chapter 6 copyright © 2012 pearson education, inc. publishing as prentice hallchapter 6 - 1...

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


Using Electronic Media for Business

Communication


Brief Message Media


Social Networking

E-Mail Messages

CommunityParticipation

Instant Messaging

Brief Message Media


TextMessaging

Podcasting

Blogs and Microblogs

Online Video

Printed Documents


Make a Formal Impression

Stand Out From E-Messages

Printed Documents


Follow LegalRequirements

Offer Securityand Permanence

Human Side of Electronic Communication


Conflict

Emotions

Security

Privacy

Compositional Modes for Electronic Media


Conversations

Orientations

Critiques andComments

Summaries

Compositional Modes for Electronic Media


ReferenceMaterials

Teasers

Narratives

Updates andAnnouncements

Communicating on Networking, UGC, and Community Q&A Sites


Business Use of Social Networks


•Market Intelligence

•Recruiting and Connecting

•Marketing Communication

•Brand Communities

•Location-Based Networks

Community Building

PromotionalEfforts

ConsistentPersonality

CompositionalMode

Existing Conversations

Online Presence

Business Communication

Strategies



Compelling Easy-to-Use

User-Generated Content

Community Q&A Sites


•Customers

•Public Access

•Members Only

Creating Effective E-Mail Messages



Workplace E-Mail

•Universality

•Message Length

•Flexibility

•Legal Issues

•E-Mail Hygiene


Planning E-Mail

Purpose

Audience

Protocol


Writing E-Mail

SUBJECT LINES

OPENING WORDS


Completing E-Mail

•Revising

•Proofreading

•Producing

•Distributing

Creating Effective Instant Messages and Text

Messages



Business IM Benefits

Rapid Response Reduced Costs

ConversationalWide

Availability

Rapid Response

Reduced Costs

ConversationAspects


Business IM Concerns

•Security Issues

•User Authentication

•Logging Messages

•Incompatibility

•Spim Messages


Three-Step Process PLANNING

WRITING

COMPLETING

IM in the Workplace


Courtesy

Work Focus

Security Concerns

Personal Messages

Impromptu Meetings

Complex Messages

Multiple Discussions

Security Guidelines

Creating Effective Business Blogs



Effective Blogs•Personal Style

•Authentic Voice

•Timely Information

•Interesting Topics

•Audience Participation


•Project Management•Team Communication•Company News•Customer Support•Recruiting

Blogs in Business


•Public Relations•Media Relations•Policies and Issues•Crisis Communication•Marketing Research

Blogs in Business


•Brainstorming•Engaging Employees•Viral Marketing•Traditional Media•Community Building

Blogs in Business

Planning Blogs


Audience

Purpose

Scope

Writing Blogs


Content

Style

Information

Completing Blogs


Evaluating

Proofreading

Posting


Microblogging

Social Aspects

Business Uses

Creating Effective Podcasts



Business Podcasts

Rapid Response Reduced Costs

ConversationalVirtual Tours

AudioVideo

TrainingSessions

ProductBrochures


Three-Step Process

Planning

Writing

Completing


Required Resources

RECORDING DISTRIBUTING


Crafting Messages for Electronic Media