Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 7 - 1
Crafting Messages for
Electronic Media

Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 7 - 2
Learning 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, Inc. publishing as Prentice Hall Chapter 7 - 3
Learning 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, Inc. publishing as Prentice Hall Chapter 7 - 4
Media for Brief Messages
• Social networks
• User content sites
• Electronic mail
• Instant messages
• Text messaging
• Blogs
• Podcasts
• Online video

Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 7 - 5
Printed Documents
• Make a formal impression
• Follow legal requirements
• Stand out from e-messages
• Offer security and permanence

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Content 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, Inc. publishing as Prentice Hall Chapter 7 - 7
E-Mail in the Workplace
• Overall quality
• Legal issues
• Confidentiality
• Network security
• E-mail hygiene

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Three-Step E-Mail Process
• Planning
• Writing
• Completing

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Planning Business E-Mail
• Practice e-mail etiquette
– Control number of messages
– Limit multiple recipients
– Respect chain of command

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Writing Business E-Mail
• Aim for high quality
• Include subject lines
• Control emotions

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Completing Business E-Mail
• Revising
• Producing
• Proofreading
• Signing
• Distributing

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Using Instant Messaging
• Routine communication
• Online meetings
• Internal communication

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Using Text Messaging
• Marketing
• Customer service
• Security
• Crisis management
• Process monitoring

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Business IM Benefits
• Rapid response
• Reduced costs
• Conversational aspects
• Wide availability

Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 7 - 15
Business IM Concerns
• Technical issues
– Security and privacy
– User authentication
– Message logging
– Incompatible systems
– SPIM messages

Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 7 - 16
Three-Step IM Process
• Planning
• Writing
• Completing

Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 7 - 17
Workplace 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, Inc. publishing as Prentice Hall Chapter 7 - 18
Effective Business Blogs
• Use personal style and authentic voice
• Deliver new information quickly
• Pick topics of interest to audience
• Encourage user comments

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Using Blogs in Business
• Project management
• Team communication
• Company news
• Public relations
• Media relations

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Using Blogs in Business
• Customer support
• Recruiting
• Policies and issues
• Crisis communication
• Market research

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Using Blogs in Business
• Brainstorming
• Viral marketing
• E-mail replacement
• News syndication
• Community building

Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 7 - 22
Three-Step Blog Process
• Planning
– Audience, purpose, and scope
• Writing
– Content, style, and information
• Completing
– Evaluate, proofread, and post

Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 7 - 23
Using Podcasts in Business
• Audio-video
• Training sessions
• Product brochures
• Virtual tours

Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 7 - 24
Three-Step Podcast Process
• Planning
– Situation, information, and organization
• Writing
– Previews, transitions, and reviews
• Completing
– Revising, recording, and posting

Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 7 - 25
The Podcasting System
• Basic options
– PC microphone and sound card
– PC software
• Advanced options
– Audio processor, mixer, and microphone
– Advanced software

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Distributing Blog and
Podcast Content
• Syndication
• Aggregators
• Pod-catchers

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Connecting with Audiences
• Feed capabilities
• Directories
• Tagging
• Blog-rolls
• Trackbacks