crafting messages for electronic media

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

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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

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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