http://tc.eserver.org/publisher/Communication_World_Bulletin A listing of works published by Communication World Bulletin in the field of technical communication. en-us Copyright (c) 2005-08 by the EServer. All rights reserved. tclib-editorial@eserver.org (TC Library Editorial Board) webmaster@eserver.org (Geoffrey Sauer) http://tc.eserver.org/images/newlogo.gif http://tc.eserver.org/dir/Communication_World_Bulletin http://tc.eserver.org/35735.html http://tc.eserver.org/35735.html For professional communicators, social media is like a new, wild river born from the converging streams of public relations and marketing. A good social media campaign requires the traditional PR skills of telling engaging stories and building positive relationships with constituents, and a marketer’s knack for knowing and finding “the buyer.” http://tc.eserver.org/35736.html http://tc.eserver.org/35736.html The age-old public relations tool, once crafted as fodder for print journalists, is now being applied more to the online world. A recent study by the Society for New Communications Research (SNCR) found that most releases now target consumers and customers directly, rather than through the filter of the news media. Enter the social media release (SMR). http://tc.eserver.org/35737.html http://tc.eserver.org/35737.html Don’t we all want to get the conversation going in a positive direction when it comes to representing the companies and clients we work for? And while there have, of course, always been incidents of deception in journalism and PR, somehow the advent of the Internet and social media has made this a much bigger issue. As PR representatives and journalists for individuals and companies learn more about the benefits of Twitter and other forms of social media, questions are arising about how—and how not—to present information. http://tc.eserver.org/35738.html http://tc.eserver.org/35738.html New opportunities have arisen from the advent of Facebook, Twitter and other social media sites. But professional communicators, in their effort to gain a better understanding of the medium, tend to make social media tools more complex than they really are. As a result, they miss out on the big breaks they need to achieve their goals. Below are tips to take the guesswork out of connecting social media with PR. Hopefully, these are steps you are already taking in your career. But if you are like me and need a friendly reminder, read on. http://tc.eserver.org/35739.html http://tc.eserver.org/35739.html Social media sites offer a range of new opportunities for communication, marketing and networking. But employees’ unfettered online engagement can be bad for business and potentially injurious to their employment and career prospects. Social media present a huge threat to organizations’ reputations, especially those that don’t inform and educate their staff about their online responsibilities. That’s why Web 2.0 education must become a priority for HR departments, who should collaborate with PR teams to brief employees about appropriate online engagement. The same Web 2.0 education must become part of new staff induction programs. http://tc.eserver.org/35723.html http://tc.eserver.org/35723.html CEOs and other executives often find themselves in the role of company spokesperson. More often than not, they have neither the background nor the proper training to be effective. As the communication professional responsible for media relations at your company, there are several things you can do to help prepare your executive for the interviews to come. http://tc.eserver.org/35724.html http://tc.eserver.org/35724.html There is a significant risk of being quoted out of context during media interviews. This risk can fall anywhere along a spectrum that ranges from mild to severe. Mild risk occurs when the information included in a media story appears to be less than accurate. If you’ve ever heard a spokesperson complain that reporters never get it right, you’ve probably witnessed this type of risk firsthand. Severe risk occurs when a portion of what the spokesperson says is twisted or turned, then included in a story to deliberately fan the flames of a smoldering fire. If this occurs, an organization may need to exercise damage control, and there may be significant risk to its reputation. http://tc.eserver.org/35725.html http://tc.eserver.org/35725.html Most explanations of human behavior in the business world assume that people are best persuaded by reason and logic. Steeped in that belief, executives and senior managers have focused on delivering convincing speeches and finding “just the right words” when dealing with the public and the press. But what if that view is flawed? http://tc.eserver.org/35726.html http://tc.eserver.org/35726.html Powerful communication before a crisis and rapid communication during a crisis have the ability to move people out of harm’s way, save lives and protect reputations. Yet so many organizations second-guess what they should say, who should say it and when. Here are some rules to follow in these circumstances. http://tc.eserver.org/35727.html http://tc.eserver.org/35727.html How can you build the right following? The question is important because like it or not, as communicators, we’re expected to lead the way in our organizations’ use of social media. http://tc.eserver.org/35728.html http://tc.eserver.org/35728.html Treat others the way you would want to be treated. It seems ridiculous to think that one of the most common rules taught to children somehow hinders effective business communication when these children become adults. But it’s true. To be effective at communicating with customers (for example, internal audiences who buy into ideas or messages, or external audiences who buy products or services), one must turn away from this standard rule and focus instead on treating others the way they want to be treated. http://tc.eserver.org/35729.html http://tc.eserver.org/35729.html Many companies continue to discount the power and potential of social media. Others are just beginning to flirt with the idea of using this new form of communication, while still others are in the process of developing social media policies to establish what employees can and cannot do. Then, there are those companies that have started allowing their communication specialists to engage in social media on behalf of the organization. But how many are teaching non-communication staff how to use this new media? http://tc.eserver.org/31559.html http://tc.eserver.org/31559.html Once viewed more as art than science, marketers are increasingly interested in measuring performance. Like it or not, there is a new wave of accountability in the world of marketing, and if you're not prepared, you could get swept under it. Companies are becoming increasingly concerned with ensuring that all activities are profitable. As a result, each dollar invested in marketing is being challenged to demonstrate bottom line performance. New forms of marketing, escalating ad costs and tools that purport to measure marketing effectiveness have all contributed to the pressure traditional media is facing to "prove its worth." http://tc.eserver.org/31538.html http://tc.eserver.org/31538.html Brand has become an integral part of the employee communicator's role as organizations recognize the importance of employee behaviors in building brand. When it comes time to integrate brand elements into the intranet or portal, good usability practices and testing can guide that integration, ensuring desired employee behaviors. http://tc.eserver.org/31561.html http://tc.eserver.org/31561.html Paul Niven's book is invaluable for communicators whose companies are implementing a Balanced Scorecard, and it can also provide a great deal of useful information on setting measurable goals for a staff function like communication to ensure it aligns with a company's strategy. The book provides easy-to-understand summaries of how various business processes work for communicators who want to better understand their businesses. http://tc.eserver.org/31546.html http://tc.eserver.org/31546.html Some people seem to thrive on change. How do they do it? How do they manage change in a way that they not only survive, but also excel? They seem to make change work for them. Here are five essentials on how to take your team through times of transition. One of the most significant essentials for success during transition is teambuilding. Leaders who can challenge, motivate and empower their teams through change are successful. http://tc.eserver.org/31540.html http://tc.eserver.org/31540.html Nike v. Kasky, now in the U.S. Supreme Court, could determine whether or not public statements made by corporate executives, when acting as company representatives, are subject to the same rules that regulate the advertising business. As Allan Jenkins indicated in his article last month in Communication World, the outcome of the case will have a profound affect on business communications. And it could be positive. http://tc.eserver.org/31554.html http://tc.eserver.org/31554.html Read these 10 useful tips from Walter K. Lindenmann, Ph.D., an independent consultant specializing in public relations research, measurement and evaluation services. http://tc.eserver.org/31535.html http://tc.eserver.org/31535.html We are in a period when we are forced to consider how the immediacy and pervasiveness of communication touches our lives. News and information is reported and distributed from anywhere around the world so fast that it is difficult to understand and take the longer-term meaning of events, or to put events in a historical context that leads to balanced judgments. http://tc.eserver.org/31531.html http://tc.eserver.org/31531.html On 19 March a war with global implications began between a U.S.-led coalition and Iraq. Although some organizations will be affected by this war more than others, the articles below will help any communicator address certain immediate internal and external organizational war-related communication issues. http://tc.eserver.org/31550.html http://tc.eserver.org/31550.html Most experienced editors have a love-hate relationship with press releases. They rely on releases (and the people who write them) for story ideas, facts and valuable sources. A good news release can be a lifesaver when it arrives just in the nick of time with an interesting story idea, an arresting headline, compelling lead, powerful quotes, maybe even a print-ready photo. http://tc.eserver.org/31534.html http://tc.eserver.org/31534.html Your reputation depends on your ability to be a public-spirited, plain-talking professional who serves the interests of your audience rather than your organization. http://tc.eserver.org/31565.html http://tc.eserver.org/31565.html "You have two options when you walk into a room," says public speaking expert Richard Levick about the art of giving speeches. Most entrepreneurs find speech making to be either terrifying or a waste of time. Too many CEOs see dealing with the media or making presentations as an interruption, but it's as essential to doing business as customers. If you can't deliver energetic and commanding speeches, or polished and articulate interviews, then you're short-circuiting your company's future. It's time to do something about it. http://tc.eserver.org/31529.html http://tc.eserver.org/31529.html Corporate brands are built by countless interactions between people - customers and clients, suppliers and distributors, shareholders and communities, and one another. If your brand does not reflect your people in a way that makes them proud and passionate, they will not deliver the brand experience in the marketplace. Some do's and don'ts for corporate branding. http://tc.eserver.org/31567.html http://tc.eserver.org/31567.html Virtually every employee in an organization performs a discrete set of tasks. Only the leader sees the big picture -- unless the leader does a good job of conveying that big picture to his workforce. Of course, there's more to leadership than getting people to buy into your vision. http://tc.eserver.org/31544.html http://tc.eserver.org/31544.html Measuring the effectiveness of PR is critical to moving PR from a tactical function to a strategic component of your company's plan for success. But the old ways of counting clips just aren't good enough to convince today's management executives that their investment in PR and overall communications is paying off. Here are 5 Tips about how to measure PR in ways that will catch the CEO's attention and increase the stature of PR in any organization: http://tc.eserver.org/31557.html http://tc.eserver.org/31557.html Throw a stone in a room full of communication professionals and there's a good chance you'll hit one that will back up this statement: senior management loves to see ROI measurements, but seeing how communication initiatives create sales trumps all other measurements. From a marketing communication perspective, simply receiving feedback from a sales team can help your team answer most senior-level frustrations. From the perspective of a sales force, understanding marketing efforts (and how those efforts actually work) aids in everyone's ultimate objective: securing sales. http://tc.eserver.org/31543.html http://tc.eserver.org/31543.html Recent research tells us that 97 percent of all public relations departments are involved in media relations, and 88 percent evaluate their campaigns using media analysis. On one hand, industry leaders urge us to measure the results of our work via business outcomes; yet on the other, communicators are still asked to supply output results as 'proof of performance.' Is there some link between the two that can cover both? Here are some relatively easy ways to make your media results speak with numbers that management will respect and understand. http://tc.eserver.org/31562.html http://tc.eserver.org/31562.html Communication professionals can and should have frequent, direct access to and influence on executive leadership. Your CEO needs you, but are you ready? It is a misperception that CEOs are too busy, uninterested or unreceptive. While some communicators have close contact with executives, many other communication professionals rarely see the CEO and may have many layers of management between themselves and that "C-level" suite. But you don't have to report directly to the CEO to get his or her ear. http://tc.eserver.org/31548.html http://tc.eserver.org/31548.html Many people don't realize the extent to which public relations has increased its influence since the growth of the Internet. This influence continues to grow as does the popularity and utility of the Internet itself. Literally millions of new web sites are added every month, and they represent the most extraordinary way to target your audience. Today's journalists, radio and television news producers and editors all prefer to receive news via e-mail and to instantly access web sites to secure the facts. http://tc.eserver.org/31555.html http://tc.eserver.org/31555.html In conducting its landmark 2003 Communication ROI Study, which focuses on the relationship between an organization's internal communication strategy and practices and its shareholder returns, Watson Wyatt made some surprising findings regarding the relationship between effective external and internal communication. http://tc.eserver.org/31542.html http://tc.eserver.org/31542.html You can't wait for the employee survey each year to see if you're making improvements in your change communication - you need to measure now. Polls are the pulse takers that give snapshots of perceptions. They describe how people are coping with change, what they are thinking, how they are feeling and the extent to which they are supportive of organizational goals. Tudor Williams, ABC, outlines the critical factors in ensuring your polls are accurate, usable and result in valid sets of data. http://tc.eserver.org/31526.html http://tc.eserver.org/31526.html It's no secret that networking is a key factor in career success. And failing to keep an active network can hinder your employment prospects if you suddenly find yourself in the job market with no contacts or references. As a professional communicator, you already know how important connections are. But a network must be continually nurtured, and you may be neglecting yours unintentionally. Here are 10 common networking mistakes and tips to avoid them http://tc.eserver.org/31532.html http://tc.eserver.org/31532.html On 19 March a war with global implications began between a U.S.-led coalition and Iraq. Although some organizations will be affected by this war more than others, the articles below will help any communicator address certain immediate internal and external organizational war-related communication issues. http://tc.eserver.org/31553.html http://tc.eserver.org/31553.html In today's world, advertising is just one element of the marketing formula. In fact, there is a shift occurring away from advertising to other marketing that's less costly and more cost-effective and efficient. In all your marketing efforts, your goal is to gain that top-of-mind awareness position with your prospect/customer. PR can do this. Advertising can do this once awareness is attained. PR gets you there; advertising keeps you there. Knowing the return of PR truly justifies it as an integral part of the marketing arsenal. http://tc.eserver.org/31552.html http://tc.eserver.org/31552.html Buoyed by commercial expansion and the entrepreneurial renaissance of recent years, corporate public relations has come a long way towards becoming an essential tool in the chief executive's armoury. That said, the scope for further advancement of PR consultants at the boardroom table will remain restricted until the profession gives senior management what they want — a measure of return on their investment. http://tc.eserver.org/31533.html http://tc.eserver.org/31533.html There are crucial behaviors important people, successful executives, and true leaders use to move processes and people forward. These behaviors are the key ingredients of leadership. The more of these ingredients leaders take to heart, teach, and expect of others, the more power they will have to achieve their objectives. http://tc.eserver.org/31556.html http://tc.eserver.org/31556.html Today it’s harder than ever for companies to get above the noise and get their messages heard. Many consumers are so overwhelmed with advertisements about new products and marginally improved releases that they automatically tune out anything that sounds promotional. While it may seem like there’s no time to learn new tools and technologies, there are many sites that offer useful guides, quick tips and case studies on how to achieve measurable results. http://tc.eserver.org/31564.html http://tc.eserver.org/31564.html The brand experts and advertising gurus tell us that "caring is commercial," but this has not changed the behavior or profile of many chief executives. One new chief immediately canceled the daily VIP lunch delivered to his office and instead went down to the staff canteen, sitting among his workforce. In another case, a tough CEO confronts an aggressive media at an annual meeting and declares, "Our task it to manage the business to provide maximum return for our shareholders -- end of story." In these cases, communicators provide support and advice, yet in many instances, the decision about profile is made before they are called in. http://tc.eserver.org/31525.html http://tc.eserver.org/31525.html As with many things on the Web, job-hunting on the Internet has brought new meaning to the phrase "level playing field." Currently, there are literally thousands of "jobs boards," or Web sites tracking new job openings, in cyberspace these days, which together represent a potential career jumpstart that is far ahead of the traditional newspaper advertisements http://tc.eserver.org/31527.html http://tc.eserver.org/31527.html So that's it. You've gotten your freedom, your walking papers, your pink slip. Redundancy, dismissal, restructuring, it all amounts to the same thing: you are unemployed. So what are you going to do now? Look for another job, of course, or maybe start your own business. In either case, given today's job market, chances are you're going to have more than enough opportunity for reflection. So while you're busy rewriting your resume for the nth time and scouring the job sites, here are ten simple tips that will help you make the most of your freedom and empower you to take charge of your unemployment http://tc.eserver.org/31558.html http://tc.eserver.org/31558.html Many companies have taken a limited view of the impact that marketing communication can have on overall corporate objectives, reducing their understanding of the value of marketing communication. One reason for this resistance is that the value of IMC can be complex to measure in a world where marketing usually moves at a dynamic pace and is driven by a changing competitive landscape and seemingly unpredictable shifts in customer attitudes. The potential revenue and customer satisfaction benefits of implementing an IMC program can be so dramatic that companies shouldn't ignore the movement any longer. http://tc.eserver.org/31560.html http://tc.eserver.org/31560.html Spending on search engine marketing (SEM) is rising dramatically, yet surprisingly few companies are measuring the effectiveness of their campaigns. In a short survey conducted by web analytics vendor NetIQ, more than 800 participants responded to questions about their search engine marketing efforts and their attempts to measure success. The survey responses provide interesting insights into the state of search engine marketing ROI. http://tc.eserver.org/31528.html http://tc.eserver.org/31528.html Australasia's leading forest product company, Carter Holt Harvey (CHH), transformed itself in under three years from slumbering giant into a high-performing, innovative business leader based on values of performance, leadership and innovation - and won an IABC Gold Quill award in the process. Here's CHH's story in brief and rules learned along the way. http://tc.eserver.org/31541.html http://tc.eserver.org/31541.html It seems almost daily, as we search the Net; we come across clever new tools, useful resources and information. As a part of the open information and collaboration network, known as the Internet, here are a few fun, simple technology tools/utilities, that you might want incorporate into your communication efforts. http://tc.eserver.org/31539.html http://tc.eserver.org/31539.html People and organizations generally understand the concept of the Internet's global reach. However, few see their Web presence as international, and even fewer have sites appropriate for audiences beyond their borders. As global competition grows and new markets emerge, building an effective international Web presence is becoming ever more critical. http://tc.eserver.org/31547.html http://tc.eserver.org/31547.html In an effort to be less than constructive, here are ten sure-fire ways to alienate and de-motivate your team on your change journey. Hit-or-miss approaches don't go far enough; this is your chance to use the best methods of corporate torture and humiliation developed by dictators, steamrollers and other "tough guy" change agents. http://tc.eserver.org/31530.html http://tc.eserver.org/31530.html Effective communication requires understanding the target population and how it operates. That need to understand runs the gamut: sometimes it's simply information gathering, other times it's copy testing, or it may mean monitoring the effectiveness of a campaign. But before you start any campaign, you need to know your audience. http://tc.eserver.org/31563.html http://tc.eserver.org/31563.html Some business leaders have a natural panache. How do you raise the profile of a CEO that lacks that kind of flash? The answer is to approach your communication strategically and to use your CEO wisely. This applies whether you represent a Fortune 500 company or a small non-profit group. Media training, presentation skills training and testimony training workshops can devote large amounts of time to defining and seizing strategic communication opportunities. Let's review a dozen techniques designed to secure strategic placements for your CEO and put your organization on the road to out-thinking the competition. http://tc.eserver.org/31549.html http://tc.eserver.org/31549.html All firms with more than one employee should have a clearly written media policy that spells out who in the organization may respond to media inquiries, what kinds of information can or should be released to reporters and what information must be kept confidential. It's important to assure your employees that talking to the media and establishing good relationships with reporters can and should be constructive. Reporters need you as a source of news and background information as much as you need them to give you publicity and clarify your point of view. http://tc.eserver.org/31551.html http://tc.eserver.org/31551.html Gone are the days when you called a reporter, mailed a letter or sent a fax and expected to get a callback. These days, more reporters than ever are relying on e-mail to review news pitches or story ideas. Pitching by e-mail is sometimes more difficult than sending a pitch letter by standard mail or calling a reporter on the telephone, because with more and more e-mail being sent these days, yours needs to stand out from the rest. Here are tips on how to make your pitch stand out in the maze of e-mail communications that reporters, and other media contacts, receive each day. http://tc.eserver.org/31545.html http://tc.eserver.org/31545.html In the dot.com boom of the 1990s, an electronic goldrush began as companies flocked like new age prospectors seeking to plant their stake in this digital revolution that has today transformed the ways companies communicate and do business around the globe. Because the web is becoming a viable communications channel, it's important that communications professionals understand how the content they're putting up on a web site is delivering to users the kind of value that is realizing a return on their investment. http://tc.eserver.org/31566.html http://tc.eserver.org/31566.html It's an undisputed fact. Some CEOs refuse to acknowledge that their communication skills could use a tune-up. Someone in your organization -- quite possibly you -- needs to assume responsibility for sharpening your CEO's communication skills. If your leader neglects this part of her leadership toolkit, it's time to offer some frank advice on how she can improve. You must also be prepared to deal with the sensitive matter of how to encourage the boss to accept the benefits of learning from a communication training workshop. http://tc.eserver.org/31505.html http://tc.eserver.org/31505.html It used to be that advertising was king. If you had a product or service you needed to sell, you went to an advertising agency and developed an advertising campaign to get your item to the public. Then marketing joined the fray, and advertising became an extension of other things you were doing to market yourself, like trade shows or mailings. Eventually branding assumed center stage. Now everything you did to promote, market or sell your product or service, your company or even yourself emanated from the branding mandate. As it should be! The critical importance of strategically focused, consistently delivered messaging cannot be overstated. http://tc.eserver.org/31499.html http://tc.eserver.org/31499.html Ask communication professionals why measurement is important, and their answers are likely to involve accountability, measures of effectiveness, ROI and planning support. Ask market researchers what makes for good measurement, and they are likely to respond that it involves reproducible results, adherence to rigorous standards and objective impartiality. Within the communication process, however—especially within PR and media relations—there is a tendency to look more closely at the output of their programmes than at the methodology yielding the data charts and reports. While market research has a well-established body of theory to support its claims of delivering objective and authoritative data, media analysis as a commercial discipline is only just beginning to grasp the importance of these standards. http://tc.eserver.org/31522.html http://tc.eserver.org/31522.html A few months ago, a company-wide team at Cisco Systems Inc. was challenged to come up with the best model for change management. Several team members had experience in change management through various disciplines, such as process management, HR consulting, communication, Six Sigma and IT. In the first meeting, the team recognized many factors that would affect how they moved forward: hundreds (maybe thousands) of models already existed, thousands of consultants had their favorite models and were eager to help, and employees were familiar with models from other companies. http://tc.eserver.org/31511.html http://tc.eserver.org/31511.html When SwissAir Flight 111 crashed off the coast of Nova Scotia in early September of 1998, most people didn’t realize the accident would begin to usher in a new era—using the Internet for crisis communication. In the years since, more and more companies and not-for-profits have jumped on the bandwagon and identified their web sites as critical tools for crisis communication response, particularly since Sept. 11. http://tc.eserver.org/31520.html http://tc.eserver.org/31520.html According to a 1997 survey entitled “The Quality of Working Life” by Professors Les Worrall and Cary Cooper of the Institute of Management, of the 5,000 U.K. managers polled, a majority revealed that they had been affected by organisational change in the last year and failed to see business benefits. When asked about possible improvements, the largest response reflected the need for greater involvement, more listening by senior managers and more honest, two-way communication. http://tc.eserver.org/31503.html http://tc.eserver.org/31503.html At the heart of a successful brand strategy is a clear understanding of the customers you serve and what’s important to them. Employees need direction on what the customer expects and the actions they must take to deliver on those expectations. To gain this understanding, employees must identify the interactions from the customer’s point of view to determine whether or not the company is living up to its customer “promise.” While companies can easily measure marketing dollars spent on brand-building initiatives, understanding how the brand drives customers’ purchasing decisions has often proven to be more elusive. http://tc.eserver.org/31510.html http://tc.eserver.org/31510.html Little things mean a lot. Especially online. Microcontent—or the headlines, decks, subheads and other 'small' pieces of web copy—actually do most of the communicating on your web site. Handled poorly, microcontent can confuse and frustrate web visitors. Here's how to write microcontent to communicate to—instead of discombobulate—your readers. http://tc.eserver.org/31516.html http://tc.eserver.org/31516.html The answer to both questions: "YES!" Like us, you may be dismayed by the growing quantity of poor writing that bombards us. We see it everywhere, in publications, web sites, newspapers and corporate materials—writing that is not just full of grammatical mistakes and misused words, but is also poorly thought-out, unclear and contains downright confusing language. http://tc.eserver.org/31521.html http://tc.eserver.org/31521.html Organizational communication is centered on inspiring and managing change, so it makes sense that communication professionals are seeing a more critical role for research in understanding and reaching their most important stakeholder relationships (employees, customers, suppliers, dealers, etc.). When a company is undergoing significant changes (i.e., a merger, acquisition, slumping sales, a product launch), research can pinpoint exactly where the issues and communication needs are. Oftentimes, such information is considered and then only used in limited ways. So how does a company proceed in bringing research results to life? It’s important to review how the research and tactical elements of communication vehicles are matched up. http://tc.eserver.org/31506.html http://tc.eserver.org/31506.html There are few things in life more subjective than graphic design and color. You like blue, but the client likes green. You want to use illustration, but the client prefers photography. You like a serif typeface, the client doesn’t. As the designer, you believe the choice should be yours because that’s why you went to college and have spent years working on design and branding projects for other clients. The client feels because it’s their money, it’s their call. However, the truth lies somewhere in between. In spite of client/vendor differences, you are both trying to achieve the same goal: to create design and branding elements that make the strongest, most memorable impression to generate maximum visibility and produce the most sales possible. http://tc.eserver.org/31508.html http://tc.eserver.org/31508.html We urgently need a quick crash course on web site management; otherwise, connecting with potential customers will become a very tough challenge. Lucky are those who have a unique domain name without the additional baggage of extraneous language, numbers, dashes or slashes. Studies have shown that 90 percent of business names are problematic. These problems are serious issues for achieving higher visibility. http://tc.eserver.org/31517.html http://tc.eserver.org/31517.html A wiki is a web site that anybody can change. You may have already visited a wiki without even knowing it. Wikis are poised to become one of the most important online communication tools we’ve seen in a long time. While blogs are justifiably getting most of the attention paid to the online world these days, wikis are quietly weaving their way into both the external and internal communication world. http://tc.eserver.org/31504.html http://tc.eserver.org/31504.html Why are some companies regularly recognized as the nation’s most admired even when their across-the-board performance is inconsistent? Why are other companies that demonstrate solid, consistent performance often ignored? In two words, the answer is awareness and performance. Wal-Mart ranked at the top in a number of corporate reputation lists, yet the company was dogged by the discovery of undocumented workers in their stores. How does a company such as Wal-Mart succeed in light of such news? http://tc.eserver.org/31518.html http://tc.eserver.org/31518.html When two companies merge, the complexities, emotions and often sweeping changes behind the deal can hinder effective communication to key stakeholders. Yet a well planned and implemented communication strategy contributes to the very success of the merger itself. How can you overcome the obstacles to developing and delivering on a merger communication strategy? http://tc.eserver.org/31497.html http://tc.eserver.org/31497.html I haven't sent out a traditional press release in the last 10 years. But I have placed stories about my clients in The Wall St. Journal, New York Times, ABC News, The Today Show, Good Morning America and just about any other major media outlet in the United States. Editors surely don't need me or any other publicist to write their stories. They need me to point them in the direction of a good story, succinctly give them the facts as I see them, the sources I know and then get out of the way so they can write their own stories. I do those things by writing pitch letters, good ones. http://tc.eserver.org/31514.html http://tc.eserver.org/31514.html Did you know an intranet could actually be more global than the Internet? The interactions within an intranet are more intense and frequent, and anonymity is replaced with specificity—your real name, job title and location. Company management often believes that a unified employee communication intranet site will foster a community, a shared corporate culture and a universal standard. But a review of two U.S.-based global intranets reveals that today’s reality may fall short. http://tc.eserver.org/31498.html http://tc.eserver.org/31498.html Consider this scenario: You’re making a pitch to the CEO that calls for more focus and resources on internal communication, citing recent studies that demonstrate that organizations with more effective communication have higher performance. And you get this response: “Great, I’m sold on the importance of communication. Tell me which communication channels have the greatest impact on our bottom line, and put together a strategic plan that will lead to increased revenues.” Did you get a little more than you bargained for? While the CEO’s request certainly sounds challenging, rest assured that it can be done. http://tc.eserver.org/31500.html http://tc.eserver.org/31500.html ROI still eludes many B2B communicators, despite the increasing pressure to prove it. What is the amount of revenue your company gains as a result of your communication after you’ve subtracted expenses? This is especially good to know if you integrate your marketing communication. What part of the mix is working, and what isn’t? If you know that, you can eliminate the duds and rev up the elements that really bring in revenue. Ultimately, over time, you can increase the return on your marketing investment by knowing how well the components of your program perform. http://tc.eserver.org/31501.html http://tc.eserver.org/31501.html Reputation risk has become an increasingly important item on the boardroom agenda. Conscientious and/or beleaguered company directors are turning to research for a sense of the health of their world and, in turn, the measure of the responsibilities they must assume. Like a ‘wellperson clinic,’ objective and independent research is increasingly being used to test perceptions and expectations and monitor the weak signals or murmurs that may either support them or destroy them in the years, if not months, ahead. For the reluctant directors out there, new-style regulation is ensuring that being pessimistic is no way to run a company. Beyond tarnished personal reputations, the penalties for poor risk management and oversight can range from unlimited fines and censure to imprisonment. http://tc.eserver.org/31513.html http://tc.eserver.org/31513.html Confusing. Frustrating. Underutilized. Time-consuming. If you are like most communicators, these are just some of the words that come to mind when thinking about your organization’s employee portal. Intranets and employee portals have long been plagued by numerous challenges, including limited funding, poor navigation, content overload and changing technology. Add in growing user expectations, disengaged executives and differing opinions about what portals are and how they deliver tangible value, and it’s no wonder they are such sore spots for communicators. http://tc.eserver.org/31512.html http://tc.eserver.org/31512.html Admit it. Your intranet is a mess. What started out as a great idea for sharing information inside the company has turned into the corporate junk drawer—a jumbled collection of useful, not-so-useful, relevant, irrelevant, redundant, inconsistent and unmanaged stuff. While parts of it make you proud (perhaps the employee directory or news portal), taken as a whole, it just hasn’t lived up to all the grand ideas you had when you posted those first few pages. http://tc.eserver.org/31507.html http://tc.eserver.org/31507.html Processes evolve. Over time and several redesigns, a few points screamed to be kept in mind: communicate with the client, be scalable, plan to plan, test your assumptions, analyze your current site, and so on. We ran these mini-philosophies by industry leaders and newbies alike. The result? Our collection of things to think about evolved into—drum roll, please—10 EXPERT TIPS TO A SUCCESSFUL REDESIGN. Redesign is happening. Address the need. And stay on track while you do it. http://tc.eserver.org/31502.html http://tc.eserver.org/31502.html When companies first put their corporate and marketing information on the web in the mid to late '90s, it was mostly static content that was painful for journalists to use (horrible navigation, tough to download text and little or no images available). It's lucky for the corporate world that it took time for journalists to warm up to the web. Since we all know how gifted the PR community is in math, science and computers, it was no surprise that the company’s online publicity destiny was left in the hands of its IT staff—which was about as familiar with PR as PR is with the latest software patches that somehow magically appear on our desktops. You need a more effective news and information web site, but what will it include and how will you show the ROI to secure the necessary investment? http://tc.eserver.org/31515.html http://tc.eserver.org/31515.html Is your intranet failing to deliver value for your company and your staff? If so, time and money are being wasted. Research shows that employees can take twice as long to complete tasks and get information from a poor intranet as compared to one that is well designed. This wasted time can cost over US$1,000 each year, per employee, which translates to a cost of US$1 million for every 1,000 employees. So what can you do to improve your intranet? Here are 10 things to think about. http://tc.eserver.org/31496.html http://tc.eserver.org/31496.html How you treat and respond to reporters, editors and analysts can greatly affect how your company is perceived in its marketplace. The relationship between “you” and “them” is so important it has its own name (media relations), its own experts (PR pros and firms that specialize in media relations) and its own set of rules. Below are 12 laws of media relations. Follow them, and you’re well on your way to gaining for your company the positive visibility you desire. Break them at your own peril. http://tc.eserver.org/31509.html http://tc.eserver.org/31509.html When surfing the web these days, you often come across web sites that suffer from stagnation—they look old, obsolete or appear to have been designed by an amateur. Your web site needs continuous improvement to capture and engage your visitor’s attention. If not, he or she can easily click away to your competitor’s site. Here are twelve steps to help prevent stagnation. http://tc.eserver.org/31519.html http://tc.eserver.org/31519.html In the waning weeks of 2004, discussion of integrated communication is, to paraphrase my teenage daughter, “so yesterday.” Like cascading communication, any talk today about integrating organizational communication is on par with contemplating one’s navel. Integrated communication should be a given for any organization. What is integrated communication and why is it so passé? To have a chance at being heard in today’s cluttered environment, all facets of the organization’s story need to be coordinated and consistent. No matter where you touch that organization, the story must be the same. http://tc.eserver.org/31470.html http://tc.eserver.org/31470.html It took only a few years for the Internet to fundamentally change the way we communicate. Marketers have learned to take advantage of this new medium by creating innovative ways to reach their audiences. But what about business communicators? Have we really taken advantage of everything the ’Net has to offer? With all the choices for news and information, how do we cut through the noise of the competition, keep our audiences engaged and influence them to move in the right direction? We need to think of the Internet as a dynamic communication tool that gives us the ability to target, focus and change our messages constantly in order to influence diverse sets of audiences. http://tc.eserver.org/31471.html http://tc.eserver.org/31471.html Recently, business networking has been perceived negatively due to its widespread use in the network marketing industry and the proliferation of “lead generation clubs” that focus on impersonal lead referrals rather than on building relationships. The surge in popularity of social networking sites on the Internet, however, has sparked a renewed interest in meaningful discussion and research on the value and importance of “networking,” particularly to mainstream businesses. http://tc.eserver.org/31483.html http://tc.eserver.org/31483.html Employees are inundated with mass information and messages. It is their responsibility to digest all this information in appropriate ways so that they can be effective in their roles, partner with others and help their company be profitable and competitive. Technology—e-newsletters, web mail, instant messaging—has greatly accelerated this environment of mass-transit communications, and while this saves time, it creates a bigger challenge: connecting and managing internal information clearly to align employees and maximize productivity. http://tc.eserver.org/31479.html http://tc.eserver.org/31479.html Corporate culture involves certain values and rules of behaviour within and outside the company, which are shared by the company employees. The cause and effect relationship between the company crisis and corporate culture is reciprocal. If the corporate culture is not strong enough when a crisis occurs, its value system can break down or the crisis can unveil inconsistencies between its stated values and relations and its actual ones. On the other hand, the corporate culture can directly launch a crisis causal chain, which means that the original cause of the crisis initiates other imbalances, or deepens the imbalances occurring in another department, speeding up the development of the crisis and making it more difficult or even impossible to pull the company out. http://tc.eserver.org/31476.html http://tc.eserver.org/31476.html In the past, business continuity and crisis management focused on tangible assets, especially post-crisis recovery of systems and data and reestablishment of facilities and services. This all changed in the aftermath of 9/11, when it became obvious that the human factor was as critical as the technology and the buildings. Watching the suffering of the people affected by the Madrid bombings has reinforced the need to ensure your contingency plans address the people involved. http://tc.eserver.org/31473.html http://tc.eserver.org/31473.html New conferencing and collaboration solutions are being announced at the pace of one or more tools per week. New versions and upgrades are promoted even more frequently, and in this avalanche of "this is the best, don't look anywhere else" claims, it is hard to distinguish the good from the average. How should you select your web conferencing tool? Which companies are more reliable and how do you find out? How can you be sure you will not be disappointed? These are tough questions to answer, as there are a million vendors out there and an army of supposed experts all claiming to have the best solution while offering different ones. http://tc.eserver.org/31486.html http://tc.eserver.org/31486.html Jean-Paul Sartre said, “We understand everything in human life through stories.” I believe that is true. We comprehend better when a message is related in story form, and we also feel a stronger rapport with the person telling the story. Why not use these memorable stories in your internal communications? When you cram too much information into a communication, training session or presentation, you’re doing a data dump on your listener. Nothing sticks. Yet, if you’ve ever had a supervisor tell a story to illustrate a point, you learned the lesson and probably enjoyed the learning process, too. http://tc.eserver.org/31478.html http://tc.eserver.org/31478.html All businesses are vulnerable to crises. You can't serve any population without being subjected to situations involving lawsuits, accusations of impropriety, sudden changes in company ownership or management and other volatile situations on which your audiences—and the media that serves them—often focus. The cheapest way to turn experience into future profits is to learn from others' mistakes. With that in mind, the following examples of inappropriate crisis communication policies, culled from real-life situations, will provide a tongue-in-cheek guide about what not to do when your organization faces a crisis. http://tc.eserver.org/31482.html http://tc.eserver.org/31482.html Occasionally a prospective client comes to me very enthusiastic about getting publicity and declares that she envisions coverage in every major newspaper in the country and on every network broadcast. After all, her logic runs, our product is something everyone uses. "Whoa!" I reply. "That's not enough of a reason for the media to do a story. Nearly everyone uses a toothbrush and a wallet of one sort or another, but how often do you see stories about either of those items in the papers or on the nightly news? Prevalence doesn't mean interesting or timely. So let's brainstorm about what would entice the media to consider something about your item 'newsworthy.'" http://tc.eserver.org/31472.html http://tc.eserver.org/31472.html New technology is changing the face of internal and external organizational communication. Blogs are evolving at a tremendous pace and are not simply the stuff of boring journals and ideological rants. If you feel as if you’ve been caught napping while blogging has taken off, fear not. Blogs provide a way for organizations to bypass the media, to get quick feedback and to take on issues they would otherwise ignore or miss entirely. For an individual, a blog can be a way to set one’s own agenda and be heard. But it’s the political blog that’s fueling the trend so far—an intelligent PR tactic. http://tc.eserver.org/31481.html http://tc.eserver.org/31481.html Once upon a time, a former CBS newsman devised a new strategy for telling a company's story: classic storytelling. Robbie Vorhaus founded his own public relations firm based on this principle. He shares the story of how it works in this interview with About Public Relations. http://tc.eserver.org/31477.html http://tc.eserver.org/31477.html During difficult times, reporters are about as welcome as a root canal. Of course, you don’t have to talk to them. Instead, you can employ what I call “Option Two—Freedom from the Press.” I coined the term when I observed a beet-red CEO of a large corporation (after a particularly difficult press conference) mumble, “In this country there is freedom of the press, and it’s too bad we don’t have freedom from the press.” If you choose to employ Option Two, however, you should be prepared to deal with the consequences. http://tc.eserver.org/31475.html http://tc.eserver.org/31475.html Let’s face it, the honeymoon between you and your inbox is over. Finished. As spam and e-mail-borne viruses comprise a staggering 70 percent of all e-mail traffic worldwide, it is clear that we are all at our wit’s end. As our frustration with unsolicited e-mail has skyrocketed, our attention span for reading legitimate e-mails has plummeted. So what’s a conscientious e-communicator to do? As anyone in this business can tell you, silence is not an option. While there currently is no silver bullet to solve the growing e-mail problem, one technology that provides an alternative is instant messaging. http://tc.eserver.org/31485.html http://tc.eserver.org/31485.html In many organizations, when economic conditions improve, funding becomes available for investment in internal communication technologies. While the potential expansion of budgets is welcome news to communicators around the globe, capitalizing on it requires careful, thoughtful prioritization of still-precious resources. So what type of focused investments should communicators consider? Intranet and employee portal improvements should be high on the list. http://tc.eserver.org/31474.html http://tc.eserver.org/31474.html Despite the Internet's emergence as a mainstream business tool, web conferencing can still be a daunting experience for first-timers and even seasoned presenters. For today's business professionals, it's not the technology that makes them apprehensive, but the knowledge that familiar ways of presenting are inadequate to execute an effective web conference. Provide someone with useful information and a little preparation, however, and that person can host an effective, efficient web conference. http://tc.eserver.org/31480.html http://tc.eserver.org/31480.html Not all corporate executives are willing to admit to a mistake or to own up to a weakness, of course. We’ve seen plenty of how-not-to examples in recent years. But experts in corporate crisis communication will invariably give the same advice: If the news is bad and it’s bound to get out anyway, put it out yourself and show that you care. So why is it so hard for politicians? Despite years of digging themselves deeper into a hole when faced with bad news, politicians have not learned their lesson. The best course is always to release bad news yourself and to take responsibility and apologize as appropriate. http://tc.eserver.org/31484.html http://tc.eserver.org/31484.html Face time. According to the fourth annual survey of the North American workplace, from Netherlands-based staffing organization Randstad, those two words best describe the most preferred way for employers to communicate with employees. The 2003 Employee Review is based on findings from 2,826 telephone interviews conducted by RoperASW, making it one of the most extensive employee attitude surveys conducted in the U.S. “E-mail is far behind face-to-face meetings as the means of communication most preferred by employees,” said Joanne Reichardt, vice president of corporate communications and public affairs for Randstad North America. “In short, everyone wants face time.” http://tc.eserver.org/31427.html http://tc.eserver.org/31427.html First it was e-mail messages, next it was PDA messaging, and now it is blogs. These networking tools are all widely used by employees. They also sometimes become a source of contentious litigation when employers become concerned over the risk of corporate liability and public disclosure of confidential information that these new technologies pose. http://tc.eserver.org/31434.html http://tc.eserver.org/31434.html Employee engagement is certainly one of the hottest of the hot communication topics right now. It can be easily misunderstood as a new communication fad, given the attention it’s being given these days. But the truth is that engagement—winning the hearts and minds of employees—has always been the ultimate goal of effective employee communicators. http://tc.eserver.org/31424.html http://tc.eserver.org/31424.html Every day, large and small nonprofit organizations around the world engage in diverse activities in the public interest. But in accomplishing this overarching goal of social responsibility, how well do nonprofits communicate their activities and strategies? What do nonprofits' business practices suggest about the issues of transparency and accountability? Can nonprofits serve as models for for-profit organizations in communicating their own social responsibility commitments and activities? http://tc.eserver.org/31440.html http://tc.eserver.org/31440.html Organizations with virtual teams have invested vast resources in recruiting and retaining a diverse workforce, offering cultural diversity training and providing the technology that makes the functioning of these teams possible. To ignore the opportunities and the potential pitfalls of these teams would minimize this investment. http://tc.eserver.org/31423.html http://tc.eserver.org/31423.html Professional communicators and attorneys have long stood side by side as both fought to win in court—one in the court of law, the other in the court of public opinion. These two sometimes wary compatriots, however, are now beginning to partner more frequently to garner the best results for the executive suite. http://tc.eserver.org/31437.html http://tc.eserver.org/31437.html Engagement. Is it the latest corporate buzzword? Not for serious business leaders who understand the correlation between engaged employees and improved financial performance. They see engagement as a source of competitive advantage. All things equal, they believe, an organization that has engaged employees will outperform one that doesn’t. http://tc.eserver.org/31442.html http://tc.eserver.org/31442.html Conflict is an "expressed struggle between at least two interdependent parties who perceive incompatible goals, scarce resources and interference from the other parties in achieving their goals." We'll look at each of the components in this definition. http://tc.eserver.org/31457.html http://tc.eserver.org/31457.html Social responsibility, in one form or another, has been on the minds of businesses for over 100 years. By running a business that the community, local and global, can be proud of, corporations are able to create a climate of compassion that could likely translate into consumer support. Some have argued that adopting CSR standards allows companies to build brand value by imbuing their brands with ideas, emotions and beliefs that appeal to consumers. The cost of building brand value with social responsibility initiatives is usually cheaper than trying to achieve the same effect through advertising and public relations. http://tc.eserver.org/31451.html http://tc.eserver.org/31451.html Communication practitioners understand how to use a range of tools—formal, informal, traditional and online—and two-way symmetrical communication. They need to know that, through the energetic use of these skills, they can advance the economic, social and environmental well-being of society. http://tc.eserver.org/31426.html http://tc.eserver.org/31426.html PR people have been in the business of giving away content to reporters for so long that the matter of who owns the content—or who may use it under what circumstances— hasn't much concerned us. But our thinking about content and copyright is beginning to change as we put a rapidly expanding range of content on the web. http://tc.eserver.org/31468.html http://tc.eserver.org/31468.html E-Communication is quickly becoming the primary avenue for many individuals and businesses to distribute and access information. Understanding the legal and practical applications of e-communication is essential for maximizing the use of this emergent trend. Below are links related to various aspects of e-communication, including legal issues, e-marketing and spam. http://tc.eserver.org/31416.html http://tc.eserver.org/31416.html One of the most difficult things a writer can do is to edit his or her own work. It's great to have someone else, preferably a trained editor, review what you've written. But you may not always have that luxury, and even if you do, you should never be satisfied with a first draft. http://tc.eserver.org/31432.html http://tc.eserver.org/31432.html Someone once asked Lillian Hellman what was hardest about writing. "Killing your little darlings," she said. For a playwright, "the little darling" can be a favorite character or a hard-fought scene or a bit of sparkling dialogue—anything that, while dear to one's heart, doesn't contribute to the dominant theme. A similar challenge faces every writer, whether we work in the realm of reportage, marketing or employee communication. http://tc.eserver.org/31441.html http://tc.eserver.org/31441.html The recent buzz regarding corporate web logs (blogs) may have deflected attention from another effective, low-cost medium: corporate web radio. The following article offers a few tips and “lessons learned” for the corporate professional who would like to start web radio within his or her firm—or for the PR agency, another value-added service for your clients. http://tc.eserver.org/31436.html http://tc.eserver.org/31436.html When considering the issue of employee engagement, communicators need to know what they are dealing with. Engagement is something that plays out on an organization-wide level, so communicators should understand what an organization is. http://tc.eserver.org/31439.html http://tc.eserver.org/31439.html PR people have been in the business of giving away content to reporters for so long that the matter of who owns the content—or who may use it under what circumstances— hasn't much concerned us. But our thinking about content and copyright is beginning to change as we put a rapidly expanding range of content on the web. http://tc.eserver.org/31446.html http://tc.eserver.org/31446.html For the last couple of months, I’ve been developing an online list of major trends that are transforming public relations, with links to sites, articles and quotes that in one way or another prove the point and that I know I’ll someday want to get back to. It’s something like my own personal tagging system, maintained in a wiki. http://tc.eserver.org/31438.html http://tc.eserver.org/31438.html Before I swapped my desktop computer for a laptop a couple of weeks ago, I had visions of reclaiming my desk and basking in the openness of white space. The reality, of course, was a fresh jumble of cables and wires—not to mention a CPU, a flat screen monitor and other assorted computer equipment strewn around the edges of the room. http://tc.eserver.org/31435.html http://tc.eserver.org/31435.html I remember the day I turned on the car radio and found out that my company was merging with a competitor. Over the coming weeks, every employee made mental and emotional decisions on whether to stay engaged with their work and the company, or to just to show up and collect a paycheck. http://tc.eserver.org/31422.html http://tc.eserver.org/31422.html The issue of translation is a global one and doesn't just relate to mistranslations by American and British English speakers. Today, poor translation can be particularly dangerous given the speed at which events are reported. How dangerous? According to the Dow Jones Newswire of 12 May 2005, one mistake was worth several billion U.S. dollars. http://tc.eserver.org/31455.html http://tc.eserver.org/31455.html With technology improving rapidly and costs continuing to drop, businesses are conducting more sophisticated online surveys. No longer confined to traditional paper-based surveys, companies are reaching out more than ever for employee feedback. These surveys include employee satisfaction, upward or "360" evaluations and the performance review process. Online surveys now contain open-ended questions, multiple formats and complex branching tools, giving businesses the potential to gather more insight about employees, corporate culture and business processes than ever before. http://tc.eserver.org/31421.html http://tc.eserver.org/31421.html If you photocopy an article in the U.S., you apply U.S. copyright law. If you photocopy an article in France, you apply French copyright law. That's the way international copyright law works: You apply the law of the country in which use of the work is made. This is called "national treatment" and is the underlying principle in the leading copyright convention, the Berne Copyright Convention. http://tc.eserver.org/31445.html http://tc.eserver.org/31445.html Many years ago I was asked to develop a marketing package for the environmental practice group of a large, Washington-based law firm. When I submitted the draft I got exclamations of delight and a promise to provide quick feedback from all the principals. It never came, and my phone queries went unanswered. So I waited, and waited, and waited—and then waited some more. http://tc.eserver.org/31430.html http://tc.eserver.org/31430.html While the use of a news section on the company intranet's home page is widespread, communicators need to ask themselves how effective this is as a way to avoid mixed messages and information overload. Does it reduce information overload, or increase it? And how can the news section be used to effectively cut through informational clutter? http://tc.eserver.org/31465.html http://tc.eserver.org/31465.html With recent press surrounding the U.S. CAN-SPAM Act and possible future charges for sending e-mail as well as virus creators competing with each other for infection rates, how can you ensure that your e-mail communications are still effective and reach their intended recipients? E-mail has qualities that make it an ideal communication vehicle. But for all of these positive characteristics, e-mail has taken a serious blow over the past six years. An anti-spam technology company estimated that 62 percent of all e-mail sent across the Internet was identified as some sort of spam by users of their technology. http://tc.eserver.org/31462.html http://tc.eserver.org/31462.html An informal poll within the U.S. indicates that more than half of respondents favor a law restricting "spam," that is, unwanted electronic advertising that everyone with an e-mail address has been exposed to but does not know how to stop. In the poll, 30 percent favor making false e-mail headers illegal, but only slightly more than 11 percent said spam restrictions would violate the First Amendment. http://tc.eserver.org/31447.html http://tc.eserver.org/31447.html I used to believe that if you knew a subject well enough and were passionate about it, you could pen a masterpiece. But it was two years of working as an IT journalist (and never really understanding or liking it!) that actually taught me how to write. http://tc.eserver.org/31466.html http://tc.eserver.org/31466.html Many employers have determined that there is a need to monitor employees' computer usage. According to a 2003 survey by the American Management Association, more than half of U.S. companies engage in some form of e-mail monitoring. Often, this is in addition to monitoring work-related communications and activities—including reviewing Internet usage, videotaping the work-site or recording employee telephone calls. More and more employers are engaging in some form of monitoring. Unfortunately, without a full understanding of the risks, employers may open themselves up to potential lawsuits. In addition, such techniques may result in low morale among employees who resent being told that they cannot use e-mail for personal messages and feel that their every move is being monitored. http://tc.eserver.org/31443.html http://tc.eserver.org/31443.html Genesys, a system of medical care facilities in central Michigan, has introduced an innovative way to couple emerging mobile communication technology with sophisticated medical care. Recently, the hospital system introduced the use of hand-held wireless personal digital assistants (PDAs) by physicians in its 440-bed system, which is made up of three local hospitals merged into one. http://tc.eserver.org/31452.html http://tc.eserver.org/31452.html In boom times, companies can be pressured into spending lavishly to please their employees, providing a variety of perks in the belief that happy employees are productive employees. While this may be true, when leaner times come and businesses struggle to grow, the goal of employee satisfaction is put under greater scrutiny. Today, investments in employee-related plans and programmes must do more than satisfy employees. They must be able to provide a measurable return on investment. http://tc.eserver.org/31425.html http://tc.eserver.org/31425.html This month's column doesn't focus on business strategy per se, but rather on how independents market themselves once they identify their markets and know what it is they want to convey.