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Chapter 6
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 6 - 1
Crafting Messages for Electronic Media
© 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
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
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 6 - 3
Using Electronic Media for Business
Communication
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 6 - 4
Brief Message Media
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 6 - 5
Social Networking
E-Mail Messages
CommunityParticipation
Instant Messaging
Brief Message Media
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 6 - 6
TextMessaging
Podcasting
Blogs and Microblogs
Online Video
Printed Documents
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 6 - 7
Make a Formal Impression
Stand Out From E-Messages
Printed Documents
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 6 - 8
Follow LegalRequirements
Offer Securityand Permanence
Human Side of Electronic Communication
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 6 - 9
Conflict
Emotions
Security
Privacy
Compositional Modes for Electronic Media
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 6 - 10
Conversations
Orientations
Critiques andComments
Summaries
Compositional Modes for Electronic Media
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 6 - 11
ReferenceMaterials
Teasers
Narratives
Updates andAnnouncements
Communicating on Networking, UGC, and Community Q&A Sites
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 6 - 12
Business Use of Social Networks
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 6 - 13
•Market Intelligence
•Recruiting and Connecting
•Marketing Communication
•Brand Communities
•Location-Based Networks
Community Building
PromotionalEfforts
ConsistentPersonality
CompositionalMode
Existing Conversations
Online Presence
Business Communication
Strategies
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 6 - 14
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 6 - 15
Compelling Easy-to-Use
User-Generated Content
Community Q&A Sites
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 6 - 16
•Customers
•Public Access
•Members Only
Creating Effective E-Mail Messages
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 6 - 17
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 6 - 18
Workplace E-Mail
•Universality
•Message Length
•Flexibility
•Legal Issues
•E-Mail Hygiene
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 6 - 19
Planning E-Mail
Purpose
Audience
Protocol
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 6 - 20
Writing E-Mail
SUBJECT LINES
OPENING WORDS
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 6 - 21
Completing E-Mail
•Revising
•Proofreading
•Producing
•Distributing
Creating Effective Instant Messages and Text
Messages
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 6 - 22
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 6 - 23
Business IM Benefits
Rapid Response Reduced Costs
ConversationalWide
Availability
Rapid Response
Reduced Costs
ConversationAspects
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 6 - 24
Business IM Concerns
•Security Issues
•User Authentication
•Logging Messages
•Incompatibility
•Spim Messages
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 6 - 25
Three-Step Process PLANNING
WRITING
COMPLETING
IM in the Workplace
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 6 - 26
Courtesy
Work Focus
Security Concerns
Personal Messages
Impromptu Meetings
Complex Messages
Multiple Discussions
Security Guidelines
Creating Effective Business Blogs
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 6 - 27
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 6 - 28
Effective Blogs•Personal Style
•Authentic Voice
•Timely Information
•Interesting Topics
•Audience Participation
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 6 - 29
•Project Management•Team Communication•Company News•Customer Support•Recruiting
Blogs in Business
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 6 - 30
•Public Relations•Media Relations•Policies and Issues•Crisis Communication•Marketing Research
Blogs in Business
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 6 - 31
•Brainstorming•Engaging Employees•Viral Marketing•Traditional Media•Community Building
Blogs in Business
Planning Blogs
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 6 - 32
Audience
Purpose
Scope
Writing Blogs
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 6 - 33
Content
Style
Information
Completing Blogs
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 6 - 34
Evaluating
Proofreading
Posting
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 6 - 35
Microblogging
Social Aspects
Business Uses
Creating Effective Podcasts
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 6 - 36
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 6 - 37
Business Podcasts
Rapid Response Reduced Costs
ConversationalVirtual Tours
AudioVideo
TrainingSessions
ProductBrochures
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 6 - 38
Three-Step Process
Planning
Writing
Completing
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 6 - 39
Required Resources
RECORDING DISTRIBUTING
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 6 - 40
Crafting Messages for Electronic Media
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