This document outlines guidelines for crafting messages for various electronic media used in business. It discusses the appropriate uses and best practices for social media, email, instant messages, blogs, and podcasts. Specific tips are provided for content creation and distribution across different channels, as well as applying a three-step writing process to each medium. The goals are to help readers understand how to engage audiences and communicate professionally using electronic and social media tools.

1. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 7 - 1
Crafting Messages for
Electronic Media

2. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 7 - 2
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

3. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 7 - 3
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

4. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 7 - 4
Media for Brief Messages
• Social networks
• User content sites
• Electronic mail
• Instant messages
• Text messaging
• Blogs
• Podcasts
• Online video

5. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 7 - 5
Printed Documents
• Make a formal impression
• Follow legal requirements
• Stand out from e-messages
• Offer security and permanence

6. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 7 - 6
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

7. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 7 - 7
E-Mail in the Workplace
• Overall quality
• Legal issues
• Confidentiality
• Network security
• E-mail hygiene

8. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 7 - 8
Three-Step E-Mail Process
• Planning
• Writing
• Completing

9. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 7 - 9
Planning Business E-Mail
• Practice e-mail etiquette
– Control number of messages
– Limit multiple recipients
– Respect chain of command

10. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 7 - 10
Writing Business E-Mail
• Aim for high quality
• Include subject lines
• Control emotions

11. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 7 - 11
Completing Business E-Mail
• Revising
• Producing
• Proofreading
• Signing
• Distributing

12. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 7 - 12
Using Instant Messaging
• Routine communication
• Online meetings
• Internal communication

13. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 7 - 13
Using Text Messaging
• Marketing
• Customer service
• Security
• Crisis management
• Process monitoring

14. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 7 - 14
Business IM Benefits
• Rapid response
• Reduced costs
• Conversational aspects
• Wide availability

15. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 7 - 15
Business IM Concerns
• Technical issues
– Security and privacy
– User authentication
– Message logging
– Incompatible systems
– SPIM messages

16. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 7 - 16
Three-Step IM Process
• Planning
• Writing
• Completing

17. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 7 - 17
Workplace IM Guidelines
• Schedule IM usage
• Protect confidential information
• Avoid personal messages
• Limit impromptu meetings
• Avoid complicated messages
• Minimize multiple conversations
• Follow security guidelines

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

19. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 7 - 19
Using Blogs in Business
• Project management
• Team communication
• Company news
• Public relations
• Media relations

20. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 7 - 20
Using Blogs in Business
• Customer support
• Recruiting
• Policies and issues
• Crisis communication
• Market research

21. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 7 - 21
Using Blogs in Business
• Brainstorming
• Viral marketing
• E-mail replacement
• News syndication
• Community building

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

23. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 7 - 23
Using Podcasts in Business
• Audio-video
• Training sessions
• Product brochures
• Virtual tours

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

25. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 7 - 25
The Podcasting System
• Basic options
– PC microphone and sound card
– PC software
• Advanced options
– Audio processor, mixer, and microphone
– Advanced software

26. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 7 - 26
Distributing Blog and
Podcast Content
• Syndication
• Aggregators
• Pod-catchers

27. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 7 - 27
Connecting with Audiences
• Feed capabilities
• Directories
• Tagging
• Blog-rolls
• Trackbacks