Producing Newsletters and Brochures Chapter 13

Death of Employee Newsletters… Highly Exaggerated Wall Street Journal reported several years ago that such newsletters are “rapidly becoming obsolete” Wall Street Journal reported several years ago that such newsletters are “rapidly becoming obsolete” But even in today’s age of cyberspace newsletters, brochures and magazines in print form are alive and well But even in today’s age of cyberspace newsletters, brochures and magazines in print form are alive and well

Reasons Still Produced in Mass Quantities Many organizations still find them to be the most efficient method of reaching their entire workforce– especially true when staff/workers have limited access to e- communications Many organizations still find them to be the most efficient method of reaching their entire workforce– especially true when staff/workers have limited access to e- communications Unique nature of print pubs– people can hold, touch, share, save, transport them Unique nature of print pubs– people can hold, touch, share, save, transport them “There’s just something about a well- written newsletter or magazine that gives you a real feel for an organization– it’s not a feeling you get with , fax--other more immediate types of communication.” “There’s just something about a well- written newsletter or magazine that gives you a real feel for an organization– it’s not a feeling you get with , fax--other more immediate types of communication.”

Drive People to the Web Today’s printed publications also play an important role in driving readers to content on the Web Today’s printed publications also play an important role in driving readers to content on the Web A print story could highlight the CEO’s speech, but the story can also direct readers to the website where those interested can read or view entire speech A print story could highlight the CEO’s speech, but the story can also direct readers to the website where those interested can read or view entire speech In this sense, traditional and new media nicely complement each other In this sense, traditional and new media nicely complement each other

Balancing Act for Editors Editing a company or sponsored publication has been described as something of a high wire act Editing a company or sponsored publication has been described as something of a high wire act The goal is advance and promote management’s organization objectives and at same time provide information that isn’t boring to the audience The goal is advance and promote management’s organization objectives and at same time provide information that isn’t boring to the audience In addition you have a responsibility to serve the interests of the employees and/or other “publics” In addition you have a responsibility to serve the interests of the employees and/or other “publics”

Editorial Freedom? Editorial Freedom? Many editors, especially former journalists, think that they should have the right to decide what stories will be covered and in what context Many editors, especially former journalists, think that they should have the right to decide what stories will be covered and in what context They may resent anything that smacks of editorial interference They may resent anything that smacks of editorial interference Management, meantime, pays the bills and may feel entitled to exercise its rights as “publisher” Management, meantime, pays the bills and may feel entitled to exercise its rights as “publisher” Editors try to balance the needs of management, the interests of readers, and their own journalistic standards Editors try to balance the needs of management, the interests of readers, and their own journalistic standards Stories about management’s goals and strategies should interest employees because of their stake in the company– they are concerned about job security and want to make sure their company is staying healthy and competitive Stories about management’s goals and strategies should interest employees because of their stake in the company– they are concerned about job security and want to make sure their company is staying healthy and competitive

Have a Mission Statement The best editors seem to understand the purpose of their publication and the interests of their readers The best editors seem to understand the purpose of their publication and the interests of their readers Develop a concise, simple mission statement of 25 words or so that helps both editors and management understand the publication’s purpose Develop a concise, simple mission statement of 25 words or so that helps both editors and management understand the publication’s purpose The statement should cover the publication’s general content, its audience, and its strategic role The statement should cover the publication’s general content, its audience, and its strategic role See Mission Statement examples- page See Mission Statement examples- page 354-5

Annual Editorial Plan/Calendar Important to have a plan that maps out what kind of articles and other material you will prepare for the entire year Important to have a plan that maps out what kind of articles and other material you will prepare for the entire year This will enable you to develop story ideas that complement the organization’s objectives for the year This will enable you to develop story ideas that complement the organization’s objectives for the year

Meeting Audience Interests A survey of 40 companies and 45,000 employees determined the five topics that interest employees most: A survey of 40 companies and 45,000 employees determined the five topics that interest employees most: Organization’s future plans Organization’s future plans Personnel policies and procedures Personnel policies and procedures Productivity improvement Productivity improvement Job-related information Job-related information Job advancement information Job advancement information

Least Favorite Topics The last five choices on the 17-topic list were: The last five choices on the 17-topic list were: Personnel changes/promotions Personnel changes/promotions Financial results Financial results Advertising and promotion plans Advertising and promotion plans Stories about other employees Stories about other employees Personal news such as birthdays and anniversaries Personal news such as birthdays and anniversaries (Interest ranges from 95-to-57 percent) Conclusion: Today’s employees are more concerned about the health and direction of their companies than they are about the fact that someone in accounting celebrated a wedding anniversary or won a bowling tournament)

Newsletter Designs May try to reflect their organization’s distinct “personalities” May try to reflect their organization’s distinct “personalities” Reebok International’s employee tabloid projects ruggedness and the great outdoors through its “modern typefaces, cutaway photos of athletes in action, and brown as a dominant second color. Stories are set in large type, ragged right, surrounded by lots of white space.” Reebok International’s employee tabloid projects ruggedness and the great outdoors through its “modern typefaces, cutaway photos of athletes in action, and brown as a dominant second color. Stories are set in large type, ragged right, surrounded by lots of white space.” By contrast Lloyd’s of London’s newsletter reflects the conservative nature of its financial and insurance business with simple headlines, pages jam-packed with small type, and mug shots By contrast Lloyd’s of London’s newsletter reflects the conservative nature of its financial and insurance business with simple headlines, pages jam-packed with small type, and mug shots

Online Newsletters Many organization’s supplement their print publications with online newsletters– e- zines Many organization’s supplement their print publications with online newsletters– e- zines Advantages are easier to produce on a computer, cost is less, and can instantly be posted and disseminated Advantages are easier to produce on a computer, cost is less, and can instantly be posted and disseminated An average printed newsletter might cost up to 50 cents per individual copy whereas an e-zine may cost less than 5 cents per “copy” An average printed newsletter might cost up to 50 cents per individual copy whereas an e-zine may cost less than 5 cents per “copy” College of Charleston magazine online College of Charleston magazine online College of Charleston magazine online College of Charleston magazine online Portico newsletter online Portico newsletter online Portico newsletter online Portico newsletter online

Other Types of Publications Brochures and Annual Reports Brochures and Annual Reports Chapter goes into writing basics such as headlines, lead sentences Chapter goes into writing basics such as headlines, lead sentences The pros and cons of various type fonts The pros and cons of various type fonts Actual printing is usually put out to bid so you would meet with different printers and go over your design, layout and format ideas and see what various printers can do for you and how much it will all cost, etc. Actual printing is usually put out to bid so you would meet with different printers and go over your design, layout and format ideas and see what various printers can do for you and how much it will all cost, etc. “How to Create Great Publications” Tips for Success on page 364- broken down by Copy, Layout, Type and Color “How to Create Great Publications” Tips for Success on page 364- broken down by Copy, Layout, Type and Color