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Chapter 6
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 6 - 1
Crafting Messages for Electronic Media
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© Prentice Hall, 2007 Chapter 7 - 2
Key Writing Concepts
• Organization• Active/passive language• “You” orientation • Reader benefit, alternative• Respectful tone• Formatting• Spelling, grammar, punctuation, content• Design & readability• Closing with goodwill
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Learning Objectives1. Using electronic media in business
2. Using networking, UGC, and Q&A sites
3. Creating effective e-mail messages
4. Creating effective IM and text messages
5. Creating business blogs and microblogs
6. Creating effective podcasts
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Using Electronic Media for Business
Communication
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Brief Message Media
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Social Networking
E-Mail Messages
CommunityParticipation
Instant Messaging
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Brief Message Media
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TextMessaging
Podcasting
Blogs and Microblogs
Online Video
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Printed Documents
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Make a Formal Impression
Stand Out From E-Messages
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Printed Documents
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Follow LegalRequirements
Offer Securityand Permanence
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Human Side of Electronic Communication
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Conflict
Emotions
Security
Privacy
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Compositional Modes for Electronic Media
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Conversations
Orientations
Critiques andComments
Summaries
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Compositional Modes for Electronic Media
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ReferenceMaterials
Teasers
Narratives
Updates andAnnouncements
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Communicating on Networking, UGC, and Community Q&A Sites
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Business Use of Social Networks
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•Market Intelligence
•Recruiting and Connecting
•Marketing Communication
•Brand Communities
•Location-Based Networks
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Community Building
PromotionalEfforts
ConsistentPersonality
CompositionalMode
Existing Conversations
Online Presence
Business Communication
Strategies
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Compelling Easy-to-Use
User-Generated Content
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Community Q&A Sites
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•Customers
•Public Access
•Members Only
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Creating Effective E-Mail Messages
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Workplace E-Mail
•Universality
•Message Length
•Flexibility
•Legal Issues
•E-Mail Hygiene
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Planning E-Mail
Purpose
Audience
Protocol
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Writing E-Mail
SUBJECT LINES
OPENING WORDS
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Completing E-Mail
•Revising
•Proofreading
•Producing
•Distributing
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Creating Effective Instant Messages and Text
Messages
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Business IM Benefits
Rapid Response Reduced Costs
ConversationalWide
Availability
Rapid Response
Reduced Costs
ConversationAspects
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Business IM Concerns
•Security Issues
•User Authentication
•Logging Messages
•Incompatibility
•Spim Messages
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Three-Step Process PLANNING
WRITING
COMPLETING
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IM in the Workplace
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Courtesy
Work Focus
Security Concerns
Personal Messages
Impromptu Meetings
Complex Messages
Multiple Discussions
Security Guidelines
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Creating Effective Business Blogs
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Effective Blogs•Personal Style
•Authentic Voice
•Timely Information
•Interesting Topics
•Audience Participation
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•Project Management•Team Communication•Company News•Customer Support•Recruiting
Blogs in Business
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•Public Relations•Media Relations•Policies and Issues•Crisis Communication•Marketing Research
Blogs in Business
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•Brainstorming•Engaging Employees•Viral Marketing•Traditional Media•Community Building
Blogs in Business
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Planning Blogs
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Audience
Purpose
Scope
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Writing Blogs
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Content
Style
Information
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Completing Blogs
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Evaluating
Proofreading
Posting
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Microblogging
Social Aspects
Business Uses
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Creating Effective Podcasts
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Business Podcasts
Rapid Response Reduced Costs
ConversationalVirtual Tours
AudioVideo
TrainingSessions
ProductBrochures
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Three-Step Process
Planning
Writing
Completing
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Required Resources
RECORDING DISTRIBUTING
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Crafting Messages for Electronic Media