Crafting Messages for Electronic Media Copyright 2010 Pearson

Learning Objectives • Compare strengths and weaknesses of the media available for short messages

Learning Objectives • Identify guidelines for successful instant messages (IM) in the workplace •

Media for Brief Messages • Social networks • Text messaging • User content sites

Printed Documents • Make a formal impression • Follow legal requirements • Stand out

Content for Social Media • Use conversational approach • Write informally but not carelessly

E-Mail in the Workplace • Overall quality • Legal issues • Confidentiality • Network

Three-Step E-Mail Process • Planning • Writing • Completing Copyright © 2010 Pearson Education

Planning Business E-Mail • Practice e-mail etiquette – Control number of messages – Limit

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

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

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

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

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

Business IM Concerns • Technical issues – Security and privacy – User authentication –

Three-Step IM Process • Planning • Writing • Completing Copyright © 2010 Pearson Education

Workplace IM Guidelines • Schedule IM usage • Protect confidential information • Avoid personal

Effective Business Blogs • Use personal style and authentic voice • Deliver new information

Using Blogs in Business • Project management • Team communication • Company news •

Using Blogs in Business • Customer support • Recruiting • Policies and issues •

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

Three-Step Blog Process • Planning – Audience, purpose, and scope • Writing – Content,

Using Podcasts in Business • Audio-video • Training sessions • Product brochures • Virtual

Three-Step Podcast Process • Planning – Situation, information, and organization • Writing – Previews,

The Podcasting System • Basic options – PC microphone and sound card – PC

Distributing Blog and Podcast Content • Syndication • Aggregators • Pod-catchers Copyright © 2010

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

Slides: 27

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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 International Chapter 7 - 2

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 International Chapter 7 - 3

Media for Brief Messages • Social networks • Text messaging • User content sites • Blogs • Electronic mail • Podcasts • Instant messages • Online video Copyright © 2010 Pearson Education International Chapter 7 - 4

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 International Chapter 7 - 6

Business IM Concerns • Technical issues – Security and privacy – User authentication – Message logging – Incompatible systems – SPIM messages Copyright © 2010 Pearson Education International Chapter 7 - 15

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 International Chapter 7 - 17

Effective Business Blogs • Use personal style and authentic voice • Deliver new information quickly • Pick topics of interest to audience • Encourage user comments Copyright © 2010 Pearson Education International Chapter 7 - 18

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

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

The Podcasting System • Basic options – PC microphone and sound card – PC software • Advanced options – Audio processor, mixer, and microphone – Advanced software Copyright © 2010 Pearson Education International Chapter 7 - 25