Unlock document.
This document is partially blurred.
Unlock all pages and 1 million more documents.
Get Access
6: Crafting Message for Digital Channels
6-14
6-16. An email, IM, or text message might be acceptable media to send a message of condolence
6-17. An effective medium for sharing a collection of infographics from a variety of sources
6-18. A blog would be the ideal medium to present a series of observations about the state of the
ACTIVITIES
6-27. Answers will vary, but students should be sure to avoid blatant “salespeak” and overt
selling. The response can include information about the superior product, discussed in a
6-28. As written, the message is too dictatorial and implies that employees are not acting
6: Crafting Message for Digital Channels
6-15
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
To: Billing Personnel
CC:
Subject: Changes in Break Procedures
Starting Monday, January 1, 2018, employees will take breaks at scheduled times only.
Supervisors will assign specific break times to each employee. Both the morning and
afternoon breaks will be 15 minutes, as in the past. The lunch break will be a regular 30-
minute break.
6-29. The customer service agent’s tone is informal and unprofessional.
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
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?
Customer: I’m having trouble assembling my home gym.
6: Crafting Message for Digital Channels
6-16
Customer: It’s model number HG-8975.
Agent: Thank you. What problem have you encountered?
Customer: The cross bar that connects the pillars isn’t long enough to reach across the pillars.
6-30. The post is written in a tone that is unprofessional and excessively negative. The author
loses additional credibility by admitting that he or she has based the entire post on a very
limited amount of information.
1. The informal language might be appropriate for a personal blog, but not for a corporate
2. The purpose of the post is unclear. It sounds like the only purpose is to allow the author
3. The author’s drastic claims are not supported with adequate evidence. A “10-second
glimpse” of the prototype would have provided only a limited understanding of the
4. The final paragraph establishes an adversarial relationship with the audience, casting
the entire post as tirade based on their failure to take the author’s warnings seriously.
Here is one possible revision:
Impressive Prototype from Motoman
I visited the Sikorsky plant in Stratford yesterday to check the status of the assembly line
retrofit we performed for them last year. While there, I saw part of a demonstration of a
prototype robot from Motoman. It was, to say the least, impressive. I witnessed only a
small part of the demo, but from what I saw, the robot was compact, fast, and incredibly
maneuverable.
6-31. Here is a revised version of the blog post:
[headline]
6: Crafting Message for Digital Channels
6-17
Get Ready!
[post]
We will move to our new offices during the coming weekend. So that everything runs
smoothly, please clean out your desks and pack the contents in the boxes provided. Please
6-32. Students’ responses will vary, but the updates should be concise, easy to read, and contain
a link back to the product they describe. For example:
6-33. In addition to being excessively chatty, this podcast exhibits two significant organizational
problems. First, the lack of an introduction deprives listeners of the opportunity to prepare
for the information they are about to receive. Second, it has no organization structure to
speak of, with major, minor, and irrelevant bits mixed together. Here is one possibility for
a clear introduction:
Hello everyone; we have lots of important news this week. I want to cover four topics.
First, Thomas will join us at the quarterly sales meeting next week and wants an update
from all district managers. Second, we’ve changed the commission reporting structure,
6-34. Answers will vary but should mention that a well-structured podcast relies on steering
EXPAND YOUR SKILLS
6: Crafting Message for Digital Channels
6-18
Critique the Professionals: Students’ assessments should refer to specific guidelines and
principles from the chapter. For example, students might explain whether or not the company has
created material people actually want to see. (How many times has the video been watched?)
They might also comment on the length of the video. (Is it between three and five minutes long?)
6: Crafting Message for Digital Channels
6-19
CASE SOLUTIONS
On the following pages are suggested solutions for this chapter’s cases.
6-35. MEDIA SKILLS: SOCIAL NETWORKING; ONLINE ETIQUETTE
Note: Controlling the urge to harshly criticize these employees is vital. Students’ posts should be
positive, informative about possible negative consequences to the company, and helpful in
offering guidance. Students should also recognize the power of social media and its sometimes-
1. Avoid personal attacks.
2. Follow company policies.
3. Ensure authenticity of information.
4. Respect people’s virtual space.
While a person might appear online on the IM late at night, it’s presumptuous to message them
Copyright © 2019 Pearson Education, Inc.
6-37. MEDIA SKILLS: EMAIL
Student responses will vary depending upon the source material selected. Responses should
6-38. MEDIA SKILLS: EMAIL; COLLABORATION: TEAM PROJECTS
Student responses will vary depending upon the issue selected, but should include clear,
6-39. MEDIA SKILLS: EMAIL
Student responses will vary depending upon the five email messages that are selected. The
6-40. MEDIA SKILLS: EMAIL; MESSAGE STRATEGIES: ROUTINE MESSAGES
Student responses will vary depending upon the competitors that are researched and the features
6-41. MEDIA SKILLS: MESSAGING; COMPOSITIONAL MODES: TUTORIALS
6: Crafting Message for Digital Channels
6-22
Note: The greatest challenge here will be conveying sufficient information without overwhelming
customers who may be unfamiliar with (and perhaps confused by) the details of high-definition
television. Students should respond with simple definitions written in plain language.
6-42. MEDIA SKILLS: BLOGGING; COMPOSITIONAL MODES: TUTORIALS
Getting Started with Tumblr
The first step to setting up a Tumblr account happens before you type a single key or click a
single button. It involves coming up with the theme of your account. The best Tumblr accounts
are focused on a particular niche, which seems to really attract users and keep them coming back.
6: Crafting Message for Digital Channels
6-23
6-43. MEDIA SKILLS: BLOGGING; COMPOSITIONAL MODES: TUTORIALS
Student responses will vary upon the college and study-abroad program selected. Responses
should exhibit elements of good blog writing, including a personal style and authentic voice and
6-44. MEDIA SKILLS: MICROBLOGGING; COMPOSITIONAL MODES: SUMMARIES
Answers will vary based on the source materials students choose. Well-written responses will
6-45. MEDIA SKILLS: MICROBLOGGING; COMPOSITIONAL MODES: TEASERS
Note: This exercise gives students an opportunity to pass along tips regarding the more exciting
6-46. MEDIA SKILLS: PODCASTING
Answers will vary based on students’ experience and talents, as well as the employment
6-47. MEDIA SKILLS: PODCASTING
Answers will vary based on the subject matter students choose. Well-crafted responses will make
6: Crafting Message for Digital Channels
6-24
IMPROVE YOUR GRAMMAR, MECHANICS, AND USAGE
Level 1: Self-Assessment—Prepositions and Conjunctions
6-48. Where was your argument leading to? (AACSB Tag: Written and oral communication)
6-51. U.S. Mercantile must become aware of and sensitive to its customers’ concerns. (AACSB
Tag: Written and oral communication)
6-53. To (AACSB Tag: Written and oral communication)
6-55. for (AACSB Tag: Written and oral communication)
6-58. She is active in not only in a civic group but also in an athletic organization. Or: She is
6-62. She had neither the preferred educational background, nor did she have the suitable
Level 2: Workplace Applications
6-63. Peabody Energy’s commitment to environmental excellence is driven by the company’s
Copyright © 2019 Pearson Education, Inc.
6-64. In 1998, Blockbuster opened a state-of-the-art distribution center in McKinney, Texas, just
6-65. Ms. Tucci was responsible for developing Terraspring’s business plan, establishing the
brand, and launching the company. (AACSB Tag: Written and oral communication)
6-67. Nestle Waters North America is the number-one bottled water company in the United
States and Canada. (AACSB Tag: Written and oral communication)
6-68. A post-Easter reduction in demand led to a sharp drop in egg prices. Or: Egg prices
6-69. Joining bank officials during the announcement of the program were Luis V. Guitierrez,
6-70. The summer advertising campaign is unique in 7-Eleven’s history. Or: The summer
6-72. The signing of a trade pact between the European Union and Chile is being delayed by
6-73. Federal Trade Commissioner Sheila F. Anthony called on the dietary supplement industry
6-74. Founded in 1971, GSD&M has grown to become a nationally acclaimed advertising
6-75. Although marketing may seem to be the easiest place to cut costs during a downturn, it’s
6-76. After closing its plant in Mecosta County, Green Mountain will have fewer than 200
6: Crafting Message for Digital Channels
6-26
6-77. The purchasing needs of professionals differ from those of blue-collar workers. (AACSB
Tag: Written and oral communication)
Level 3: Document Critique—Well-Written Solution
TO: George Kimball <g.kimball@sprenco.com>
SUBJECT: Headquarters’ Data-Processing Capabilities and Potential Usage
George:
My visit to New York on March 15 to examine Headquarters’ data-processing operation was
informative. Vern Grouper, manager of the data-processing operation, invited our division to use
his division’s capabilities and services in any way we can.
