Email%2C+Internet+_+Web+Writing - Message Design for Public...

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Unformatted text preview: Message Design for Public Message Design for Public Relations & Organizational Communication Email, Internet and Web Writing Writing with a Computer Writing with a Computer • • • • • • • Free write Blind write Re­use your previously written material by adding new transitions and updated material Create a file of written material that can be used in the future (headlines, titles, leads, introductions, quotes Catalog/organize all these ideas, in hard copy or digitized. These serve as inspiration/resources for future writing Browse the Internet for inspiration and ideas, but be sure to note and credit sources. Public Relations and the Internet Public Relations and the Internet • Has revolutionized public relations and organizational communication practice • Facilitates economies of scale • Collapses distances, especially for multiple­ location or multinational organizations • Internet­based communication less expensive that traditional print Public Relations and the Internet Public Relations and the Internet • Internal intranets • External web sites • Blogs • Webminars/web chats • E­zines • Online newsletters • Podcasts • RSS feeds Intranets: a Vehicle for Employee Intranets: a Vehicle for Employee Communication • • • • • • • Password access only Captive, specialized audience Provides a wealth of information about an organization: policies, benefits info., email services, statistics & financial data, news, customer info., company performance/sales data, meeting minutes, department reports, HR documents & guidelines Allows for top down, bottom up and lateral communication Quick turn around time to post or revise information Less expensive to maintain than previous print vehicles Empowers users to work smarter and collaborate more The External Web Site on the The External Web Site on the Internet • The organization’s external face • Critical ingredient in the toolbox of marketing communication vehicles • Provides standard information: general description, products, customers, locations, products, financial information, media contacts, coverage in media, social responsibility • Like other communication vehicles, must adhere to other branding elements: font, colors, design treatment Some Examples of Organizational Some Examples of Organizational Web Sites Web Site Design • Characterized by blocks of text • Text blocks allow for easier linking to other parts of site, or to other web sites • Avoids need for excessive scrolling which disorients readers • Most web sites use a 3 column design: horizontal banner across top, left column or vertical navigation bar and 2 vertical columns of text and images Some Examples of Organizational Some Examples of Organizational Web Sites Retail oriented: http:// =BR Some Examples of Organizational Some Examples of Organizational Web Sites Image oriented: Web Site Design • Create a table of contents and basic site navigation diagram • Organize the material in a logical and hierarchical way: the most important information first; more text heavy material as pages deeper in the site • Balance the home pages with embedded pages • Avoid too many clicks and burying content too deeply. Web Site Design • Avoid leading visitors away from your site too quickly: use links to external sites judiciously • Avoid a video clip as the entry point to the home page : visitors find them annoying and time­ wasting • Include a site index or table of contents as one click away from the home page • Use graphics & white space to break up Web Site Design Web Site Design • Put organization’s name and logo on every screen: visitors arrive from many different directions, not only via the homepage • Keep writing style simple, use active voice liberally, use headlines and subheads, and keep introductory text brief. • Reading on computer screens is very tiring: keep that in mind Choosing a Web Designer Choosing a Web Designer Option 1: • Hire a professional, • Should be familiar with the utility of web sites • Has good organizational abilities • Understands the logic of good web site navigation • Understands how people use web sites • Uses graphics purposefully to focus visitors on key points or spur them to act (donate, buy, send an inquiry) • Cheaper isn’t always better: you get what you pay for Choosing a Web Designer Choosing a Web Designer Option 2: • Select from a wide range of affordable, pre­ designed packages commercially available, which also provide and domain name registration and hosting services • Getting the word out about your Getting the word out about your web site • Include your web address on everything: letterheads, newsletters, brochures, press releases, fax cover sheets, business cards, some signage, all forms • Add web address to your email signature • Tell the media and position it as an information resource for them • Tell your customers and members • Get listed on search engines Writing for the Web Writing for the Web • The backlit screen makes reading difficult: we read 25% slower on screen than from printed materials • Always keep in mind who your audience is • Standard writing principles of brevity, correctness and clarity apply • The tone is inclusive : “I” and “we” as the point of view Email Do’s Email Do’s • Take advantage of the cost saving potential of email to share and solicit information, especially with geographically dispersed audiences • Email as part of a p.r. program must follow established writing conventions • Observe appropriate etiquette when cc’ng or bcc’ng Email Don’ts Email Don’ts • Never use text message abbreviated language for organizational or other messages in a professional setting • Use the subject line to succinctly convey the main idea of your message • Don’t distribute emails when angry: let them sit as a draft for 24 hours • Emails never disappear; be careful what you put in writing Multilevel Writing for the Web Multilevel Writing for the Web Visitors are reading different parts of a web page so: • Create the major headings or sections • Create minor points for each section • Include relevant links to these sections where needed Multilevel Writing for the Web •Create boldface subheads for the minor points •Write a one­sentence summary of the article •Use that sentence to start a one­paragraph summary which can be used as a sub heading •Shorten the one­sentence summary into a short, informative title Some Web Site Resources Some Web Site Resources Yale U Center for Advanced Instructional Media: • me/?PageID=100060 ...
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