Public Relations House Journals

What’s a house journal? There are two types of house journals, these being internal (staff or employee) magazine or newspaper, and the external (which should be targeted at a specific outside readership).

Publications distributed to members or supporters of organizations such as professional institutes, universities, societies, trade unions and charities are best described as semi-externals. While theirs is not a staff readership it is a more intimately involved readership than the users, patrons, customers, dealers, shareholders or opinion leaders to which externals maybe directed.

Types of House Journal Magazines, Newspapers Newsletters Wall newspaper- produced like a small poster and fixed walls, this is a medium used for both internal and external use.

What to include in a house journal. Celebrate the victories of the company. Devote space to employee profiles and announcements of internal awards. Communicate the official message about difficult situations.

Considerations when planning a new house journal. 1) Readership- Who will read this publication? Are different journals necessary for different readers, e.g. management and executives on the one hand, factory staff on the other?

2. Quantity How many copies are required of each issue?

3. Frequency The journal should be published regularly and have a known publication date. How often it is to be published: quarterly, monthly, fortnightly, weekly or daily?

4. Policy What is the purpose of the journal? The house journal should fit in with the overall PR programme and be a means of reaching a defined public in order to achieve a definitive objective.

5. Title What is the journal to be called, and what sort of masthead (title design) will it have? The title should be distinctive and characteristic.

6. Style and format The size of the page, how many columns to the page, black and white or colour, typography, extent of illustrations, balance of news and features all contribute to the appearance.

7. Free issue or cover price Will it be issued free of charge, or will readers be asked to pay a cover price?

8. Advertisements Will it carry advertisements, e.g. staff sales and wants, company advertising or outside commercial advertising?

9. Distribution How will copies reach readers?

Externals Specific publics and readerships Distributors Users and consumers Patrons Opinion leaders Future customers Customers of shops

Feedback- Measuring success The degree to which a magazine is read, enjoyed and has the desired effect should be known if possible and means of recording this may be as follows: a. Readership survey: Readers can be asked to complete a questionnaire. b. Readers’ letters. Whether published or not, the volume of reader’ letters can be indicative of interest.

c. Response to advertisements c. Response to advertisements. Readers’ sales and wants advertisements can produce response which serves as a barometer of reader interest.

New Forms of House Journal A. Audio tapes B. Video house journals C. Corporate video Electronic newspapers Audio visuals