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Crafting Messages for

Electronic Media

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Chapter 7 - 1

Media for Brief Messages


Social Networks
User Content Sites
Electronic Mail

Instant Messaging
Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Chapter 7 - 2

Media for Brief Messages


Text Messaging
Blogs
Podcasts

Online Video
Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Chapter 7 - 3

Printed Documents
Make a Formal
Impression

Follow Legal
Requirements

Stand Out From


E-Messages

Offer Security
and Permanence

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Chapter 7 - 4

Content for Social Media


Use a 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 - 5

E-Mail in the Workplace


Overall Quality
Legal Issues
Confidentiality
Network Security
E-Mail Hygiene
Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Chapter 7 - 6

Three-Step E-Mail Process


Planning
Writing
Completing
Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Chapter 7 - 7

Planning Business E-Mail


E-mail Etiquette

Number of
Messages

Multiple
Recipients

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Chain of
Command

Chapter 7 - 8

Writing Business E-Mail


Aim for High Quality

Include Subject Lines

Control Emotions
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Chapter 7 - 9

Completing Business
E-Mail
Revising

Proofreading

Producing

Signing

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Distributing

Chapter 7 - 10

Using Instant Messaging


Business Grade Systems

Routine Communication
E-Mail
Systems

Online Meetings

Social
Networks

Internal Communication
Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Chapter 7 - 11

Using Text Messaging


Marketing
Customer service

Security
Crisis management
Process monitoring
Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Chapter 7 - 12

Business IM Benefits
Rapid Response

Reduced Costs

Conversational

Wide Availability

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Chapter 7 - 13

Business IM Concerns
Technical Issues
Security
Problems

User
Authentication

Logging
Messages

SPIM
Messages

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Incompatible
Systems
Chapter 7 - 14

Three-Step IM Process
Planning
Writing
Completing
Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Chapter 7 - 15

Workplace IM Guidelines
Efficient and Effective
Confidential
Information

Personal
Messages

Multiple
Conversations

Usage
Schedule

Impromptu
Meetings

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Security
Guidelines

Message
Length
Chapter 7 - 16

Effective Business Blogs


Online Journal

Authentic
Voice

Quick
Updates

Interesting
User
Topics
Comments

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Chapter 7 - 17

Using Blogs in Business


Project management
Team communication

Company news
Public relations
Media relations
Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Chapter 7 - 18

Using Blogs in Business


Customer support
Recruiting

Policies and issues


Crisis communication
Market research
Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Chapter 7 - 19

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 - 20

Three-Step Blog Process


Planning

Writing

Completing

Audience

Content

Evaluate

Purpose

Style

Proofread

Scope

Information

Post

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Chapter 7 - 21

Using Podcasts in Business


Audio-Video
Training Sessions
Product Brochures
Virtual Tours
Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Chapter 7 - 22

Three-Step Podcast Process


Planning
Writing
Completing
Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Chapter 7 - 23

The Podcasting System


Basic Options

Advanced Options

PC Microphone

Audio Processor

PC Sound Card

Mixer & Microphone

PC Software

Advanced Software

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Chapter 7 - 24

Distributing Blog and


Podcast Content

Syndication Aggregators Podcatchers


Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Chapter 7 - 25

Connecting With Audiences


Feed Capabilities
Directories
Tagging
Blogrolls
Trackbacks
Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Chapter 7 - 26

Crafting Messages for


Electronic Media

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Chapter 7 - 27