Crafting Messages for Electronic Media

1. Copyright � 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 7 - 1 Crafting Messages for Electronic Media LEARNING OBJECTIVES After studying this chapter, you will be able to do the following: Compare the strengths and weaknesses of the media available for short messages Outline six guidelines for creating successful social media content Explain the need to treat e-mail as a professional medium and identify the qualities of an effective e-mail subject line Identify guidelines for successful instant messaging (IM) in the workplace Describe the role of blogging in business communication today and explain how to adapt the three-step writing process to blogging Explain how to adapt the three-step writing process for podcasts LEARNING OBJECTIVES After studying this chapter, you will be able to do the following: Compare the strengths and weaknesses of the media available for short messages Outline six guidelines for creating successful social media content Explain the need to treat e-mail as a professional medium and identify the qualities of an effective e-mail subject line Identify guidelines for successful instant messaging (IM) in the workplace Describe the role of blogging in business communication today and explain how to adapt the three-step writing process to blogging Explain how to adapt the three-step writing process for podcasts

2. Copyright � 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 7 - 2 Electronic media and Web 2.0 media in particular are changing business communication. In fact, with so many media options for brief messages, a key challenge these days is often figuring out which is the best medium for each message: Social networks and user-generated content sites. Social networking sites such as Facebook and user-generated content sites such as YouTube provide a variety of communication tools, including user comments and personal profiles, that support brief messages. In addition, a number of companies now host their own social networking sites, where product enthusiasts interact by sharing personal stories, offering advice, and commenting on products and company news. E-mail. The high speed and low cost of e-mail make it an attractive alternative to printed messages, and e-mail is now a primary medium for most companies. Instant messaging (IM). After consumers around the world began to adopt IM as a faster and simpler alternative to e-mail, businesses were not far behind. Computer-based IM usage now rivals e-mails in many companies. Electronic media and Web 2.0 media in particular are changing business communication. In fact, with so many media options for brief messages, a key challenge these days is often figuring out which is the best medium for each message: Social networks and user-generated content sites. Social networking sites such as Facebook and user-generated content sites such as YouTube provide a variety of communication tools, including user comments and personal profiles, that support brief messages. In addition, a number of companies now host their own social networking sites, where product enthusiasts interact by sharing personal stories, offering advice, and commenting on products and company news. E-mail. The high speed and low cost of e-mail make it an attractive alternative to printed messages, and e-mail is now a primary medium for most companies. Instant messaging (IM). After consumers around the world began to adopt IM as a faster and simpler alternative to e-mail, businesses were not far behind. Computer-based IM usage now rivals e-mails in many companies.

3. Copyright � 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 7 - 3 Media for Brief Messages Text messaging. This medium is beginning to make inroads into business communication, in areas such as marketing, customer service, and online banking. Blogs. The ability to update content quickly and easily makes blogs a natural for communicators who need to get messages out in a hurry. Podcasts. The online equivalent of recorded radio or video broadcasts, podcasts are starting to replace or supplement conference calls, training courses, and more. Online video. Creating high-quality videos requires some time and expertise. However, even the simple video functions now widely available in cameras and mobile phones can be useful for research interviews, location surveys, product demonstrations, and other communication tasks. Text messaging. This medium is beginning to make inroads into business communication, in areas such as marketing, customer service, and online banking. Blogs. The ability to update content quickly and easily makes blogs a natural for communicators who need to get messages out in a hurry. Podcasts. The online equivalent of recorded radio or video broadcasts, podcasts are starting to replace or supplement conference calls, training courses, and more. Online video. Creating high-quality videos requires some time and expertise. However, even the simple video functions now widely available in cameras and mobile phones can be useful for research interviews, location surveys, product demonstrations, and other communication tasks.

4. Copyright � 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 7 - 4 Printed Documents Do not automatically dismiss the benefits of printed messages. E-mail and other electronic media have largely replaced traditional printed memos for internal messages, yet letters are still used frequently for external communication. Here are several good reasons for using a printed message over electronic alternatives: When you want to make a formal impression. For special messages, such as sending congratulations or condolences, the formality of printed documents usually makes them a much better choice than electronic messages. When you want to stand out from the flood of electronic messages. If your audience�s computers are overflowing with e-mail, IM, and newsfeeds, a printed message could stand out enough to get noticed. When you are legally required to provide information in printed form. Business contracts and government regulations often require hardcopy documentation. When you need a permanent, unchangeable, or secure record. Letters and memos can not be erased with a single keystroke or secretly modified by a recipient the way e-mail messages can be. Letters also offer greater security than regular e-mail, since they can be sealed in envelopes to keep them away from prying eyes. Do not automatically dismiss the benefits of printed messages. E-mail and other electronic media have largely replaced traditional printed memos for internal messages, yet letters are still used frequently for external communication. Here are several good reasons for using a printed message over electronic alternatives: When you want to make a formal impression. For special messages, such as sending congratulations or condolences, the formality of printed documents usually makes them a much better choice than electronic messages. When you want to stand out from the flood of electronic messages. If your audience�s computers are overflowing with e-mail, IM, and newsfeeds, a printed message could stand out enough to get noticed. When you are legally required to provide information in printed form. Business contracts and government regulations often require hardcopy documentation. When you need a permanent, unchangeable, or secure record. Letters and memos can not be erased with a single keystroke or secretly modified by a recipient the way e-mail messages can be. Letters also offer greater security than regular e-mail, since they can be sealed in envelopes to keep them away from prying eyes.

5. Copyright � 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 7 - 5 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 Social media have changed the relationship between senders and receivers; therefore, the nature of the messages between them has also changed. Follow these tips to create successful content for social media: Remember that it is a conversation, not a lecture or a sales pitch. One of the great appeals of social media is the feeling of conversation, of people talking with one another instead of one person talking at everyone else. Write informally but not carelessly. Write as a human being, not as a cog in a faceless corporate machine. At the same time, do not get sloppy. Create concise, specific, and informative headlines. Avoid the temptation to engage in clever wordplay with headlines. This advice applies to all forms of business communication, of course, but it is essential for social media. Get involved and stay involved. Companies and individuals can and do get criticized all the time in social media. Take the opportunity to correct misinformation or explain how mistakes will be fixed. If you need to promote something, do so indirectly. Just as you would not hit people with a company sales pitch during an informal social gathering, refrain from blatant promotional efforts in social media. Be transparent and honest. Honesty is always important. Avoid issues that have tripped up a few companies in recent years, such as hiding behind an online blogging persona.Social media have changed the relationship between senders and receivers; therefore, the nature of the messages between them has also changed. Follow these tips to create successful content for social media: Remember that it is a conversation, not a lecture or a sales pitch. One of the great appeals of social media is the feeling of conversation, of people talking with one another instead of one person talking at everyone else. Write informally but not carelessly. Write as a human being, not as a cog in a faceless corporate machine. At the same time, do not get sloppy. Create concise, specific, and informative headlines. Avoid the temptation to engage in clever wordplay with headlines. This advice applies to all forms of business communication, of course, but it is essential for social media. Get involved and stay involved. Companies and individuals can and do get criticized all the time in social media. Take the opportunity to correct misinformation or explain how mistakes will be fixed. If you need to promote something, do so indirectly. Just as you would not hit people with a company sales pitch during an informal social gathering, refrain from blatant promotional efforts in social media. Be transparent and honest. Honesty is always important. Avoid issues that have tripped up a few companies in recent years, such as hiding behind an online blogging persona.

6. Copyright � 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 7 - 6 E-Mail in the Workplace The nature of business e-mail is dramatically different from that of personal e-mail. The expectations of writing quality for business email are higher than for personal email, and the consequences of bad writing or poor judgment in the use of e-mail can be much more serious. For example, e-mail and other electronic documents have the same legal weight as printed documents. Other concerns include the possibility of disclosing confidential information and exposing company networks to security problems. To minimize the potential for trouble, many companies now have formal e-mail policies that specify how employees can use e-mail, including restrictions against personal use of company e-mail. Of course, company e-mail policies are effective only if employees are diligent about following them. Every e-mail user has a responsibility to avoid actions that could compromise network security, from downloading virus-injected software to sending objectionable photographs. E-mail hygiene refers to all the efforts that companies are making to keep e-mail clean and safe�from spam blocking and virus protection to content filtering.The nature of business e-mail is dramatically different from that of personal e-mail. The expectations of writing quality for business email are higher than for personal email, and the consequences of bad writing or poor judgment in the use of e-mail can be much more serious. For example, e-mail and other electronic documents have the same legal weight as printed documents. Other concerns include the possibility of disclosing confidential information and exposing company networks to security problems. To minimize the potential for trouble, many companies now have formal e-mail policies that specify how employees can use e-mail, including restrictions against personal use of company e-mail. Of course, company e-mail policies are effective only if employees are diligent about following them. Every e-mail user has a responsibility to avoid actions that could compromise network security, from downloading virus-injected software to sending objectionable photographs. E-mail hygiene refers to all the efforts that companies are making to keep e-mail clean and safe�from spam blocking and virus protection to content filtering.

7. Copyright � 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 7 - 7 Three-Step E-Mail Process E-mail messages can range from simple one-paragraph memos to multipage reports, but the three-step writing process can help you in every instance. With practice, you will be able to complete the various planning, writing, and completing tasks in a manner of minutes for most messages�which will be a significant benefit to your career. In addition to the skills you have practiced in Chapters 4 through 6, apply the guidelines in the following sections.E-mail messages can range from simple one-paragraph memos to multipage reports, but the three-step writing process can help you in every instance. With practice, you will be able to complete the various planning, writing, and completing tasks in a manner of minutes for most messages�which will be a significant benefit to your career. In addition to the skills you have practiced in Chapters 4 through 6, apply the guidelines in the following sections.

8. Copyright � 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 7 - 8 Planning Business E-Mail The ease of e-mail communication is its greatest strength�and its greatest weakness. Because sending e-mail is so easy, it is often overused and misused. Consequently, attention to e-mail etiquette is vital, and that starts in the planning stage. Many busy professionals are struggling to keep up with the flow of email messages, some reporting that they receive as many as 50 messages per hour from colleagues and clients. Therefore, make sure that every message you send is necessary. When analyzing your audience, think twice before sending copies to multiple recipients with the �cc� (courtesy copy) function. Conversely, as a manager, make sure that your e-mail habits do not cause productivity problems for your staff. Be sure to respect the chain of command. In many companies, any employee can e-mail anyone else, including the president and CEO. However, take care that you do not abuse this freedom.The ease of e-mail communication is its greatest strength�and its greatest weakness. Because sending e-mail is so easy, it is often overused and misused. Consequently, attention to e-mail etiquette is vital, and that starts in the planning stage. Many busy professionals are struggling to keep up with the flow of email messages, some reporting that they receive as many as 50 messages per hour from colleagues and clients. Therefore, make sure that every message you send is necessary. When analyzing your audience, think twice before sending copies to multiple recipients with the �cc� (courtesy copy) function. Conversely, as a manager, make sure that your e-mail habits do not cause productivity problems for your staff. Be sure to respect the chain of command. In many companies, any employee can e-mail anyone else, including the president and CEO. However, take care that you do not abuse this freedom.

9. Copyright � 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 7 - 9 Writing Business E-Mail Too many people assume that the standards and expectations of business communication do not apply to e-mail. As a general rule, however, the time you might save with careless e-mail writing will not make up for the damage it can do to your career. Haphazard planning and sloppy writing may require less time for writers, but it usually demands more time from readers who are forced to dig the meaning out of misspelled words and confusing sentences. People who care about effective communication�a group that includes most senior executives�often judge the quality of your work by the quality of your writing. The subject line is one of the most important parts of an e-mail message because it helps recipients decide which messages to read and when to read them. Missing or poorly written subject lines often result in messages being deleted without even being opened. Never let your emotions get the best of you when you are composing e-mail. Your e-mail messages can travel to places you never imagined: your CEO�s computer screen, a newspaper, a lawyer�s office, or any number of websites and blogs. Too many people assume that the standards and expectations of business communication do not apply to e-mail. As a general rule, however, the time you might save with careless e-mail writing will not make up for the damage it can do to your career. Haphazard planning and sloppy writing may require less time for writers, but it usually demands more time from readers who are forced to dig the meaning out of misspelled words and confusing sentences. People who care about effective communication�a group that includes most senior executives�often judge the quality of your work by the quality of your writing. The subject line is one of the most important parts of an e-mail message because it helps recipients decide which messages to read and when to read them. Missing or poorly written subject lines often result in messages being deleted without even being opened. Never let your emotions get the best of you when you are composing e-mail. Your e-mail messages can travel to places you never imagined: your CEO�s computer screen, a newspaper, a lawyer�s office, or any number of websites and blogs.

10. Copyright � 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 7 - 10 Completing Business E-Mail Do not let the speed and simplicity of e-mail lull you into thinking that careless writing is acceptable. Particularly for important messages, a few moments of revising and proofing might save you hours of headaches and damage control. Also, lean in favor of simplicity when it comes to producing your e-mail messages. A clean, easily readable font, in black on a white background, is sufficient for nearly all e-mail messages. Take advantage of your e-mail system�s ability to include a signature (most corporate systems support this). The signature gives your messages a more professional appearance and makes it easy for others to communicate with you through other channels. When you are ready to distribute your message, pause to verify what you are doing before you click �Send.� Double-check your addressees to make sure you have included everyone necessary�and no one else. Also, do not set the message priority to �High� or �Urgent� unless your message is truly urgent. Do not let the speed and simplicity of e-mail lull you into thinking that careless writing is acceptable. Particularly for important messages, a few moments of revising and proofing might save you hours of headaches and damage control. Also, lean in favor of simplicity when it comes to producing your e-mail messages. A clean, easily readable font, in black on a white background, is sufficient for nearly all e-mail messages. Take advantage of your e-mail system�s ability to include a signature (most corporate systems support this). The signature gives your messages a more professional appearance and makes it easy for others to communicate with you through other channels. When you are ready to distribute your message, pause to verify what you are doing before you click �Send.� Double-check your addressees to make sure you have included everyone necessary�and no one else. Also, do not set the message priority to �High� or �Urgent� unless your message is truly urgent.

11. Copyright � 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 7 - 11 Using Instant Messaging While e-mail is here to stay as a business medium, its disadvantages (including viruses, spam, and rampant overuse) are driving many people to explore alternatives. One of the most popular alternatives is instant messaging (IM). For both routine communication and exchanges during online meetings, IM is now widely used throughout the business world and is beginning to replace e-mail for internal communication in many companies. Business-grade IM systems offer a range of capabilities, including basic chat, presence awareness, remote display of documents, video capabilities, remote control of other computers, automated newsfeeds from blogs and websites, and automated bot capabilities (derived from the word robot) in which a computer can carry on simple conversations. IM functions are also being embedded into other communication media, including e-mail and social networks. While e-mail is here to stay as a business medium, its disadvantages (including viruses, spam, and rampant overuse) are driving many people to explore alternatives. One of the most popular alternatives is instant messaging (IM). For both routine communication and exchanges during online meetings, IM is now widely used throughout the business world and is beginning to replace e-mail for internal communication in many companies. Business-grade IM systems offer a range of capabilities, including basic chat, presence awareness, remote display of documents, video capabilities, remote control of other computers, automated newsfeeds from blogs and websites, and automated bot capabilities (derived from the word robot) in which a computer can carry on simple conversations. IM functions are also being embedded into other communication media, including e-mail and social networks.

12. Copyright � 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 7 - 12 Using Text Messaging Marketing Customer service Security Crisis management Process monitoring Text messaging applications in business include the following: Marketing (e.g., alerting customers about new sale prices) Customer service (e.g., airline flight status, package tracking, and appointment reminders) Security (e.g., authenticating mobile banking transactions) Crisis management (e.g., updating all employees working at a disaster scene) Process monitoring (e.g., alerting computer technicians to system failures) Because IM is currently more versatile and widely used in business than text messaging, the next several slides will focus on IM.Text messaging applications in business include the following: Marketing (e.g., alerting customers about new sale prices) Customer service (e.g., airline flight status, package tracking, and appointment reminders) Security (e.g., authenticating mobile banking transactions) Crisis management (e.g., updating all employees working at a disaster scene) Process monitoring (e.g., alerting computer technicians to system failures) Because IM is currently more versatile and widely used in business than text messaging, the next several slides will focus on IM.

13. Copyright � 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 7 - 13 Business IM Benefits The benefits of workplace IM include its rapid response to urgent messages, lower cost than both phone calls and e-mail, ability to mimic conversation more closely than e-mail, and availability on a wide range of devices, from PCs to phones to PDAs. The benefits of workplace IM include its rapid response to urgent messages, lower cost than both phone calls and e-mail, ability to mimic conversation more closely than e-mail, and availability on a wide range of devices, from PCs to phones to PDAs.

14. Copyright � 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 7 - 14 Business IM Concerns Of course, wherever technology goes, trouble seems to follow. The potential drawbacks of IM include the following: Security problems (e.g., computer viruses, network infiltration, and the possibility that sensitive messages might be intercepted by outsiders) The need for user authentication (making sure that online correspondents are really who they appear to be) The challenge of logging messages for later review and archiving them Incompatibility between competing IM systems Spim messages (unsolicited commercial messages, similar to e-mail SPAM) Fortunately, with the growth of enterprise instant messaging (EIM), or IM systems designed for large-scale corporate use, many of these problems are being overcome. Of course, wherever technology goes, trouble seems to follow. The potential drawbacks of IM include the following: Security problems (e.g., computer viruses, network infiltration, and the possibility that sensitive messages might be intercepted by outsiders) The need for user authentication (making sure that online correspondents are really who they appear to be) The challenge of logging messages for later review and archiving them Incompatibility between competing IM systems Spim messages (unsolicited commercial messages, similar to e-mail SPAM) Fortunately, with the growth of enterprise instant messaging (EIM), or IM systems designed for large-scale corporate use, many of these problems are being overcome.

15. Copyright � 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 7 - 15 Three-Step IM Process Although instant messages are often conceived, written, and sent within a matter of seconds, the principles of the three-step process still apply: Planning instant messages. Except for simple exchanges, take a moment to plan IM �conversations� in much the same way you would plan an important conversation. A few seconds of planning can help you deliver information in a coherent, complete way that minimizes the number of individual messages required. Writing instant messages. As with e-mail, the appropriate writing style for business IM is more formal than the style you may be accustomed to with personal IM or text messaging. Find out if your company discourages the use of IM acronyms (such as FWIW for �for what it�s worth� or HTH for �hope that helps�). Completing instant messages. The only task in the completing stage is to send your message. Be sure to quickly scan it before sending, to make sure you do not have any missing or misspelled words and verify that your message is clear and complete.Although instant messages are often conceived, written, and sent within a matter of seconds, the principles of the three-step process still apply: Planning instant messages. Except for simple exchanges, take a moment to plan IM �conversations� in much the same way you would plan an important conversation. A few seconds of planning can help you deliver information in a coherent, complete way that minimizes the number of individual messages required. Writing instant messages. As with e-mail, the appropriate writing style for business IM is more formal than the style you may be accustomed to with personal IM or text messaging. Find out if your company discourages the use of IM acronyms (such as FWIW for �for what it�s worth� or HTH for �hope that helps�). Completing instant messages. The only task in the completing stage is to send your message. Be sure to quickly scan it before sending, to make sure you do not have any missing or misspelled words and verify that your message is clear and complete.

16. Copyright � 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 7 - 16 Workplace IM Guidelines To use IM effectively, keep in mind some important behavioral issues: the potential for constant interruptions, the ease of accidentally mixing personal and business messages, the risk of being out of the loop (when you are away from your PC or other IM device), and the vast potential for wasted time. Regardless of the system you may be using, you can make IM more efficient and effective by following these tips: Unless a meeting is scheduled, make yourself unavailable when you need to focus on other work. If you are not on a secure system, do not send confidential information. Be extremely careful about sending personal messages�they have a tendency to pop up on other people�s computers at embarrassing moments. Do not use IM for important but impromptu meetings if you can not verify that everyone will be present. Unless your system is set up for it, do not use IM for lengthy, complex messages; e-mail is better for these types of messages. Try to avoid carrying on multiple IM conversations at once to minimize the chance of sending messages to the wrong people. Follow all security guidelines designed to protect your company�s information and systems. To use IM effectively, keep in mind some important behavioral issues: the potential for constant interruptions, the ease of accidentally mixing personal and business messages, the risk of being out of the loop (when you are away from your PC or other IM device), and the vast potential for wasted time. Regardless of the system you may be using, you can make IM more efficient and effective by following these tips: Unless a meeting is scheduled, make yourself unavailable when you need to focus on other work. If you are not on a secure system, do not send confidential information. Be extremely careful about sending personal messages�they have a tendency to pop up on other people�s computers at embarrassing moments. Do not use IM for important but impromptu meetings if you can not verify that everyone will be present. Unless your system is set up for it, do not use IM for lengthy, complex messages; e-mail is better for these types of messages. Try to avoid carrying on multiple IM conversations at once to minimize the chance of sending messages to the wrong people. Follow all security guidelines designed to protect your company�s information and systems.

17. Copyright � 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 7 - 17 Effective Business Blogs On the surface, blogs might seem like just another new medium, but at their best, blogs redefine the very nature of business communication. A blog combines the global reach and reference value of a website with the conversational exchanges of e-mail or IM. Good business blogs accomplish this by paying close attention to several important elements: Communicating with personal style and an authentic voice. Most business messages designed for large audiences are carefully scripted and written in a �corporate voice� that is impersonal and objective. In contrast, successful business blogs are written by individuals and exhibit their personal style. Delivering new information quickly. Today�s blogging tools let you post new material within minutes of writing it or filming it. Not only does this feature allow you to respond quickly when needed, it also lets your audiences know that an active conversation is taking place. Choosing topics of peak interest to audiences. Successful blogs motivate users to read them and make comments. Encouraging audiences to join the conversation. Comments can be a valuable source of news, information, and insights. However, not all comments are useful, so many bloggers review them and select the most helpful or interesting ones to post.On the surface, blogs might seem like just another new medium, but at their best, blogs redefine the very nature of business communication. A blog combines the global reach and reference value of a website with the conversational exchanges of e-mail or IM. Good business blogs accomplish this by paying close attention to several important elements: Communicating with personal style and an authentic voice. Most business messages designed for large audiences are carefully scripted and written in a �corporate voice� that is impersonal and objective. In contrast, successful business blogs are written by individuals and exhibit their personal style. Delivering new information quickly. Today�s blogging tools let you post new material within minutes of writing it or filming it. Not only does this feature allow you to respond quickly when needed, it also lets your audiences know that an active conversation is taking place. Choosing topics of peak interest to audiences. Successful blogs motivate users to read them and make comments. Encouraging audiences to join the conversation. Comments can be a valuable source of news, information, and insights. However, not all comments are useful, so many bloggers review them and select the most helpful or interesting ones to post.

18. Copyright � 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 7 - 18 Using Blogs in Business Project management Team communication Company news Public relations Media relations Blogs are a potential solution whenever you have a continuing stream of information to share with virtually any online audience. Here are some of the many ways businesses are using blogs: Project management and team communication. Keeping project teams up to date, especially when team members are geographically dispersed. Company news. Informing employees about general business matters. Public relations and media relations. Sharing company news with both the general public and journalists.Blogs are a potential solution whenever you have a continuing stream of information to share with virtually any online audience. Here are some of the many ways businesses are using blogs: Project management and team communication. Keeping project teams up to date, especially when team members are geographically dispersed. Company news. Informing employees about general business matters. Public relations and media relations. Sharing company news with both the general public and journalists.

19. Copyright � 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 7 - 19 Using Blogs in Business Customer support Recruiting Policies and issues Crisis communication Market research Customer support. Answering questions and offering tips and advice. Recruiting. Telling potential employees about the benefits of working at a firm and responding to their questions. Policy and issue discussions. Offering a public forum for discussing legislation, regulations, and other broad issues of interest to an organization. Crisis communication. Providing up-to-the-minute information during emergencies, correcting misinformation, or responding to rumors. Market research. Soliciting feedback from customers and experts.Customer support. Answering questions and offering tips and advice. Recruiting. Telling potential employees about the benefits of working at a firm and responding to their questions. Policy and issue discussions. Offering a public forum for discussing legislation, regulations, and other broad issues of interest to an organization. Crisis communication. Providing up-to-the-minute information during emergencies, correcting misinformation, or responding to rumors. Market research. Soliciting feedback from customers and experts.

20. Copyright � 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 7 - 20 Using Blogs in Business Brainstorming Viral marketing E-mail replacement News syndication Community building Brainstorming. Giving people a forum to toss ideas around and build on each others� contributions. Viral marketing. Spreading the word about your company and your products, in much the same way that biological viruses are transmitted from person to person. E-mail replacement. Overcoming limitations of e-mail and distributing information to multiple audiences. News syndication. Individuals and companies publishing news and other information. Community building. Connecting to people with similar interests. Brainstorming. Giving people a forum to toss ideas around and build on each others� contributions. Viral marketing. Spreading the word about your company and your products, in much the same way that biological viruses are transmitted from person to person. E-mail replacement. Overcoming limitations of e-mail and distributing information to multiple audiences. News syndication. Individuals and companies publishing news and other information. Community building. Connecting to people with similar interests.

21. Copyright � 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 7 - 21 Three-Step Blog Process The three-step writing process is easy to adapt to blogging. The planning step is particularly important because you are planning an entire communication channel, not just a single message. Pay close attention to your audience, your purpose, and your scope: Except for blogs with an obvious and well-defined audience, defining your target audience can be a challenge. The audience must be large enough to justify the time you will be investing, but narrow enough that you can provide an identifiable focus for the blog. Unlike a personal blog, in which you typically write about whatever interests you, a business blog needs to have a business-related purpose that is important to both your company and your chosen audience. Defining the scope of your blog can be a bit tricky. You want to cover a subject area that is broad enough to offer discussion possibilities for months or years, but narrow enough to have an identifiable focus. When writing your blog, use a comfortable, personal style. While you must be knowledgeable in the subject area your blog covers, you do not need to know everything. You can provide links to other blogs and websites, as needed. Completing messages for blogs is straightforward. Evaluate the content and readability of your message, proofread the message, and then post it. Be sure to include newsfeed options so that your audience can automatically receive headlines. Finally, make your material easier to find by tagging it with descriptive words. The three-step writing process is easy to adapt to blogging. The planning step is particularly important because you are planning an entire communication channel, not just a single message. Pay close attention to your audience, your purpose, and your scope: Except for blogs with an obvious and well-defined audience, defining your target audience can be a challenge. The audience must be large enough to justify the time you will be investing, but narrow enough that you can provide an identifiable focus for the blog. Unlike a personal blog, in which you typically write about whatever interests you, a business blog needs to have a business-related purpose that is important to both your company and your chosen audience. Defining the scope of your blog can be a bit tricky. You want to cover a subject area that is broad enough to offer discussion possibilities for months or years, but narrow enough to have an identifiable focus. When writing your blog, use a comfortable, personal style. While you must be knowledgeable in the subject area your blog covers, you do not need to know everything. You can provide links to other blogs and websites, as needed. Completing messages for blogs is straightforward. Evaluate the content and readability of your message, proofread the message, and then post it. Be sure to include newsfeed options so that your audience can automatically receive headlines. Finally, make your material easier to find by tagging it with descriptive words.

22. Copyright � 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 7 - 22 Using Podcasts in Business Podcasting offers a number of interesting possibilities for business communication. The most obvious use is to replace existing audio and video messages. Training is another good use of podcasting. Sales representatives who travel to meet with potential customers can listen to podcasts to get the latest information on their companies� products. Podcasts are also an increasingly common feature on blogs, letting audiences listen to or watch recordings of their favorite bloggers. In the coming years, podcasts may also begin to replace other media options as well. Real estate agents could record audio podcasts that potential homebuyers could listen to while walking through houses. Marketing departments could replace expensive printed brochures with video podcasts that demonstrate new products in action. Human resource departments could offer video tours of their companies to entice new recruits. Podcasting offers a number of interesting possibilities for business communication. The most obvious use is to replace existing audio and video messages. Training is another good use of podcasting. Sales representatives who travel to meet with potential customers can listen to podcasts to get the latest information on their companies� products. Podcasts are also an increasingly common feature on blogs, letting audiences listen to or watch recordings of their favorite bloggers. In the coming years, podcasts may also begin to replace other media options as well. Real estate agents could record audio podcasts that potential homebuyers could listen to while walking through houses. Marketing departments could replace expensive printed brochures with video podcasts that demonstrate new products in action. Human resource departments could offer video tours of their companies to entice new recruits.

23. Copyright � 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 7 - 23 Three-Step Podcast Process As with blogs, the three-step process also adapts nicely to podcasting. You have already chosen the medium, so focus the planning step on analyzing the situation, gathering the information you will need, and organizing your material. As you organize and move into the writing step, pay close attention to previews, transitions, and reviews. These steering devices are critical in audio and video recordings because these formats lack the visual cues that audiences rely on in print media. You will need to decide whether to (a) script your podcast completely, then read it word for word or (b) improvise from a speaking outline and notes. In the completing step, keep in mind that editing is much more difficult in an audio or video medium such as podcasting. Therefore, take extra care to revise your script or think through your speaking notes before you begin to record. The closer you can get to recording podcasts in one take, the more productive you will be. When each recording is ready, use your system�s tools to prepare the audio file and publish it via a newsfeed. You may also want to integrate your podcasts with a related blog. Doing so will allow you to provide additional information, and encourage feedback from your audience. As with blogs, the three-step process also adapts nicely to podcasting. You have already chosen the medium, so focus the planning step on analyzing the situation, gathering the information you will need, and organizing your material. As you organize and move into the writing step, pay close attention to previews, transitions, and reviews. These steering devices are critical in audio and video recordings because these formats lack the visual cues that audiences rely on in print media. You will need to decide whether to (a) script your podcast completely, then read it word for word or (b) improvise from a speaking outline and notes. In the completing step, keep in mind that editing is much more difficult in an audio or video medium such as podcasting. Therefore, take extra care to revise your script or think through your speaking notes before you begin to record. The closer you can get to recording podcasts in one take, the more productive you will be. When each recording is ready, use your system�s tools to prepare the audio file and publish it via a newsfeed. You may also want to integrate your podcasts with a related blog. Doing so will allow you to provide additional information, and encourage feedback from your audience.

24. Copyright � 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 7 - 24 The Podcasting System The equipment needed to record podcasts depends on the degree of production quality you want to achieve. For the most basic podcasts, personal computers probably have the equipment you need: a low-cost microphone (most laptop computers now have built-in microphones), a sound card to convert the microphone signal to digital format (most computers have these now as well), and some recording software (free versions are available online). However, a basic system might not deliver the audio quality or production flexibility you need for a public podcast. If you need higher production quality or greater flexibility, you will need to add additional pieces of hardware and software, such as an audio processor (to filter out extraneous noise and otherwise improve the audio signal), a mixer (to combine multiple audio or video signals), a better microphone, and more sophisticated recording and editing software. You may also need to improve the acoustics of the room in which you are recording to minimize echoes, noise, and other problems. The equipment needed to record podcasts depends on the degree of production quality you want to achieve. For the most basic podcasts, personal computers probably have the equipment you need: a low-cost microphone (most laptop computers now have built-in microphones), a sound card to convert the microphone signal to digital format (most computers have these now as well), and some recording software (free versions are available online). However, a basic system might not deliver the audio quality or production flexibility you need for a public podcast. If you need higher production quality or greater flexibility, you will need to add additional pieces of hardware and software, such as an audio processor (to filter out extraneous noise and otherwise improve the audio signal), a mixer (to combine multiple audio or video signals), a better microphone, and more sophisticated recording and editing software. You may also need to improve the acoustics of the room in which you are recording to minimize echoes, noise, and other problems.

25. Copyright � 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 7 - 25 Distributing Blog and Podcast Content With today�s blog and podcast technologies, you can easily reach a vast audience. To distribute effectively, get into the mindset of publishing, rather than sending, your content. As with newspapers and magazines, blog and podcast publishing requires some action from both the publisher and the subscriber. The publisher creates the content and submits it to a distribution channel, which delivers it to anyone who has chosen to subscribe. This process of publication for blogs and podcasts is often referred to as syndication. You initiate syndication by creating a feed, or newsfeed, a file that contains information about the items you have written or recorded. In the case of podcasts, the audio or video file is enclosed within the feed file as well. Several formats now exist for these feeds, but the most common is known as RSS, short for really simple syndication. On the receiving end, audiences subscribe to your content through a piece of software called an aggregator or newsreader. A wide variety of aggregators now exist, including some that specialize in certain types of media. Aggregators specifically for podcasts are usually called podcatchers. Whenever you create a feed for a new blog post or podcast, your subscribers are automatically alerted via the feed. In the case of blogs, aggregators usually display a headline and brief summary of your post. In the case of podcasts, subscribers can choose to have new podcasts downloaded to their computer or other device automatically, or they can download them manually. With today�s blog and podcast technologies, you can easily reach a vast audience. To distribute effectively, get into the mindset of publishing, rather than sending, your content. As with newspapers and magazines, blog and podcast publishing requires some action from both the publisher and the subscriber. The publisher creates the content and submits it to a distribution channel, which delivers it to anyone who has chosen to subscribe. This process of publication for blogs and podcasts is often referred to as syndication. You initiate syndication by creating a feed, or newsfeed, a file that contains information about the items you have written or recorded. In the case of podcasts, the audio or video file is enclosed within the feed file as well. Several formats now exist for these feeds, but the most common is known as RSS, short for really simple syndication. On the receiving end, audiences subscribe to your content through a piece of software called an aggregator or newsreader. A wide variety of aggregators now exist, including some that specialize in certain types of media. Aggregators specifically for podcasts are usually called podcatchers. Whenever you create a feed for a new blog post or podcast, your subscribers are automatically alerted via the feed. In the case of blogs, aggregators usually display a headline and brief summary of your post. In the case of podcasts, subscribers can choose to have new podcasts downloaded to their computer or other device automatically, or they can download them manually.

26. Copyright � 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 7 - 26 Connecting With Audiences This publish/subscribe process generally works nicely once publishers and subscribers take the necessary steps to send and receive content. Of course, both parties need to find each other in the first place. This connection can happen in a variety of ways. The most fundamental step for blog publishers is to add the feed capability to their blogs so that interested audiences can easily subscribe through their aggregators. Bloggers and podcasters can also take advantage of services such as FeedBurner. Beyond that, publishers can get themselves listed in a variety of directories, which may specialize in blogs, podcasts, or multiple media types. Content creators can also make their material easier to find through tagging, which involves assigning descriptive words to each post or podcast. Tagging can also help audiences locate your posts on blog trackers. Bloggers can also help each other by identifying the blogs they read. This list, called a blogroll, can be found on many blogs. In addition, when bloggers comment on individual posts on other blogs, they can also use a feature called trackback to lets readers of the original post know that other bloggers have commented on it. Both blogrolls and trackbacks �spread the word� for bloggers, by showing audiences some other blogs they might like.This publish/subscribe process generally works nicely once publishers and subscribers take the necessary steps to send and receive content. Of course, both parties need to find each other in the first place. This connection can happen in a variety of ways. The most fundamental step for blog publishers is to add the feed capability to their blogs so that interested audiences can easily subscribe through their aggregators. Bloggers and podcasters can also take advantage of services such as FeedBurner. Beyond that, publishers can get themselves listed in a variety of directories, which may specialize in blogs, podcasts, or multiple media types. Content creators can also make their material easier to find through tagging, which involves assigning descriptive words to each post or podcast. Tagging can also help audiences locate your posts on blog trackers. Bloggers can also help each other by identifying the blogs they read. This list, called a blogroll, can be found on many blogs. In addition, when bloggers comment on individual posts on other blogs, they can also use a feature called trackback to lets readers of the original post know that other bloggers have commented on it. Both blogrolls and trackbacks �spread the word� for bloggers, by showing audiences some other blogs they might like.

27. Copyright � 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 7 - 27 Crafting Messages for Electronic Media This concludes the PowerPoint presentation on Chapter 7, �Crafting Messages for Electronic Media.� During this presentation, we have accomplished the following learning objectives: Compared the strengths and weaknesses of the media available for short messages Outlined six guidelines for creating successful social media content Explained the need to treat e-mail as a professional medium and identified the qualities of an effective e-mail subject line Identified guidelines for successful instant messaging (IM) in the workplace Described the role of blogging in business communication today and explained how to adapt the three-step writing process to blogging Explained how to adapt the three-step writing process for podcasts For more information about these topics, refer to Chapter 7 in Business Communication Today. This concludes the PowerPoint presentation on Chapter 7, �Crafting Messages for Electronic Media.� During this presentation, we have accomplished the following learning objectives: Compared the strengths and weaknesses of the media available for short messages Outlined six guidelines for creating successful social media content Explained the need to treat e-mail as a professional medium and identified the qualities of an effective e-mail subject line Identified guidelines for successful instant messaging (IM) in the workplace Described the role of blogging in business communication today and explained how to adapt the three-step writing process to blogging Explained how to adapt the three-step writing process for podcasts For more information about these topics, refer to Chapter 7 in Business Communication Today.