that cannot be downsized, and specific mobile sites that can sense the technology of the user.

Think3. Ask students to locate a company example of both a well written and a poorly written email

message. Students should analyze the strengths and weaknesses of each document and be prepared to discuss their analyses in class. (Obj. 1)

After removing identifying information, make a visual of selected email messages brought in by students. Divide the class into groups of four or five to discuss the email messages and to develop a checklist for effective writing. Initiate a class discussion, calling on each group (or a spokesperson) to share its analysis with the class.

Speak



4. In today’s world, initial contact with a person is often via the telephone, so those important first impressions are dependent on practicing proper telephone etiquette. Ask students to make a list of ideas for increasing levels of telephone courtesy to build image and trust. Have them prepare a brief presentation providing suggestions for placing calls, answering calls, and taking telephone messages. (Obj. 3)

Web enrichment content available at companion websiteThe student’s presentation should:

1. Emphasize the need for courtesy and a positive attitude at all times, under all circumstances.2. Discuss the importance of listening to the caller.3. Discuss strategies for taking good messages.4. Highlight poor language habits and ways to overcome those habits.

Discuss ideas for leaving appropriate and informative voice mail messages.

Collaborate5. Assign students to small groups and ask them to share incidents of inappropriate cell phone

behavior they have experienced in a school, work, or public setting. Ask them to explain how each incident affected the individuals involved. They should also discuss etiquette rules they believe are critical for courteous, productive cell phone use. Are some etiquette rules appropriate for business calls but not for personal calls or vice versa? Finally, each group should prepare a brief presentation on the dos and don’ts of cell phone usage. (Obj. 3)

A good presentation will1. Use anecdotes to introduce the idea that cell phones have etiquette rules just as

any other device or “habit” does.2. Encourage listeners to observe cell phone usage by other people and determine

what they deem appropriate and inappropriate.An exceptional presentation will

1. Point out at least one law regarding cell phone usage.2. List five acceptable and five unacceptable behaviors using a cell phone.3. List two websites where listeners can obtain additional information.

Digging Deeper1 Describe three business communication situations in which a technology channel would be

inappropriate for exchanging information. Explain your choices.a. Firing an employee—a message this negative and life-changing for a receiver should be given more

emphasis and importance than electronic communication allows.b. Discussing the move of a company office from one location to another—a message with the

opportunity for confusion and misunderstanding should be communicated face-to-face with opportunity for feedback.

c. Telling an employee you are sorry about a death in his or her family—a condolence requires a handwritten note to tell the receiver, “You are important to me, and I am thinking about you during a difficult time.”

2 How does a communicator balance the equally important goals of communicating efficiently and building team camaraderie?

Communication leaders must think about communicating efficiently by using email, text, social media, and other electronic forms of communication. However, a good leader also must realize that electronic communication does not always promote team-building. For true team camaraderie to form, some face-to-face communication should occur, at least in the initial forming of the team.



3 How is web communication different from other forms of business communication? How is it similar?

Web communication is different than more traditional forms of business communication because websites can communicate with millions of people much more quickly and easily than brochures or letters. Web communication is similar because a communication must consider the same factors as in more traditional forms—the primary purpose of the message, the audience, and the audience’s reaction to the message—before completing the message.

CasesTeaching Suggestions and Possible Solutions

CASE ASSIGNMENT 1: Using the Internet to Bridge the Cultural Gap

The case addresses using the Internet for planning travel outside the United States. Suggestions are provided for determining travel safety and need for travel visas.

The Internet has the potential to help people of the world -understand each other and view citizens of other cultures as real individuals living similar lives, while in different ways. -Exploring the cultures of the world via the Internet is one step toward tolerance and acceptance of all people, regardless of race, ethnicity, religion, or national heritage.

Additionally, the Internet is a one-stop reference for information about a country you may visit for business or pleasure. A helpful site is the Central Intelligence Agency’s online World Factbook, which contains vast information on every country in the world, as collected by the agency. Chat sites, such as the Yahoo! Culture Site, provide less formal cultural information. When planning travel outside the country, you might want to consult the U.S. State Department site’s area for “Crisis Abroad.” The site also includes the latest travel warnings, consular information, entry requirements, crime information, and embassy locations for the country you will visit.

If you need to know at least a little of the language of the culture you plan to visit, be sure to check the Foreign Language for Travelers site. Here you can select from among more than 80 different languages for translating. The site not only displays the words, but actually recites them for you via short audio files. And of course you will want to know what your U.S. dollars will convert to in your visited country. The Currency Converter site lets you input the number of dollars and obtain the exchanged amount for another currency.

Armed with accurate information about a given country, you are able to understand and appreciate cultural variety. As globalization of business results in a world that grows progressively smaller, it becomes imperative for professionals to possess broad-based cultural awareness.

Direct students to respond to one or more of the following:

1. Select a country for study. Collect the following information from the web resources: the country’s location and size, official language(s), religion(s), customs, currency, major products, and crime statistics. Learn three phrases in the predominant language of the country. Share your information in a short oral report.

Reports will vary.



2. Locate other websites that provide information about your selected country. Prepare a list of dos and don’ts for the traveler visiting that country.

You may wish to have groups attach a printout of the sources used in their prepared list.

3. Prepare a one-page essay that uses the metaphor of a bridge to describe the role of the Internet in linking cultures.

This activity is suitable as an analytical writing assignment. The student website includes tips for writing this assignment. See the introductory section of this Instructor’s Resource Guide for guidelines for holistic scoring.

CASE ASSIGNMENT 2: Wyndham Vacation Ownership Utilizes Web to Provide Owner SatisfactionFrom its beginnings in the late 1960s, vacation ownership has become the fastest growing segment of the U.S. travel and tourism industry. Today more than three million households have bought into vacation ownership, an industry that produces more than $7 billion a year in sales.

Timeshare resorts are found across the globe in popular vacation areas near beaches, rivers and lakes, mountains, and even major cities. Resort development is strong with significant growth in mixed-use properties that include timeshare and luxury hotel units often integrated with retail and entertainment space. By locking in the purchase price of accommodations, vacation ownership helps assure consistent pricing for future vacations. And through vacation exchange programs, timeshare owners have the flexibility to travel to popular destinations around the world.

Wyndham Vacation Ownership, Inc., (WVO) the world’s largest timeshare company and the first to use a flexible point system successfully, owns more than 145 resorts with more under development under two primary brands: Fairfield Resorts and Trendwest Resorts. The company’s point system enables more than 800,000 owners to purchase an allotment of points rather than a specific timeframe at a particular location. The points can then be used as an exchange value like currency. Members have the freedom to choose the resort locations, dates, unit sizes, and lengths of stay of their annual vacations. “According to Franz Hanning, WVO president and CEO, “a big key to our growth and success over the years is that we’ve always treated our owners like family.”

Wyndham’s flexible points–based system allows owners to spend their points on vacation expenses such as air fare and rental cars. Owners can even use their points to stay in an increasing number of Wyndham luxury hotels. When they cannot get away for a vacation, owners are allowed to bank their points for future use or to send family or friends on a dream vacation.

Prior to the introduction of web-based vacation planning sites, vacation arrangements were typically made by telephone, necessitating several lengthy calls to obtain information and confirm options. WVO members have enjoyed greater communication power since the advent of the company’s comprehensive web-based vacation planning site. Full-service travel planning capabilities allow site visitors to

use the site’s search function to select resorts by destination, -features, and amenities.

access photos, maps, directions, resort activity calendars, local attractions, and even virtual tours of affiliated resorts.

look up point requirements to stay at any of the WVO resorts and affiliates.

reserve units by location, date, length of stay, and unit size and view online confirmations.



make airline, hotel, and car rental reservations.

take advantage of special cruise and package deals.

obtain door-to-door directions and current weather reports for all WVO resorts.

The ability to share information effectively is a primary advantage of electronic communications. CEO Franz Hanning sees the Vacation Planning website as extending the firm’s commitment to offering diverse marketing channels and reaching new consumers with more product choices. Current news releases, expanded services, and corporate philosophy and values can all be communicated via the company website. Comments and inquiries are also easily posted for efficient company response.Sources: 1500,000 and growing. (2005, July 1). Lodging and Hospitality, 22; Wyndham worldwide completed $450 million vacation ownership receivables securitization. (2008, June 30). Internet Wire. Retrieved from General Businessfile database; Fairfield Resorts. (2005, May 25). Fairfield Resorts celebrates major milestone reaching 500,000 owners. Retrieved from www.fairfieldresorts.com/ffr/href.co?id=NEWS-0000023

Activities

1. Access the following article that provides further elaboration on how organizations can avoid common website problems to use their sites as positive communication tools:

Roeder, L. (2006, August 3). 7 problems with your web site. About.com. Available at http://personalweb.about.com/od/customizeyourwebdesign/a/407usability.htmThe article describes the results of a survey of 1,600 American and European Internet users conducted by Stanford University’s Persuasive Technology Lab. Respondents indicated that a range of factors can damage the value of a website, with typographical errors and dead links the most damaging. The article ends with 10 guidelines for web credibility: (1) Make it easy to verify accuracy of information; (2) Show there is a real organization behind your site; (3) Highlight your expertise; (4) Show that honest, trustworthy people stand behind your site, (5) Make contact easy; (6) Make sure the site looks professional; (7) Make the site easy to use; (8) Update the site often; (9) Use restraint with ads; (10) Avoid errors of all types.

2. Visit the Wyndham Vacation -Ownership website at www.wyndhamworldwide.com. Review the site options and available information. Compose a brief report to your instructor that describes how WVO is using its web page to communicate with owners, potential owners, and employees. Submit to your instructor as an email attachment.

Student observations from the WVO website will vary. WVO uses its website to share information on investor relations, corporate programs and policies, community involvement, and employee relations. Public participation and discussion are facilitated through the accommodation of comments and suggestions. Student reports may include comments on the arrangement of the site to facilitate different audiences, ease of use, accommodation for inquiries, etc.

3. How has the effective communication of information via WVO’s website empowered members? Members are able to be their own trip planners. Round-the-clock access to point values, expiration dates, special offers, and trip planning empowers members to use their membership services as they wish.

4. How does WVO expect to benefit from the website?Customer loyalty is enhanced, helping WVO to achieve its goal of being the primary source for vacation information and planning on the Web.



Student Handout, Chapter 5Activity 1: Useful Subject Lines

Write effective email subject lines for the following situations.

a. Accept an invitation to judge a business case competition at an area college.

Subject:

b. Encourage employees to participate in a program for contributing money-saving ideas.

Subject:

c. Direct public relations manager to handle announcement of plant closure.

Subject:

d. Explain that customary employee bonuses will not be paid because of sales decline.

Subject:

e. Send a follow-up message with attached résumé to a career fair recruiter you talked with on your campus.

Subject:

f. Alert subscribers to your online newsletter of an upcoming web seminar you’re hosting on workplace bullying.

Subject:



Student Handout, Chapter 5Activity 2: Document for Analysis: Email Message

Analyze the following email message for content, formatting, and email practices. Revise the email message if directed by your instructor.

Email from Sarah Howard-Berry sent 12/2/2011 at 1:45 p.m.To: Ms. Haley Land, Manager, Customer Service CenterSubject: Goal Finally AchievedCc: Jason Carson, Anna Bryant, Ellen Son

Dear HaleyAs you know, we hire an independent customer quality assurance firm to listen to the phone recordings of our customer service representatives. Over the past year that firm has reported that the quality and efficiency of our representatives has failed to improve. However, last month the firm finally reported that your sales representatives achieved our established goals. We commend you on this achievement. Thank you for ensuring that “the customer is king” is not just an empty advertising slogan.Bcnu,Sarah

Content Issues:

Formatting:

Email Practices:





Student Handout, Chapter 5Activity 3: Not All Electronic Writing is the Same

Develop a professional email communicating the same message as the following text message:

bob ok’d rept. :) Cud u proof and Ruff out sldes b4 mtg on Mon.fone me asap if prblm. TY.

Send the email message to your instructor. Be prepared to explain the differences in the writing style, formality, and format of these forms of electronic communication.





Student Handout, Chapter 5Activity 6: Writing for the Web

Green Leaf, a lawn maintenance business, intends to post the information below to its home page. Revise the paragraph to make it suitable for publication on the web.

Some companies use a cookie cutter approach to lawn care. We think you deserve more than that. We know what works in another neighborhood may not be right for you. We will provide you with a service program tailored to your lawn’s needs, and we include extras like our double overlap application technique to ensure even growth and thickening without unsightly streaking or spotting of your lawn. You don’t have to be home during our visits. You can count on us for timely service. We will provide you with information through newsletters, notes left at the time of service, and progress reports on your lawn condition. Our website address is http://www.greenleafco.com where you can get other information on yard care tips, seasonal planting, lawn disease control, lawn insect control, tree maintenance, weed control, and landscaping. You can also request a free quotation.



Student Handout, Chapter 5Activity 8: Voice Mail Recording

Compose scripts for the three voice mail recordings described below:

a. You will be away from your job as loan counselor at Hometown Bank for three days while you attend a professional conference. Fellow loan counselor, James Lumas, will be handling your calls while you are away. Compose a script of the voice mail recording you will leave on your phone prior to departing for your conference.

b. As owner and operator of Sis’s Florist Shop, you close your shop on Sundays. You do, however, accept orders via your home telephone for flowers and plants to be picked up or delivered on Monday or later. Compose a message to be left on your phone when you close the shop on Saturday evenings, informing customers who call in as to how to reach you for ordering.

c. You are the office administrator for Medical Associates, a physicians’ clinic. Compose a voice mail message that will be heard by patients and other parties who call after hours. You will need to explain how to reach the voice mail box for the appointment desk, each physician, the insurance office, and the laboratory.





Student Handout, Chapter 5Activity 9: Preparing Voice Mail Messages

Compose scripts for the following three situations for which you would leave a voice mail message:

a. Upon returning from a meeting, you have a message on your phone from your real estate agent that says your bid on a house you wish to buy was rejected by the seller. When you call your agent to tell her you want to raise your initial offer by $2,000, you get her voice mail. What will you say in your voice mail message to her?

b. As human resources manager, you call a job applicant to tell her she has been selected to fill a job position as sales associate. You get a voice mail message saying that she is not at home right now. What will you say in your voice mail message?



[continued]

c. Your voice mail contains an offer for an office interview with Keller Corporation, a potential employer in Atlanta. The message includes instructions for making hotel and airline reservations and an invitation to dinner the night before the interview. Glancing at your calendar, you realize you will already be in Atlanta interviewing with Patman Industries and have scheduled dinner with Patman on the same evening Keller is requesting dinner. How will you respond in your voice mail message to this firm?

d. You’ve listened to a customer’s voice message six times and still cannot understand how many tickets she wants to order. The phone system recorded the phone number, but you are also not sure of the pronunciation of her name. What will you say in your voice message that will enable you to confirm the order?





Student Handout, Chapter 5Activity 10: Choosing an Appropriate Channel

Indicate one or more appropriate message channels for each of the following situations. Be prepared to discuss your choices in a class discussion.

Situation Channel

a Laying off an employee

b Contacting customer for late payment

c Sending RSVP for dinner invitation

d Sending a customer-requested price quote

e Contacting a reference for a job applicant

f Notifying staff of a change in work procedures

g Recommending an action to upper management

hSending selected employees’ test results performed by an outside lab/clinic to human resources

iAlerting a coworker who is video recording a city council meeting that he is needed for a family emergency

j

Responding to a weblog posting made by a customer venting about a negative experience with one of your customer service representatives. Your responsibility is to monitor the Web for customer dissatisfaction issues such as these.


Documents

Chapter 5 Communicating Electronically - University …wweb.uta.edu/management/Dr.George/Fall_2011/Lecture... · Web viewChapter 5 Communicating Electronically Learning Objectives