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

Crafting Messages for Electronic Media

Documents

Transcript of Crafting Messages for Electronic Media