Business Communication and the

Technology Context
1. Managing Information Within Organization
A. History of Technological Development
B. Challenges to the Organization Made by New Technologies.
II E-Mail
A. Defining E-Mall
B. Using E-Mail
C. Understanding How E-Mail Works
D. Understanding the Internet
• E. Establishing Security
III. Other Communication Technologies
• Voice Mail
• Groupware
• CD-ROM Databases
• Teleconferences
• Faxes
IV. Managing Information Outside Organizations
• Managing the News Media
• Managing Corporate News
• Managing Information Through Company Spokespersons
• Managing Crisis Communication
 Growth of Information technology
• The growth of Information technology over the past 30 years
has transformed the way business is transacted throughout
the world. Obvious effects of the new technologies include a
marked increase in the amount and availability of
information and greater speed in sending and receiving it.

• Other, less obvious effects are changes in organizational

structure from the diminishing (withdrawing) importance of
physical location in running a business.
 Growth of Information technology
• Additional changes involve requirements in
computer literacy even for entry level positions
and changes in individuals work demand and
expectations.
• All these factors may generate more stress as
the amount and speed of available information
eliminates the time for reflection that older,
slower systems allowed.
• Information technology is also changing the
conventions of written communication, favoring
more direct and informal styles and promoting
more collaborative types of communication.
 Growth of Information technology
• Internationally, the instantaneous availability of
information has communicated and influenced
social, political, and economic events, such as
the detailed
coverage of the Persian Gulf War and the
earthquake in Kobe, Japan.
• Information technology has generated a new
international economy. Each day throughout the
world, more than $1 trillion is transferred
electronically, and more than 8300 billion by
foreign exchange transactions.
 Growth of Information technology
• This chapter presents information on managing
information within organizations, using the new and
developing technologies with special emphasis on
E-mail- its systems, uses, etiquette, (good manners) costs and
benefits, and security.
• Other communication technologies, such as
– Groupware,
– Faxes, and telexes, are also briefly
described.
We also include material on managing information outside your
organization, such as
how to deal with the news media,
how to be a good company spokesperson, and
how to prevent and control corporate crises.
 MANAGING INFORMATION WITHIN
ORGANIZATIONS

• Because of rapidly changing technological

developments, you, as business managers, now have to
know something about information technology in order to
manage it as effectively you manage people and
products.
• In the beginning of the information explosion, this was
not true; technical specialists and consultants
handled all the necessary details and problems. But with
the changes brought about by personal computers and
individual access to information 'anywhere in the world,
information technology is now everyone's business
 Importance of technology in
business communication
• Most businesses rely on repeat business. They look for
ways to bring customers back. This includes informing
buyers of the latest products, or something specials of
them. Technology has made it easier to stay in touch.
Like wise radio, TV and print ads, companies use-mail
newsletters, text messaging, online ads and other tools
to keep customers informed. If you are a business man,
off course you need a strong and an effective
communication to handle all the necessary information
and problems of your customers. It ¶s a technology
through which you can manage it effectively as well as
efficiently.
 Telegraph
• Telegraph
• A telegraph is a machine that is used for
transmitting messages in the form of electrical
impulses, which can be converted into data. A
message sent this way is called a telegram or
cablegram, while someone who operates a
machine is known as a telegrapher. Telegraphy
was a major mode of communication from the
middle of the 1800s until well into the 1900s.
• Originally, the machines had to be connected
through a series of wires in order to exchange
messages.
History Of Technological Developments
in business communication
• In the 1960s, some companies became attracted
to computer technology to handle data
processing.
• By the 1970s, more people had computer
terminals that had access to central information
on large mainframes.
• Some packaged software was developed so
that certain tasks did not have to be
programmed from scratch.
History Of Technological Developments
in business communication
• The transformation of telecommunications in the
1980s, with the development of fiber optics, local
area networks, and satellite technology along
with the new, more powerful personal
computers, facilitated the growth of information
technology in organizations.
• Organizations now have laptop computers,
desktop publishing capabilities, electronic
spreadsheets, and word processing programs to
gather, store, and communicate information.
History Of Technological Developments
in business communication
• In the 1960s, E-mail was called computer
based messaging system.
• (CBMS), Western Union first registered
the trademark "Electronic Mail“ in 1974,
• It was also during the sixties that most of
the stereotypes of computer and
computer people developed.
 Challenges to the Organization
Made by New Technologies
• As future business leaders, you will need to understand
and manage the transitions facing you in business
operations.
• According to some researchers, the problem is not so
much technical since the technology itself has become
increasingly easier to use, but rather organizational
because new structures must be set up to manage
information in a world forever changed by it.
• Those of you who can enter the global marketplace with
a knowledge of information technology and an ability to
manage change will be the successful business leaders
of the twenty first century.
INTERNET
 Internet
• Internet is a large group of computer networks
connecting individuals and groups to services and
information throughout the world.

• The internet is the wide ranging group of computer

networks that connect government, the military,
educational institutions, companies and individuals
to services and information throughout the world.
 Internet
• The Internet has become a very important business tool
and marketing tool that is a huge benefit to the
businesses is now available.

• To get access to the Internet, you need a browser.

This is a piece of free software, Microsoft Internet.

• Explorer and Netscape Navigator are the two leading

browsers.

• How you use the Internet in your business is up to you.

Perhaps you are not ready to sell your products on the
Internet, but you are interested in developing a Website,
or homepage, that lets people know what you do.
E.MAIL
 E.MAIL
• Although E-mail used to be limited to major universities
with computing resources, it is now growing in use in
companies throughout the world. With the development
of PCs that can be networked worldwide, software
programs that make communicating easy, and less
expensive hardware and software, E-mail is beginning to
dominate day-to-day communications in business
organizations.
 Defining E-Mail
• E-mail refers to messages sent over computers and
includes everything from casual notes to friends to
multimedia presentations sent across the world.

• Electronic mail (E-mail) lets you send a message to a

person without your making direct contact or knowing
where that person is located.

• Subscribers to electronic mail services are called users,

and as a user, you can access messages on your system
from your home, office, hotel, or anywhere you happen to
be.
• Defining E-Mail
• Several basic components make up E-mail systems,
including users, messages, senders' and recipients'
addresses, protocols, (procedure) messaging transports,
gateways, value-added networks, and directory systems.
Users are often people, but users can also be other
computer application programs.

• A message is the actual information sent by one user to

another.
• Part of the E-mail information included in a message is
the addresses of both sender and receiver, which
include their
unique identification codes along with another identifier
such as the E-mail system, the mailbox number, or the
organization.
 Defining E-Mail
• Each E-mail system uses a protocol that describes the
structure of the message, generally with a header of
– TO :,
– FROM: and
– SUBJECT:,
– followed by the body, which may include text, images,
graphics, video, and audio.
– The software that moves the message from one
system to another is called the transport.
– If the message sent from one system must get to a
user on another system, it must pass through a
gateway to be delivered.
 Using E-Mail
• With E-mail, you can reach Individuals, groups, or other
computers anywhere In the world to share Information,
flies of data, spreadsheets, . videos, music, and anything
else that can be stored on a
computer.
• E-mail is also useful in your personal communications,
You can communicate with friends and family anywhere
in the world.
• Many universities give free E-mail accounts to their
students, you can keep in touch with your friends class
fellows etc without having to make an appointment for a
telephone call.
 Gateway
• A gateway is an application program that
translates between two protocols of different
E-mail systems, Value-added networks (VANs)
lT@pubilc telecommunication Companies,
As software companies continue to make this
complex exchange of Information increasing,
user-Friendly, more business organizations and
Individuals are jumping on the E-mail
 Establishing Security
• Security Is one major problem of E-mail due to conflicts
between access and control.
• " Lack of security of information on computer networks is
one of the major problems facing business today. Most
of today's systems-are about as secure as a house with
simple locks; but are easy for professionals to break into.
• On-line services are especially vulnerable to credit card
and telephone card fraud. And
• Automatic Teller Machine (ATM) thefts are now costing
billions of dollars a year.
 Establishing Security
• Making network services easy and convenient to use 'also
makes control of the information difficult. The most
common method of restricting access is by the use of
passwords, which let only authorized users into the
system.
• However, hackers can generally break into passwords
quickly and easily.
• A third strategy some large financial services and
telecommunications companies use scans for patterns of
activity that suggest misuse.
 Establishing Security
• The problem of security bas not yet received the
attention it deserves, one reason is that the
managers of many companies do not realize
how vulnerable their information is and how
much damage and loss their company can incur,
So far there seems to be little willingness to
spend money on this kind of protection.
• However, as electronic communication
develops, so will ways to protect the system and
increase security.
Other Communication
Technologies
 Other Communication
Technologies
• E-mail developments and the popularity of
E-mail use have led to additional
Communication technologies, including
• Voice Mail
• Groupware
• CD-ROM Databases
• Teleconferences
• Faxes
 Voice Mail
• Voice mail records messages on a computer
disk for Later retrieval by the receiver. When an
incoming call is not answered, the system
responds by telling the caller how to leave a
message or how to reach someone else. The
receiver of the call can then either listen to the
machine upon returning to the office or access
the message via telephone.
• This process eliminates the problem of
telephone tag which can be so frustrating,
 Groupware
• Groupware allows several people to use software at the
same time to create documents, keep track of projects.
route messages, and manage declines.

• Groupware enables a supervisor to manage work flow

via individual computers instead of physically moving
people from place to place or having face-to-face
meetings.

• Groupware is the primary force in the growth of the

global marketplace.
•
Groupware
 Groupware
• Groupware represents a basic shift in business culture
and can be threatening to those brought up with the
norms of privacy, hierarchy face to face meetings
reports, and memos.
• Lotus Notes is the leading product in the groupware
market, although Microsoft and Novell are also working
on software of this type. Lotus Notes allows users to
work together as if they were in the same room creating
transactions, schedules and reports. Although it may
take many companies a few more years to become
comfortable with this new development, companies that
remain viable and continue to grow will make the effort.
 CD-ROM Database
• Compact Disk-Read Only Memory (CD-ROM) has been
available for several years and is becoming more
popular.
• It is powerful tool for putting masses of Information In a
form that Is easy to digest. Some kind of Information
typically found on CD-ROMs, are encyclopedias,
dictionaries, telephone directories, and articles and
abstracts on various subjects.
• Storage Ability for only one CD-ROM disk for surpasses
the 60 to 100 mega bites.
• Multimedia application, Including video, Audio, graphics,
And text, are making CD·ROM storage of Information
essential.
 Teleconferences
• Telecommunications is the electronic exchange
of information, This term term used to refer to
telephones, telexes, and faxes. but now it
comprises a rapidly developing technology that
in soon allow high quality video images and
personal conferencing systems that operate on
individual PCs.
• Currently, video conferencing has problems,
including a high price tag and poor quality video
images on the computer screen.
 Teleconferences
• However, some companies are making strides in
solving the problems.
• For example Intel plans an overhaul of PCs that
will make videoconferencing an other multimedia
an integral part of the machine. With the aid of
special software, the new approach will allow
powerful microprocessors to handle data
compression instead of the added circuit boards
now needed.
 Faxes
• Faxes have been available for many years and
are popular In & Business offices. Newer fax
machine are digital. allowing communication via
computer and are much faster, than the older
one •
• A facsimile machine scans a printed page,
converts it to a signal and transmits the signal
over a telephone line to a receiving fax machine.
• Although faxes have been available for many
years, until recently they were slow and
expensive.
 Faxes
• The oldest type of fax machine had to be
connected to a machine of the same type, and the
transmission took several minutes.
• Today's fax machines do not require the same kind
of machine at the receiving end and they can
transmit a page in less than 1 minute.
• The newest fax machines use digital transmission,
which makes it possible to use a computer program
as a receiver, These new faxes are also much
faster,
• E-mail and the technologies it has generated are
changing the landscape of business
communication.
Managing Information
Outside Organizations
Managing Information Outside
Organizations

• Managing the News Media

• Managing Corporate News'
• Managing Information Through
Company Spokespersons
• Managing Crisis Communication
 Managing Information Outside Organizations

• Managing the News Media

– News organizations are responsible for most
of our knowledge of what goes on in the
world.
– The Media are simply channels of
information, everything from newspaper,
radio, television, magazines, journals, and
newsletters.
 Professional Media
• To professional media people, news is generally
categorized 'into two types:
• Hard news versus soft news.
• Hard news is out of the ordinary, is timely, and is most
often something the public needs to know. Plane
crashes and fires are hard news.
• Soft news often includes "feel-good" stories about the
kindness of a stranger, the opening of a new art gallery.
• Soft news stories are timeless; that is, they can be used
within a wider framework of time, and most often they
have a positive rather than a negative .
 Professional Media
• Within business organizations,
• Hard news includes such things as annual meetings
results, quarterly earnings, or announcement of a new
product.
• Soft news includes material that can inform or educate
readers or viewers about the company. its vision in the
world. and its community activities. Often a company
manager in charge of media relations will ignore the soft
news of the organization, believing that the dedication of
a new park sponsored by the company or a piece on its
child care facility is not newsworthy.
• However, soft news can present a company's message
effectively and build a foundation of good Will for its
customers.
• Press Conference
• When you hold a press conference or host any kind of special news
event for your company.
• However, certain basic information should always be included in your
packet of materials.

• Press Release
– A press release is– an information memo from your organization
to the news media to get your message to the public.

• Interviews – Preparation and knowledge

 Talk Shows
• Talk Shows Call-in talk shows, whether on 'radio or
television, can offer your organization a positive channel
for communicating your message to the .public. Radio
and TV producers are always looking for interesting
programming, and they are required to provide some
public service programs to keep their licenses.,
• General guidelines for talk shows are similar to those for
press conferences. Preparation is the key to a good
presentation. Talk shows, however, are less predictable
than any other kind of media and your spokesperson
should be some one who is comfortable in dealing with
potentially hostile questioners.
• You should watch or listen to several segments of the
talk show in order to know the format and the kind of
people who make up its audience,
 Managing Information Through
Company Spokespersons
• A company spokesperson must be
knowledgeable comfortable with oral
communication, and well-
pre pared to discuss all aspect. of the Issue
under consideration.
• Companies (and universities for that matter).
often select a person to be the main
spokesperson, This strategy allows for a
consistent answer. a single contact, and a
decrease in response variances.
 Managing Information Through
Company Spokespersons
• Knowledgeable about the company's overall objectives
and strategies
• Well-prepared to speak on the issue under-consideration
• Comfortable speaking in public and to groups.
• Assured of the 'full confidence of the company's
management
• Preparation is the most important factor in being a
successful spokesperson. If you are a company
spokesperson, you must know before every interview
• (l) the date. time, place. and length of the interview;
• (2) the issue under discussion;
 Managing Information Through
Company Spokespersons
• (3) what kinds of questions may ask; and
• (4) what message the company wants you to
deliver, If possible. it is also helpful to know the
background
of the report doing the interview, the kinds of
stories he or she usually writes, and the general
slant of the newspaper or radio/ TV program
where your
interview will appear, You should also provide
background information materials so that the
reporter knows what has already been said on
the issue and can expand on it,
Guidelines for a Company Spokesperson

• Know what message your company wants to deliver,

• Know as much about the issue under discussion as
possible.
• Prepare desirable statements and practice them
before the interview,
• Anticipate questions and prepare answers for them.
• Tape-record your interview,
• Realize that your interview will be edited; in some
cases, for radio and television, a live interview can be
better than one that is taped.
• Do not worry if you do not know the answer to a
question.
Guidelines for a Company Spokesperson

• Simply state that you will get the answer as soon as

possible.
• Do not let a reporter put words in your mouth. Be wary
when you hear the words "Aren't you really saying that
?" or "Do you mean that ?" Simply re- state the
message the .way you want it; do not repeat the
reporter's words:
• Avoid jargon.
• Avoid using negatives.
• Do not speak "off the record."
• Know your real audience-not the reporter but rather
the people who read the publication or watch tIle
program.
• Managing Crisis Communication
 Managing Crisis Communication
• When emergency situations occur in business,
the worst thing you can do is take a closed, "no
comment" attitude toward the media,
• Bad news will not go away and in fact, the worse
it is, the more sensational the coverage in the
media, Environmental issues, nuclear energy,
falling profits, employee layoffs, and disasters
and other catastrophes can cause problems for
your company. How your company manages the
crisis can have a long-term effect on profits
 Managing Crisis Communication
• formal crisis contingency
• These plans vary according to the organization, hut each
group generally has a permanent. recognized crisis team
designated to handle the public arid the media in the
event of a crisis as well as a set of procedures in place
to handle negative news. Part of this strategy may be to
cultivate relationships with the media during ordinary
periods so that if a crisis occurs the company has a point
of contact.
• It takes time to position yourself as a credible person in
the eyes of the media, but this credibility is necessary
when a crisis strikes. As in all other forms of
communication, being prepared is the. key to success
 The Warning
• No organization is immune from a crisis.
• Communication matters in a crisis.
• Be prepared to communicate effectively in
a crisis.