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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
LEARNING OBJECTIVES
1 Discuss the effective use of email, instant messaging, and text messaging in business
communication.
2 Explain principles for writing effectively for the Web.
3 Discuss the effective use of voice and wireless technologies in business communication.
4 Consider 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.
KEY TERMS
TERM
PAGE
Instant messaging
78
Netiquette
77
Social networking sites
78
CHAPTER OUTLINE
5-1 Electronic Mail Communication 75
5-1a Advantages of Email 75
5-1c Effective Use of Email 75
5-1d Instant and Text Messaging 78
5-1e Text Messaging 79
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
5-4 Appropriate Use of Technology 86
5-4b Determine Whether the Information Is Personal or Confidential 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
3
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
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.
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
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 such as “starboard”, “port”, and “jib”. People who are unfamiliar
with these terms cannot communicate without first learning the jargon.
• Remind students that knowing their audience will aid them in knowing whether jargon is
acceptable.
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-
• Discuss the need for caution against email viruses and hoaxes. Ask students, “What computer
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
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.)
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.
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
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.
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 do not have legal and ethical ramifications?”
CLASSROOM ACTIVITIES
1. Useful 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).
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.
c. Encourage employees to participate in the 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.
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.
f. Alert subscribers to your online newsletter of an upcoming webinar you’re hosting on
delivering speeches that lead.
2. 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
IS KING” IS NOT JUST AN EMPTY ADVERTISING SLOGAN.
BCNU,
LINDSEY
A summary of organization, content, and style errors follows:
Organization
• 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.
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.
• Should use “thanks” to replace “BCNU” in the closing.
3. 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.
4. 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.
SHORTHAND
MEANING
B4
Before
5. 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.
6. Voice Mail Recording: Compose scripts for the following voice mail recordings:
SITUATION
RECORDING
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
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
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 how to call
in to reach you for ordering.
You are the office administrator for Medical
You have reached Medical Associates. Our
press 4.
7. 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?
c. As a 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:
8. 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.
SITUATION
CHANNEL
Laying off an employee
Face-to-face meeting for emotionally charged subject
Contacting customer for late
Mailed letter. Information is serious and requires that a
Notifying staff of a change in work
Depends on the significance of the changes. General
REVIEW QUESTIONS & SUGGESTED ANSWERS
1. How is the use of technology impacted by legal limitations and requirements?
The Electronic Communications Privacy Act, which allows companies to monitor email usage for
legitimate business purposes, causes some employees to feel restricted in their use of technology
because they fear retribution from supervisors who could be monitoring transmissions. The fact
2. What can you do to limit the excessive amount of email that lowers productivity?
3. What practices should be followed to avoid sending a “flame”?
4. How does communication differ when emailing, instant messaging, and texting?
5. Discuss the legal issues related to the use of email.
6. How does writing for a weblog differ from writing for a website? What precautions
should be followed?
7. What guidelines apply to recording an effective voice message? to leaving an effective
voice message on another’s phone?
8. Describe the courteous use of a cell phone.
9. Which communication channels are preferred when sending a message that is personal
or confidential? Why?
10. Describe three business communication situations in which a technology channel would
be inappropriate for exchanging information. Explain your choices.
Firing an employee—a message this negative and life-changing for a receiver should be given
11. How is web communication different from other forms of business communication?
How is it similar?
Web communication is different than more traditional forms of business communication because
FEATURED ASSIGNMENTS
1. Communication Technology Success Stories: Conduct an electronic search to locate an
article that deals with the successful use of electronic communication in a company or
organization. Prepare an abstract of the article that includes the following parts: (1) article
2. Assessing Effectiveness of Web Communication: Locate websites which represent each of
the following categories: service, retail, education, manufacturing, or recreation. Critique
3. Critique of Email Messages Produced by Real Companies: Locate a company example of
both a well written and a poorly written email message. Analyze the strengths and
4. Enhancing Telephone Etiquette: In today’s world, most initial contact with a person is via
the telephone, so those important first impressions are dependent on practicing proper
telephone etiquette. Make a list of ideas for increasing levels of telephone courtesy as an
5. Etiquette Assessment: In small groups, discuss incidents of inappropriate cell phone
behavior you have experienced in a school, work, or public setting. Explain how each
incident affected the individuals involved. Discuss etiquette rules you believe are critical for
courteous, productive cell phone use. Are some etiquette rules appropriate for business calls
but not for personal calls or vice versa? Prepare a brief presentation on the Do’s and Don’ts
of Cell Phone Usage.
A good presentation will:
• Use anecdotes to introduce the idea that cell phones have etiquette rules just as any other
ADDITIONAL ASSIGNMENT
1. Electronic Communication Usage Policy: As with other electronic communication channels,
technology often advances faster than the organization’s ability to develop adequate
procedures for using it. Using your group members’ own work experience and information
obtained from an online search, develop a company policy that applies to acceptable use of
email, instant messaging, and weblogs. Address such issues as message security, company
CASE ASSIGNMENT
WYNDHAM VACATION OWNERSHIP UTILIZES WEB TO PROVIDE OWNER
SATISFACTION
From its beginnings in the late 1960s, vacation ownership has become the fastest growing
segment of the U.S. travel and tourism industry. Today more than three million households have
bought into vacation ownership, an industry that produces more than $7 billion a year in sales.
Timeshare resorts are found across the globe in popular vacation areas near beaches, rivers and
lakes, mountains, and even major cities. By locking in the purchase price of accommodations,
vacation ownership helps assure consistent pricing for future vacations. And through vacation
exchange programs, timeshare owners have the flexibility to travel to popular destinations around
the world.
Prior to the introduction of web-based vacation planning sites, vacation arrangements
were typically made by telephone, necessitating several lengthy calls to obtain information and
confirm options. WVO members have enjoyed greater communication power since the advent of
the company’s comprehensive web-based vacation planning site. Full-service travel planning
capabilities allow site visitors to:
• use the site’s search function to select resorts by destination, features, and amenities.
The ability to share information effectively is a primary advantage of electronic
communications. The Wyndham Vacation Ownership (WVO) website enables members to be
their own trip planners. In addition to checking point balances and expiration dates online,
members can also plan their own resort reservations and exchanges online. After a secure log-in
to the members-only section of the site, owners can access their personal account data. The site’s
interactive Points Calculator allows members to obtain instant information on the number of
Activities
1. How has the effective communication of information via WVO’s website empowered
members?
2. How does WVO expect to benefit from the website?
3. Visit the Wyndham Vacation Ownership website at http://www.wyndhamworldwide.com.
Review the site options and available information.
Compose a brief report to your instructor that describes how WVO is using its web page to
