The Least You Need to Know About
Most recent update: 5 August 2003
Although computer-based communication employs many of the same strategies and techniques as do other forms of communication, electronic mail (email) and electronic conferencing are genuinely new communication media and require slightly different strategies if they are to be effective.
Communication technologies have been developed and have evolved over time as means of overcoming the two principal communication barriers: time and distance. In oral cultures, people had to be in the same location at the same time to communicate. With the advent of literacy, documents could be created and saved for future reading or transported from one location to another.
Electronic media greatly increase our capacity to overcome barriers of time and distance. In recent years, the use of such electronic media as the telephone, fax machine, electronic mail and electronic conferencing, have made it possible for many workers to practice what has become known as telecommuting. Instead of traveling to an office or central location to work, they work out of their homes or other remote locations and commute to work electronically. Telecommuting and other consequences of digital convergence
will have a significant impact on the workplace of the near future.
Because of their immediate importance to business and managerial communication, my principal concerns here will be with the two most common forms of text-based electronic communication: email and electronic conferencing. I will eventually cover Web-based documents (like this one) and other emerging communication technologies.
- Electronic Text
- Although Web-based documents are increasingly common, some electronic text
remains limited to the ASCII character set (capital and lower-case letters,
numbers, and common symbols), and a significant number of displays use a
monofont (in which all characters receive the same amount of space regardless
of their actual width). Although most electronic communication protocols
permit the exchange of formatted documents, some email and electronic conferencing
software do not. Check with receivers to ensure that they can receive formatted documents.
Remember that readability on a computer screen is not
the same as readability on paper. Text on a screenespecially
monospaced ASCII textis more difficult to read than material printed on
paper. Material intended to be read on a screen needs to be formatted for
The material presented here focuses on ways to make
electronic text more readable and to help you improve the effectiveness of your
email and conferencing messages.
- Formatting Electronic Text
- Just as letters, memos, and reports need to be formatted for
readability, material prepared for posting on an electronic conference or for
sending by electronic mail needs to be formatted for the convenience of the
reader. To ensure readability on the screen, do the following:
- Use capital and lower-case letters appropriately. In addition to their normal
use at the beginnings of sentences and for proper nouns and adjectives, capital
letters are typically used for material that would be italicized in print, such
as titles of books. Avoid the use of all capital letters, as that practice is
considered rude. It is the electronic text version of shouting at your audience.
- Lines of type should be kept relatively short in text-based documents.
Lines between 55 and 60 characters (including the spaces between words) are the
easiest to read. Insert a hard return at the end of each line, or set your text
editor to do it for you automatically. This rule does not apply to documents
prepared for the Web and for HTML-sensitive email clients.
- Paragraphs should be relatively short. In general, follow the same rules for paragraphing
as you would use for word-processed documents: keep the first and last
paragraphs of a document to about four lines and middle paragraphs to about
eight. In general, the longer the paragraph, the more difficult it is to read.
- In HTML-based documents (and in word processed documents) use italics
rather than underscoring (underlining) words and phrases. Underscore (typically
along with a change in font color) is best reserved for hyperlinks to other
- Use numbered and unnumbered lists to help draw attention to
specific points. Note that second and subsequent lines are indented,
increasing the visibility of the number (or bullet) and the item.
- Be familiar with the characteristics of your system and the software you are using.
Take a close look at what your system and software are doing before you
automatically do what you have done on other systems using other software. The
Confer system at WMU, for example, automatically supplies the name, date, and
time for the individual entering items and responses. If you also enter your
name, it is not only a redundancy, but also an absence of sensory acuity
failure to notice what is there.
Email messages, however, usually require a greeting and a signature
to be considered polite. Begin each email
message with a greeting that includes the recipients name and conclude
the message with a signature that includes your name and any
required contact information. Also, what's needed to identify you for local
recipients may not be the same as that for your remote mail correspondents.
If you are sending email to someone on our system here at WMU, you usually need
only your first name in your signature, as your username, which typically
includes your last name, is included in the From information
supplied by the email client.
- Electronic Mail
Electronic mail is intended to serve as private correspondence between two
people or among a specific group of individuals (a mailing list) to
serve a specific purpose. Although email is a form of written communication
and has much in common with business memos and letters, it also has some fairly
specific characteristics of which email users should be aware. The following
are the most important conventions for effective email messages:
Always use a clear, specific, and brief subject line. Readers
who receive a lot of email typically screen their messages by sender and
subject line. If your reader knows you and wants to read your messages, he or
she will, regardless of the subject line. If your reader doesnt know you,
or if you are posting through a mailing list, your reader is likely to
determine whether to read your message based on the subject line.
- Say something important to the reader in the first screen (about 24 lines).
Busy readers will delete messages after the first screen if they do not see
something that creates value for them in one way or another. If they know you
and like you, a personal message will be sufficient to create that value. If
they do not know you, its your job to provide them with a reason to read
your message, and that reason needs to appear in the first screenand,
when possible, it should appear in the first paragraph.
- Avoid excessive quotation from previous messages. Most email systems allow you
to extract or copy an earlier message, incorporate it into your own, and then
comment on it. Sometimes quoting a previous message can help clarify a
situation, but excessive quoting tends to imply that your reader cant
remember what he or she said in the previous message and is insulting.
Quoting an entire message back before entering your response also violates Rule
#2: say something important in the first screen. Appending the quoted material
after your message defeats the purpose of quoting and wastes email
resources by adding unnecessarily to the length of the message.
- Format appropriately for readability. Keep line lengths to between 55 and
60 characterssetting the word wrap for your text editor to wrap at 60
characters will automatically result in appropriate line lengths. Keep your
paragraphs relatively short.
- Double-check message recipients.
One of the most common email mistakes is sending a message to the wrong
recipient. You want to tell Suzy all about Jim, you write the message, and
send it offonly to discover that you have sent it to Jim instead of to
Suzy. Most experienced users have done it at one time or another, and I am no
exception. Its embarrassing. Make sure you know to whom a message is
being sent before you send it.
- Check your spelling, grammar, and mechanics. Email is typically
composed quickly and sent without much
proofreading, as the speed of the medium is one of its principal advantages.
For this reason, readers tend to be more tolerant of errors in spelling,
grammar, and mechanics than they are of those in paper-based correspondence.
Nevertheless, such errors do add up, and more than one or two may convey an
impression sloppiness and inattention to detail that will influence the
readers opinion of the writer and his or her ideas.
- Greet and close appropriately. Some form of greeting (such as,
Hi, Joel or Dear Dr. Bowman) is usually appropriate. Different
organizations establish different internal conventions, and you will need to learn and follow those
conventions. In general, however, people are used to seeing messages begin
with some kind of greeting, so including one helps meet that expectation.
Some kind of closing is also often helpful. Not all systems identify the
sender by name, so unless you tell your reader who you are, your reader may not
know. Many systems permit the automatic inclusion of a signature file that
includes all your contact information (Snail Mail address,
telephone and fax numbers, and email address). The general rule is to include
such information when you are writing to people who do not know you well, and
omit it when you are writing to those you know well (and who already know your
- Electronic Conferencing
- Unlike email, which is essentially private correspondence, an electronic
conference is designed to permit the ongoing discussion of specific topics by a
group of people. Material posted to an electronic conference is available for
all conference members to read. For this reason, messages posted on a
conference should be either of interest to other conference members or of
possible interest to someone you have not yet identified.
The conference we
will be using in BUS 370, BUS370-DISC, is intended primarily for class use but
is open to all faculty, staff, and students at WMU. Because it is essentially
a practice conference, you have wide latitude of subject matter.
You can and should, of course, use the conference to exchange information about
class-related matters. Do you have a question about something? The conference
is a good place to ask it. Have you found a URL that would be of interest to
others? The conference would be a good place to post it.
You can also use the conference to exchange other information that would be of interest to
others. If you are interested in music, for example, you could start an item
to discuss your favorite type of music. Many members of the conference would
share that interest. You might also want to discover which professors your
fellow students would recommend for a particular class next semester.
Or you might want to know whether any conference member is going to Detroit for
the weekend and would like a rider to share the cost of gas. Or you might want
to know whether anyone on the conference is also in Professor Newells
Accountancy 666 and knows how to do the homework due on Tuesday. These, too,
would be legitimate postings.
Stay current with course-related postings. You are responsible for
knowing the content of course-related items. If
someone posts a sample solution to a case, for example, the case you submit
should reflect your familiarity with my comments on that posting.
If you are in one of my classes, please see your syllabus for the criteria I will use
to evaluate your conference postings. You can put a lot of different things on
the conference, but only a few will contribute significantly to your points for
this portion of the class.
- The (World Wide) Web
- The information you are reading now is on "the Web," originally known as the World Wide
Web, hence the "www" you see in so many Web addresses. Anybody anywhere in
the world who has access to the Internet and a Web browser (such as
Netscape or Internet Explorer) can read these materials.
The World Wide Web
is made possible by a special communication protocol (Hypertext Transfer
Protocolthe HTTP you see in Web addresses) that allows for the exchange
of documents containing text and graphics and, with additional software, sounds
and video as well.
Use of the Internet in general and of the Web in particular has been growing
at an exponential rate. You should expect the Web to be
a major medium of communication in your future, and a little browsing should be
all that's required to convince you of that. Note, for example, how many
organizations are supplying the URLs (Uniform Resource Locators--or electronic
addresses) for their Web sites in their magazine and TV ads.
In BUS 370 you will be required to use the Web as a resource for gathering information.
Different lab sections will have different assignments, so see your lab
syllabus and list of assignments to know what will be required in your section.
- Other Technologies
- A variety of other communication
technologies (including the telephone, radio, and television) rely on
electronics. Over the past several years, these forms of communication have
been influenced by computer technology. The communications industries and
computer industries are, in fact, merging. This merger is usually referred to
as digital convergence.
Digital convergence will be a
majorif not the principalinfluencing factor on
organizational communication for at least the next 10 years. Although we will
not have either the time or the resources in BUS 370 to use any of these
emerging communication technologies, you need to be familiar with the concepts
behind the following:
- Voice mail. Voice mail is
essentially the computer-based equivalent of the home answering machine. In
addition to simply recording incoming calls when you are not there, however, a
voice mail system will automatically forward incoming calls to your voice
mailbox when your phone is in use. Voice mail systems can also be programmed
to present the user with a variety of options to enable callers to select the
option that best meets their needs.
As someone who will doubtless be
placing many calls to those with voice mail (and home answering machines for
that matter), you need to prepare for your call so that you can leave an
appropriate message when you reach a machine rather than a person. The machine
may not ask you, for example, whether you wish to have your call returned, your
phone number, or what your call is about. You have to be prepared to offer
that and other appropriate information before you call.
- Wireless Technologies. Cell phones are the premier example of wireless
technology at this point, and wireless cards for computers are also commonplace at
this point. Cell phone technology is merging with computer technology (a form of
digital convergence, and cell phones now include many computer functions, such as text
messaging and video capabilities.
- Teleconferencing. Teleconferencing provides a way for people in different
locations to communicate by voice (audio teleconferencing) or voice and
video (video teleconferencing or videoconferencing).
Teleconferences may substitute for face-to-face meetings, and the special
equipment required may pay for itself in the reduction of travel costs.
Emerging Technologies. One of the emerging technologies is desktop-to-
desktop videoconferencing that allows people in different locations to exchange
voice, video, and data using a computer connection (often over the Internet).
As computer speeds and transmission rates (usually called bandwidth)
increase, we will see an increased use of videoconferencing.
Another emerging technology is groupware, special software (such as GroupWise and Lotus Notes)
that allows groups of people to work on the same document and share the same
- The Information Age
- These technologiesand technologies yet to be developedare changing the
nature of work. In every organization, information is increasingly playing a
central role. In the Information Age, having the right information at
the right time typically makes the difference between success and failure.
As one of the new knowledge workers, you will need to know everything
you can about gathering the right information, storing it, retrieving it, and
distributing it to the right audience at the right time. BIS 102 gives you an
opportunity to improve your skills in these vital areas, and BUS 370 and related
courses provide you with the knowledge and skills you need to select and use the
most effective communication strategies and technologies.