Copyright © 2010 Pearson Education InternationalChapter 7 - 1 Crafting Messages for Electronic Media

Copyright © 2010 Pearson Education International Chapter 7 - 1

Crafting Messages for Crafting Messages for Electronic MediaElectronic Media


Learning ObjectivesLearning Objectives

• Compare strengths and weaknesses of the

media available for short messages

• Outline six guidelines for creating successful

social media content

• Explain how to treat e-mail as a professional

communication medium and identify the

qualities of a good e-mail subject line


Learning ObjectivesLearning Objectives

• Identify guidelines for successful instant

messages (IM) in the workplace

• Describe the role of blogging in business

communication today and explain how to

adapt the three-step process to blogging

• Explain how to adapt the three-step writing

process for podcasts


Media for Brief MessagesMedia for Brief Messages

• Social networks

• User content sites

• Electronic mail

• Instant messages

• Text messaging

• Blogs

• Podcasts

• Online video


Printed DocumentsPrinted Documents

• Make a formal impression

• Follow legal requirements

• Stand out from e-messages

• Offer security and permanence


Content for Social MediaContent for Social Media

• Use conversational approach

• Write informally but not carelessly

• Create concise informative headlines

• Get involved and stay involved

• Use promotion indirectly

• Be transparent and honest


E-Mail in the WorkplaceE-Mail in the Workplace

• Overall quality

• Legal issues

• Confidentiality

• Network security

• E-mail hygiene


Three-Step E-Mail Three-Step E-Mail ProcessProcess

• Planning

• Writing

• Completing


Planning Business E-MailPlanning Business E-Mail

• Practice e-mail etiquette

– Control number of messages

– Limit multiple recipients

– Respect chain of command


Writing Business E-MailWriting Business E-Mail

• Aim for high quality

• Include subject lines

• Control emotions


Completing Business E-Completing Business E-MailMail

• Revising

• Producing

• Proofreading

• Signing

• Distributing


Using Instant MessagingUsing Instant Messaging

• Routine communication

• Online meetings

• Internal communication


Using Text MessagingUsing Text Messaging

• Marketing

• Customer service

• Security

• Crisis management

• Process monitoring


Business IM BenefitsBusiness IM Benefits

• Rapid response

• Reduced costs

• Conversational aspects

• Wide availability


Business IM ConcernsBusiness IM Concerns

• Technical issues

– Security and privacy

– User authentication

–Message logging

– Incompatible systems

– SPIM messages


Three-Step IM ProcessThree-Step IM Process

• Planning

• Writing

• Completing


Workplace IM GuidelinesWorkplace IM Guidelines

• Schedule IM usage

• Protect confidential information

• Avoid personal messages

• Limit impromptu meetings

• Avoid complicated messages

• Minimize multiple conversations

• Follow security guidelines


Effective Business BlogsEffective Business Blogs

• Use personal style and authentic voice

• Deliver new information quickly

• Pick topics of interest to audience

• Encourage user comments


Using Blogs in BusinessUsing Blogs in Business

• Project management

• Team communication

• Company news

• Public relations

• Media relations



• Customer support

• Recruiting

• Policies and issues

• Crisis communication

• Market research



• Brainstorming

• Viral marketing

• E-mail replacement

• News syndication

• Community building


Three-Step Blog ProcessThree-Step Blog Process

• Planning

– Audience, purpose, and scope

• Writing

– Content, style, and information

• Completing

– Evaluate, proofread, and post


Using Podcasts in Using Podcasts in BusinessBusiness

• Audio-video

• Training sessions

• Product brochures

• Virtual tours


Three-Step Podcast Three-Step Podcast ProcessProcess

• Planning

– Situation, information, and organization

• Writing

– Previews, transitions, and reviews

• Completing

– Revising, recording, and posting


The Podcasting SystemThe Podcasting System

• Basic options

– PC microphone and sound card

– PC software

• Advanced options

– Audio processor, mixer, and microphone

– Advanced software


Distributing Blog and Distributing Blog and Podcast ContentPodcast Content

• Syndication

• Aggregators

• Pod-catchers


Connecting with Connecting with AudiencesAudiences

• Feed capabilities

• Directories

• Tagging

• Blog-rolls

• Trackbacks