Communications Chapter 15 Homework Susan Should Have Considered The Content Her

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CHAPTER FIFTEEN: ELECTRONIC COMMUNICATIONS

The learning goal of this chapter is to emphasize that E-mail and Internet use operate by

different rules than traditional business communication.

In this fast-evolving field, we believe the chapter and supplementary materials provided

by the instructor and students can serve as the case and, if appropriate, the basis for an

assignment. The Bill Gates story provides a starting point. Some possible questions:

1. How does Seabrook’s E-mail message differ from Bill Gates’? Why? Clearly

2. Do Gates’s comments on E-mail correspond to students’ own experiences?

3. How much less formal should an E-mail message be than a memo? Which

conventions of effective writing apply to E-mail and which do not?

In all likelihood, students will have used E-mail regularly— personally, at school, or on

the job. Ask them to hand in samples ahead of time, for purposes of discussion. These

can be especially effective tools of instruction if students can provide an E-mail dialogue

rather than just a message. The instructor can select effective and ineffective examples.

Study questions can include:

Once students have examples of their own work in front of them, ask:

1. Will this E-mail message accomplish its purpose? Why or why not?

2. Are errors of style, spelling, or punctuation less important in E-mail than in a

memo?

3. How can E-mail messages and the Internet foster important business

relationships?

Teaching THE E-mail ENCOUNTER

In The E-mail Encounter, a senior accountant at a large international accounting firm

was presented with a challenging situation. Susan Sullivan was victimized by an

inappropriate E-mail message. As she struggled through the situation, she was confronted

with many business communication issues including media selection, audience analysis

and message content.

Media Selection

Electronic mail is one of the most prevalent forms of business communication. The

success of E-mail is largely attributable to the fact that it allows for timely, efficient

delivery of business information regardless of the physical boundaries between the

correspondents. However, despite the benefits of E-mail, it also has at least two potential

disadvantages. First, uncomfortable business situations are very difficult to address in

person. Many people feel a false sense of security in communicating electronically with

The case presents advantages and disadvantages of electronic communication,

specifically E-mail. For a large international accounting firm, E-mail facilitated

communication across many countries. Throughout the initial stages of the strategic plan,

the audit team utilized E-mail very effectively in sending out audit instructions. As the

audit progressed, however, the effectiveness of the E-mail usage decreased dramatically.

Audience Analysis

In theory, audience analysis includes understanding the interests, values and goals of the

intended audience. In practice, an effective communicator should have analyzed the

members of her audience are related to the issue, how they feel towards the issue, and

how they are likely to perceive the message.

The case presents both effective and ineffective use of audience analysis. Effective

audience analysis was performed with the decision, made by the corporate audit team, to

address all planning correspondence messages to the international partners. This audience

Message Content

According to business communication theory, message content should portray a clear

statement of the goal of the communication. In practice, this goal should be the developed

after consideration of the benefit of the desired result, the risk/cost of achieving the result

and the existence of conflicting goals.

The case presents several instances of inappropriate message content. Probably the most

significant instance, however, is found in Susan’s (7/1/97) E-mail message to the

Teaching UNIFONE COMMUNICATIONS

The Unifone/WorldNet relationship has deteriorated to the point where WorldNet has

become hostile to any change in the contract. The fundamental challenge: How to repair

the relationship by looking at alternative ways to circumvent the minimum commitment

and creating a situation where Unifone will never be put in this position again. The

following memorandum was distributed to the senior managers of Product Operations:

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To: Tom Marshall, Chief Operating Officer

From: Leonard Snipes, Carrier Relations Manager

CC: Kimberly Malone, Director of Products, Infrastructure, and Expansion

Geoff Canyon, Senior Manager of Capacity Planning

Stan McMillan, Senior Manager of Network Engineering

Re: Analysis of WorldNet Contract Strategy

Tom:

The following proposal is my recommendation on how to resolve the WorldNet

issue. This proposal was built with respect to the fact that currently WorldNet circuitry

delivers approximately 90% of all U.S. and International traffic. In that regard I find it

impossible to immediately remove WorldNet from the Unifone network at this time.

I am recommending that Unifone Communications start researching and installing

Regards,

Leonard Snipes

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(The instructor may choose to discuss the language of this memo: While its thrust is clear

and its proposal sensible it offers several opportunities to apply Langham’s “Paramedic

Method.” How could students improve, for example, on phrases such as “built with

respect to the fact,” and “In that regard”? Is “Based on this” necessary? It’s interesting to

Carrier Redundancy: This would allow Unifone to reroute traffic between carriers on a

daily basis. For example, if Unifone did not like the quality WorldNet was providing to

deliver into Italy, it could send its Italy-destined traffic to another carrier. This would also

give Unifone backup options should something fail in the WorldNet halting service.

Negotiating Leverage: This is key to getting better rates and contracts from carriers.

Competition would give Unifone freedom to choose the best deal for the company.

WorldNet was inflexible during the negotiations because it was the only carrier of the

Unifone network.

Additional Capacity: If the new products grow as expected, additional circuitry is going

to be needed. Experience has shown that WorldNet can’t fill Unifone’s orders on time,

while new carriers would work hard to satisfy a vendor’s needs.

The major goal of Unifone should be that it not be held hostage to a single carrier. The

best way to meet the company’s contractual obligations are:

1. If WorldNet starts fulfilling Unifone’s circuit orders, the company can

Unifone needs to work with WorldNet to include additional services they don’t receive.

This is the best option, because Unifone has the power to say: “If the contracts aren’t

amended, then additional business will be out serviced to WorldNet competitors.”

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