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Copyright © 2010 Pearson Education International Chapter 7 - 1
Crafting Messages for Crafting Messages for Electronic MediaElectronic Media
Copyright © 2010 Pearson Education International Chapter 7 - 2
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
Copyright © 2010 Pearson Education International Chapter 7 - 3
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
Copyright © 2010 Pearson Education International Chapter 7 - 4
Media for Brief MessagesMedia for Brief Messages
• Social networks• User content sites• Electronic mail• Instant messages
• Text messaging• Blogs• Podcasts• Online video
Copyright © 2010 Pearson Education International Chapter 7 - 5
Printed DocumentsPrinted Documents
• Make a formal impression• Follow legal requirements• Stand out from e-messages• Offer security and permanence
Copyright © 2010 Pearson Education International Chapter 7 - 6
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
Copyright © 2010 Pearson Education International Chapter 7 - 7
E-Mail in the WorkplaceE-Mail in the Workplace
• Overall quality• Legal issues• Confidentiality• Network security• E-mail hygiene
Copyright © 2010 Pearson Education International Chapter 7 - 8
Three-Step E-Mail Three-Step E-Mail ProcessProcess
• Planning• Writing• Completing
Copyright © 2010 Pearson Education International Chapter 7 - 9
Planning Business E-MailPlanning Business E-Mail
• Practice e-mail etiquette– Control number of messages– Limit multiple recipients– Respect chain of command
Copyright © 2010 Pearson Education International Chapter 7 - 10
Writing Business E-MailWriting Business E-Mail
• Aim for high quality• Include subject lines• Control emotions
Copyright © 2010 Pearson Education International Chapter 7 - 11
Completing Business E-Completing Business E-MailMail
• Revising• Producing• Proofreading• Signing• Distributing
Copyright © 2010 Pearson Education International Chapter 7 - 12
Using Instant MessagingUsing Instant Messaging
• Routine communication• Online meetings• Internal communication
Copyright © 2010 Pearson Education International Chapter 7 - 13
Using Text MessagingUsing Text Messaging
• Marketing• Customer service• Security• Crisis management• Process monitoring
Copyright © 2010 Pearson Education International Chapter 7 - 14
Business IM BenefitsBusiness IM Benefits
• Rapid response• Reduced costs• Conversational aspects• Wide availability
Copyright © 2010 Pearson Education International Chapter 7 - 15
Business IM ConcernsBusiness IM Concerns• Technical issues– Security and privacy– User authentication–Message logging– Incompatible systems– SPIM messages
Copyright © 2010 Pearson Education International Chapter 7 - 16
Three-Step IM ProcessThree-Step IM Process• Planning• Writing• Completing
Copyright © 2010 Pearson Education International Chapter 7 - 17
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
Copyright © 2010 Pearson Education International Chapter 7 - 18
Effective Business BlogsEffective Business Blogs• Use personal style and authentic voice• Deliver new information quickly• Pick topics of interest to audience• Encourage user comments
Copyright © 2010 Pearson Education International Chapter 7 - 19
Using Blogs in BusinessUsing Blogs in Business
• Project management• Team communication• Company news• Public relations• Media relations
Copyright © 2010 Pearson Education International Chapter 7 - 20
Using Blogs in BusinessUsing Blogs in Business
• Customer support• Recruiting• Policies and issues• Crisis communication• Market research
Copyright © 2010 Pearson Education International Chapter 7 - 21
Using Blogs in BusinessUsing Blogs in Business
• Brainstorming• Viral marketing• E-mail replacement• News syndication• Community building
Copyright © 2010 Pearson Education International Chapter 7 - 22
Three-Step Blog ProcessThree-Step Blog Process
• Planning– Audience, purpose, and scope
• Writing– Content, style, and information
• Completing– Evaluate, proofread, and post
Copyright © 2010 Pearson Education International Chapter 7 - 23
Using Podcasts in Using Podcasts in BusinessBusiness
• Audio-video• Training sessions• Product brochures• Virtual tours
Copyright © 2010 Pearson Education International Chapter 7 - 24
Three-Step Podcast Three-Step Podcast ProcessProcess
• Planning– Situation, information, and organization
• Writing– Previews, transitions, and reviews
• Completing– Revising, recording, and posting
Copyright © 2010 Pearson Education International Chapter 7 - 25
The Podcasting SystemThe Podcasting System
• Basic options– PC microphone and sound card– PC software
• Advanced options– Audio processor, mixer, and microphone– Advanced software
Copyright © 2010 Pearson Education International Chapter 7 - 26
Distributing Blog and Distributing Blog and Podcast ContentPodcast Content
• Syndication• Aggregators• Pod-catchers
Copyright © 2010 Pearson Education International Chapter 7 - 27
Connecting with Connecting with AudiencesAudiences
• Feed capabilities• Directories• Tagging• Blog-rolls• Trackbacks