Sooner or later, most business communicators will be called on to
contribute material for publication in a newsletter. Or-yikes! - to assume complete
responsibility for ongoing production of a publication. Either way, understanding four
integral elements that underlie successful newsletters can help writers and editors set
the stage for a high-performance publication.
GOALS
Just like every sound communication piece, from an email to a press
release, winning newsletters start with GOALS. And smart newsletter
writers/editors tie their publications' goals to those of their employing organization.
Draft newsletter editorial objectives that support top management's vision for your
company. Typical business goals might be:
increasing sales
spotlighting product lines
penetrating new markets
educating customers about product uses
supporting staff recruitment.
A non-profit may wish to boost membership, seek donations, appeal for
volunteers or educate the public about the organization's mission. Tying newsletter goals
to organizational objectives automatically provides writers with topics and editors with
content directives. Issues can be focused on single goals, or content can
be structured to support multiple objectives within each edition of the publication.
Effective Planning
Effective Planning the next key to newsletter success.
Whether the desired outcome is a single article for publication or the
production of an entire year's issues of a company newsletter, project management skills
are called for. Experienced writers already apply project management techniques to
move articles through the processes of research, writing, revising and marketing
or publication.
Timing their work to meet newsletter deadlines and refining topics to fit
the narrower focus that newsletters have should require minimal adjustments to standard
operating procedures for most organized writers.
Newsletter editors use those same project management skills on a wider
scale to develop an overall structure for a publication, create its editorial calendar and
production schedule, find and work with content contributors and graphic designers,
negotiate the corporate approval process, arrange printing and/or electronic formatting,
deliver the publication to readers, and handle any other required production tasks. Sound
planning keeps publications on schedule and assures consistent, performance-driven results
for each issue.
Audience
The first rule of good writing is "know your AUDIENCE", and
newsletters are no exception. Business audiences can include both internal groups
(management, directors, employees) and external ones (customers, prospective customers,
government officials, media representatives, etc.).
The successful newsletter writer must wear multiple hats
in order to communicate corporate messages effectively while also accurately identifying
and satisfying customers' information needs. Of course, writers are expected to accomplish
these missions by creating interesting, relevant and well-written articles, columns,
interactive features and other engaging content.
In the newsletter format, good writing still calls for clarity, strong
nouns and verbs, active voice, and - most especially -- topics that speak to the concerns
and interests of audiences. Crafting these elements to fit the space constraints of print
newsletters or the scan-and-go Web world calls for writers who can hit the mark
quickly to grab reader attention and keep the pages turning or the mice clicking.
Artful use of subheads, bulleted lists or sidebars, and other quick-byte
packaging techniques are useful skills for writers of both print and electronic
newsletters, too. Pairing the know-how to appeal to reading mechanics while also providing
meaningful content makes for the kind of articles (and writers) that newsletter editors
need.
Responsiveness
Finally, gearing newsletters for success requires RESPONSIVENESS to
readers. Knowing a publication's audience enables writers to tailor articles effectively.
But being responsive to readers is an after-the-fact activity that can provide valuable
feedback to help fine-tune subsequent issues...and keep savvy writers in demand.
Too often, writers pour heart and soul into articles, pack them up, ship
them off for publication, deposit payment and move on to the next assignment without
receiving any feedback about readers' responses to their work.
Writers looking to establish a long-term newsletter assignment
must work to break this cycle.
Because newsletters exist to serve very specific audiences, constant
monitoring of reader feedback is crucial to keeping content on a precise course. Writers
who take time to learn what worked and what didn't for their readers, then adjust their
next writing project for that publication to reflect the feedback, will be the ones
newsletter editors call on time after time.
Apply the GEAR acronym to your work today and you'll enhance your success
in electronic and print newsletter production.
About CL Morrison
C.L. Morrison has been a successful marketing/PR professional for more
than 15 years. C. L. Morrison has managed an ad agency, handled corporate communications
for US and global firms, developed PR programming for non-profits, and founded a municipal
public information department. She creates results-driven communications projects for
businesses and individuals and teaches live and online workshops on publicity and personal
branding.
You can contact CL at: wordteam@aol.com |
