PR truyền thông - Chapter 9: Sharing informative and positive messages with appropriate technology

Chapter 9Sharing Informative and Positive Messages with Appropriate TechnologyInformative and Positive MessagesInformative message - receiver’s reaction neutralPositive message - receiver’s reaction positiveNeither message immediately asks receiver to do anythingGood news!Primary PurposesTo give information or good news to audienceTo have receiver view information positivelySecondary PurposesTo build good image of senderTo build good image of sender’s organizationTo build good relationship between sender and receiverTo deemphasize any negative elementsTo eliminate future messages on same subjectCommunication HardwareThese tools help improve productivity in the workplaceSmartphonesPortable media playersTabletsVideoconferencesInformation OverloadEmployees are bombarded with junk mail, sales calls, spam, and other adsEven routine communications are becoming overwhelmingWARNING: Protect your communication reputation!Common Media: Face-to-Face ContactUse face-to-face contact toVisit a colleagueBuild a business relationship Save multiple calls or e-mailsEngage in dialogue or negotiationAcquire something immediately Avoid leaving a paper trailIncrease visual and aural cuesCommon Media: Phone CallsUse phone calls toConvey appropriate toneSave multiple phone calls or e-mails Acquire something immediatelyAvoid leaving a paper trail Common Media: Instant Messages, Text Messages, and WikisUse IMs and TMs toBe less intrusive (than visit or phone call)Ask questions on tasks that fellow colleagues are working onLeave a communication trailUse Wikis toBookmark and summarize web pagesUpload drafts of working documentsCreate new entries about workplace practicesCommon Media: Social MediaUse social media toConnect with many users quickly Connect inexpensivelyPost profiles, updates, blogs, useful linksFour common typesFacebookTwitterBlogsLinkedInCommon Media: Letters/MemosUse letters toSend messages to people outside your organization Use memos toSend messages to people within your organizationUse e-mail toAccomplish routine business activities Save timeSave moneyAllow readers to deal with messages at their convenienceCommunicate accuratelyProvide details for referenceCreate a paper trailOrganizing Informative and Positive MessagesStart with good news or the most important informationClarify with details, backgroundPresent any negative points positivelyExplain any benefitsUse a goodwill ending PositivePersonalForward-lookingSubject LinesServes three purposesAids in filing, retrievingTells readers why they should readSets up framework for messageSpecificDifferentiate message from others on same topicConciseUsually less than 35 charactersAppropriate for the kind of message Must meet situation and purposeInclude important information/good news Name drop to make connectionMake e-mail sound easy to deal withCreate new subject line for reply whenOriginal becomes irrelevantRe: Re: Re: Re: appearsManaging Information in MessagesGive audience information they needConsider your purposeDevelop a system that lets people know what is new if you send out regular messagesUse headings, bullets, numbered lists, or checklists in long e-mailsPut the most vital information in e-mails, even if you send an attachmentCheck message for accuracy and completenessRemember e-mails are public documentsAudience BenefitsUse audience benefits whenPresenting policiesShaping audience’s attitudesStressing benefits presents the audience’s motives positivelyIntroducing benefits that may not be obviousOmit benefits whenPresenting factual information ONLYAudience’s attitude toward information does not matterStressing benefits makes audience seem selfishRestating them may insult audience’s intelligenceEndingNot all messages end same wayGoodwill ending – focuses on bond between reader, writerTreats reader as individualContains you-attitude, positive emphasisOmits standard invitationEx: If you have questions, please do not hesitate to call.Story and HumorUse stories in messages toGain attentionPlace information in contextConnect with emotionsUse humor in messages whenYou know your audience wellIt is appropriate for the situationVarieties: TransmittalsTell reader what you're sendingSummarize main points Give details to help reader grasp messageTell reader what will happen nextVarieties: SummariesConversation summaryIdentifyPeople who were presentTopic of discussionDecisions madeWho does what nextDocument summaryStart with main pointGive supporting evidence or detailsEvaluate document if audience wants such adviceClient / customer visit summaryPut main point (in your company’s view) in first ¶Use umbrella paragraph; name pointsGive details to support your conclusions; use lists, headings to make structure clearVarieties: Thank-You Notes and Responses to ComplaintsThank-You NotesMake people willing to help you laterMay be short; must be promptMust be specific to seem sincerePositive Responses to ComplaintsMention rectification in first sentenceDon’t talk about decision processDon’t say anything that sounds grudgingGive reasons for mistake only if it reflects responsibly on the company