Transcript Chapter_5[1]

Chapter 06
Message Design
By
Syed Maqsood Ahmed
History of Technological
Development
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Because of the rapidly changing technology
developments, you as a business manager, have to
know something about IT in order to it as effectively
as you manage people & products.
The Evolution of Communication
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1889
1944
1981
1991
1996
2003
2004
2007
2010
Telephone
First Computer
First PC
World Wide Web
First Web Based Email– Hotmail
VOIP– Voice Over IP
Facebook
First Smart-- Phone iPhone
First Tablet--
E-Mail
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B.
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Defining E-Mail
Using E-Mail
Understanding How E-Mail Works
Understanding The Internet
Establishing Security
Other Communication
Technologies
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B.
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E.
Voice Mail
Groupware
CD-ROM Databases
Teleconferences
Faxes
Business Communication
Solution Provider Companies
Internal Communication By ERP
Companies
before ERP
Systems
Companies after ERP
Systems
World wide SAP Implementation
Spacenet
SAP Implementations in
Pakistan
Managing External
Communication
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If you’re company spokesperson it is your responsibility to
manage the information outside the organization. While doing
this you have keep these Q’s in your mind.
How to deal with the news media?
How to create tools for managing corporate news?
How to control a public company crisis?
Examples:
McDonalds, Lays, Ufone.
Managing External
Communication
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B.
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D.
Managing The News Media
Managing Corporate News
Managing Information Through Company
Spokes Person
Managing Crisis Communication.
Managing The News Media
“The Media”
The media are refers to as channels of information.
Everything what goes on in the world is known us from
the news organization through
Newspapers, Radio, Television, Magazines, Journals and
Newsletters.
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Managing The News Media
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Generally news are categorise into two types
Hard News:
Hard News is out of the ordinary, is timely, and is most
often something the public needs to know. Like Plane
Crashes, Fires etc. Example; Air Blue Crash, Punjab
Medicine Scandal.
Soft News:
Soft News often includes “ feeling good” soft news stories
are timeless & most often they have positive slant.
like opening new store, new program of children welfare
etc. Conclusion: Hard news have to be handled carefully.
Managing Corporate News
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Several useful tools for communicating to the media are
available to you as the company media manager
The most commonly used tools are
Press Releases
Interviews
Conferences
Op-Ed pieces
Letters To The Editors
Talk Shows
Managing Corporate News
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Press Release
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A press release is an informational memo from the organization to
the news media to get your message to the public.
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Pre requisite Q’s?
Does the story have a local aspect to it, making it interesting to
local audience(Customer)?
Is your story unusual or unique in any way?
Is the story timely?
Does the story concern human or people?
Create human interest?
Managing Corporate News
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Interviews
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As political persons often appears on TV interviews on occasions so
as you can, being a spokesperson of your organization.
Pre requisites:
Must be briefed and prepared for a possible Q’s?
Take time to rehearse major themes you can bring into the
conversation.
Should be well dressed
Be precise
Be accurate
Be timely.
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Managing Corporate News
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Conferences
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Press conferences are often the result of a crisis; however you
handle them the same way you handle other forms of
communication: with careful preparations.
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Formats
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A few minutes for opening statement
Distribution of the spokesperson’s opening statement
Q’s? From persons present.
Related material if possible
Facts sheet
Name & number of contact person for other details.
You can end your conference by saying last Q’?
Managing Corporate News
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Op-Ed Pieces
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Opinion articles by private organizations can often be found
opposite to the editorial page in news papers.
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Letters To The Editors
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Several columns are devoted to letters submitted by interested
readers.
Many letters are try to clarify an issue,
Refute a charge,
Correct a mistake ,
Point out a needed change,
Offer an opinion ,
Or react to a situation.
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Managing Corporate News
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Talk Shows
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Call-in Talk Shows, whether on radio or Television can offer your
organization a positive channel for communicating to the public
General guidelines for talk shows are similar to those for press
conference
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Managing Information Through
Company Spokes Person
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A company spokesperson must be knowledgeable,
comfortable with oral communication, & well prepared to
discuss all aspects of the issue under consideration.
Guidelines for a company spokesperson.
Know what message your co wants to deliver.
Know as much about the issue under discussion as possible.
Prepare desirable statements & practice them before the interview.
Anticipate Q’s & prepare answers for them.
Realize that your interview will be edited; in some cases, a live interview
can be better that one that is taped.
Don't worry if you don’t know the answer simply state that you’ll get the
answer ASAP.
Avoid using negatives ........ Do not speak off the record.
Managing Crisis Communication
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When an emergency situations occur in
business, the worst thing you can do is take a
closed, “no comment” attitude towards the
media.
How your company manages the crisis can
cause a long term effect on profits.
As in all other forms of communication, being
prepared is the key to success.