Chapter 6 Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter Crafting Messages for Electronic Media

© Prentice Hall, 2007Business Communication Essentials, 3e Chapter 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 Objectives 1.Using electronic media in business 2.Using networking, UGC, and Q&A sites 3.Creating effective 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 HallChapter 6 - 3

Using Electronic Media for Business Communication Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 6 - 4

Brief Message Media Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter Social Networking Social Networking Messages Messages Community Participation Community Participation Instant Messaging Instant Messaging

Brief Message Media Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter Text Messaging Text Messaging Podcasting Blogs and Microblogs Blogs and Microblogs Online Video

Printed Documents Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter Make a Formal Impression Make a Formal Impression Stand Out From E-Messages Stand Out From E-Messages

Printed Documents Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter Follow Legal Requirements Follow Legal Requirements Offer Security and Permanence Offer Security and Permanence

Human Side of Electronic Communication Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 6 - 9

Compositional Modes for Electronic Media Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter Conversations Orientations Critiques and Comments Critiques and Comments Summaries

Compositional Modes for Electronic Media Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter Reference Materials Reference Materials Teasers Narratives Updates and Announcements Updates and Announcements

Communicating on Networking, UGC, and Community Q&A Sites Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter

Business Use of Social Networks Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter Market Intelligence Recruiting and Connecting Marketing Communication Brand Communities Location-Based Networks

CommunityBuilding PromotionalEfforts ConsistentPersonality CompositionalMode ExistingConversations OnlinePresence Business Communication Strategies Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter

Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter CompellingEasy-to-Use User-Generated Content

Community Q&A Sites Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter Customers Public Access Members Only

Creating Effective Messages Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter

Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter Workplace UniversalityUniversality Message LengthMessage Length FlexibilityFlexibility Legal IssuesLegal Issues Hygiene Hygiene

Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter Planning Purpose Audience Protocol

Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter Writing

Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter Completing Revising Proofreading Producing Distributing

Creating Effective Instant Messages and Text Messages Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter

Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter Business IM Benefits Rapid Response Reduced Costs Conversational Wide Availability Wide Availability Rapid Response Rapid Response Reduced Costs Reduced Costs Conversation Aspects Conversation Aspects

Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter Business IM Concerns Security IssuesSecurity Issues User AuthenticationUser Authentication Logging MessagesLogging Messages IncompatibilityIncompatibility Spim MessagesSpim Messages

Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter Three-Step Process

IM in the Workplace Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 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 HallChapter

Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter Effective Blogs Personal StylePersonal Style Authentic VoiceAuthentic Voice Timely InformationTimely Information Interesting TopicsInteresting Topics Audience ParticipationAudience Participation

Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter Project ManagementProject Management Team CommunicationTeam Communication Company NewsCompany News Customer SupportCustomer Support RecruitingRecruiting Blogs in Business

Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter Public RelationsPublic Relations Media RelationsMedia Relations Policies and IssuesPolicies and Issues Crisis CommunicationCrisis Communication Marketing ResearchMarketing Research Blogs in Business

Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter BrainstormingBrainstorming Engaging EmployeesEngaging Employees Viral MarketingViral Marketing Traditional MediaTraditional Media Community BuildingCommunity Building Blogs in Business

Planning Blogs Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter Audience Purpose Scope

Writing Blogs Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter Content Style Information

Completing Blogs Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter Evaluating Proofreading Posting

Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter Microblogging Social Aspects Business Uses

Creating Effective Podcasts Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter

Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter Business Podcasts Rapid Response Reduced Costs Conversational Virtual Tours Virtual Tours Audio Video Audio Video Training Sessions Training Sessions Product Brochures Product Brochures

Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter Three-Step Process

Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter Required Resources

Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter Crafting Messages for Electronic Media