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Chapter 7

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University of Guelph
Marketing and Consumer Studies
MCS 2000
Lianne Foti

Chapter 7: Electronic Messages and Digital Media How Organizations Exchange Messages and Informatin -more data is stored on and accessed from remote networks -storing and accessing of data and software applications in remote networks closters, or clouds is called cloud computing -mobile communication and cloud computing are two prevailing technological trends today -todays workforce must stay connected -knowledge and inforamtion workers are expected to remain tethered to their jobs wherever they are, even on the weekends or on vacation Communicating With Paper-Based Messages -although business worlds switching to electronic communication, paper-based documents still have definite function Business Letters-writers prepare business letters, which is best channel when permanent record is necessary, confidentiality is important, when sensitivity and formality are essential Interoffice Memos-employees use memos to convey confidential information, emphasize ideas, introduce lengthy documents, or lend importance to message Communicating With Electronic Messages -enable communicators to exchange information rapidly and efficiently Electronic Mail-in most businesses, channel of choice. One of greatest productivity tools as users can send messages to single adress or broadcast to multiple recipients. Emails most appropriate for short messages, not good for lengthy, sensitive, or confidential documents Instant Messaging-involves exchange of text messsages in real time between two or more people loggiged into IM server. Form of private chat room useful for back-and-forth converstaions (ie. customer communicating with tech support to solve issuCreates permanent text record and must be used carefully Text Messaging- short messages sent on mobile phone (or wirelses devicfor short person-to-person inquiries and responses that keep them intouch when out of office Podcasts (netcasts, webcastdigital media file thats distributed over internet and downloaded on portable media players & personal computers. Can be syndicated, subscibed to, or downloaded automatically when new contents aded. In business podcasts they useful for improving customer relations, marketing, training, product launches, & virtual marketing(creating onlinie buzz abuot new products) Blogs-website journal that is written by one person (usually) anc commented on by others. May combine text & images and links to other blogs or webpages. Business blogs used to keep employeers and customers informed, uptodate, and to receive feedback. Wikis- public or private website that enables multiple users to collaboratively create, post, edit, and access information. Documents can be shared and viewed and revised by large or dispersed team. Database records all changes, allowing previous versions to be viewed. Social Networking- one of the most popular uses of internet. Allows people with various interests to connect & collaborate. Businesses have recognized e-commerce opportunities and use social media to reach out to customers & public Preparing and Composing Proffesional Email Messages -email has become standard form of comunication within organizatons -today its estimated that over 210billion e-mails are sent each day worldwide, twice as likely as telephon to be used to communicate at work -emails preform critical tasks such as informing employees, giving feedback, giving directions, outlinig proceeduresm requesting data, supplying responses and confirming decisions Analysing the Components of Email Messages -generally contain four parts: informative subject line that summarizes message, opening that reveals main idea immediately, body that explains & justifies main idea, and closing that presents action information, summarizes message or offers closing though Subject Line: -essential for summarizing central idea & explaining purpose of message; providing quick identification for reading & filing -sometimes messages without subject line are automatically deleted -dont use meaningless one-word heading (ie. issue, problem, important, help, free) -update message to reflect current message -written in abbreviated style with no articles(a, an, theneeds not be complete sentence and doesnt end with period Opening: -most routine emails open by frontloading or revealing main idea immediately -although purpose of emails summarized in subject line, should be restated-amplified- in first sentence -busy readers want to know immediately whey theyre reading a message Direct Opening: Please review the following proposal regarding employees benefits and let me know by May 20 if you approve these changes Indirect Opening: For the past six months, the Human Resources Development Department has been considering changes to our employees benefits plan. Body: -provides further information about the reason for writing -explains and discusses the subject logically -good emails generally discuss only one topic (helps receiver act on subject & file appropr)ately -design data for easy comprehension by using numbered lists, headings, tables, and other document design techniques Hard-to-read Paragraph: Effective immediately are the following air travel guidelines. Between now and December 31, only account executives may take company-approved trips. These individuals will be allowed to take a maximum of two trips, and they are to travel economy or budget class only Improved Version: effective immediately are the following guidelines: -who may travel: Account executives only -how many trips: maximum of two trips -by when: Between now and December 31 -air class: economy or budget only Closing: - action information, dates, or deadlines, summary of message, or closing though Effective closing: Please submit your report by June 15 so that we can have your data before out July planning session OR Im glad to answer your questions -avoid using overused expressions (ie. Please let me know if I may be of further assistwhich sound mechanical and insincereApplying E-Mail Formats -generally contain guide words, greeting, body, complimentary closing, and signature block Guide Words: -most email programs automatically add date -can blind carbon copy (BCC) which sends copy to another without addressees knowledge Greeting: -begin message with friendly greeting (Hi,, Greg; Greetings, Amy; Dear, Mr. Cotter; George,) -provides visual cue marking beginning of message Body: -use standard caps and lowercase characters (never all uppercase or all lowercase) -try to keep total message under three screens in length Complimentary Closing and Signature Block: -optional to sign off with complimentary closing (cheers, all the best, many thanks) -mandatory to provide name (also smart to include full contact information) Formatting and Email Message: Tips for Formatting Emails -after TO, type the receivers electronic address. If Writing you include the receivers name, enclose the address Prewriting Revising in angle brackets. In most email programs, this task Research:Collect secondary is automated Analyse: The purpose of this information about dress-down Revise: rewrite quetsons to -after FROM, type your name and electronic email is to solicit feedback days in other
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