Chapter 06Chapter 06

Message DesignMessage Design

By By

Syed Maqsood AhmedSyed Maqsood Ahmed

History of Technological History of Technological DevelopmentDevelopment

Because of the rapidly changing technology Because of the rapidly changing technology developments, you as a business manager, have to developments, you as a business manager, have to know something about IT in order to it as know something about IT in order to it as effectively as you manage people & products. effectively as you manage people & products.

The Evolution of CommunicationThe Evolution of Communication

18891889 TelephoneTelephone 19441944 First ComputerFirst Computer 19811981 First PCFirst PC 19911991 World Wide WebWorld Wide Web 19961996 First Web Based Email– HotmailFirst Web Based Email– Hotmail 20032003 VOIP– Voice Over IPVOIP– Voice Over IP 20042004 FacebookFacebook 20072007 First Smart-- Phone iPhoneFirst Smart-- Phone iPhone 20102010 First Tablet-- First Tablet--

E-MailE-Mail

A.A. Defining E-MailDefining E-Mail

B.B. Using E-MailUsing E-Mail

C.C. Understanding How E-Mail WorksUnderstanding How E-Mail Works

D.D. Understanding The InternetUnderstanding The Internet

E.E. Establishing Security Establishing Security

Other Communication Other Communication TechnologiesTechnologies

A.A. Voice MailVoice Mail

B.B. GroupwareGroupware

C.C. CD-ROM DatabasesCD-ROM Databases

D.D. TeleconferencesTeleconferences

E.E. FaxesFaxes

Business Communication Business Communication Solution Provider CompaniesSolution Provider Companies

Internal Communication By ERP

Companies Companies before ERP before ERP

SystemsSystems

Companies after Companies after ERP SystemsERP Systems

World wide SAP ImplementationWorld wide SAP Implementation

Spacenet

SAP Implementations in SAP Implementations in PakistanPakistan

Managing External Managing External CommunicationCommunication

If you’re company spokesperson it is your responsibility to If you’re company spokesperson it is your responsibility to manage the information outside the organization. While doing manage the information outside the organization. While doing this you have keep these Q’s in your mind.this you have keep these Q’s in your mind.

How to deal with the news media?How to deal with the news media? How to create tools for managing corporate news?How to create tools for managing corporate news? How to control a public company crisis?How to control a public company crisis? Examples:Examples: McDonalds, Lays, Ufone.McDonalds, Lays, Ufone.

Managing External Managing External CommunicationCommunication

A.A. Managing The News MediaManaging The News Media

B.B. Managing Corporate NewsManaging Corporate News

C.C. Managing Information Through Company Managing Information Through Company Spokes PersonSpokes Person

D.D. Managing Crisis Communication.Managing Crisis Communication.

Managing The News MediaManaging The News Media

““The 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.

Managing The News MediaManaging The News Media 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 NewsManaging Corporate News

Several useful tools for communicating to the media are Several useful tools for communicating to the media are available to you as the company media manager available to you as the company media manager

The most commonly used tools are The most commonly used tools are

1.1. Press ReleasesPress Releases

2.2. InterviewsInterviews

3.3. Conferences Conferences

4.4. Op-Ed pieces Op-Ed pieces

5.5. Letters To The EditorsLetters To The Editors

6.6. Talk Shows Talk Shows

Managing Corporate NewsManaging Corporate News

Press ReleasePress Release A press release is an informational memo from the organization to A press release is an informational memo from the organization to

the news media to get your message to the public.the news media to get your message to the public. Pre requisite Q’s? Pre requisite Q’s? 1.1. Does the story have a local aspect to it, making it interesting to local Does the story have a local aspect to it, making it interesting to local

audience(Customer)?audience(Customer)?

2.2. Is your story unusual or unique in any way?Is your story unusual or unique in any way?

3.3. Is the story timely?Is the story timely?

4.4. Does the story concern human or people?Does the story concern human or people?

5.5. Create human interest? Create human interest?

Managing Corporate NewsManaging Corporate News

Interviews Interviews As political persons often appears on TV interviews on occasions so As political persons often appears on TV interviews on occasions so

as you can, being a spokesperson of your organization. as you can, being a spokesperson of your organization. Pre requisites:Pre requisites: Must be briefed and prepared for a possible Q’s? Must be briefed and prepared for a possible Q’s? Take time to rehearse major themes you can bring into the Take time to rehearse major themes you can bring into the

conversation.conversation. Should be well dressed Should be well dressed Be preciseBe precise Be accurateBe accurate Be timely. Be timely.

Managing Corporate NewsManaging Corporate News Conferences Conferences Press conferences are often the result of a crisis; however you Press conferences are often the result of a crisis; however you

handle them the same way you handle other forms of handle them the same way you handle other forms of communication: with careful preparations.communication: with careful preparations.

Formats Formats 1.1. A few minutes for opening statementA few minutes for opening statement

2.2. Distribution of the spokesperson’s opening statementDistribution of the spokesperson’s opening statement

3.3. Q’s? From persons present. Q’s? From persons present.

4.4. Related material if possibleRelated material if possible

5.5. Facts sheet Facts sheet

6.6. Name & number of contact person for other details. Name & number of contact person for other details.

7.7. You can end your conference by saying last Q’? You can end your conference by saying last Q’?

Managing Corporate NewsManaging Corporate News

Op-Ed PiecesOp-Ed Pieces Opinion articles by private organizations can often be found Opinion articles by private organizations can often be found

opposite to the editorial page in news papers.opposite to the editorial page in news papers. Letters To The EditorsLetters To The Editors Several columns are devoted to letters submitted by interested Several columns are devoted to letters submitted by interested

readers. readers. Many letters are try to clarify an issue, Many letters are try to clarify an issue, Refute a charge,Refute a charge, Correct a mistake , Correct a mistake , Point out a needed change, Point out a needed change, Offer an opinion ,Offer an opinion , Or react to a situation. Or react to a situation.

Managing Corporate NewsManaging Corporate News

Talk ShowsTalk Shows Call-in Talk Shows, whether on radio or Television can offer your Call-in Talk Shows, whether on radio or Television can offer your

organization a positive channel for communicating to the public organization a positive channel for communicating to the public General guidelines for talk shows are similar to those for press General guidelines for talk shows are similar to those for press

conferenceconference

Managing Information Through Managing Information Through Company Spokes PersonCompany Spokes Person

A company spokesperson must be knowledgeable, A company spokesperson must be knowledgeable, comfortable with oral communication, & well prepared to comfortable with oral communication, & well prepared to discuss all aspects of the issue under consideration.discuss all aspects of the issue under consideration.

Guidelines for a company spokesperson.Guidelines for a company spokesperson.1.1. Know what message your co wants to deliver.Know what message your co wants to deliver.

2.2. Know as much about the issue under discussion as possible.Know as much about the issue under discussion as possible.

3.3. Prepare desirable statements & practice them before the interview.Prepare desirable statements & practice them before the interview.

4.4. Anticipate Q’s & prepare answers for them.Anticipate Q’s & prepare answers for them.

5.5. Realize that your interview will be edited; in some cases, a live interview Realize that your interview will be edited; in some cases, a live interview can be better that one that is taped.can be better that one that is taped.

6.6. Don't worry if you don’t know the answer simply state that you’ll get the Don't worry if you don’t know the answer simply state that you’ll get the answer ASAP.answer ASAP.

7.7. Avoid using negatives ........ Do not speak off the record. Avoid using negatives ........ Do not speak off the record.

Managing Crisis CommunicationManaging Crisis Communication

When an emergency situations occur in When an emergency situations occur in business, the worst thing you can do is take a business, the worst thing you can do is take a closed, “no comment” attitude towards the closed, “no comment” attitude towards the media. media.

How your company manages the crisis can How your company manages the crisis can cause a long term effect on profits. cause a long term effect on profits.

As in all other forms of communication, being As in all other forms of communication, being prepared is the key to success. prepared is the key to success.