Business Communication Today

Fifteenth Edition, Global Edition

Chapter 7
Digital Media

Copyright © 2021 Pearson Education Ltd.

Learning Objectives (1 of 2)
7.1 Identify the major digital media formats available for
business messages, and list nine compositional modes
used in digital media.
7.2 Explain how to adapt the three-step writing process to
email messages, and describe the importance of email
subject lines.
7.3 Identify the major types of business messaging, and list
guidelines for effective messaging in the workplace.

Copyright © 2021 Pearson Education Ltd.

Learning Objectives (2 of 2)
7.4 Explain why organizing website content is so
challenging, and explain the concept of information
architecture.
7.5 Explain how to adapt the three-step writing process to
podcasting.

Copyright © 2021 Pearson Education Ltd.

Digital Media for Business Communication
• L O 7.1 Identify the major digital media formats available
for business messages, and list nine compositional modes
used in digital media.

Copyright © 2021 Pearson Education Ltd.

Digital and Social Media Options
• Email
• Business Messaging
• Web Content
• Podcasting
• Social Platforms
• Wikis
• Blogging and Microblogging
• Online Video

Copyright © 2021 Pearson Education Ltd.

Benefits of Printed Messages
• Making a Formal Impression
• Complying With Legal Requirements
• Standing Out From Digital Message Flood
• Making a Permanent, Unchangeable, or Secure Record

Copyright © 2021 Pearson Education Ltd.

Compositional Modes for Digital and Social
Media (1 of 2)
• Conversations
• Comments and Critiques
• Orientations
• Summaries
• Reference Material

Copyright © 2021 Pearson Education Ltd.

Compositional Modes for Digital and Social
Media (2 of 2)
• Narratives
• Teasers
• Status Updates and Announcements
• Tutorials

Copyright © 2021 Pearson Education Ltd.

The Emoji Question – Overcoming the
Limitations of Lean Media
• The Rise of Emojis
• To Emoji or Not: Two Dilemmas
– Can be viewed as inappropriate
– Inconsistent interpretations
• Using Emoticons and Emojis Effectively

Copyright © 2021 Pearson Education Ltd.

Using Emoticons and Emojis Effectively
• Know audience and the situation
• Don’t overuse
• Follow the leader
• Use of emojis itself sends a message
• Avoid using with external audiences
• Never use in formal communication
• Stick to symbols that are common
• Avoid crude or animated emojis

Copyright © 2021 Pearson Education Ltd.

Email
• L O 7.2 Explain how to adapt the three-step writing process
to email messages, and describe the importance of email
subject lines.

Copyright © 2021 Pearson Education Ltd.

Using Email In the Workplace
Advantages Disadvantages
Universal Availability of Alternatives
Private Indiscriminate Use
Accommodates Longer Messages Low-Value Messages
Not Instantaneous Spam
Scheduling Computer Viruses
Access Phishing

Copyright © 2021 Pearson Education Ltd.

Planning Email Messages
• Ensure Message Has a Valid, Business-Related Purpose
• Comply With Employer Policies and Ethics
• Employ Planning Process
– Analyze Situation
– Gather Information
– Organize Message

Copyright © 2021 Pearson Education Ltd.

Writing Email Content
• Business Communication
– Higher expectation of quality
– Informative and compelling subject lines
– Opening words extend subject lines
– Make message easy to skim
– Use emoticons wisely and sparingly

Copyright © 2021 Pearson Education Ltd.

The Subject Line: Persuading People to
Open Your Messages (1 of 2)
• Often most important part of an email message
• Use a clear description of the message subject
• If potential to be ignored, get more creative
• Use subject lines that connect to the needs of the
audience
• Look for ways to add intrigue

Copyright © 2021 Pearson Education Ltd.

The Subject Line: Persuading People to
Open Your Messages (2 of 2)
• Clearly convey subject of message
• Shorter is better
• Pay attention to first line of message
• Alter subject line for ongoing threads

Copyright © 2021 Pearson Education Ltd.

Completing Email Messages
• Use an email signature
• Think Twice Before Hitting “Send”
– Revise
– Proofread
– Be Cautious of “Reply All”
– Don’t Send With High Priority Unless Necessary

Copyright © 2021 Pearson Education Ltd.

Email Formatting

Copyright © 2021 Pearson Education Ltd.

Business Messaging
• L O 7.3 Identify the major types of business messaging,
and list guidelines for effective messaging in the
workplace.

Copyright © 2021 Pearson Education Ltd.

Categories of Business Messaging
• Text messaging (short messaging service, or SM S)
• Direct messaging (private messaging)
• Instant messaging
• Chat
• Enhanced messaging apps
• Workgroup messaging

Copyright © 2021 Pearson Education Ltd.

Advantages and Disadvantages of
Messaging
Advantages
Mimics Voice Conversation
Can Choose Participants
Less Overload and Security Problems
Disadvantages
Can Be Annoyingly Slow
Systems Vary Widely in Security and
Privacy
Increased Risk of Miscommunication
Copyright © 2021 Pearson Education Ltd.
Guidelines for Successful Messaging
• Applying the Three-Step Writing Process
– Planning Instant Messages
– Writing Instant Messages
– Completing Instant Messages

Copyright © 2021 Pearson Education Ltd.

Tips for Successful Messaging
• Adjust tone and level of formality to match the situation
• Use acronyms carefully
• Know your company's security policies
• Don’t use messaging for lengthy, complex messages
• Try to avoid multiple messaging exchanges at the same
time

Copyright © 2021 Pearson Education Ltd.

Website Content
• L O 7.4 Explain why organizing website content is so
challenging, and explain the concept of information
architecture.

Copyright © 2021 Pearson Education Ltd.

Organizing Website Content (1 of 2)
Opportunities Challenges
Pros of Versatility Cons of Versatility
Multiple Purposes Difficult Planning
Multiple Audiences Difficult Organization

Copyright © 2021 Pearson Education Ltd.

Organizing Website Content (2 of 2)
• Information architecture defines the site’s structure and
navigation flow
– Use mobile-first design
– Create links and pathways
– Use simple, clear language for page titles and links
– Follow website conventions
– Break into self-contained, readable “chunks”

Copyright © 2021 Pearson Education Ltd.

Drafting Website Content
• Build Audience Trust
• Inverted Pyramid Style
• Use Easily Readable Chunks of Information
• Present in a Concise, Skimmable Format
• Use Direct and Concise Link Names
• Adapt Content for a Global Audience

Copyright © 2021 Pearson Education Ltd.

Podcasting
• L O 7.5 Explain how to adapt the three-step writing process
to podcasting.

Copyright © 2021 Pearson Education Ltd.

Understanding the Business Applications of
Podcasting
• Training
• Marketing
• Selling
• Recruiting

Copyright © 2021 Pearson Education Ltd.

Adapting the Three-Step Process for
Successful Podcasting
1 – Plan 2 – Write 3 – Complete
Clear Beginning, Middle,
Analyze the Situation Revise and Edit
and End
Scripts vs. Outlines and
Gather the Information Record
Notes
Write and Organize in
Organize Material Distribute
Advance

Copyright © 2021 Pearson Education Ltd.