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By Joan Stewart
The Publicity hound
When you distribute your company newsletter, how do your employees
react?
Do they drop what they’re doing and read every word, then laugh
hysterically about the funny photo on Page 2? Or do they throw it on a
pile of junk on their desk, to be read whenever they get around to it?
Too many corporate newsletters are almost painful to read, some with
entire front pages devoted to the newest widget. So many of these
stories have dull headlines, poorly scanned photos, and copy more potent
than a sleeping pill.
Here are eight ways to liven up your newsletter and make it a key tool
in your publicity campaign:
--Write about your employees and include lots of good-quality photos,
even if they’re just small head shots. This makes employees feel special
and helps with retention.
--Make it fun. Recruit the most fun person from each department and ask
them to write articles about their co-workers, or report on what their
team is doing. The amateur reporters will look like stars. It will take
work off the editor’s back. And interest will probably soar. Fun
newsletters make your company look like a fun place to work. And fun
places to work get lots of ink and air time.
--Include fresh news. Articles about a product that was created six
months ago or an event that is ancient history make the newsletter
stale. Be sure each issue includes at least one new announcement.
--Have periodic contests. Print a brain-teaser, or ask employees to
guess which artists wrote obscure songs from the fifties and sixties.
You can also tie these contests to new products and services you are
offering. Award great prizes. Be sure to send copies to your clients and
let them enter, too.
--Send your print newsletters to the media, preferably to the reporter
who covers your industry. This is one of the best ways to feed ideas to
syndicated columnists who write about your topic area, without pestering
them with phone calls and e-mail messages. Newsletters can be a
wonderful source for news tips and a great way to keep your name in
front of reporters. Include a cover letter that pitches a specific story
idea about your company. See
"Special Report #7: How to Write the Perfect Pitch Letter That Convinces
an Editor to Write About You."
--Let reporters know if you publish an ezine, and ask their permission
to put them on your mailing list.
--Write about new trends in your industry. This flags reporters to
interesting story ideas, and is valuable information for your own
employees.
--Each year, send a postcard to everyone on your mailing list and ask if
they want to continue to receive your newsletter. If too many people ask
to be removed, it might be a sign that you need to inject some life and
excitement into it.
Direct comments or questions about this article, including requests
for reprint rights, to:
Joan Stewart
The Publicity Hound
3434 County KK
Port Washington, WI 53074
Phone: 262-284-7451
JStewart@PublicityHound.com
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