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Corporate Journalism and Publications - Summary Lecture Part 2

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A lecture for polytechnic students on the electronic communication tools and design principles in corporate communications.

A lecture for polytechnic students on the electronic communication tools and design principles in corporate communications.

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  • 1. Corporate Journalism & Publications Summary Lecture Part Two FreeDigitalPhotos.net Sherrie Lee
  • 2. RECAP Importance of CJPTypes of Communications Tools Newsletters/Magazines Annual Reports Brochures/Flyers Posters/Banners
  • 3. Corporate videos Websites Social MediaELECTRONIC COMMUNICATION TOOLS Flickr: Azcona Diseño
  • 4. Vary in length, style, format, purpose and audience Use to showcase Company orCORPORATE VIDEOS promote/sell its products/services Need script, voice-over and music Done by professionals Must be short and impactful
  • 5. Advantages Cost effective Wide reach Speed Disadvantages Less interaction between people Must be updated regularly Reliant on technologyWEBSITES
  • 6. Visually appealing, consistent and intuitive layout Simplicity(note amount of info, number of links and language) Easy to use/navigate Current and timely info More graphics and soundFEATURES OF EFFECTIVE WEBSITES
  • 7. Write concisely Break up paragraphs Use headings and sub-heads Use ‘blurbs’ to show readers what they can find in a link Make action easyWRITING FOR WEBSITES
  • 8. SOCIAL MEDIAThe online technologies and practicesthat the public use to share opinions,insights, experiences and perspectiveson a personal level
  • 9. Social Networks (e.g. Facebook, Twitter, LinkedIn) Photo/Video Sharing(e.g.YouTube, Flickr, Pinterest, Instagram) Blogs Online forums Wikis Flickr: daniel_iversen
  • 10. Improve communications (internal/external/potential customers) Build brand, support Marketing and Sales Do real-time consumer surveys Generate awareness Provide customer service Manage reputations Sustain growthHOW COMPANIES USE SOCIAL MEDIA
  • 11. CASE STUDY: BOOKS ACTUALLY
  • 12. CASE STUDY: BOOKS ACTUALLY
  • 13. FeaturesOn demand access 24/7, instant availability Interactivity/User participation Community formation Democratisation of media
  • 14. Drawbacks Over reliance on technology Information overload Unchecked/ uncontrolled/ unverified informationExpectation of prompt updates
  • 15. Implications Corporate messaging Reputation management Relationship building Digital channel monitoring Stakeholder empowermentIntegration of digital platforms
  • 16. Flickr: helenaperezgarcia Typography White Space ColourDESIGN PRINCIPLES
  • 17. Art and Technique of using type and graphics in one composition of printed matter so as to communicate effectively Attract attention with type and space by applying design principlesFlickr: typoatelier
  • 18. Sustain interest Establish mood Maintain legibility Inject distinctive styleFlickr: jjordenn
  • 19. LegibilityClarity of the image when reproduced in printed matter Readability Ease and comfort with which matter can be read Both are fundamental Image: mattgilbert.net
  • 20. White Space: 2 Categories Margins, Vertical ‘gutter’ between columns,leading within body text and paragraph indents Extra space at top of page Image: behance.net
  • 21. White Space: Mood and ImageWealthy, upscale, prestigious and elegant Use lots of white space
  • 22. White Space: Mood and Image Down-to-earth, ordinary folksEnough white space that it is legible and readable
  • 23. White Space: Mood and Image ‘Cheap, mass-produced, amateurish’Cluttered page with little margin, less gaps in-between
  • 24. Image: goo.gl/Y4RUx
  • 25. Non-verbal communication Symbolism andmeanings beyond inkPerception of different coloursEmotional responses evoked through: Warm colours Cool colours Neutral colours Image: usabilitypost.com
  • 26. Who is your audience? What colours appeal to them? Colour preference often determined by culture Do the chosen colours represent your company well?Image: usabilitypost.com
  • 27. http://goo.gl/TEim0 Image: usabilitypost.com
  • 28. 4 Colour (CMYK) or Process Colour 2 Colour or Spot Colour
  • 29. ANY QUESTIONS? THE END

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