Unlock document.
This document is partially blurred.
Unlock all pages and 1 million more documents.
Get Access
6: Crafting Message for Digital Channels
6-11
attention to those students who need it.
understanding.
Writing effective subject lines for hard-copy memos or email messages is often a challenge for
messages should contain neutral wording.
Most students should be familiar with IM, blogging, and podcasting; however, you might want to
personal IM.
SUGGESTED CLASSROOM EXERCISES
1. Selecting the Best Medium. Present a list of business communication situations, such as
letter. Students typically offer differing opinions, and this can make a discussion of internal
into the discussion.
2. Analyzing Email Messages. Have students send an email message to a classmate. The email
could discuss an upcoming writing project, a recent sporting event, a business topic of
Is the subject line informative?
Is the message easy to follow?
line?
Has the message been proofread accurately?
Is the writing concise?
critique it for the above points.
6: Crafting Message for Digital Channels
6-12
3. Analyzing Letter Formats. Distribute an example of a correctly formatted business letter. Ask
printed page.
4. Finding Errors. Distribute (or have students locate examples of) an email or blog posting
on the author, and on the writer’s organization.
5. Improving Readability. Distribute a medium-length email whose entire body is contained
TEST YOUR KNOWLEDGE
6-1. You should use a printed message over electronic alternatives when you: (1) want to make
6-2. Orientations don’t give away the key points in a collection of information but rather tell
story or document. (LO 6.2; AACSB Tag: Written and oral communication)
6-3. Although instant messages are often conceived, written, and sent within a matter of
seconds, the principles of the three-step process still apply, particularly when
stage is to send the message (but you should quickly scan it first). (LO 6.5; AACSB Tag:
Written and oral communication)
APPLY YOUR KNOWLEDGE
6-4. Students’ responses will vary, but it is important to help them recognize that
AACSB Tag: Written and oral communication)
6-5. If a company is not part of the conversation, it has no ability to respond to comments or
oral communication)
6: Crafting Message for Digital Channels
6-13
6-6. In discussing this question, encourage students to consider the expectations associated with
Written and oral communication)
6-7. A writer is able to use a personal, intimate style of writing and still adhere to the
AACSB Tag: Written and oral communication)
6-8. In addition to offering coupons, notices of sales, and special discounts, the president of a
6.6; AACSB Tag: Written and oral communication)
PRACTICE YOUR SKILLS
Exercises for Perfecting Your Writing
6-9. The cruise line must address two audiences: the disgruntled passenger, and the other
readers of the newspaper who may be potential cruise customers. A secondary audience
situation.
Email messages would be too informal. Because the message is being sent to those outside
AACSB Tag: Written and oral communication)
6-10. Students might revise the blog posting in the following manner:
June 15. To avoid similar setbacks in the future, we have asked the corporate office to
review our current purchasing policy and consider revisions that would allow for more
6-11. For customers seeking technical support for digital music players, a webpage might work
6-12. An email, IM, or text message might be acceptable media to send a message of condolence
6: Crafting Message for Digital Channels
6-14
communication)
6-13. An effective medium for sharing a collection of infographics from a variety of sources
and oral communication)
6-14. A blog would be the ideal medium to present a series of observations about the state of the
Written and oral communication)
6-15. A community Q&A site would work well for this situation. (LO 6.1; AACSB Tag: Written
6-16. Departmental Budgets Increased 20 Percent (LO 6.4; AACSB Tag: Written and oral
6-17. Your Feedback of Attached Marketing Brochure Required by Friday at Noon (LO 6.4;
6-18. Production Schedule Revised: See New Deadlines that Must Be Met (LO 6.4; AACSB
ACTIVITIES
6-19. As written, the message is too dictatorial and implies that employees are not acting
responsibly. The email will offend the most conscientious employees. Even those guilty of
taking a little extra time now and then will still resent the tone. The writer can treat this as
a routine message, describing a straightforward change in routine procedures. The first
approach. Below is a possible revision:
To: Billing Personnel
CC:
Subject: Changes in Break Procedures
minute break.
Scheduled break times will allow us to achieve our productivity goals and ensure that a
certain number of employees are always available. Once your new scheduled break and
6: Crafting Message for Digital Channels
6-15
about the new procedures.
(LO 6.4; AACSB Tag: Written and oral communication)
inappropriate for a business context.
2. The agent’s remarks suggest a lack of knowledge on his or her part.
4. It would be more effective to adopt a more formal (but still conversational) tone to
the problem.
5. The focus throughout should be on helping the customer resolve the issue.
Here is one possible revision:
Agent: Thanks for contacting Home Exercise Equipment.
How may I help you?
still have the box?
Customer: Yes.
Agent: Great—the model number is located on the front near the UPC code. Please read that
number to me.
Customer: It’s model number HG-8975.
that part?
Customer: Yes. What should I do with it?
6-21. The post is written in a tone that is unprofessional and excessively negative. The author
limited amount of information.
2. The purpose of the post is unclear. It sounds like the only purpose is to allow the author
company could improve.
6: Crafting Message for Digital Channels
6-16
3. The author’s drastic claims are not supported with adequate evidence. A “10-second
easily suggested that the price was incredibly high.
4. The final paragraph establishes an adversarial relationship with the audience, casting
Here is one possible revision:
Impressive Prototype from Motoman
maneuverable.
trademarks.
(LO 6.6; AACSB Tag: Written and oral communication)
6-22. Here is a revised version of the blog post:
[headline]
Get Ready!
[post]
On Monday, we will unpack, arrange our new offices, and get back to work. Even with
6-23. Students’ responses will vary, but the updates should be concise, easy to read, and contain
http://store.knitting-warehouse.com/yarn-bernat-camouflage.html
(LO 6.7; AACSB Tag: Written and oral communication)
6-24. In addition to being excessively chatty, this podcast exhibits two significant organizational
6: Crafting Message for Digital Channels
6-17
a clear introduction:
Hello everyone; we have lots of important news this week. I want to cover four topics.
want to make sure everyone take a moment to meet Selma Gill, who just joined and took
over the Northeast sales region from Jackson Stroud.
[The podcast continues by discussing each of the remaining three topics.]
(LO 6.7; AACSB Tag: Written and oral communication)
6-25. Answers will vary but should mention that a well-structured podcast relies on steering
devices, like transitions, previews, and reviews, to help listeners receive and interpret the
EXPAND YOUR SKILLS
Finally, students might explain whether or not the video is part of a branded channel that makes
it easy for visitors to browse and watch. (LO 6.1; AACSB Tag: Written and oral communication)
the particular medium should be observed, and the summary should clearly and effectively
convey the information that was learned. (LO 6.1: AACSB Tag: Written and oral
communication)
6: Crafting Message for Digital Channels
6-18
CASE SOLUTIONS
6-26. MEDIA SKILLS: SOCIAL NETWORKING; MEDIA SKILLS: MICROBLOGGING
Note: Students should keep in mind that this service is provided in the spirit of friendly
coming back. https://foursquare.com
Offer customers extra enticements by using Foursquare Specials, attractive freebies that will
boost your business.
better promotion.
6-27. MEDIA SKILLS: SOCIAL NETWORKING; ONLINE ETIQUETTE
Note: Controlling the urge to harshly criticize these employees is vital. Students’ posts should be
delicate application in business communications.
[Post title] Essential Business Netiquette
more freely with their customers.
However, the speed and ease of online interaction has brought with it a decline in etiquette.
We can easily avoid such lapses while representing our company online. It’s simply a matter of
