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5 Communicating Electronically
IN THIS CHAPTER YOU WILL FIND:
LEARNING OBJECTIVES
KEY CONCEPTS
KEY TERMS
CHAPTER OUTLINE
TEACHING SUGGESTIONS
CLASSROOM ACTIVITIES
REVIEW QUESTIONS & SUGGESTED ANSWERS
FEATURED ASSIGNMENTS
ADDITIONAL ASSIGNMENTS
CASE STUDIES
STUDENT HANDOUTS
LEARNING OBJECTIVES
1Discuss the effective use of email, instant messaging, and text messaging in business
communication.
2Explain principles for writing effectively for the Web.
3Discuss the effective use of voice and wireless technologies in business communication.
4Consider legal and ethical implications associated with the use of communication technology.
KEY CONCEPTS
A full chapter is devoted to the preparation of electronic communications—not only because of
popular use in organizations but also because of their particular characteristics as informal but
powerful forms of communication. Emphasis is given to email, instant and text messaging, Web
communications (Web pages, wikis, and weblogs), and voice and wireless communication. Legal
and ethical issues related to the use of technology are also discussed.
© 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a
publicly accessible website, in whole or in part.
1
KEY TERMS
TERM PAGE
Instant messaging 78
Netiquette 77
Social networking sites 78
Text messaging 79
Weblog (or blog) 82
CHAPTER OUTLINE
5-1 Electronic Mail Communication 75
5-1a Advantages of Email 75
5-1b Guidelines for Preparing Email Messages 75
5-1c Effective Use of Email 75
5-1d Instant and Text Messaging 78
5-1e Text Messaging 79
5-1f Electronic Messages and the Law 80
5-2 Web Page Communication and Social Media 81
5-2a Writing for a Web Site 82
5-2b Social Media 82
5-3 Voice and Wireless Communication 84
5-3a Voice Mail Communication 85
5-3b Cellphone Communication 85
5-4 Appropriate Use of Technology 86
5-4a Determine the Purpose of the Message 86
5-4b Determine Whether the Information Is Personal or Confidential 86
5-4c Decide Whether Positive Human Relations Are Sacrificed 86
5-5 Technology and the Future 86
TEACHING SUGGESTIONS
LEARNING OBJECTIVE 1
Discuss the effective use of email, instant messaging, and text messaging in business
communication.
Electronic Mail Communication
The audience for the communication of vital information about companies is growing
because many companies now compete on a global scale and have a worldwide customer
base. Companies must provide information not only to their employees and other internal
audiences but also to external audiences who have decided to pay attention via company
websites and electronic inquiries. Discuss the increasing use of electronic communication by
pointing out to students that 70 percent of all business communication, both internal and
external, occurs electronically. Ask them to give examples of companies communicating
electronically with them, either as consumers or possibly as potential employees. Remind
© 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a
publicly accessible website, in whole or in part.
2
students that the idea of internal communication is not new for businesses. The uses for email
would be the same as an interoffice memo, and email messages should follow the same
grammar, spelling, punctuation and usage rules as other forms of written communication.
Discuss the numerous advantages of technology in the workplace and globally. Discuss
selecting an appropriate communication channel and then segue into a discussion of the three
considerations for channel selection.
Have students to name companies, executives or perhaps politicians who have suffered the
consequences of inappropriate communication or perhaps been totally destroyed by their
emails. Ask students what they think caused the downfall: naivety, misplaced trust,
brazenness, or something else.
Advantages of Email
Discuss the benefits of communicating electronically.
Ask students to imagine working with colleagues around the world without electronic
communication. Discuss the difficulties they might encounter with global communication and
no available email. Examples might include higher phone bills for long distance
conversations, higher shipping costs for overseas overnight shipping, playing “message tag”
when employees are on different time schedules for office time, etc.
Guidelines for Preparing Email Messages
Discuss guidelines for preparing email messages.
Discuss good examples of an email message in the textbook. What makes this an effective
email message? Ask your students if they have additional suggestions for improving the
message.
Useful Subject Line
Assists a reader’s understanding of the topic.
Helps reader sort through overloaded inbox.
Provides useful cue for future reference.
Single Topic Directed Toward the Receiver’s Needs
Remind students to only include one subject per message that both aid the
receiver in answering or accomplishing needed tasks and in filing messages by topic.
Including only one topic also aids in writing a specific, descriptive subject line.
Sequence of Ideas Based on Anticipated Reader Reaction
Emphasize the principles of organizing that apply to electronic communication.
Empathy is the key to proper organization.
Careful Use of Jargon
Jargon is acceptable when communicating within the organization, as long as
everyone understands the terminology. Present analogies that emphasize the value and
cautions of using jargon:
People who sail for recreation have a language of their own. They communicate
using terms like starboard, port, and jib. People who are unfamiliar with these terms
cannot communicate without first learning the jargon.
Internet users also have a distinctive language. They communicate using terms such
as blog, flame, spam, cookie, etc. Instant messaging has its own style of shorthand
jargon—BTW, TTFN, ROTFL, IMHO, etc.
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publicly accessible website, in whole or in part.
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Remind students that knowing their audience will aid them in knowing whether
jargon is acceptable.
Ask students to work in groups of three or four to think of other activities,
organizations, professional fields, or situations where jargon is used. Ask them to
generate a list of jargon typical to each example.
Graphic Highlighting
Discuss using graphic highlighting to strengthen email messages.
Discuss types of email software available, i.e., HTML-based software vs.
text-based software, and point out the kinds of graphic highlighting each will recognize.
HTML-based software, such as Microsoft Outlook, will recognize bold, bullets, and
graphic images. Text-based software will not recognize these graphic highlights.
Students should be aware of these differences and write their messages
accordingly. Tell students if they are uncertain about the receiver’s software, they should
not use bold, bullets, images. Instead, they should use all caps, double hyphens or
numbers, and attachments (for images).
Formatting Email Messages
Discuss the use of email shorthand, such as BCNU, FYI, and TTFN, and emoticons. Ask
students whether they are appropriate for business use.
Emphasize the need for a signature file at the end of the message by asking about their
experiences with email contacts from retail companies. Have they ever tried to contact
someone at the company regarding an email about their orders and not been able to find a
person’s name or phone number?
Review student examples of well-written and poorly written email messages and analyze the
strengths and weaknesses of each.
Effective Use of Email
Lead students in a discussion of what may result in organizations that ignore netiquette
issues.
Brainstorm students’ thinking about appropriate and inappropriate uses of email.
Ask students to relate an experience they have had of someone relying on email when
face-to-face communication would have been better or when the person is too lazy to walk
down the hall. You might also relate your own business experiences. Show students
http://snopes.com, a site that provides information about email hoaxes and computer viruses.
Discuss the appropriate response after the receipt of such a message.
Discuss the need for caution against email viruses and hoaxes. Ask students, “What computer
hoaxes have you received over email?” Point out the websites on page 80 that will aid
students in determining whether a suspect message is true. Be certain to caution students that
social networking sites, such as Facebook and MySpace, are also common sources of viruses
and spyware.
Instant Messaging
Discuss instant messaging as a business communication tool. How can instant messaging aid
in communicating with colleagues, client, and vendors? For example, an employee on the
phone with a client can instant message a vendor for a price and then relay the price to the
client, all in a matter of seconds, or possibly minutes.
Discuss the disadvantage of instant messaging, emphasizing potential non-work use and the
dangers of false identity and eavesdropping.
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publicly accessible website, in whole or in part.
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LEARNING OBJECTIVE 2
Explain principles for writing effectively for the Web.
Web Page Communication
Discuss the different types of web presences. Lead students in a discussion of what types are
most effective for different types of companies.
Ask students which types they have experienced and where. (Many students do not
realize that password-protected university sites are a perfect example of an intranet.)
Ask students to print out and bring to a class a web page they particularly like. In
groups, ask students to analyze the appeal of each page.
Writing for the Web
Remind students that all rules of spelling, punctuation, grammar, and usage apply for web
writing just as they apply for email messages. Even though the writing style may be different,
the rules are the same.
Discuss how web users read a page. Ask students what they look at first on a web page.
Discuss techniques web writers use to capitalize on how readers go through a web page: (a)
keep it simple, (b) use eye-catching headlines, (c) break documents into chunks, (d) use
columns, (e) use numbered steps, (f) and place critical information in text as well as graphics.
Writing for Weblogs
Ask students to differentiate between web pages and weblogs. Discuss how they are different
and how their applications differ.
Students should consider that writers often use blogs as a personal journal, forgetting that
most are available for personal consumption.
Remind students that blogs are like other forms of electronic communication in that they are
not secure or confidential.
LEARNING OBJECTIVE 3
Discuss the effective use of voice and wireless technologies in business communication.
Voice and Wireless Communication
Discussion should center on how much technology has changed in the last 20 years. Voice
communication now refers not only to the traditional telephone but also to voice mail and cell
phone usage.
Ask students how many of them rely on their cell phones and voice mail for communication
rather than having a traditional land phone and answering machine.
Voice Mail Communication
Ask students how they feel when they contact someone and get voice mail. Do they leave a
message on a friend’s or business contact’s voice mail? Why or why not?
Discuss voice mail usage for both outgoing greetings and incoming messages. Remind
students that they will be using voice mail both ways.
Discuss changing greetings daily to reflect work schedules and special announcements.
Discuss speaking slowly and clearly and keeping messages to 60 seconds.
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publicly accessible website, in whole or in part.
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Create voice mail greetings for different business situations.
Cell Phone Communication
Discuss the use of cell phones in business today. Remind students that not everyone believes
cell phones are a “must have” technology.
Discuss when cell phone usage is appropriate and inappropriate. Ask students to discuss their
reaction when they were forced to listen to someone else’s cell phone conversation. Discuss
personal incidents in class.
Text Messaging
Discuss the differences between email and text messaging.
Discuss the transition from one medium to another.
Brainstorm the development a professional sounding email from a text message.
Wireless Communication and the Future
Discuss technological developments in wireless communication, both past and present.
Point out the changing global nature of business is driving the development of wireless
technology because managers on the go need fast access to information without having a full
size or laptop computer.
Ask students to share their experiences with wireless technology.
LEARNING OBJECTIVE 4
Consider legal and ethical implications associated with the use of communication technology.
Email and the Law
Remind students that they are responsible for the content of their email messages. Discuss
the problems with writing email messages when they are angry. Discuss the idea that email
has often become “the corporate equivalent of DNA evidence.”
Ask “Has the speed of email and other electronic communication ever lulled you into a false
sense that your messages don’t have legal and ethical ramifications?”
Remind students that email messages are printable and that these copies serve as verification.
Ask students if they think using information from the Internet is above copyright laws and
does not constitute plagiarism if used with permission and attribution. Lead into a discussion
of the Electronic Communications Privacy Act (ECPA) that allows companies to monitor
email usage for legitimate business purposes after notifying employees.
CLASSROOM ACTIVITIES
1Useful Subject Lines: Write effective email subject lines for the following situations. Answers
may vary. Possible subject lines follow
a. Provide employees details about relocating their offices during the building renovation
(important dates and office assignments, packing procedures, security issues).
Critical Relocation Information During Building Renovation
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publicly accessible website, in whole or in part.
6
b. You are part of a committee planning a banquet for the company’s annual alumni event.
You want to give the committee a report on the location choices available at the rates
agreed on at the planning meeting.
Location Choices for Annual Alumni Event
c. Encourage employees to participate in the statewide “Trash Bash.”
Benefits in Supporting Statewide “Trash Bash”
d. Explain that a customary end-of-year employee bonus will not be possible because of
declining sales. You must justify your decision without alarming the recipients.
Declining Sales Affects Yearly Bonus
e. Send a follow-up message to a recruiter you talked with at a career fair on your campus.
Attached the requested copy of your résumé.
Requested Resume from Anytown College Career Fair
f. Alert subscribers to your online newsletter of an upcoming webinar you’re hosting on
delivering speeches that lead.
Upcoming Webinar on Speeches that Lead
1. Document for Analysis: Email Message: Analyze the following email message for content,
formatting, and email practices. Revise the email message if directed by your instructor.
Email from Lindsey Howard-Berry sent 3/2/2013 at 1:45 p.m.
TO: MS. JANETTE WELLS, MANAGER,
CUSTOMER SERVICE CENTER
SUBJECT: GOAL FINALLY ACHIEVED
CC: Mike Larson, Jennifer Fargo, Lara Sims
DEAR JANETTE
AS YOU KNOW, WE HIRE AN INDEPENDENT CUSTOMER QUALITY ASSURANCE
FIRM TO LISTEN TO THE PHONE RECORDINGS OF OUR CUSTOMER SERVICE
REPRESENTATIVES. OVER THE PAST YEAR THAT FIRM HAS REPORTED THAT
THE QUALITY AND EFFICIENCY OF OUR REPRESENTATIVES HAS FAILED TO
IMPROVE.
HOWEVER, LAST MONTH THE FIRM FINALLY REPORTED THAT YOUR SALES
REPRESENTATIVES ACHIEVED OUR ESTABLISHED GOALS. WE COMMEND YOU
ON THIS ACHIEVEMENT. THANK YOU FOR ENSURING THAT “THE CUSTOMER IS
KING” IS NOT JUST AN EMPTY ADVERTISING SLOGAN.
BCNU,
LINDSEY
A summary of organization, content, and style errors follows:
Organization
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publicly accessible website, in whole or in part.
7
Uses an inductive approach rather than deductive outline required for letters that convey good
news. Good news does not appear until the third sentence.
Content
The negative discussion may mislead her to believe this letter is disciplinary.
The negatives in the first paragraph overshadow the thank you in the last sentence.
The idea that the company’s slogan, “The customer is king,” could be empty adds to the
negativity of the message and could make her question the necessity of providing good
customer service,
Style
The “we” orientation defeats the purpose of communicating genuine appreciation for
outstanding performance. The receiver is not the subject of a single sentence.
Format
Keying text in uppercase “shouts” at the reader.
Delete “Dear” in salutation.
Should use “thanks” to replace “BCNU” in the closing.
2. Not All Electronic Writing is the Same: Develop a professional email communicating the
same message as the following text message:
bob ok’d rept. :) Cud u proof and
Ruff out sldes b4 mtg on Mon.
fone me asap if prblm. TY.
Send the email message to your instructor. Be prepared to explain the differences in the
writing style, formality, and format of these forms of electronic communication.
Students should make the email more formal and eliminate the abbreviations. They should format
according to chapter guidelines and discuss where the original language would be more
appropriate for use (text messaging).
3. Instant Messaging and Texting Shortcuts: In small groups, make a list of “shorthand”—
expressions that make online chatting and text messaging faster and more efficient.
B4 Before
w/o Without
b/c Because
c u 18r See you later
asap As soon as possible
Txt Text
2morrow tomorrow
IDK I don’t know
4. Blog Posting: Prepare the text of a blog post providing anonymous feedback to management
on a new company policy prohibiting personal use of the Web during work hours.
© 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a
publicly accessible website, in whole or in part.
8
Student responses will vary. Discussion should focus on the need for restraint in blogs,
particularly when they concern company policies.
5. Voice Mail Recording: Compose scripts for the following voice mail recordings:
a. You will be away from your job as loan counselor at Hometown Bank for three days
while you attend a professional conference. Fellow loan counselor, James Lumas, will be
handling your calls while you are away. Compose a script of the voice mail recording
you will leave on your phone prior to departing for your conference.
b. As owner and operator of Sis’s Florist Shop, you close your shop on Sundays. You do,
however, accept orders via your home telephone for flowers and plants to be picked up or
delivered on Monday or later. Compose a message to be left on your phone when you
close the shop on Saturday evenings informing customers who call in as to how to reach
you for ordering.
c. You are the office administrator for Medical Associates, a physicians’ clinic. Compose a
voice mail message that will be heard by patients and other parties who call after hours.
You will need to explain how to reach the voice mail box for the appointment desk, each
physician, the insurance office, and the laboratory.
a. This is Sue Staples, loan counselor at Hometown Bank. I am out of the office until Monday,
December 4. For immediate information regarding the status of your loan, please contact loan
counselor James Lumas at extension 144. Or leave a message and I will return your call
when I return.
b. Thank you for calling Sis’s Florist. We are closed until 9 a.m. Monday, but you may place an
order for delivery on Monday by contacting 662-555-4555.
c. You have reached Medical Associates. Our office hours are Monday through Friday, 8 a.m. to
5 p.m. If this is an emergency, please go to the nearest emergency room or contact (901)
555-7878 to page the doctor on call. To leave a message for someone in our office, please
listen to the following menu:
To leave a message concerning an appointment, press 1.
To leave a message concerning billing or insurance questions, press 2.
To leave a message for the lab, press 3.
To leave a message for Dr. Cabano, press 4.
For Dr. Kovlasky, press 5.
For Dr. Steven, press 6.
For all other messages, please press 0.
6. Preparing Voice Mail Messages: Compose scripts for the following situations for which you
would leave a voice mail message:
a. Upon returning from a meeting, you have a message on your phone from your real estate
agent that says your bid on a house you wish to buy was rejected by the seller. When you
call your agent to tell her you want to raise your initial offer by $2,000, you get her voice
mail. What will you say in your voice mail message to her?
b. As an outside salesperson for industrial cleaning supplies, you call a client to see if you
can come by his business to show him some new products. You had called him earlier in
the week but did not hear back from him. You get the client’s voice mail that indicates he
is away from his desk. You are in the client’s neighborhood now and would prefer to call
on him today rather than some other time when you would have to drive back to his area.
What will you say in your voice message?
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publicly accessible website, in whole or in part.
9
c. As human resources manager, you call a job applicant to tell her she has been selected to
fill a job position as sales associate. You get a voice mail message saying that she is not
at home right now. What will you say in your voice mail message?
Scripts will vary. Use these guidelines and the examples found on the solution slides to evaluate
their effectiveness:
Speak slowly and clearly, and repeat your name and phone number at the beginning and end
of the message.
Spell your name for the recipient who may need the correct spelling.
Leave a detailed message, not just your name and number, to avoid prolonged phone tag.
Keep your message brief, typically 60 seconds or less.
Ensure that your message will be understandable.
Don’t call from places with distracting background noise; when using a cell phone; consider
whether your connection is adequate to complete the message.
7. Choosing an Appropriate Channel: Indicate one or more appropriate message channels for
each of the following situations. Be prepared to discuss your choices in a class discussion.
a. Laying off an employee
b. Contacting a customer concerning late payment
c. Sending an RSVP for a dinner party invitation
d. Sending a customer-requested price quote on order
e. Contacting a reference for a job applicant
f. Notifying staff of a change in work procedures
g. Recommending an action to upper management
h. Sending selected employees’ test results performed by an outside laboratory to human
resources
i. Seeking advice from a peer regarding a challenging task
j. Alerting a coworker who is videotaping a city council meeting that he is needed for a
family emergency.
SITUATION CHANNEL
a Laying off an employee Face-to-face meeting for emotionally charged
subject
b Contacting customer for late
payment
Mailed letter. Information is serious and requires
that a copy be kept
c Sending RSVP for dinner
invitation
Phone, email or short handwritten note. Depends
on the instructions provided and sender’s
preference
d Sending a customer-requested
price quote
Email, mailed quote, or faxed quote. The quote
must be in writing
e Contacting a reference for a job
applicant
Phone call
f Notifying staff of a change in
work procedures
Depends on the significance of the changes.
General email for less significant changes;
face-to-face staff meeting for more significant
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publicly accessible website, in whole or in part.
10
changes with follow-up printed document
g Recommending an action to
upper management
Email message or memo
h Sending selected employees’
test results performed by an
outside lab/clinic to human
resources
Written report of the results and their impact
i Alerting coworker in a meeting
of a family emergency
Text message ensures immediate receipt with
minimal interruption
j Response to negative comment
on company blog
Weblog response made by a company’s
conversation monitor
© 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a
publicly accessible website, in whole or in part.
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