Business Communication Today

Chapter 7
Digital Media

Copyright © 2016 Pearson Education, Inc. Chapter 7 ̶ 1

 Learning Objectives
1. Identify major digital media formats
available for business messages and list
nine compositional modes used in
electronic media.
2. Describe the evolving role of email in
business communication and explain how
to adapt the three-step process to email
messages.
Copyright © 2016 Pearson Education, Inc. Chapter 7 ̶ 2
 Learning Objectives
3. Describe the business benefits of instant
messaging (IM) and identify guidelines for
effective IM in the workplace.
4. Explain why organizing website content is
so challenging and explain the concept of
information architecture.
5. Explain how to adapt the three-step
process to podcasting.
Copyright © 2016 Pearson Education, Inc. Chapter 7 ̶ 3
 Digital Media for
Business Communication
(LO 7.1) Identify major digital medial formats
available for business messages and list nine
compositional modes used in electronic
media.

Copyright © 2016 Pearson Education, Inc. Chapter 7 ̶ 4

 Digital and
Social Media Options

Instant
Instant
Email
Email Messaging
Messaging

Text
Text WebContent
Web Content Podcasting
Podcasting
Messaging
Messaging
Copyright © 2016 Pearson Education, Inc. Chapter 7 ̶ 5
 Digital and
Social Media Options

Social Content
Networks Sharing

Blogs and Online

Wikis
Microblogs Videos

Copyright © 2016 Pearson Education, Inc. Chapter 7 ̶ 6

 Benefits of Printed Messages
• Making a formal impression
• Standing out from electronic messages
• Obeying laws requiring printed documents
• Providing unchangeable, secure records
• Reaching certain audiences

Copyright © 2016 Pearson Education, Inc. Chapter 7 ̶ 7

 Compositional Modes for
Digital and Social Media
•ConversationalElements
•Conversational Elements

•Commentsand
•Comments andCritiques
Critiques

•Orientationsand
•Orientations andGuidance
Guidance

Copyright © 2016 Pearson Education, Inc. Chapter 7 ̶ 8

 Compositional Modes for
Digital and Social Media
•SummaryFunctions
•Summary Functions

•ReferenceMaterials
•Reference Materials

•Narrativesand
•Narratives andStorytelling
Storytelling

Copyright © 2016 Pearson Education, Inc. Chapter 7 ̶ 9

 Compositional Modes for
Digital and Social Media
•TeaserMessages
•Teaser Messagesand
andLinks
Links

•Announcementsand
•Announcements andUpdates
Updates

•Tutorialsand
•Tutorials andAdvice
Advice

Copyright © 2016 Pearson Education, Inc. Chapter 7 ̶ 10

 Optimizing Content
for Mobile Devices
• Location Based Services
• Gamification
Mobile • Augmented Reality
Specific • Wearable Technology
Options
• Blogging and Podcasting
• Cloud-Based Services

Copyright © 2016 Pearson Education, Inc. Chapter 7 ̶ 11

 Summary of Discussion
• In this section, we discussed the following:
– Digital and Social Media Options
– Benefits of Printed Messages
– Compositional Modes for Digital and Social
Media
– Optimizing Content for Mobile Devices
• The next section will cover Email Messages.

Copyright © 2016 Pearson Education, Inc. Chapter 7 ̶ 12

 Email Messages

(LO 7.2) Describe the evolving role of email in

business communication and explain how to
adapt the three-step process to email
messages.

Copyright © 2016 Pearson Education, Inc. Chapter 7 ̶ 13

 Using Email in the Workplace

•Availability of Alternatives
Disadvantages

•Indiscriminate Use

•Low-Value Messages
Copyright © 2016 Pearson Education, Inc. Chapter 7 ̶ 14
 Using Email in the Workplace

•Accessing Messages
Advantages

•Sending Messages

•Scheduling Messages
Copyright © 2016 Pearson Education, Inc. Chapter 7 ̶ 15
 Planning Email Messages

Purpose Policies

Business
Hygiene Analysis
Related

Information Organization

Copyright © 2016 Pearson Education, Inc. Chapter 7 ̶ 16

 Writing Email Messages
Business Communication

Expectations for Message Quality

Importance of Subject Lines

Importance of Opening Words

Controversy Over Emoticons

Copyright © 2016 Pearson Education, Inc. Chapter 7 ̶ 17

 Completing Email Messages

Revising
Revising Proofreading
Proofreading

Producing
Producing Distributing
Distributing

Copyright © 2016 Pearson Education, Inc. Chapter 7 ̶ 18

 Summary of Discussion
• In this section, we discussed the following:
– Disadvantages of Using Email in the Workplace
– Advantages of Using Email in the Workplace
– Planning Email Messages
– Writing Email Messages
– Completing Email Messages
• The next section will cover Instant Messaging
and Text Messaging.
Copyright © 2016 Pearson Education, Inc. Chapter 7 ̶ 19
 Instant Messaging
and Text Messaging
(LO 7.3) Describe the business benefits of
Instant Messaging (IM) and identify guidelines
for effective IM in the workplace.

Copyright © 2016 Pearson Education, Inc. Chapter 7 ̶ 20

 Understanding the Benefits
and Risks of IM
• Opportunities involved in using IM:
– Rapid response to urgent messages
– Lower cost than phone and email
– Ability to mimic conversations
– Available on a wide range of devices
– Less misuse as a broadcasting method

Copyright © 2016 Pearson Education, Inc. Chapter 7 ̶ 21

 Understanding the Benefits
and Risks of IM
• Challenges involved in using IM:
– Security and authentication issues
– Challenges of logging messages
– Incompatible, competing IM systems
– Aggravation of “spim” messages
– Minimal nonverbal communication

Copyright © 2016 Pearson Education, Inc. Chapter 7 ̶ 22

 Adapting the Three-Step
Process for Successful IM
PlanningInstant
Planning InstantMessages
Messages

WritingInstant
Writing InstantMessages
Messages

CompletingInstant
Completing InstantMessages
Messages

Copyright © 2016 Pearson Education, Inc. Chapter 7 ̶ 23

 Making IM in the Workplace
Efficient and Effective
Use Instant Messaging Courteously

Use “Away” Status while Working

Be Cautious with Private Information

Avoid Sending Personal Messages

Copyright © 2016 Pearson Education, Inc. Chapter 7 ̶ 24
 Making IM in the Workplace
Efficient and Effective
Avoid Holding Unplanned Meetings
Don’t Send Long, Complex
Messages
Avoid Multiple IM Conversations

Observe All Security Guidelines

Copyright © 2016 Pearson Education, Inc. Chapter 7 ̶ 25
 Summary of Discussion
• In this section, we discussed the following:
– Understanding the Risks and Benefits of IM
– Adapting Three-Step Process for Successful IM
– Making Workplace IM Effective and Efficient
• The next section will cover Website Content.

Copyright © 2016 Pearson Education, Inc. Chapter 7 ̶ 26

 Website Content

(LO 7.4) Explain why organizing website

content is so challenging and explain the
concept of information architecture.

Copyright © 2016 Pearson Education, Inc. Chapter 7 ̶ 27

 Organizing Website Content

• Opportunities • Challenges
Multiple Purposes Planning the Site
Multiple Audiences Organizing the Site

Versatility

Copyright © 2016 Pearson Education, Inc. Chapter 7 ̶ 28

 Information Architecture
Navigation

VerticalHierarchy
Vertical Hierarchy

Structure HorizontalDivision
Horizontal Division Labeling

WebsiteLinks
Website Links
Content
Copyright © 2016 Pearson Education, Inc. Chapter 7 ̶ 29
 Tips for Organizing Websites
• Brainstorm likely usage scenarios.
• Identify likely entry points.
• Map out entry and data pathways.
• Help visitors find the site’s top level.
• Provide options for finding information.
• Be consistent with labels and links.

Copyright © 2016 Pearson Education, Inc. Chapter 7 ̶ 30

 Drafting Website Content
Inverted
Audience Trust
Pyramid Style

Easily-Readable Concise and

Chunks Skimmable

Direct and
Global Audience
Concise Links
Copyright © 2016 Pearson Education, Inc. Chapter 7 ̶ 31
 Summary of Discussion
• In this section, we discussed the following:
– Organizing Website Content
– Information Architecture
– Tips for Organizing Websites
– Drafting Website Content
• The next section will cover Podcasting.

Copyright © 2016 Pearson Education, Inc. Chapter 7 ̶ 32

 Podcasting

(LO 7.5) Explain how to adapt the three-step

process to podcasting.

Copyright © 2016 Pearson Education, Inc. Chapter 7 ̶ 33

 Understanding Business
Applications of Podcasts

Training
Training Marketing
Marketing

Selling
Selling Recruiting
Recruiting

Copyright © 2016 Pearson Education, Inc. Chapter 7 ̶ 34

 Adapting the Three-Step
Process for Podcasting
1 Plan 2 Write 3 Complete
Transitions,
Situation Editing
Previews, and
Reviews
Information Preparing
Scripting vs.
Organization Improvising Publishing
Copyright © 2016 Pearson Education, Inc. Chapter 7 ̶ 35
 Podcasting Equipment
• Audio Recording
Recording • Editing Software
• Production Quality
• Media Stores
Distributing • Hosting Services
• Blog Content
Copyright © 2016 Pearson Education, Inc. Chapter 7 ̶ 36
 Summary of Discussion
• In this section, we discussed the following:
– Understanding Business Applications of
Podcasts
– Adapting Three-Step Process for Podcasting
– Podcasting Equipment
• This concludes our discussion of Chapter 7:
Digital Media.

Copyright © 2016 Pearson Education, Inc. Chapter 7 ̶ 37

Business Communication Today

Chapter 7
Digital Media

Copyright © 2016 Pearson Education, Inc. Chapter 7 ̶ 38

Copyright © 2016 Pearson Education, Inc. Chapter 7 ̶ 39