Professional email
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74 PART THREE: Communication through Voice, Electronic, and Written Messages
5 Communicating Electronically
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LEARNING OBJECTIVES After studying this chapter, you will be able to …
5-1 Discuss the effective use of email, instant messaging, and text messaging in business communication.
5-2 Explain principles for writing effectively for the Web.
PART 3 COMMUNICATION THROUGH VOICE, ELECTRONIC, AND WRITTEN MESSAGES
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5-3 Discuss the effective use of voice and wireless technologies in business communication.
5-4 Consider legal and ethical implications associated with the use of communication technology.
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• Send to single or multiple addressees. The same message can be sent to one or many recipients simul- taneously. Sending an email message to multiple recipients routinely involves keying the email address of each recipient into a distribution list and selecting the distribution list as the recipient.
• Provide a useful subject line. A descriptive subject line assists the receiver’s understanding of the mes- sage and is helpful for future reference to it. Addition- ally, a well-written subject line in an email message will help the receiver sort through an overloaded mailbox and read messages in priority order. When writing a subject line, think of the fi ve Ws—Who, What, When, Where, and Why—to give you some clues for wording. For instance, “Budget Committee Meeting on Thursday” is a more meaningful subject line than “Meeting.”
• Restate the subject in the body of the message. The body of the message should be a complete thought and should not rely on the subject line for elaboration. A good opening sentence might be a repetition of most of the subject line. Even if the reader skipped the subject line, the message would still be clear, logical, and complete.
• Focus on a single topic directed toward the receiver’s needs. An email message is generally
limited to one idea rather than address- ing several issues. If you address more than one topic in a single email message, chances are the recipient will forget to respond to all points discussed. Dis- cussing one topic allows you to write a descriptive subject line, and the receiver can file the single subject message in a separate mailbox if desired. If you must send a lengthy email, preview the topics to be covered in the introduction and then divide the message into logical sec- tions for easy comprehension.
• Sequence your ideas based on anticipated reader reaction. As you learned previously, ideas should be organized deductively when a message contains good news or neutral information. Inductive organization is recommended when the message con- tains bad news or is intended to persuade. Email mes- sages should be organized according to the sequence of ideas—for example, time order, order of importance, or geography. As a general rule, present the information in the order it is likely to be needed. For example, describe the nature and purpose of an upcoming meeting before giving the specifi cs (date, place, time).
• Make careful use of jargon, technical words, and shortened terms. The use of jargon and
5-1 ELECTRONIC MAIL COMMUNICATION
As you read in Chapter 1, the continuous evolution of technology has expanded communication options. Email, instant messaging, Web communications, and voice and wireless technologies are important tools for accomplishing company goals. In fact, email has overtaken the telephone in terms of the most com- mon workplace communication tool.1 The ability to use email communications effectively is essential to success in virtually every career.
5-1a Advantages of Email Electronic mail, or email, offers numerous advantages. Its ready availability, convenience, and ease of use have resulted in its skyrocketing popularity. The advantages of email are numerous:
• It facilitates the fast, convenient fl ow of informa- tion among users at various locations and time zones. Mail service is often too slow for communicat- ing timely information, and the telephone system is inconvenient and costly when com- municating with people located in several locations and time zones. For these reasons, email is especially eff ec- tive when sending a single message to several recipients and when needing to communicate 24 hours a day, 365 days a year.
• It increases effi ciency. Email reduces “telephone tag” and unnecessary telephone interruptions caused when delivering messages that are unlikely to require a verbal response.
• It reduces costs. Sending email messages represents a substantial savings to companies in long-distance telephone costs and postal mail-outs.
• It reduces paper waste. Often an electronic message can be read and immediately discarded without the need for a printed copy.
5-1b Guidelines for Preparing Email Messages Following these guidelines will enable you to use email effi ciently and effectively when communicating with both valued coworkers and outside parties:
Email has overtaken the telephone in terms of the most common workplace communication tool.
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technical terms is more common in email messages than in business letters. Such shortcuts save time with audiences who will understand the intent. In practic- ing empathy, however, consider whether the receiver will likely understand the terms used.
• Use graphic highlighting to add emphasis. Enumerated or bulleted lists, tables, graphs, pictures, or other images can be either integrated into the con- tent of the email or attached as supporting material.
• Revise your email before sending. Even the average email requires at least one pass to ensure that the intended message is clear, concise, and error-free. The number of passes increases depend- ing on the number of people receiving the email and the complexity of the message. Revising for brevity and conciseness is a primary goal for mes- sages that are often read on the run and on mobile devices. Keep to one screen, eliminate redundancies,
and tighten wording. Avoid off-topic material that detracts from the email’s single subject, as well as clever or amusing statements that are funny only to the writer.2 Direct, concise messages sometimes sound impersonal and curt if not revised for good- will. Question whether a phone call would be more appropriate for the message; a businesslike, yet conversational tone might sound less aggressive or demanding. Revise emails to achieve a similar tone.3 Use the email spell checker and then proofread onscreen for content and grammatical errors.
5-1c Effective Use of Email The email message in Figure 5.1 illustrates guidelines for using professional email. The sender begins the email message reminding the receiver of an employment interview. The paragraphs that follow include timely
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FIGURE 5.1 GOOD EXAMPLE OF AN EMAIL MESSAGE
New Message
To: Janna Lu [[email protected]]
From: Lonny Winters [[email protected]]
Subject: Lunch orders for Friday’s meeting
Lunchorders2_16.docx
Hi Janna,
You will fi nd the lunch orders for Friday’s meeting attached to this message. Please confi rm that the caterer, Rose’s Deli, can fi ll the order and deliver it to us before the meeting starts.
The meeting is scheduled to begin at noon in the Bell conference room on the tenth fl oor. I would like the food to be available for pickup by attendees as they enter the room. I assume the lunches will be delivered in individual brown bags as they were at our previous meeting.
If there is a problem with the delivery, please let me know as soon as possible in case we need to make other arrangements. I will have a check for the lunch available for the delivery person when he or she arrives. Thanks for your help with this and be sure to order a lunch for yourself.
Best, Lonny
Lonny Winters Human Resources Manager Stein, Inc.
• Provides subject line that is meaningful to reader and writer.
• Includes salutation and closing to personalize message.
• Conveys short, concise message limited to one idea and one screen.
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information about the interview and instructions for an alternate meeting, if needed.
While email offers various advantages in speed and convenience, problems arise when it is managed inappropriately. Learning fundamental netiquette, the buzzword for proper behavior on the Internet, will ensure your online success. The following guidelines will assist you in using email effectively:
• Check mail promptly. Generally, a response to email is expected within 24 hours. Ignoring messages from coworkers can erode eff orts to create an open, hon- est, and cooperative work environment. On the other hand, responding every second could indicate that you are paying more attention to your email than your job.
• Do not contribute to email overload. To avoid clog- ging the system with unnecessary messages, follow these simple guidelines:
• Be certain individuals need a copy of the email, and forward an email from another person only with the original writer’s permission.
• Never address an email requesting general action to more than one person if you want to receive an individual response. Sharing responsibility will lead to no one taking responsibility.
• Avoid sending formatted documents. Messages with varying fonts, special print features (bold, italics, etc.), and images take longer to download, require more storage space, and could be unread- able on some computers. In addition, enhancing routine email messages does not support the goals of competitive organizations, and employees and clients or customers might resent such frivo- lous use of time.
• Edit the original message when you reply to email if the entire body of the original message is not needed for context. Instead, you can cut and paste pertinent sections within a reply that you believe will help the recipient understand your reply. You can also key brief comments in all caps below the original section.
• Follow company policy for personal use of email. Obtain a private email account if you are job hunt- ing or sending many private messages to friends and relatives.
• Use email selectively. Send short, direct messages for routine matters that need not be handled imme- diately (scheduling meetings, giving your supervisor quick updates, or addressing other uncomplicated issues).
• Do not send messages when you are angry. Email containing sensitive, highly emotional messages could be easily misinterpreted because of the absence of nonverbal communication (facial expressions, voice tone, and body language). Sending a fl ame, the online term used to describe a heated, sarcastic, sometimes abusive message or posting, might prompt a receiver to send a retalia- tory response. Email messages written in anger and fi lled with emotion and sarcasm could result in embarrassment or even end up as evidence in litiga- tion. Because of the potential damage to relation- ships and legal liability, read email messages carefully before sending them. Unless a response is urgent, store a heated message for an hour until you have cooled off and thought about the issue clearly and rationally. When you must respond immediately, you might acknowledge that your response is emotional and has not been thoroughly considered. Give this warning by using words such as “I need to vent my frustration for a few paragraphs” or “fl ame on—I’m writing in anger.”4
• Exercise caution against email viruses and hoaxes. An ounce of prevention can avert the prob- lems caused by deadly viruses that destroy data fi les or annoying messages that simply waste your time while they are executing. Install an antivirus software program that will scan your hard drive each time you start the computer or access external devices, and keep backups of important fi les. Be suspicious of email messages that contain attachments if they are from people you don’t know. Email text is usually safe to open, but the attachment could contain an
netiquette the buzzword for proper behavior on the Internet
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executable fi le that can aff ect your computer’s opera- tions. Social networking sites such as Facebook and MySpace are also common sources of viruses and spyware.
Additionally, be wary of computer hoaxes—email mes- sages that incite panic, typically related to risks of com- puter viruses or deadly threats, and urge you to for- ward them to as many people as possible. Forwarding a hoax can be embarrassing and causes ineffi ciency by overloading email boxes and fl ooding computer secu- rity personnel with inquiries from alarmed recipients of your message. Investigate the possible hoax by visiting websites such as the following that post virus alerts and hoax information and provide tips for identifying a potential hoax:
• Urban legends: www.urbanlegends.com
• Snopes: www.snopes.com
• Truth or Fiction: www.truthorfi ction.com
If a bogus message is forwarded to you, reply to the per- son politely that the message is a hoax. This action allows you to help stop the spread of the malicious message and will educate one more person about the evils of hoaxes.
• Develop an effective system for handling email. Some simple organization will allow you to make bet- ter use of your email capability:
• Set up separate accounts for receiving messages that require your direct attention.
• Keep your email inbox clean by reading an email and taking action immediately. Delete messages you are not using and those not likely to be con- sidered relevant for legal purposes.
• Move saved messages into a limited number of email folders for quick retrieval. The email search feature is also useful for identifying saved messages quickly. If you receive many mes- sages, consider setting up your account to sort and prioritize messages, send form letters as replies to messages received with a particular subject line, automatically forward specifi ed email, and sound an alarm when you receive a message from a particular person.
5-1d Instant and Text Messaging Business use of instant messaging (IM) has phenom- enal growth. Analysts estimate that in 90% of companies, some employees use IM, whether to close a sale, col- laborate with a colleague, or just trade pleasantries with a colleague.5 This real-time email technology allows the sender to know when someone is available to respond immediately.
The best known IM programs are free and require no special hardware and little training. With some programs, users can exchange graphics and audio and video clips. To use instant messaging, you maintain a list of people with whom you want to interact. You can send messages to any or all of the people on your list as long as the people are online. Sending a message opens up a window in which you and your contact can key messages that you both can see immediately. Figure 5.2 illustrates a sample IM conversation that occurred to arrange for last-minute report changes.
Many of the guidelines that apply to the use of email for business purposes also apply to instant mes- saging. With IM, however, spelling and grammar mat- ter less when trading messages at high speed. IM users often use shorthand for common words and phrases. IM and telephone communication also share common challenges: being sure that the sender is who he or she claims to be and that the conversation is free from eavesdropping.
Some managers worry that employees will spend too much work time using IM to chat with buddies inside and outside the company. They also emphasize that IM is not the right tool for every business pur- pose. Employees should still rely on email when they need a record and use the telephone for a personal touch.
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social networking sites websites that provide virtual communities in which people with shared interests can communicate
instant messaging (IM) a real-time email technology that blends email with conversation; sender and receiver who are online at the same time can type messages that both see immediately
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5-1e Text Messaging Text messaging has grown in popularity as cellphones and other handheld devices with text capability have proliferated. Messages can be sent from one cellphone to another, a cellphone to a computer, or computer to computer. Text messaging on a cellphone or personal digital assistant is a refi nement of computer instant mes- saging. The typical cellphone screen can accommodate no more than 160 characters, and because the keypad is far less versatile, text messaging puts an even greater pre- mium on conciseness. An entire code book of acronyms and abbreviations has emerged, ranging from CWOT (complete waste of time) to DLTBBB (don’t let the bed bugs bite). The use of emoticons has also advanced far beyond the traditional smiley face and includes drool- ing (:-)…) and secrecy (:X). Inventive and young users frequently insert their own style, substituting “z” for “s,” or “d” for “th.” Shortened lingo or text gets right to the point. For instance, a sender might send the following message that can be easily deciphered by most: “Pk u up @730.” Cellphone programs are also available to assist in effi ciency when texting. T9 (text on nine keys) and similar programs use predictive text to fi nish words after the fi rst few characters are keyed. T9 can be “trained” to recognize new vocabulary.6
Texting is a viable alternative to phone calls for those with hearing impairments. Economic and cultural fac- tors have also driven the advancement of text messaging in some parts of the world where voice conversations are more expensive than texting and short conversations are considered impolite. Some of the most avid users of text messaging are clustered in Southeast Asia. The Chinese language is particularly well suited to text messaging, because in Mandarin the names of the numbers are also close to the sounds of certain words.7 Japanese commut- ers use their cellphones to text silently, as talking on the phones on the train would be impolite. In the United States, teenagers have popularized texting and carry the habit into places of work. Both abroad and at home, text messaging can be used as an avoidance mechanism that preserves the feeling of communication without the bur- den for actual intimacy or substance. Most text messages are superfi cial greetings and are often sent when the two parties are within speaking distance of each other. Like a wave or nod, they are meant to merely establish connec- tion without getting specifi c.
text messaging messages that can be sent from one cellphone to another, a cellphone to a computer, or computer to computer; a refi nement of computer instant messaging
FIGURE 5.2 GOOD EXAMPLE OF AN INSTANT MESSAGE
• Opens message by “knocking” to ask if he is interrupting.
• Keeps conversation brief by limiting it to a few short sentences.
• Uses a few easily recognized abbreviations and acronyms but avoids informal slang that could be confusing and unprofessional.
• Uses instant messaging to arrange for sudden report revisions.
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Rita: Is this a good time to talk about tomorrow’s meeting?
Tim: Sure. What’s up?
Rita: I have a new item that needs to be added to the agenda.
Tim: How much time do U need?
Rita: Maybe 10 mins.
Tim: OK. I can cut Old Business.
Rita: The new agenda item should be called “New Order Policy.”
Tim: OK. I’ll update the agenda and send it this afternoon.
Rita: Great. Thx.
Tim: U R welcome.
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While text messaging is generally considered a social communication tool, it is finding more use for business. Text messages can be sent or retrieved in situations when a ringing phone would be inap- propriate, such as during meetings. With research showing that many more text messages are opened than are email messages, advertisers are using text messages to send their marketing messages.8 Refer to Figure 5.3, which compares the completeness and relative formality of an email message to the informal nature of the instant message and the abbreviated style of the text message. Each medium requires its own appropriate writing style to maximize effective- ness and social expectations.
5-1f Electronic Messages and the Law U.S. courts have established the right of companies to monitor the electronic mail of an employee because they own the facilities and intend them to be used for job-related communication only. On the other hand, employees typically expect that their email messages
will be kept private. To protect themselves against liability imposed by the Electronic Communica- tions Privacy Act (ECPA), employers simply provide a legitimate business reason for the monitoring (e.g., preventing computer crime, retrieving lost messages, and regulating employee morale) and obtain written consent to intercept email or at least notify employees. Employees who use the system after the notifi cation may have given implied consent to the monitoring.9
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FIGURE 5.3 LEVELS OF FORMALITY REQUIRED BY VARIOUS TECHNOLOGIES ©
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LEVELS OF FORMALITY REQUIRED BY VARIOUS TECHNOLOGIESVA
E M A I L
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T E X T M E S S A G E
Chat
One participant 8:39 AM
Par ticipants:
Al Smith
Jeri:
To:
Subject:
Budget Committee Meeting
Hello Fred:
Please remember that this month’s budget committee meeting will be held this Thursday beginning at 10 a.m. in the first-floor conference room. You will find the agenda for the meeting attached to this message.
As discussed in last month’s meeting, we will discuss ways to cut departmental expenses by 5 percent next fiscal year. Please bring your budget information for fiscal year 2012 to the meeting for reference purposes.
I look forward to discussing your recommendations for next year.
Regards, Lori Wadsworth, Operations
Al Smith <[email protected]>
Budget Committee Meeting
send
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The legal status of text messaging has been murkier. A 2008 court ruling made a distinction between elec- tronic communications employers store on their servers and communication that is contracted out to third parties. Employers must have either a warrant or the employee’s permission to view messages stored by someone other than the employer. Employers who intend to monitor electronic communications must be specifi c in their writ- ten employee policy statements that they intend to access text messages sent with company-issued devices.10
Remember that you are responsible for the content of any electronic message you send. Because electronic messages move so quickly between people and often become very informal and conversational, individuals might not realize (or might forget) their responsibility. If a person denies commitments made via an electronic message, someone involved can produce a copy of the message as verifi cation.
Electronic communicators must abide by copyright laws. Be certain to give credit for quoted material and seek permission to use copyrighted text or graphics from printed or electronic sources. Unless you inform the reader that editing has occurred, do not alter a message you are forwarding or reposting, and be sure to ask per- mission before forwarding it.
Federal and state bills related to employee pri- vacy are frequently introduced for legislative consid- eration. Although litigation related to present privacy issues is underway, the development of law is lagging far behind technology; nevertheless, employers can expect
changes in the laws as technology continues to develop. Electronic messages have often become the prosecutor’s star witness, the corporate equivalent of DNA evidence, as it and other forms of electronic communication are subject to subpoena in litigation. Referring to this issue, former New York Attorney General Eliot Spitzer had this to say: “Never write when you can talk. Never talk when you can nod. And never put anything in an email [that you don’t want on the front page of the newspa- per].”11 Several perils of “evidence” mail that companies must address are illustrated in these cases:
• Including inappropriate content in an email can humili- ate and lead to indictment. Detroit Mayor Kwame Kilpatrick and his chief of staff were charged in a 12-count indictment including perjury and obstruction of justice when text messages exchanged between the two were revealed. The pair’s secret love aff air played out in the messages was also disclosed to a shocked public.12 The press dubbed the resulting disastrous professional result as “death by Blackberry.”
• Failing to preserve or destroying email messages in violation of securities rules is a sure path to destruc- tion. Deleting Enron scandal-related messages led to Arthur Andersen’s criminal conviction and eventually to Enron’s implosion.
• Inability to locate emails and other relevant documents demanded by the courts is unacceptable and considered negligence by the courts. Penalties have included mon- etary fi nes, assessment of court costs or attorney’s fees, and dismissal of the case in favor of the opposing side.13
On the other hand, evidence mail can protect a company from lawsuits. A company being sued by a female employee because a male executive had allegedly sexually abused her retrieved a trail of emails with lurid attachments sent by the female employee to the male executive named in the case.14
To avoid the legal perils of electronic communi- cations, employees must be taught not to write loose, potentially rude, and overly casual messages; to avoid carelessly deleting messages; and to take the time to iden- tify and organize relevant messages for quick retrieval.
5-2 WEB PAGE COMMUNICATION AND SOCIAL MEDIA
Most organizations now have their own websites to accomplish a number of activities, such as updating employees and customers about organizational changes; selling products and services; advertising employment
You are responsible for the content of any electronic message you send, which could have legal ramifi cations.
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opportunities; and creating a fi rst point of contact for customers through order entry, customer service sys- tems, and online call centers. Although effective web page development is a highly specialized activity, under- standing the process will be useful to any business com- municator. Organizations can use the Web not only to communicate with customers and clients but also to interact with business associates.
Designing web pages that are accessible by the mil- lions of people with permanent or temporary disabili- ties, including visual impairments, is good for business.15 Research by the 2004 Disability Rights Commission has found that the websites that were most accessible for users with disabilities were also easier for people with- out disabilities to operate, with some online tasks per- formed 35% faster on the more accessible sites.16 U.S. businesses have legal requirements for online content to be available to everyone under equal opportunity and antidiscrimination laws. The National Federation of the Blind fi led a class action suit against Target Corporation because the online store offered values that could not be accessed by screen reader software.17 The Web Content Accessibility Guidelines provided by The World Wide Web Consortiums (W3C) at www.w3.org are helpful resources for ensuring Web accessibility. The same group has also developed Mobile Web Accessibility Guidelines for making websites usable from mobile devices.
5-2a Writing for a Website Many of the same standard rules for writing apply, whether writing for the Web or print. However, some important differences exist between readers of paper material and Web users:18
• Web users do not want to read. They skim, browse, and hop from one highlighted area to another trying to zero in on the word or phrase that relates to their search.
• English-speaking readers typically start scanning at the top left side of the main content area. Their attention moves from top to bottom and left to right. Given this pattern, placing frequently accessed items close to the top of the content area is important. Information should follow the pyramid style of writing common in newspaper writing: the main idea or conclusion is presented fi rst, and subsequent sections and pages expand upon it.
• Users can more quickly scan items in columns rather than rows, especially if they are categorized, grouped, and have headings. You can have more lists on the Web than in a typical print document.
• Users refer infrequently to directions. It is unlikely they will read little notes, sidebars, and help fi les, so direc- tions must appear in simple, numbered steps.
• In recognition of these Web user characteristics, writers should tailor their styles accordingly.
Effective Web writing involves moving beyond the paper mode into the Web mode of thinking. Under- standing the distinctive expectations of Web readers will allow you to structure your ideas effectively and efficiently.
5-2b Social Media Web 2.0, which encourages online interaction, made it possible for people to participate on the Web. Unlike web pages, which are not generally interactive, social media enables people to connect online and have a con- versation. Web 2.0 technologies include blogs, wikis, video, and social networking sites that enable users to generate their own content.
More and more organizations are using social media tools to communicate with customers. Seventy-nine per- cent of the Fortune Global 100 companies use at least one of four social platforms—Facebook, videos, Twitter, and blogs—for this purpose.19 As with company websites, most employees are not responsible for posting to their organization’s social media platforms but like web pages, employees should understand the process and expecta- tions for doing so.
WRITING FOR WEBLOGS
A weblog, or blog, is a type of online journal typically authored by an individual and does not allow visitors
weblog (or blog) a type of online journal typically authored by an individual that does not allow visitors to change the original material posted, but to only add comments
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to change the original posted material, but to only add comments. Some of the millions of blogs now populating the Web are online scrapbooks for pasting links, infor- mation, and quotes. Some resemble personal diaries, often illustrated with digital snapshots. Others serve as digital soapboxes, providing a platform for airing opin- ions and commentary about the world at large or on a special topic of interest. Users (known as bloggers) add entries (referred to as posts) using a simple online form in their browsers, while the weblog publishing software takes care of formatting the page layout and creating archive pages.21
Blogs differ from websites in that blogs are dynamic, with rapidly changing content that does not require authorization to post. The creator of the mes- sage does not have to be familiar with special coding and uploads a message simply by clicking the “Publish” button.22 Blogging allows average citizens to become publishers. Bloggers, however, should write each post with the realization that it is publicly available.
Blog formats have been adapted for business uses, including commercial publishing, marketing, and as a knowledge management tool. Blogs can store knowl- edge in searchable archives for future use. This func- tion can be helpful, for example, for service teams as they search past communications to troubleshoot cur- rent problems. Many companies, such as Microsoft,
Sun Microsystems, and General Motors, encourage blogging among employees.23 An effective corporate blog begins with a clear goal, such as winning busi- ness or building customer loyalty, and then provides relevant, frequently updated information for the tar- get audience to return to regularly. Like other effec- tive Web communications, blogs must be promoted creatively to attract avid readers.24
Internal blogs can be established that are not pub- lished to anyone outside the company. They present sim- ilar legal issues to those surrounding email and instant messaging. One of the most important considerations is whether posts are truly anonymous. The potential for anonymous speech creates an atmosphere that can encourage irresponsible behavior, such as harassment, defamation, and gossip. To reduce this problem, IT pro- fessionals can confi gure internal blogs so that all users can be identifi ed, at least by the company.25
WRITING WIKIS
While a traditional website’s content is usually controlled by the sponsoring individual or agency, a wiki is a col- laborative website that hosts the collective work of many authors. Similar to a blog in structure and logic, a wiki allows anyone to edit, delete, or modify content, even the work of previous authors. While allowing everyday users to create and edit a website encourages cooperative
TIP SHEET
The following tips will help you compose appropriate Web content:20
▸ Be brief. A good rule is to reduce the wording of any print document by 50% when you put it on the Web.
▸ Keep it simple. Use short words that allow for fast reading by people of various educational back- grounds. Use mixed case, since all caps are slower to read.
▸ Consider appropriate jargon. If all of your site users share a common professional language, use it. Otherwise, keep to concise yet eff ective word choices.
▸ Use eye-catching headlines. They catch interest, ask a question, present the unusual, or pose a confl ict.
▸ Break longer documents into smaller chunks. Provide ways to easily move through the document and return to the beginning.
▸ Use attention-getting devices judiciously. Bold, font changes, color, and graphics do attract attention but can be overdone, causing important ideas to be lost.
▸ Avoid placing critical information in graphic form only. Many users are averse to slow-loading graphics and skip over them.
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use of electronic information, the content posted at such sites should not be considered authoritative. When wiki writing, avoid the fi rst-person blogging style and con- form to the tone and fl ow of the existing article. Wikis are not typically the place for personal opinion and analysis. Instead, present factual information in clear, concise, and neutral language.26
Many businesses make use of wikis to encourage free fl ow of ideas within the organization. Content in a wiki can be updated in real time, without any real administrative effort, and without the need for deliberate distribution. Contributors simply visit and update a common website. Wikis facilitate the exchange of information within and between teams. They allow maintenance of a series of unique documents with evolving content. Placing a docu- ment in a wiki does not necessarily make it editable by everyone with access to the wiki. For example, the market- ing department can make a PowerPoint slide deck available to the sales team or the company at large without letting them change or overwrite it. Most companies implement their wikis behind a fi rewall to limit participation to their internal user base.
SOCIAL NETWORKING
Social networking sites are for communities of people who share common interests or activities. Common social networking sites include Facebook, LinkedIn, Twitter, and YouTube. Early on, social networking sites were used largely for making personal connections, but more and more, companies are using them to interact with customers. Companies such as Dell and Southwest Airlines employ “communities and conversation teams” or a “social media team” who track comments posted on sites such Twitter, YouTube, Flickr, and Facebook, verify facts, and respond quickly to any customer complaint
appearing in cyberspace. In addition to being an early warning system, these online conversations are sources of feedback on customer needs and pain points that lead to innovation in products and services.27
CONSIDERATIONS FOR SOCIAL MEDIA USE
As use of social media platforms becomes more common in organizational settings, more companies are creating policies to ensure that employees use them responsi- bly. Harvard University, Intel Corp., and medical and religious organizations all have policies for use of social media. Typically, these policies address three broad areas: communicating honestly and ethically, protecting the corporation’s proprietary information and employee privacy, and maintaining the employee’s credibility and the organization’s reputation.
• Communicate honestly and ethically. When using social media platforms, writers should be transpar- ent about who they are, who they work for, their role, and whether they have a vested interest in an issue. Contributors should write about their area of expertise. For example, a marketing specialist should not contribute information about human resources practices.
• Protect the company’s proprietary and employees’ private information. This should be obvious. Sharing proprietary information can cost an organization thou- sands or millions of dollars. Sharing private employee information can expose the writer and the company to legal damages and may endanger or harm individu- als if personal addresses or information that enables identity theft is publicized.
• Protect yours as well as the company’s reputation. When communicating on social media sites, the writer should be concerned about projecting a professional persona for him or herself and a reputable image of the company. Making negative statements about competitors, supervisors, colleagues, or company policies may expose the contributor to disciplinary measures or the company to legal threats or bad publicity.
5-3 VOICE AND WIRELESS COMMUNICATION
Not so long ago, voice communication referred strictly to communication over phone lines, and using the tele- phone effectively is still an important skill in any pro- fession. Although the traditional telephone still plays an important role in business activity, voice communication
SOCIAL APPS FOR WORK
Boxcar is a social media app that lets you have one central location for all of your social connection apps. It has notifi cations from your email, Twitter, Facebook, and Google accounts as well as any RSS feeds that you follow. The iPhone will give you a push notifi cation every time you get a direct message, are mentioned in a tweet, get new followers or friends, or when your preferred websites add new content. For example, software programmers can hook up Boxcar and Github if they need to make sure their team is committing code or they want to monitor commits to open source projects. With a hookup, they can get notifi cations whenever a commit is made.
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extends to voice mail systems and cellphone usage. Both voice and data can be transmitted now using wireless communication systems.
5-3a Voice Mail Communication Voice mail technology allows fl exibility in staying in touch without the aid of a computer and reduces telephone tag. Just as email communication can be enhanced by adhering to some basic principles, voice mail communi- cation can be more effective by following recommended guidelines:28
• Update your greeting often to refl ect your schedule and leave special announcements.
• Leave your email address, fax number, or mailing address on your greeting if this information might be helpful to your callers.
• Encourage callers to leave detailed messages. If you need certain standard information from callers, use your greeting to prompt them for it. Such information often eliminates the need to call back.
• Instruct callers on how to review their message or be transferred to an operator.
• Check your voice mail regularly, and return all voice messages within 24 hours.
When leaving a message, you can improve your commu- nication by following these tips:29
• 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 might need the correct spelling.
• Leave a detailed message, not just your name and num- ber, 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 or an inadequate signal connection.
The sound of your voice makes a lasting impres- sion on the many people who listen to your greet- ing or the messages you leave. To ensure that the impression you leave is a professional one, review your voice greeting before you save it. Rerecord to eliminate verbal viruses (“um,” “uh,” stumbles), flat or monotone voice, and garbled or rushed messages that are difficult to understand. Consider scripting the message to avoid long, rambling messages. As you are recording, stand, smile, and visualize the person receiving the message; you’ll hear the added energy, enthusiasm, and warmth in your voice.30
Remember that the voice mail message you leave should be seen as permanent. In some systems the digi- tal fi les are backed up and stored for possible retrieval by managers or other company personnel. A voice mail message can also be used as evidence in a lawsuit or other legal proceeding.31
5-3b Cellphone Communication Cellphone use has signifi cantly enhanced the ability to communicate when away from the offi ce. It has also been shown to dramatically improve performance among salespersons by improving their outreach to clients.32 Unfortunately, the increasing functionality and ease of use of cellphones have led to their misuse, in many cases. To address this, some employers are developing policies for proper cellphone use. According to a recent poll, almost 7 out of 10 Americans say they observe poor cellphone etiquette at least once every day.33 Cellphone abuse in the workplace causes annoyance and intrusion that leads to ineffectiveness and can endanger employee safety. Your attention to a few commonsense guidelines will help ensure that you are not seen as a discourteous cellphone user.34
• Be aware of company cellphone policies and obey them. Some companies do not allow cellphone use for personal reasons during work hours. Most companies have policies prohibiting the harassment of others, and today’s smartphones make it easy to send thoughtless messages using various media instantaneously. Not only might these messages dam- age the sender, but they may also refl ect poorly on the employer if posted to Twitter or some other public social medium.©
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• Observe wireless-free quiet zones. This obvi- ously includes theaters, per formances, and religious ser vices, but can also include meetings, restaurants, hospitals, and other public places. Exercise judgment about silencing your ringer, switching to vibrate mode, or turning off your phone. To increase the effectiveness of meetings, cellphone policies in some businesses ask that employees leave their cellphones at their desks; vibrating mode is acceptable for an anticipated emergency. To encourage proper cellphone eti- quette, one business requires managers to deposit a designated amount of money in a jar should their cellphones ring during a meeting; monies collected are donated to a charity.
• Respect others in crowded places and be wary of publicizing company information. Speak in low conversational tones, and consider the content of your conversation. You should use good judgment in determining when and where to discuss proprietary company information or client data. Divulging such information in public places might enable its abuse by others.
• Think safety. Some states and municipalities have banned the use of cellphones while driving. Others allow the use of hands-free devices only. Even if not illegal, cellphone usage increases the risk of accident by distracting the driver. Some companies are implementing cellphone policies that prohibit operators of company-owned vehicles from using cellphones or other communication devices while driving in order to minimize risks to their employees and liability resulting from accidents.
Cellphone users should remember that the technol- ogy is not secure. Perhaps you have overheard another party’s phone conversation when using your cell- phone. The radio frequencies that transmit the voice signals can be picked up by other equipment. For this reason, information that is confidential or sensitive should be shared using an alternate communication channel.
5-4 APPROPRIATE USE OF TECHNOLOGY
Technology offers numerous advantages, but a tech- nological channel is not always the communication method of choice. Before sending a message, be certain the selected channel of communication is appropriate by considering the message’s purpose, confi dentiality issues, and human relations factors.
5-4a Determine the Purpose of the Message If a message is straightforward and informative, chances are a technological option might be appro- priate. Although the use of instantaneous and effi- cient communication methods is quite compelling, keep in mind that written communication, printed or online, cannot replace the personal interaction so essential in today’s team-based work environments. Employees that are floors apart or in different offices or time zones benefit from email and Web communi- cations, but two people sitting side by side or on the same floor shouldn’t have to communicate solely by electronic means.
A second question when selecting among commu- nication options is whether a permanent record of the message is needed or if a more temporary form such as a phone call or instant message would suffi ce.
Be cognizant of time and place when discussing business on a cellphone.
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5-4b Determine Whether the Information Is Personal or Confi dential As a general guideline, keep personal correspondence off-line if you don’t want it to come back and haunt you. The content of an email message could have embarrass- ing consequences since such documents often become a part of public records and wireless communications might be unexpectedly intercepted. Your company technically “owns” your electronic communications and thus can mon- itor them to determine legitimate business use or poten- tial abuse. Undeliverable email messages are delivered to a mail administrator, and many networks routinely store backups of all email messages that pass through them.
Even deleted messages can be “resurrected” with little effort, as several public fi gures discovered when investigators retrieved archived email as evidence in court cases. For sensitive situations, a face-to-face encounter is often preferred.
5-4c Decide Whether Positive Human Relations Are Sacrifi ced Be wary of using an electronic communication tool as an avoidance mechanism. Remember, too, that some people do not regularly check their email or voice mail,
and some have unreliable systems that are slow or prone to losing messages. Some news will be received better in person than through an electronic format that might be interpreted as cold and impersonal.
Additionally, some people, especially those of cer- tain cultures, prefer a personal meeting even if you per- ceive that an electronic exchange of information would be a more effi cient use of everyone’s time. Choose the communication channel carefully to fi t both your pur- pose and the preference of the receiver.
5-5 TECHNOLOGY AND THE FUTURE
With the many communication innovations that have occurred in the last 20 years, one can only wonder what the next 20 years will hold. Whatever the breakthroughs, wireless technology will fi gure strongly in the changes. Wireless communication has freed us from the necessity of being literally plugged in while enabling us to commu- nicate voice and high-speed data transmission virtually anytime, anywhere.
Wireless technology drives many of the signifi cant changes that are affecting today’s businesses. Smart- phones offer advanced capabilities, such as the continu- ing development of innovative phone apps (shorthand for phone applications) that customize smartphone capa- bilities to fi t users’ needs. Security will continue to be a challenging consideration as workers use their phones to hold and transmit confi dential information.35
The mobility provided by wireless technology, though, wouldn’t be possible without the corresponding development of smaller, faster, and smarter computer chips. Computer chips will likely continue to get smaller, enabling us to carry the technology of a laptop on our wrist.
Voice input and output technology offers the abil- ity to communicate through a computer system without a keyboard. Although such technology has been around for more than two decades, newer systems have more powerful processors, are smaller in size, and better toler- ate variances in speakers’ accents and infl ections without sacrifi cing speed and accuracy.
As more and more information is stored in the “cloud,” threats to its security will likely continue to grow. (Cloud storage is a model of networked enterprise stor- age where data is stored in virtualized pools of storage that are generally hosted by third-party providers.) The New York Times recently cataloged a list of recent app
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and cloud-based breaches, including Chinese hackers obtaining access to hundreds of United States govern- ment accounts on Google’s Gmail and a loss of data from a large number of Dropbox customers. More recently, Evernote said user names, email address, and encrypted passwords had been stolen in an attack, requiring the passwords of more than 50 million accounts to be reset.36 As incidents of cyber attacks grow, billions of dollars are stolen and billions of people are placed at risk each year. Organizations and their employees will need to spend more time and resources ensuring the safety of com- pany knowledge, and customer and employees’ private information.
LOCATED AT BACK OF THE TEXTBOOK ◻ Tear-Out Chapter Review Card
LOCATED AT WWW.CENGAGEBRAIN.COM ◻ Review Key Terms Flashcards (Print or Online). ◻ Complete Practice Quizzes to prepare for tests. ◻ Play “Beat the Clock” to master concepts. ◻ Complete the Crossword Puzzle to review key terms. ◻ Watch the video about McDonaldson, a fictitious but
all-too-realistic ad agency whose employees struggle
with contemporary business communication issues.
STUDY TOOLS5
TO RECAPEMAIL ADVANTAGES
Allows communication 24 hours a day, 365 days a year Reduces telephone interruptions by delivering messages that are unlikely to require a verbal response Saves companies the costs of long-distance telephone bills and postal mail-outs Reduces the need to print messages
The convergence of these developments will increase the speed of making and conveying key business decisions, resulting in greater revenues and profi tability. However, being able to make decisions quickly does not ensure that they will be the right decisions. As in the past, workers will need to have correct and timely information for making decisions and use that information ethically. An additional challenge will be balancing electronic communica- tion capabilities with the need for human interaction.
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TO RECAPEFFECTIVE USE OF EMAIL
Check email promptly. Do not contribute to email overload. Use email selectively. Do not send messages when you are angry. Exercise caution against email viruses and hoaxes. Develop an effective system for handling email.
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